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ePaper created 2015-05-08, 10:57:20 | version 1.38.0
22 Deutsche EuroShop ANNUAL REPORT 2014 CENTER New LED technology for greater sustain- ability The new lights save significantly on electricity, as their strength can be adapted to the intensity of daylight thanks to an innovative dimmer function. They are used in all new building and conversion projects (for instance the Phoenix- Center Harburg) for basic lighting in the mall. The availability of two colours means that the lights can be adapted for different scenarios, e.g. a cool ambience during the day and a warm glow in the evening. Aside from consuming less en- ergy, these LED lights have other advantages, including lower main- tenance costs as well as a longer life- span and therefore fewer lights to dispose of. C Together with special- ists from global con- glomerate Philips, ECE experts have developed a new type of LED for use in shopping centers. Strong fashion expertise The fashion expertise of our centers is confirmed time and again in cus- tomer surveys. It is one reason why customers are willing to travel some- times long distances from the surrounding area to enjoy the wide selection and quality of the service. The individual tenant mix provides each of our centers with a character all of its own. In our shopping centers, we always make sure that there is a healthy blend of regional and local traders as well as national and interna- tional chain stores. This contrasts starkly with the main shopping streets, where, according to studies in Germany, chain stores occupy over 90% of the retail space in some cases. The small-scale structure of our centers of- fers visitors something different each time and the opportunity to satisfy a vast range of consumer needs. C The fashion industry dominates our retail mix with slightly more than 50%. RETAIL MIX in % of space Clothing 51.4 Service providers 1.5 19.7 Hardware/ electronics 5.9 Health products sector 10.8 Department stores 4.2 Catering 6.5 Groceries as at: 31 December 2014 Diversified and stylish It’s all in the mix: Our shopping centers have a forward-looking mix of tenants and industries. Uniform business hours At our centers, visitors can al- ways rely on standard opening hours, unlike in the traditional city centre where each individu- al retailer decides for itself how long to be open. Whether it is a hair salon, an optician or a travel agency, every tenant is open to visitors for the center’s full open- ing hours. This too is a strategic advantage that is appreciated par- ticularly by customers who have to come a long way. C