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AIMPACT: Depending on the terms of the contracts un- derlying the online shops, shopping centers may also be able to share in their tenants’ online revenues. Tenants in turn can attract less web-savvy customers to their online shops and offer products that are not physically available at the center. 3. AUGMENTED REALITY This heading encompasses virtual displays and trying-on/ testing functionalities, be that of clothes, shoes, toys or furniture. While out shopping, consumers can access the online offering via QR codes and then use video kinetic scans in the form of moving images adapted to their own bodies or a chosen environment, test the goods out and then, of course, order and pay for them. Although virtual applications have to date been regarded as high-tech toys, technical innovation is now delivering tangible benefits. In Germany, for exam- ple, Görtz, Adidas and Lego are testing virtual shoe fitting, a virtual shopping wall and a digital box respectively. AIMPACT: The area required for selected locations will go up where virtual applications taking up large amounts of space are implemented. 4. ONLINE GOES OFFLINE In an ideal scenario, a multi-channel strategy brings together the strengths of offline retailing with its online counterpart. A network of shops enables online retailers to reach digital refuseniks, gives them an edge in terms of service by offering a collection option and makes it easier for customers to exchange goods. This offline presence also strengthens trust in the brand, which is additionally reinforced in shoppers’ mindsets through increased awareness. Examples include the concepts from Cyberport, Globetrotter, MyMüsli, Planet Sports and SuitSupply. AIMPACT: Online retailers will look for shop sites at selected loca- tions and will increase the diversity of and innovation in store struc- tures in cities and shopping centers. The number of flagship stores will go up, and rents on these need not be covered by in-store pur- chases alone. 5. MOBILE APPLICATIONS – COUPONING Discounts on store entry: Even online bargain hunters shop in bricks and mortar stores from time to time. Smartphone apps enable users to participate in reward programmes when shopping in stores. Loy- alty points are earned through certain behaviours, such as entering a store, walking toward a shelf, checking a product or ultimately mak- ing a purchase. The app also sends the customer customised offers. These applications require transmitter devices in the cooperating stores. AIMPACT: Sophisticated bonus programmes attract on- line fans back into physical stores. Caution is advisable, however, as smartphone customers are some of the best- informed and therefore most challenging out there. What does that mean for retail property of the future? We have developed three hypotheses on the implications of multi-channel concepts for physical retail locations. Physical stores will evolve from points of pur- chase into touch points. Branches will remain a key element in the multi-channel strategy, as they are the only place where the physical brand experience can be felt. When customer types are broken down, by far the greatest share of spending is by “dual customers”, who make both online and offline purchases. Managed retail locations offer the best conditions for implementing and linking up their tenants’ multi-channel concepts. Multi-channel will intensify the requirements in terms of professionalism on both the prop- erty and the tenant sides. The customer journey – that is to say, customers’ decision- making and purchasing processes – must be understood if their needs are to be seamlessly latched on to. 1 2 Manuel Jahn is Head of Consulting in the geo- marketing solution area of GfK. He has worked for GfK since 2004 and gathered extensive ex- pertise in the retail and real estate industries through consulting on locations and properties across the whole of Europe. He was previously involved in project development for shopping centers in association with Westdeutsche ImmobilienBank. Mr Jahn is re- sponsible for retail property within the “Rat der Immobilienweis- en” (Council of Real Estate Experts) of Germany’s Central Real Estate Association (ZIA) and advises HypZert on retail matters. This is an extract from the more extensive GfK German-language white paper “Online versus Stationär? Lieber Komplementär!” (On- line versus offline retailing – together is better!). You can down- load this at ABOUT THE AUTHOR 3 DEUTSCHEEUROSHOPANNUALREPORT2013/SHOPPING 031

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