Galeria Malta Presentation_video

THE FUTURE
OF RETAIL
AT GALERIA MALTA
BY HEITMAN LOGO + NEINVER
HEITMAN
LOGO TBC
LPP
LOGO TBC

THE EVOLUTION
OF GALERIA MALTA
POZNAŃ’S FAMILY
OF BRANDS

A NEW MALTA
Galeria Malta is one of the the
most well established, trusted
household brands in Poznań,
loved by the modern, active and
thriving Polish family. Malta
has a solid purpose in the
demanding Poznań market: the
enviable position as being both
accessible as a daily convenient
go-to for busy parents and the
teenagers of the family, and
equally a fulfilling shopping and
leisure experience for the whole
family.
Galeria Malta is on a path of
transformation thanks to the
commitment of its highly experienced
owners - the global blue
chip partnership of Heitman
and Neinver. Investment in
the asset and creative leasing
driven by the ever changing
business of retail, are core to
the current and future strategy
of the centre.
This presentation outlines the
vision for Malta as a unique
family of brands and experiences
that together will draw
a solid, expanding group of
customers from across the city
and fulfill a profitable source of
business for its valued retailer
partners.
MALTA’S FUTURE BUSINESS
• Targeting of unique, loyal customer groups
• Unique reasons to visit: retailers and experiences
• Investment in the customer experience and journey
• Repositioned, strong proposition
• Retailer-focussed marketing
• Creative, forward-thinking leasing
• Closer synergy with retailers’ businesses
and solid business partner
• Quantifiable growth goals

MALTA:
A NEW BUSINESS
OPPORTUNITY

UNIQUE CUSTOMER,
UNIQUE ROLE IN THE
FABRIC OF POZNAŃ
Galeria Malta is the shopping
and leisure choice that supports
active family life in its different
meanings. First in the sense
that it provides a superior
solution for those leading a full,
busy life and require convenient
daily shopping, but also in the
sense of desire for new experiences,
to live life to the full, to
be the best you can.
The loyal Malta customer is the
thriving Polish family, with active
busy, lifestyles. Malta’s core
group are women aged 15-40
earning enough to buy anything
they need.
60%
WOMEN
62%
BETWEEN
18-35
YEARS OF AGE
43%
FAMILIES WITH
CHILDREN

FAMILY
SCOUTS
MEET MONIKA AND DOMINIK
Monika (37) and Dominik (38)
are working parents with three
children aged 2, 3 and 5. She’s
manager of her department at
NBP close to Galeria Malta.
Her and her husband have
recently bought a new apartment
in [area]. Marta likes to
look good, she’s confident and
independent. She’s pressed
for time so she needs efficient
shopping and makes it her
mission to make the most out
of every shopping trip. Malta
really meets Marta’s needs to
do quick efficient shopping but
at the same time be inspired
to pick up additional treats for
herself and her family.

MODERN FAMILIES
WITH CHILDREN
MEET MAREK
Marek (30) and his wife Marta
have two children (aged 2
and 4). Marek is an IT manager.
He met Marta when they
were working as snowboard
instructors abroad, and as
active people, love to do cool
things with their kids and to try
out new experiences. Their mini-Unicorns
are demanding high
spend from them across many
categories. Natalia needs to
dress smart for the office but
outside of work she really likes
to be expressive with her own
individual urban style. Marek
works out at the gym in Malta,
also likes to look good and likes
to shop. They love the fact that
Malta is easy to shop at with
kids, there’s always something
going on and they can combine
shopping with entertainment
at weekends plus experience
something different.

SOLO
SHOPPERS
MEET JUSTYNA AND ANIA
Justyna (27) and Ania (28) have
been friends since uni. They’ve
always loved fast fashion and
have trusted LPP brands since
they were students. Now both
working and with more disposable
income, they’re mixing their
favourite high street brands
with more expensive treats from
premium retailers and TK Maxx.
They’re still down-to-earth
young people from Poznań
leading busy, active lives, trying
to progress at work and playing
various sports and enjoying the
outdoors in their spare time.
Malta suits them as they like
fashion but there’s lots of other
things they do apart from shop,
so they can get their regular
fashion fix easily at Malta.

STUDENTS
MEET NATALIA AND JULIA
Natalia, Julia, Wiktoria, Michał
(all aged 19/20) are students at
Politechnika Poznańska. They
reflect the modern Polish student
financially supported by parents
and grandparents, plus part time
work, and who are more mobile
and eager to travel and try new
experiences. Malta is their place
to hang out, but also their place to
get fast fashion, fast food and the
latest movies and cool experiences.

COMMITTED TO
MEASURABLE
GROWTH
A major strength for Galeria Malta is a higher
than average conversion rate of 84% and high
average spend of 250 zł. By carrying out our
vision we aim to raise these figures by 4%
translating to a sales increase of 12 million zł
through our aggressive turnaround asset
management strategy:
• Leasing targeted at the 4 key
customer segments
• Improved, more relevant experience
and customer journey
• Strong, clear positioning, more
relevant messaging and marketing
activation

UNIQUE OFFER
There are 60 unique brands at
Galeria Malta, but it is the distinguishing
combination of these with
a strong mix of mass and premium
‘feeder’ brands that make the
offer attractive to our customer
segments.
The key is now in our commitment
to grow business within these segments.
MORGAN

UNIQUE
EXPERIENCES AND
ENTERTAINMENT
UNIQUE
REASONS TO
VISIT

ENVIRONMENT
Malta is known for the quality of
its environment, both in terms of
the location and its external and
internal ambience: almost half of
Malta’s customers like Malta
because of its atmosphere,
architecture, convenient location
and easy access.

A STRONGLY
POSITIONED, UNIQUE
BRAND HAS EVOLVED
Galeria Malta’s position is based on:
• Everyday necessity as a place with all musthave
services under one roof and an easy
and pleasant shopping experience due to the
centre’s manageable size but equally attractive
weekend and leisure role for the family
• A synergy between sport, leisure and entertainment
offer and location of Galeria Malta
Galeria Malta:
• Looks and feels different from competition
• Down-to-earth and both supportive but interesting,
fun, edgy
• History and trust in Poznan, an established brand.

THE NEW
VISION

EXPERIENCE
LEADING CHANGE
Proactive asset management
and commitment to success of
Galeria Malta through tenant
mix changes, clear positioning
targeting and communication
and through other enhancements
is set to take Malta into
a new era of success.

POWERFUL
BUSINESS GOALS
FOR 2018
FOOTFALL TARGET
FOR 2018:
AROUND
5,000,000
CLIENTS
SECURING OF A
UNIQUE
MASS APPEAL FAMILY
RETAILER
PROVEN TO
INCREASE FOOTFALL
UP
TO30%
IN CENTRES IN EUROPE
SECURED
PROLONGATION OF
ANCHOR TENANTS:
TK MAXX,
NEW YORKER,
PIOTR & PAWEŁ,
H&M, CARRY
SECURING OF A MAJOR
FURNITURE GROUP
MATCHING THE TARGET
GALERIA MALTA
PROFILE WITH MASS
APPEAL AMONG POLISH
UPWARDLY MOBILE FAMILIES
SALES AND
CONVERSION
RATES
INCREASE BY
4%
20%
OF GLA TAKEN
UP BY SMALLER
TENANTS
SECURED
BEYOND 2020
CENTRE’S LEASE
LEVEL PLANNED
TO REACH 97%
BY MID-2018
(+10%)

STRENGTHENING
THE EVERYDAY
DRAW
Adding services supporting everyday needs by
creating and internal ‘convenience centre’ with
zones concentrated around the following:
SERVICES
utilities providers, City Hall
counter, City Information Point,
Post Office, local developers,
wedding centre, popular bank
UNIQUE OFFER
with no presence in other shopping
centers: musical instruments, tattoo
studio, trekking articles,
diving equipment, specialty stores
(hobby store)
LOCAL TENANTS
to gain stronger local profile by
approaching retailers established
in Poznań and a solid offer of
renowned brands eg. slow/healthy
food offer, cars and accessories,
pet shop, fashion concepts
THEMED ZONES
home decoration,
e-commerce

ADDING MORE
UNIQUE
ATTRACTIONS
UNIQUE
FOOD TRUCK
ZONE PROJECT COULD ACT AS
A CENTER WITHIN THE CENTRE
WITH CONCERTS, LIVE COOKING
OR STAND UP SHOWS TO ATTRACT
NEW CUSTOMERS
NEW
FOOD
CONCEPTS
TO STRENGTHEN
DINING OFFER
PANCAKES, SUSHI, OR FAMOUS
SPAGHETTI BAR „PICCOLO” WITH
SEVERAL LOCATIONS IN TOWN
HIPSTER
FOOD FAIRS
RUN BY NIGHT SOCIAL MARKET
LICENSED
LEGO
PLAYHOUSE
PROVEN TO
INCREASE
FOOTFALL BY 20%
IN 10 CENTRES
IN SPAIN
NEW
SPORT
OR ENTERTAINMENT OFFER
– LIKE THE ACROBATIC
SCHOOL – STRENGTHEN
GM AS A DESTINATION FOR
ACTIVE PEOPLE
CLICK TO
BRICKS
ATTRACTING ONLINE
POP-UPS WANTING TO
TRY PHYSICAL RETAIL

INVESTMENT IN
MALTA TO IMPROVE THE
CUSTOMER JOURMEY
A programme of remodeling and refitting
projects is planned in order to provide better
customer experiences, prolong the time of the
visit and increase spend
HIGH TABLE
AND STOOL
GROUPS
FIXED LOUNGER
GROUPS
STRING LIGHTS TO BRING
SPARKLE AND ATOMSPHERE
AFTER DARK
• Planned refit of Multi Kino
(under negotiations)
• Terrace/food court balcony
remodelling
• Foodcourt changes
and enhancements
• New rest area
• New wayfinding
directories
• External enhancement
with an open-air chillout zone

THE FACTS
AND FIGURES

GALERIA MALTA
IN FIGURES
54,000sqm GLA
156 SHOPS
1900
84%
AVERAGE SPEND
PER CUSTOMER
PARKING PLACES
IN A MULTI-STOREY
CAR PARK
OF VISITORS MAKE A
PURCHASE DURING A
TRIP TO GALERIA MALTA
250ZŁ
CATCHMENT AREA
IN FIGURES
POZNAŃ AGGLOMERATION 830,236
POZNAŃ CITY POPULATION 540,372
PRIMARY CATCHMENT 392,456
SECONDARY CATCHMENT 269,441
TERTIARY CATCHMENT 247,667
POZNAŃ AGGLOMERATION
PURCHASING POWER:
PER CAPITA / YEAR
(EXCEEDS THE NATIONAL AVERAGE OF € 6,437 BY 35.9%)
UNEMPLOYMENT RATE:
(THE LOWEST IN POLAND)
1.9%
AVERAGE MONTHLY GROSS SALARIES
IN ENTERPRISE SECTOR:
RETAIL SALES GROWTH IN 2016:
IN THE POZNAŃ CATCHMENT
€ 8,651
4,818 PLN
+14.7%

COMMITMENT TO
A SUCCESSFUL
PARTNERSHIP

WE WILL GROW
YOUR BUSINESS
BECAUSE
WE KNOW YOUR
BUSINESS
The partnership of Heitman and
Neinver brings more than the
market-leading experience of
being trusted global business
partners who are flexible and
committed to our retailer
partners.
We approach the business of
retail real estate with the powerful
combination of creativity,
intelligence and insight, an outof-box
way of thinking driven by
the business of retail and not
just the business of real estate.
We make it our business to
know the future of retail, to
understand the challenges and
opportunities you face, and
we’re committed to working together
to provide you with real
estate solutions that suit your
business best.
HEITMAN
LOGO TBC +

THE FUTURE OF RETAIL
CHANGING THE ROLE OF
RETAIL REAL ESTATE
Retail space working as logistics space
Showrooming
Same day collection
Customer service and experience
Technologies enhancing
the customer experience
and supporting omnichannel

TARGETED
MARKETING
TO SUPPORT
THE VISION

80% of the budget invested in activity to achieve
strategic goals of footfall and turnover goals:
• Repositioning of the centre
• Turnover generation campaigns
• Family friendly activations
• Local community support
VEHICLES
• All-stores lotteries and ‘buy and get’ campaigns
to drive turnover increases with a target of +10%
entry to the lottery
• Targeted actions for individual tenants, groups of
tenants (cross-sale actions), categories promotions
(e.g. shoes and accessories special prices + ‘buy
and get’)
• VIP Club promotions rewarding clients that spend
the most
• Popular licensed events for kids (Lego, Minecraft)
• Events such as WOŚP, The Color Run (up to 15
000 extra traffic for the centre per event)
• A series of events to attract each target
customer group with an average footfall
increase of 10% y-o-y for each event

MARKETING SUPPORT
FOR LPP BRANDS
Using the strength of the LPP brands and forming a close
association with Galeria Malta and LPP we use
Reserved pro-sales campaign
• 200 PLN spent in Reserved = 1 ticket to the cinema
(1000 tickets to be distributed)
• 1 receipt per person a day
• No item return possible (unless with the ticket)
• Other option is introduction of LPP vouchers instead of
cinema tickets
• Average ticket from Reserved registered during the May
lottery was around 140 PLN
Other LPP brand pro-sales campaign
• 100 PLN spent in other than Reserved brands from the
LPP portfolio = 10 PLN voucher to spend in the restaurant
area. (3000 vouchers to be distributed.
• 1 receipt per person a day
• No item return possibility
LPP brand content
• Malta newsletter mailing – with LPP offers only (up to 4
times a year)
• Website
• Facebook
• Instagram
• Blogger/influencer activity
Additional in-centre profile opportunities
for LPP brands