On the 21st international exhibition of commercial property MAPIC in Cannes the team of ADG Group held 120 working meetings with world leaders in the field of retail property.
“MAPIC is definitely the main event for the specialists of our industry”, says Grigory Pecherskiy, an executive partner of ADG Group. “Having held a series of working meetings we have established a contact with the leaders of international market and have got a confirmation of the applicability of projected solutions”.
A lot of interesting approaches for the purpose of increasing the sales efficiency have been presented at the exhibition. In particular, it was about show rooms with pickup points, pop-up formats, relevant to the sales of headliner goods or limited collections requiring small spaces for a short period of time. A whole brokerage trend, associated with renting central sited for a short period of time for the purposes of promotions and festivals has appeared in the world. This trend has a buoyant demand, and in Russia, this trend only gains traction.
For the ADG Group Company, which modifies 39 old Moscow movie theaters into district smart centers, such formats constitute one of important solutions. Possible variants of cooperation were discusses at MAPIC with the representatives of such companies as Benetton, Sportsmaster, Detskiy Mir, Kidburg, supermarket chain Familiya and many other companies. “We are glad that lead retailers perceived new possibilities for the extension of sales channels in the concept of district smart centers”, says Anna Obraztsova, an Commercial Director of ADG Group. Apart from pop-up formats, which are new for Russia, the omnichannel approach was also discussed at MAPIC. Such approach makes it possible to get information and plan purchases ahead in different media channels: on the website, in social media, in mobile applications and on interactive screens inside the retail center. Visitors are inbound by personalized offers on the basis of their purchases history, interactive games drawing short-term cents-off coupons, personalized recommendations to buyers on the basis of automated systems of sex and age recognition. Such approach will make it possible to attract more motivated buyers to shops, increase conversion, raise the average receipt amount. Among useful services, there were virtual fitting rooms, online goods showcases, delivery of goods from the warehouse by pneumatic dispatch and many other ideas planned by the ADG Group to be detailed on the Smart Retail webpage upon returning from MAPIC.
One of the key solutions for the district smart centers is the multiple functionality of retail spaces – events, lectures, festivals that will make it possible to increase the frequency of visiting by residents within 15 minutes walking distance from the facility. “Improving the quality of life of people in Moscow districts is one of the most important components of the ADG Group mission. As envisioned, our facilities form a single leisure space – the very same “third place” between work and home, that is sorely lacking to Moscow inhabitants”, says Olga Zakharova, managing director of ADG Group.
“It’s a bit of a break. Our people are accustomed to be in a community, so to say. And this project from ADG Group aims to unite people”, said Marina Karamysheva, CEO of Kidburg, following the results of the business meeting at MAPIC.