Unibail-Rodamco Adapts Retail Strategy to Thrive in Spain's Evolving Market
Unibail-Rodamco, a global leader in shopping centers, has adapted its strategies to keep pace with the evolving retail landscape. With a strong presence in twelve countries, including Spain, the company continues to invest in unique shopping centers that offer added value to attract customers.
Spain's shopping centers have weathered the economic crisis, maintaining public attendance and sales levels. Key to their success is a focus on location, accessibility, visibility, social networks, and marketing events. Fashion and food, contributing up to 70% of total sales, are the most important sectors.
Unibail-Rodamco's approach in Spain involves betting on unique shopping centers. For La Maquinista in Barcelona, the company transferred its European model and added value, reflecting the increased competition in the region compared to Madrid. The company's strategy worldwide embraces the internet, requiring shopping centers to offer more to attract customers who are now shopping on amazoncom and other online platforms.
Unibail-Rodamco's commitment to Spain continues, with no plans to open new shopping centers outside Madrid and Barcelona in the near future. The company's success relies on understanding the unique aspects of the Spanish market, such as open-air shopping centers due to the climate, and focusing on key sectors like fashion and food. By offering added value and adapting to the digital age, Unibail-Rodamco ensures its shopping centers remain attractive to consumers.
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