News • 04.04.2019

Designer Outlet Croatia as hybrid retail destination

Building footfall and counting shopper traffic

Silhouettes of people walking in front of a glass facade; copyright:...
Source: panthermedia.net/Banoart

Designer Outlet Croatia, majority-owned by Ingka Centres has enhanced shopper traffic performance by adding an aspirational, 'hybrid' retail destination to the existing IKEA Store in Zagreb supported by the implementation of a traffic counting solution by retail intelligence firm, ShopperTrak, part of Sensormatic Solutions.

The IKEA store in Zagreb opened in August 2014 and attracts 1.5m visitors annually. Boasting 38,000 square meters of retail space, it is one of the biggest IKEA-owned sites in Europe. To drive ambient footfall and encourage more store visits to the IKEA Zagreb store, Ingka Centres group (previously known as IKEA Centres) and ROS Retail Outlet Shopping, strategically opened an adjoining designer outlet centre, Designer Outlet Croatia, in June 2018. Covering 15.000 square meters of retail space, the outlet centre contains 74 stores of discounted luxury clothing brands, including Tommy Hilfiger, Calvin Klein, Guess, and adidas.  It also offers ample parking space, dining choices for shoppers, and an outdoor marketplace linking the two large retail properties.

ShopperTrak's counting solution, specifically designed for shopping malls, was implemented across the combined IKEA Store and Designer Outlet Croatia sites to consistently measure and understand ongoing traffic trends and the correlation between both properties to better assess how the two estates affected each other's footfall. ShopperTrak's solution was sourced to prove the hybrid retail development is capable of delivering ROI and able to succeed as a complimentary traffic driver, whilst also producing insight to inform decisions on further planned hybrid projects across Ingka Centres wider business in other markets.

ShopperTrak's solution was installed at entrances to the Designer Outlet Croatia, and for all stores within the centre. Traffic counting was also introduced at the entrances and exits of the IKEA Zagreb store, whilst an interior analytics Wi-Fi solution was provided to reveal which individual shoppers were first time or repeat visitors to deliver richer insights into customer behaviours across both sites.

Branko Mihajlov, Project Manager & Head of Leasing Croatia/Serbia at Ingka Centres, said: "This is the first time we have fully measured traffic across a site and used the resulting data to scientifically prove the commercial success of a project. This data is also essential to help us plan operations and leasing. It's also now very easy to see the most attractive locations in Designer Outlet Croatia, which brands are pulling in the most traffic and helping to increase dwell time, whilst understanding the interactions zone-by-zone across the whole area is proving invaluable."

Source: ShopperTrak, part of Sensormatic Solutions

related articles:

popular articles:

Thumbnail-Photo: Creative Retail Awards shortlist announced at RetailEXPO...
24.05.2019   #displays #design

Creative Retail Awards shortlist announced at RetailEXPO

Innovative, inspirational and forward-thinking retail display and design

The Creative Retail Awards, which recognise and reward innovation and excellence in worldwide retail design, released the shortlist for their 2019 Awards at RetailEXPO, Olympia London last week.The Awards received hundreds of entries from around the ...

Thumbnail-Photo: retail trends 2-2019: focus sales promotion
03.06.2019   #customer satisfaction #customer relationship management

retail trends 2-2019: focus "sales promotion"

How to win, serve, and keep customers

Read our latest edition retail trends 2-2019 online as an e-paper. ...

Thumbnail-Photo: Product ratings: customer-centricity is important...
29.05.2019   #customer relationship management #marketing

Product ratings: customer-centricity is important

Global product ratings study: companies being pushed toward increased customer-centricity

Globally, 54% of companies consider product ratings to be very important to their business. For another 29%, they are somewhat important, while 17% think ratings are not important at all or that they don’t play any role yet. U.S. results ...

Thumbnail-Photo: Smile please! How to showcase products with amazing photos...
31.05.2019   #online marketing #product presentation

Smile please! How to showcase products with amazing photos

Quick guide to product photography

There is one fundamental difference between online and brick-and-mortar stores: Customers cannot touch, smell or try out the products. Essentially, the eyes decide whether something is ordered or not.That’s why product images and descriptions ...

Thumbnail-Photo: Crisis management in retail: Making a mountain out of a molehill –...
18.07.2019   #online trading #brick and mortar retail

Crisis management in retail: Making a mountain out of a molehill – what now?

How retailers should prepare for crisis communication

A lengthy order, a faulty delivery, an unsatisfactory customer service - all this is quickly evaluated and spread on the Internet and can have negative consequences for the retailer. We talked to Alexander De Ruiter from OBI4wan about the tasks ...

Thumbnail-Photo: U.K. and USA: What about consumer spending?
28.05.2019   #marketing #shopping habits

U.K. and USA: What about consumer spending?

Millennials driving success of new retail models and shaping retail trends in U.S. and U.K.

As Millennials gain a reputation for being category killers across various industries, a recent study by First Insight, a global technology company transforming how leading retailers make product investment, pricing and marketing decisions found ...

Thumbnail-Photo: 91% of SMBs think customer reviews are critical...
25.07.2019   #customer satisfaction #customer relationship management

91% of SMBs think customer reviews are critical

Survey about online customer reviews on platforms

Uberall, Inc., a location marketing solution for businesses, released new data on how small- and medium-sized businesses feel about online customer reviews across platforms like Yelp, TripAdvisor, Facebook, Instagram, Google and more. For the ...

Thumbnail-Photo: The POS TUNING Pizza Presenter
24.07.2019   #product presentation #refrigerated shelves

The POS TUNING Pizza Presenter

The presentation solution for round pizzas in the chilling area

At the point of sale, customers can only buy what they see. This is the motto of POS TUNING from Bad Salzuflen, the solution provider for optimized product presentation at the point of sale for almost all product categories.The POS T Pizza Presenter ...

Thumbnail-Photo: 5 essentials for customer experience leaders...
18.07.2019   #customer satisfaction #customer relationship management

5 essentials for customer experience leaders

Gather customer feedback and analyze it

Customer experience is fundamental to your business and needs to be in your company’s strategy.However, CX leaders are challenged with what it means to spearhead these efforts. To improve their influence, and subsequent results, CX leaders can ...

Thumbnail-Photo: Consumers demand sustainable fashion but won’t pay more...
28.06.2019   #sustainability #fashion

Consumers demand sustainable fashion but won’t pay more

Top five demands for the industry to become more sustainable

New research suggests over half (52 percent) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29 percent of these ...

Supplier

iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln