icsc retail strategy & trends forum...shaping retail strategy how does kaizen (change for the...

ICSC Global Partner

ICSC European Partners

Cutting-edge insight and practical tools for retail research and asset

management professionals

www.icsc.org/europe+44 20 7976 3100

#ICSCEUROPE

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1-2 December 2016 • Novotel Madrid Center, Spain

In association with

ICSC RETAIL STRATEGY &

TRENDS FORUM

Technology is transforming retail to make the shopper’s experience more efficient and innovative. How does authenticity fit into the equation?

We aim to create genuine quality places which people visit to shop, interact and socialise. In order to provide the full package and turn pure bricks and mortar into a successful (retail) destination, it is crucial to create a consumer experience by combining place, product and design in an authentic manner.

Retail research and asset management professionals will gather in Madrid to explore the theme ‘Authenticity – Adapt or Die’. Participants will come away understanding how behavioural data analytics are key to engaging consumers and help retailers provide a superior shopping experience. Gain practical ideas on how to integrate F&B effectively and leverage placemaking as a strategy in the digital age.

Group sessions addressing major topics facing our industry today offer participants practical tools which can be applied in your workplace. The event includes analytical case studies, blue sky thinking, and concrete data to support asset managers, shopping centre owners and researchers in their roles.

Event Sponsor

AUTHENTICITY: ADAPT OR DIE

Programme Planning Group Conference Co-ChairsPeter Cooper Director of Asset Management UK Retail, Hammerson plcInga Schwarz Head of Research Germany, Avison Young – Germany GmbH

MembersMagnus Åkesson Commercial Director , CityconHerman Kok Associate Director, Research & Concepts International Markets,

Multi CorporationMarrit Laning Head of Research & Strategy, RedevcoFrank Martin Director Asset Management, Hines IrelandEri Mitsostergiou Director, European Research, SavillsBeatriz Vidal Deputy Director, Asociacion Española de Centros y Parques Comerciales

Future-proofing retail – how to remain relevant in today’s evolving retail landscape.

“Shopping has always been strongly linked to emotions. Nowadays, we recognise the power of neuromarketing,

storytelling and placemaking to make our shopping centres the retail destinations of the future. Join us in

Madrid for an exciting conference and take home new ideas and practical solutions to make your

retail story truly authentic.”

Inga Schwarz Conference Co-Chair,

Head of Research Germany, Avison Young – Germany

GmbH

4

08:15 REGISTRATION AND NETWORKING

09:00 WELCOME ADDRESS

Bill Kistler Executive Vice President & Managing Director - EMEA ICSC

Conference Co-Chairs: Peter Cooper Director of Asset Management UK Retail Hammerson plc

Inga Schwarz Head of Research Germany Avison Young – Germany GmbH

CONSUMERS

09:10 KEYNOTE: THE POWER OF BEHAVIOURAL DATA ANALYTICS IN RETAIL

How to use novel technology to develop a relationship characterised by trust between retailers and consumers

Obtain revolutionary insight into what consumers non-consciously want

Jon Sigurd Wegener Cognitive Neuroscientist, External Associate Professor, Department of Marketing Copenhagen Business School

09:45 FOUNDER AND EXECUTIVE PRODUCER, FUTURE VISUAL VR

Will virtual reality (VR) deliver the radical shift in customer behaviour that we have seen with the internet and smartphones?

What is the true potential for VR to transform the retail experience and engage users in a unique way?

How will VR emulate and augment the social aspect of shopping?

Tim Fleming Executive Producer Future Visual

10:05 RETAIL ASSET MANAGEMENT DURING STRUCTURAL CHANGE

Practical insight into how to generate asset performance and maintain asset values in times of disruption

Ryan Perryman Director, EMEA Digital and Information Systems, Asset Services Cushman & Wakefield

Herculano Rodrigues Associate Director Javelin Group

10:25 MARKETING KEY PERFORMANCE INDICATORS & MEASUREMENT

How to measure your marketing success – defining and measuring ROI

How do these measures show the impact of marketing on a shopping centre’s overall value?

Enrique Benavides Head of Marketing Asset Services Department, CBRE Spain Member, ICSC European Marketing Group

10:40 OPEN DISCUSSION

Moderator-led discussion with the speakers from the ‘consumers’ block

Moderator: Rosalind David Research, Insight & CRM Manager Land Securities

11:05 NETWORKING BREAK

THURSDAY, 1 DECEMBER 2016

ICSC RETAIL STRATEGY & TRENDS FORUMNovotel Madrid Center, Spain

“Retail continually reinvents itself, but the pace of change has accelerated in recent years and this pace of change

is here to stay. The ICSC Retail Strategy & Trends Forum will provide us with a valuable opportunity to connect across the region, to learn, to provide

us with insights and inspiration and to help position us for inevitable future change.”

James Brown Chair, ICSC European Research

Group and International Director – Head of EMEA Research

& Strategy, JLL

RETAILERS

11:35 RETAIL TRENDS

What can we expect in the future from creating social destinations, enhancing the in-store experience, merchandising, payments, data and much more?

Maureen Hinton Group Research Director Verdict Retail

11:55 DESIGUAL – ADAPTING TO A NEW DIGITAL WORLD

Transforming the business into a successful, authentic omni-channel retailer

Redefining customer relationships and optimising store design

Katherine Jofre Tovar Global Expansion Director Desigual

12:10 EL GANSO – ADAPTING TO LOCAL MARKET NEEDS

Leveraging analytics to tailor strategies and respond to emerging trends

Bridging their online presence and physical stores for an authentic consumer experience

Envisaging the future of retail

The retailer’s role in adding value to the shopping centre

Carlos Romero Expansion Manager El Ganso


12:25 RETAIL INNOVATION

The continuing evolution of retail with the blurring of the lines between shopping and leisure

How do asset managers respond to this challenge and their changing customer base?

Chris Garner Managing Director GRRIP

12:45 OPEN DISCUSSION

Moderator-led discussion with the speakers from the ‘retailer’ block

Moderator: Chris Igwe Founder & President Chris Igwe International

13:10 NETWORKING LUNCH

PROGRAMME

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15:55 GROUP SESSIONS CONTINUED

17:10 DESIGNING PLACES FOR CONSUMERS How do you approach placemaking and customer service as an

architect?

Friedrich Ludewig Founding Director ACME

Davide Padoa CEO Design International

Moderator: Peter Cooper Director of Asset Management UK Retail Hammerson plc

18:00 NETWORKING DRINKS

14:10 GROUP SESSIONS

Attendees may attend two out of three group sessions – one before and one after the Networking Break

A. UNDERSTANDING THE ADAPTIVE LOGIC OF THE CONSUMER MIND – THE KEY TO CREATING FUTURE PROOF (SOCIAL) SHOPPING ENVIRONMENTS Delve into the unconscious motivational underpinnings of shopping in order

to create robust and meaningful consumer segmentations and understand the added value of social aspects of shopping environments

Understand how recent scientific explanatory insight in the adaptive mind can help us to develop shopping environments best suited to the mindset of our (future) consumers

Advies & Strategieontwikkeling

Marie-Anne Simons Consumer Motivation Psychologist & Strategy Development MindLogyx-Retail

Advies & Strategieontwikkeling

Jan-Erik van Dijck Consumer Relations Specialist & Researcher MindLogyx-Retail

B. SHOPPING CENTRES OF THE FUTURE: A NEW CONTEXT Identify the main trends and new behaviours influencing consumers,

brands and new business models, and learn how they will impact the shopping centre industry

Pablo Torrecillas Power Head of Market Opportunities and Innovation and Qualitative GfK

José Ignacio San Martin Head of Consumer Goods and Fashion Industries GfK

C. RETAIL DESIGN Explore the relationship between architects and asset managers –

how to speak the same language to get a better and more authentic product

Friedrich Ludewig Founding Director ACME

Davide Padoa CEO Design International


Future-proofing retail - how to remain relevant in today’s evolving retail landscape

7

PROGRAMME


09:00 NEXT GEN LIVE!

TRAVEL AND LEISURE RETAIL TRENDS Live streamed thought-provoking presentations followed

by an interactive debate and questions from the audience and viewers online

Kim Gray Head of Retail Strategy Heathrow Airport

Helen BarnishGlobal New Business Development Director – Midway Attractions Merlin Entertainments plc

Moderator: Fiona Hamilton Global Head of International Retail Brands, Chairman of Scotland BNP Paribas Real Estate Retail Investment Group

Sponsored by:

ESCT EUROPEANshopping centre trust

PLACEMAKING

10:00 THE ART OF PLACEMAKING Creating places which people enjoy – understanding the

key role that retail plays in energising city centres and driving development

How do you research and achieve “authenticity”? Harnessing authenticity in European urban planning,

city regeneration and retail

Charles Dunnett Managing Director DunnettCraven

10:20 PLACEMAKING IN PRACTICE: BUILDING EXPERIENCES IN PUBLIC PLACES Fascinating insight into curating genuine, quality places

which people visit to shop, interact and socialise Strategies to continually develop and add value to assets in

order to remain relevant in today’s evolving retail landscape

Valentin Hadelich Head of Department, Creative Design - Urban Planning, Architecture and Construction ECE Projektmanagement

10:40 URBAN REGENERATION: LES TERRASSES DU PORT How does community engagement accelerate authenticity?

Jean-Philippe Mouton Managing Director, France Hammerson


11:30 THE SUCCESSFUL INTEGRATION OF FOOD & BEVERAGE WITHIN SHOPPING CENTRES Why do landlords want to expand/adapt/innovate

their F&B component? How do the business models of F&B operators differ from

retailers, and what are the implications for real estate? How can landlords benchmark the performance

of F&B occupiers? What is the future outlook for the F&B sector

within shopping centres?

James Brown Chair, ICSC European Research Group and International Director – Head of EMEA Research & Strategy JLL

Sarah Cole Manager of International Research ICSC

FRIDAY, 2 DECEMBER 2016

8

PROGRAMMEFRIDAY, 2 DECEMBER 2016

11:50 CASE STUDY: AUTHENTIC GASTRONOMY The journey from an abandoned cinema to a new concept What makes Platea Madrid an innovative retail destination?

Emilio Caprile Trucchi, Managing Director – Partner Likeinvest, S.L.

12:10 WAGAMAMA – ‘KAIZEN’ PHILOSOPHY SHAPING RETAIL STRATEGY How does kaizen (change for the better) inspire

improvements to the consumer experience? Leveraging research to generate insight and drive

innovation for the business Key considerations when deciding where to expand and

selecting the right locations Adapting a global concept to a local market

Brian Johnston International Managing Director Wagamama

12:30 BUILDING INNOVATIVE CUSTOMER EXPERIENCE Consumer psychology – a summary of a few basic facts and

their applications to retail Human-centred customer experience – how to create

authentic, consistent and effective experiences The importance of cross-industry expertise – what retail

can learn from hospitality

Kate Nightingale Head Consumer Psychologist & Founder Style Psychology Ltd

13:05 CLOSING REMARKS

Conference Co-Chairs: Peter Cooper Director of Asset Management UK Retail Hammerson plc

Inga Schwarz Head of Research Germany Avison Young – Germany GmbH


14:00 END OF EVENT


A one-day interactive training for asset management professionals

MAXIMISE YOUR TIME IN MADRID!Attend the ICSC Academy: Retail Asset Management on 30 November 2016 - the day before the Retail Strategy & Trends Forum.

Put your feet to the ground and gain tools for success in this one-day interactive training for retail asset management. Focusing on placemaking and adding value, industry experts and executives from across Europe lead participants through realistic strategies that can transform and optimise the

shopping centre space. Participants experience a rounded learning platform, leaving with fresh ideas for their portfolios and new contacts to boot! Why wait to create change? Start now and make your shopping centre a top retail destination for years to come!

Explore investment and redevelopment in the wake of Brexit and an ever-changing global economy

Implement small changes that will deliver big ROIs

Understand how research strengthens NOI

Learn how to support tenants and boost KPIs through leadership and collaboration

Examine robust case studies and work in small groups to discuss business problems and exchange ideas

Learning Objectives:

FINDING SOLUTIONS TO EVERYDAY DISRUPTORS

30 November 2016 • Novotel Madrid Center, Spain

ICSC ACADEMY: RETAIL ASSET

MANAGEMENT

Learn how to support tenants and boost KPIs through leadership and collaboration

Examine robust case studies and work in small groups to discuss business problems and exchange ideas


09:30 WELCOME ADDRESS

09:45 CASE STUDY: BONAIRE SHOPPING RESORT: “TOMORROW-ISING” AND LEVERAGING YOUR SPACE – HOW TO DIFFERENTIATE AND ADD VALUEShoppers’ expectations are evolving, technology is transforming retail formats and the traditional revenue stream of shopping centres has changed. Explore how a 15-year-old shopping centre is adapting and developing to remain modern and relevant by considering that:

Retail trends disrupt traditional formats creating a need to add new concepts

Retail formats become underused and need recycling

Buildings are static and retail is fluid – how do you bridge the gap?

Simon Orchard Managing Director Unibail-Rodamco Spain

Carlos Homet Beltrán Senior Operating Manager Unibail-Rodamco Spain

10:00 CASE STUDY: GROUP WORK Work in small teams to brainstorm and identify solutions related

to the Bonaire Case Study


11:30 CASE STUDY: GROUP PRESENTATIONSTeams present their solutions to the Bonaire Case Study

12:15 CASE STUDY: RESULTSSession leaders wrap up the Bonaire Case Study and unveil the true outcome of the project


WEDNESDAY, 30 NOVEMBER 2016

PROGRAMME

14:00 THE TEAM APPROACH WITH INVESTORS & ASSET MANAGERS Understanding real estate investors and their (changing)

expectations towards asset managers

Roger Cooke Independent Board Member Lar España Real Estate SOCIMI

Russell Banham Director Savills

14:45 STRENGTHEN NOI USING RESEARCH Strategies to optimise market-research and improve

overall profitability

Chris Igwe Founder Chris Igwe International


16:00 (RE)DEVELOPING RETAIL DESTINATIONS Evolving trends as retail destinations (re) develop

What do retailers actually want?

Brian Jenkins Managing Director CEE Multi Corporation

Krzystof Bocianowski Leasing & Expansion Director LPP, S.A.

17:00 NETWORKING DRINKS RECEPTION

18:30 END OF EVENT

ICSC ACADEMY: RETAIL ASSET MANAGEMENTNovotel Madrid Center, Spain

Group discounts A 10% discount applies (*) when registering three or more delegates. Please note that this is not available for online bookings.

*T’s & C’s: Attendees must be from the same organisation, and have an active ICSC membership in order to be eligible for the group discount. They must also be registered and paid for at the same time.

Discounted Member Fee

Non-Member Fee

Advance Registration (until 7 October 2016)

€498.00 + VAT €798.00 + VAT

Standard Registration (from 8 October 2016)

€698.00 + VAT €948.00 + VAT


€170.00 + VAT


€270.00 + VAT

REGISTER ONLINEWWW.ICSC.ORG/EUROPE

For information on registration, please contact our team at [email protected]

DeadlineTo qualify for the Advance Registration fee, we must receive your registration

and payment by 7 October 2016.

Terms, Conditions and Rules This Event Registration Form is subject to ICSC Terms, Conditions and Rules for Event Registrants available at www.icsc.org/event-terms-and-conditions, which are hereby incorporated by reference.

Cancellation of Registration All registration fees are non-transferable. All cancellations will be subject to a €20 cancellation fee. No refunds will be given for cancellations received from 23 November 2016 onwards (seven days or less before an event). All requests for refunds must be received by ICSC in writing.

REGISTRATION OPTIONS

WAYS TO REGISTER

Next GenerationThe Next Generation fee includes full access to the Retail Strategy & Trends Forum as well as the NEXT GEN LIVE! session.

The Next Generation fee is subject to approval. To be considered for this rate, please submit your CV or a link to your LinkedIn profile to Marsha Gittens: [email protected].

Combo OptionICSC Academy: Retail Asset Management, 30 November 2016

+ ICSC Retail Strategy & Trends Forum, 1-2 December 2016

Discounted Member Fee Non-Member Fee


€349.00 + VAT €499.00 + VAT


€499.00 + VAT €599.00 + VAT

www.icsc.org/europe +44 20 7976 3100 [email protected]

International Council of Shopping Centers/Europe LLC, 29 Queen Anne’s Gate, London, SW1H 9BU, United Kingdom

ICSC Retail Strategy & Trends Forum 1-2 December 2016 • Novotel Madrid Center, Spain

AccommodationWe have negotiated excellent room rates at the event hotel: Novotel Madrid Center. To make your hotel reservation, please visitwww.icsc.org/2016RAMC and click on ‘Book Hotel’ (under additional links).

*Rooms are limited and are based on availability after which the hotel will provide the best available rate.

icsc retail strategy & trends forum...shaping retail strategy how does kaizen (change for the...

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