Commercial Landlords Having to Rethink “Live” Shopping Experience for Consumers as Numerous Retailers Vacate

Construction hoarding at Oshawa Centre in Oshawa, ON

By Anouk Malavoy

The retail world as we knew it has undergone a massive upheaval since COVID 19 entered our lives. The impact this has and will continue to have on commercial property owners is significant and cannot be ignored. Many consumers feel anxious at the idea of being physically in a store which is forcing retailers and property owners to provide a safety conscious shopping environment to those who choose to venture into a store. This is causing retail spaces to rapidly vacate, resulting in malls facing empty real estate. With this, empty retail spaces commercial property owners now have the opportunity to use storefronts as an opportunity for messaging and branding. By doing this correctly the consumer will still be able to enjoy an inviting shopping experience when entering a commercial space.

Within the past year we have been bombarded with messages relating to COVID 19 and its contagion factor which causes the population to feel less at ease re being in a retail space physically to make purchases. Property owners are having to step up and alter the manner in which they reengage the public. We want to create a safe and supportive environment for consumers to enjoy shopping in. This includes active cleaners visible to the public on greater cycles, passive signage on the floors, walls and common spaces. “We have activated, where available, perimeter public facing digital media featuring retailers and drawing interest from exterior traffic. Where we have vacancies substantial graphic packages have been developed to feature an engaging shopping experience, provide critical leasing information and enhance our brand.” Jason Crigger Director of Development Manulife Investment Management Creativity and Design is at the forefront of keeping clients engaged and ensuring they are still having a pleasant experience when purchasing items in person.

Consumers now enter a retail space with more awareness and the shopping ‘live’ experience we once knew has changed for the foreseeable future. This is pushing Design and marketing teams on the retails side to change their campaigns, their outreach and reimagine how they speak to their consumer. The way people are shopping is changing. There is directional signage, longer lines and more consciousness. “The biggest challenge for retailers now will be how they will create a more experiential customer experience with a more dominant digital lense. This is how you will get the customer to want to come to the store. Retailers need to take on the buy online/pick-up in store and look at their flagship stores as distribution centers.” Dee Sabado, Design Manager, HBC. Without changing the tactics to reach clients, retail firms will lose engagement as they need to remain relevant to what is required for the ultimate customer experience.

Construction hoarding for the new Canada Goose store at CF Toronto Eaton Centre

Given what we are looking at in the retail landscape, landlords are going to need more exciting signage than the typical “Something NEW Coming Soon” hoarding. Interactive pieces like 3D elevations, movement and activity that can include a QR code link are some of the ways to bring these spaces to life. Landlords have economic opportunities by using the existing display windows in the vacant location to draw attention to the retailers still in the building, promote services or even present a seasonal theme. This way they are not going to the expense of covering over a vacant location. “We have all been forced to think ‘outside the box’ in this new retails era. The traditional hoardings could be build and maintained with number of options that could even translate into almost billboard opportunities which could be rented. There are a number of ways we repurpose messages from one location to another creating a sense of freshness in the messages,” said James Bushell Creative Director Astley Gilbert Limited.

Astley Gilbert has worked with property managers and retailers to create fiscally conscious signage solutions that can enable consumers to feel safe and enjoy their shopping experience. This can include 3D signage, easily interchangeable solutions and stand up pieces. The space that is being covered needs to be carefully reviewed before we offer solutions. It is also important as a partner to retailers and property managers to remain vigilant re budgets as COVID has created cost awareness on a different level with most businesses suffering significant monetary losses.

There will always be consumers who physically want to feel and try on what they are purchasing. However, this is no longer going to be the first choice for many as physically leaving one’s house now entails exposure to COVID 19. However, this unprecedented time is chance for businesses to refine how they communicate with their clientele showing they truly understand their concerns. All of this whilst ensuring they create a warm welcoming shopping experience that does not showcase the plethora of retail vacancies. It is important more than ever to remain relevant and aware of the new world we are now in.

Anouk Malavoy is the VP, Business development at Astley Gilbert limited by day, spin coach at dawn, charity committee member and freelance writer by night. She is passionate about all she takes on and constantly seeks our new stimulating challenges in order to live her best life. Email: anoukm@astleygilbert.com