Colliers International has entered into a contract to manage the marketing of the Columbus shopping and leisure centre. The scope of services is marketing management and promotion of the mall. The term of contract is two years with the possibility of extension. Colliers International started work on the project on February 14, 2016. Colliers International has been brokering the project since 2014.
Within the framework of the contract, Colliers International property management department will develop and implement a comprehensive marketing strategy for the shopping centre, including marketing budgeting, creative seasonal mall campaigns, competitor activity analysis, consumer environment research, etc.
In addition, Colliers International aims to ensure additional profitability for the mall, facilitate increased revenue for existing tenants and recommend improvements for the quality of guest service, navigation, external design and mall landscaping.
The Columbus shopping centre (GBA – 277, 000 m2, GLA – 140,000 m2) is by far the largest project in Moscow’s South Administrative District. The mall opened in Q1 2015. The mall features stores of brands such as Uniqlo, Zara, United Colors of Benetton, H&M, Snezhnaya Koroleva and L'Etoile, as well as the sporting goods stores Decathlon, Adidas, Reebok and Sportmaster. The mall also has a Kinomax cinema with 14 screens, Starbucks and Shokoladnitsa cafes, and Il Patio, Yolki-Palki and Teremok restaurants.
, regional director of property management at Colliers International Russia: "At the moment, our priority task is to rapidly enter the project before the upcoming holidays – February 23 and March 8 – and adapt the mall’s existing plans for a systemically developed and comprehensive marketing development programme. It is rather rare in our practise that we started managing a facility specifically with marketing management in mind. Apparently, this was influenced by the overall trend emerging in 2015, in which large malls are beginning to prioritise marketing policy, promotion and the creation of new attractive shopping centre concepts for their target audience.”