There are 20 upscale food court tenants in Westfi eld’s Sydney Centre including 9 Marys modern Indian cuisine, and Ragu, a pasta and wine bar.
A different kind of strategy Peter Littleboy, General Manager BrandSpace Retail for Westfield Group, points out that in Australia, specialty retail is referred to as both “Casual Leasing” and “PopUp Retail.” “Casual leasing is the terminology used to describe the retail entrepreneurs and brands that set-up pop-up stores in our malls,” he said. Similar to the United States, the tenants’ duration of stay can range from one week to a year. An important difference between specialty
retail in the United States and Australia, is that the Australian government regulates all leasing efforts—casual leasing included. For the last twenty years, the government has stepped in to protect the rights of small tenants, making sure they were on a fair footing with the landlords. In addition, the government also ensures that in a given retail market there is no oversaturation of a particular product or store concept. While one can expect this to be a bit challenging from the mall developer’s perspective, Littleboy said they seem to have no trouble attracting new retailers. Littleboy added that unlike in the U.S., where
mall foot traffic is driven by fashion, it is food that is the primary driver in Australia. Westfield has been very successful in creating a wide-range of innovative food concepts along with top-notch fashion retailers. Also interesting to note: While U.S. shopping centers do not typically have
56 Specialty Retail Report n Winter 2013
a grocery anchor, multiple grocery stores are common throughout malls in Australia. When discussing the various types of pop-
up tenants, George Tsoukalas, National Sales Manager, PopUp Brand & Retail said: “In Australia, the pop-up model is not necessarily all about sales. It really depends on the company’s objectives.” Westfield’s casual leasing program caters to retailers’ three main marketing objectives: incubation, customer acquisition and experiential media. Littleboy described incubation as, ”major companies looking to create increased brand awareness.” Brands can achieve this through opening a pop-up kiosk or store (in fact pop-up retail is being increasingly used in the United States with this objective). Tsoukalas pointed out that Clinique, the makeup company owned by Estee Lauder, recently opened a kiosk to create heightened brand awareness. Customer acquisition is another potential goal.
Both American Express and Citibank opened short-term kiosks to generate new customer leads. As for experiential marketing, Coca-Cola recently opened a short-term location to distribute cans of Coca-Cola personalized with the customer’s name. Shoppers waited in line for over an hour to buy a personalized can of Coke. In another example, Uncle Ben opened a kiosk in front of one of their grocery anchors to hand out samples of their 3-minute rice.
SpecialtyRetail.com
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