Urbanisation and Omnichannel drive retail



URBAN GROWTH

Retail trends:

 

Nordic capitals are the fastest growing cities in Europe.

Increased amount of elderly population and single households.

No. of people

600,000

moving to Stockholm
area by 2030


Citycon's response:

Operating in urban crosspoints where people live and work.

90%  of portfolio located in main cities, 65% in capital cities.
 

 


URBAN LIFESTYLE

More than shopping destinations. A call for:

  • Convenience
  • Social experience
  • Price consciousness
     

67%

of 18-24 year olds
don't have a driving
license in Stockholm.


  • Multifunctional shopping centres
  • 100% integrated to public transportation
  • Growing share of non-retail services, cafés, restaurants and entertainment
  • Focus on mainstream retail
     

100%

integrated to public
transportation



FOCUS ON SUSTAINABLE BEHAVIOUR

Increased demand for green building features as a condition to leasing or investing.

Consumers more drawn to sustainable retailers.

66%

of global consumers say
they are willing to pay more
for sustainable brands.

A survey done by Nielsen N.V in 2015

Responsible shopping centre management at the heart of operations.

49% of shopping centres BREEAM In-Use certified.

49%

of Citycon shopping
centres BREEAM
In-Use certified.


ONLINE CREATES OMNICHANNEL

Technological innovations influence the way we shop; online channels complement traditional retail.

Offering of personalised services and products calls for enriched customer data.

50%

of Nordic shoppers search for
products online before buying
them in a physical store.

Source : Verkkokauppa Pohjoismaissa, PostNord


Growing online Citycon community.

Loyalty building and pesonalisation by shopping centre apps, gift cards and digital dialogue with customers.