Arricano Real Estate : About the press event at Sun Gallery shopping mall

At the event, they talked about the current plans: remodeling, renaming, social and marketing initiatives.

Remodeling, renovation, ecosystem of the Sun Gallery shopping mall and research on the lifestyle of Kryvyi Rih residents

In 2022, the largest shopping and entertainment complex in Kryvyi Rih will undergo qualitative changes. Since this is a professional shopping mall, management solutions comply with European management standards and business processes, as well as regularly conduct research and flexibly respond to requests from the target audience of visitors.

About shopping mall remodeling

Sun Gallery shopping mall has already announced a remodeling strategy, according to which the area of the grocery hypermarket in the shopping mall will decrease, and the food retailer itself will open in a new format. Accordingly, the space of the shopping gallery will be expanded for branded stores in the categories "Fashion", "Sports", "Electronics", "Household goods" that are in demand by the audience. Contracts have already been signed with most of the tenants, including with the Ukrainian retail chain Silpo. Renovation works will start in the spring, and it is expected to open in the third quarter. During this period, the fashion gallery of the Sun Gallery shopping mall will operate according to the usual schedule with interesting marketing promotions.

After the lockdown, there were significant changes in consumer patterns and preferences, and there is a demand for the quality of service and comfort. And this is a global trend, when customers spend less and less time on grocery shopping, preferring leisure at the food court in a restaurant, ordering ready meals. At the same time, visitors prefer to make purchases in a shopping mall, when you can get advice from sellers, confidently choose the right product, pass your own test or try it on carefully. And this is the key advantage of an offline purchase - a real purchase that has passed a "test drive" with all the human senses-sight, smell, hearing, taste and touch, depending on the product category. Online clicks do not allow you to interact so emotionally with the product. In addition, shopping in the shopping mall will diversify your leisure time with socialization, content, and mood on the food court. After all, food is mood.

About renaming

Another project that is planned for 2022 is the renaming of the brand of the shopping mall. According to the results of research, focus groups and surveys among various target audiences, Kryvyi Rih residents like Sun Gallery the most. At the moment, the design concept and visual design are being finalized, so that in the near future the new sign of the shopping mall will shine again in a sunny way.
In addition, the renaming project provides for a number of documents to confirm the brand and develop a new identity in the visual communication of the brand.

About marketing speciality

Marketing activities in the Sun Gallery shopping mall are always aimed at improving the consumer experience of visitors with the addition of an aesthetic, contemplative and emotional component. And in March, the shopping mall will launch a special marketing program of rewards for purchases "Sun Awards", which is aimed at increasing the level of customer loyalty to the brand of the shopping mall and brands of partner stores.
The program mechanics provide for the accumulation of special points for each purchase made in the stores of the Sun Gallery shopping mall and the exchange of points for gifts and special offers from the shopping mall and partner brands. The program contains elements of gamification and wow surprises for buyers, as well as a wide range of opportunities for tenant partners to attract attention to their brand and a particular product or product group by earning additional points for its purchase. The program is implemented on the platform of one of the most popular messengers - Viber - using artificial intelligence Chat Bot, which automates and makes it more convenient for customers to participate "in one click".

About the shopping mall ecosystem

A modern shopping mall is an object of social urban significance that is dynamically developing and is responsible to its customers in the field of quality of services, safety and comfort. This is a kind of "brand-consumer-shopping mall" ecosystem, which goes beyond the boundaries of the shopping mall object exclusively.
Negotiations are currently underway with the Doctor Dog veterinary clinic, as well as with other public and volunteer organizations with the prospect of implementing social projects that are relevant for the city. The Sunny Gallery brand develops the CSR platform in accordance with the company's corporate ESG policy. The project portfolio is enriched with new initiatives every month. Among the recent ones, this is a series of innovative photo exhibitions of ROZOU-X in the style of contemporary art in Japan. This means cooperation with charitable foundations and inclusive organizations. Learn more about this area of work in the media and on partner media platforms.

About the results of a study on lifestyle in Kryvyi Rih

An interesting fact is that a shopping mall in the modern world is a place of social life. 22% of respondents to a survey conducted in the Sun Gallery shopping mall (January 2022) said that they come to the shopping mall "to not stay at home." This means that residents of the city need to socialize and communicate in a safe and comfortable place outside their home. For most visitors, which is 90%, 10 stores that they consider their favorite and go shopping are enough. However, everyone's preferences are different, so the choice of brands in the Sun Gallery shopping mall is such as to satisfy different segments of target groups.
By the way, 10% of respondents said that cultural events in Kryvyi Rih are attended weekly, that is, films, exhibitions, performances, galleries. 27% - monthly, 44% - once every six months.
For 53.8% of respondents, it is important to be influential and stylish. And for 48.5%, just 30 minutes is enough to get ready quickly.
Kryvyi Rih prefers a sporty style. And this was confirmed by 67% of respondents. By the way, this is also a global European trend - sport is fashion.
And of the most interesting things - 44% of respondents do the order in the closet every month, 36% - once every six months, 20% - once a year.
The Sun Gallery shopping mall has already established itself as a center of social and social significance, dynamically transforming under the influence of market trends, customer behavior, their requests and insights. Therefore, in the management of shopping malls, it is important to pave the way to the heart, gain a foothold in the top-of-mind and maintain their interest in new brands, formats, and offers, including in emotional terms, exciting happytite (happy + appetite) for the next visits.

About communications

In 2022, the main message is to form your own image. "I want to share our thoughts and marketing approaches, which are aimed at effective interaction with visitors who touch consumer strings in order to increase interest in shopping, shopping mall, new fashion lines and models, without waiting for discounts.
We understand that the incentive to update your own wardrobe should relate to personal needs and challenges. So that our visitors not only "sort through" their closets, but also try to unload them and fill them with new clothes. It is the wardrobe, mirror, fitting room that are the central objects in the shopping process," said Olena Obukhivska, Communications Director of Arricano (Sun Gallery shopping mall).