How Westfield Mall of the Netherlands is redefining the shopping experience

We speak to Bart Van Twillert, Country Manager for The Netherlands at Unibail-Rodamco-Westfield about how the mall is pioneering in customer experience.

Can you tell us about the future of retail and how Westfield Mall of the Netherlands is reinventing physical retail?

Retail is changing to omni-channel and that is impacting the role of physical stores. Historically, physical stores were mostly “points of distribution” between factories/wholesale and consumers.

Physical stores remain relevant, as a contact point between consumer and brand. Hence the marketing role of stores has increased: from distribution to showrooming. Retailers and brands need less stores, but the stores that remain need to breathe the brand identity: concept stores or flagship stores. And they need to be in an environment that offers multiple experiences to consumers, from food to leisure and entertainment. URW’s large flagship malls offer that complete fulfilment and are therefore a great fit for retailers who change their business model to omnichannel. These malls do not only distinguish themselves by offer and size, but the total look & feel and customer journey are at an incredibly high level.

This already gives a great context for Westfield Mall of the Netherlands. But taking into account the outdated Dutch retail landscape, the opportunities for retailers and brands are even bigger. Westfield Mall of the Netherlands will reinvent the Dutch retail landscape that was built on a very strict planning regime. Malls were never allowed and this protecting policy has never pushed retailers to innovate. The result is an oversupply of suffering medium-sized retail centers with an incomplete offer.

Westfield Mall of the Netherlands will be the first mall at international level and is positioned in Randstad, the economic heart of The Netherlands with 8 million people within one hour drive.

Who do you see as the customer and how important is engagement and sense of community to them?

Westfield Mall of the Netherlands targets three levels of customers. First the people who live around the center for their daily needs. Fresh!, the market place for fresh food, convenience stores and two large supermarkets offer everything they need for every day shopping.

The second level are the regional customers who find everything for an inspirational day or afternoon, from the latest trends in fashion to a cinema or dining.

National and international tourists are the third group of people who will find fulfilment in Westfield Mall of the Netherlands. With many places of interest close by, like Keukenhof, the beach ancient cities, Mall of the Netherlands is a great opportunity for a combined visit.

Due to lack of comparable offering, free parking and evidence abroad, we expect 15 million visitors annually.

As shoppers now are living in an era defined as “change is the only constant,” how does this come into play in the retail landscape? How have their values shifted?

Traditional malls were very static. Today, mall owners and retailers need to work together to accommodate the dynamics in retail. Trends have a shorter cycle, people are less loyal to brands and want to be inspired and entertained and meet each other. That is what Westfield is creating – a vibrant and dynamic place where people can meet other people and brands.

Traditional marketing channels have lost power but brands need to remain in contact with their clients. In Westfield malls people are receptive for their messages and therefore our flagship malls can play an important marketing role for brands.

Technology and physical retail are converging, what kind of interactive service can consumers expect when visiting Westfield Mall of the Netherlands?

Data and analytics is key these days, as is social media. Westfield gathers a lot of data that can be shared with retailers for their marketing. In addition, our digital tools such as our website, Instagram/Facebook accounts, shopping center app and loyalty program are also great channels for our retailers to target their consumer and boost sales.

Peek and Cloppenburg will open a 4,500 m2 new international flagship concept store at Westfield Mall of the Netherlands, what innovative offerings will be presented?

Peek & Cloppenburg is a retail icon that was present with more than 60 stores in NL. But they were not allowed to sell all the brands they sell in their stores abroad, like in Germany. Therefore they reduced their presence in our country to only three stores.

But, they will relaunch themselves in the Netherlands, starting with a flagship store in Westfield Mall of the Netherlands with a complete new offering. Many renowned brands, from mid-range to premium like Hugo Boss and Calvin Klein will be added to their merchandise.

We are delighted that Peek & Cloppenburg joins our mission to re-invent Dutch retail by doing the same with their own brand!

With a presence in the Netherlands for over 150 years, how does Peek & Cloppenburg remain customer centric and evolve with the marketplace? Why is joining Westfield Mall so important for the iconic retailer?

Peek & Cloppenburg has a long track record and is changing to omnichannel rapidly. Last year they successfully launched their online store in The Netherlands. Brands have more and more own stores, but still need multi-brand retailers for their distribution. Consumers like multi-brand stores in which they can choose their new outfit by combining different brands.

Brands are becoming very selective about which retailers can carry their brand and Peek & Cloppenburg has proven to be a solid business partner for a long time.

In the flagship fulfillment Q&A video from The Future Series, Ger Boersma of VertilinQ told Chris Sanderson from The Future Laboratory how the new meaning of “human touch”, integration of online and offline, customer centric management is redefining the future of the retail experience-How will Westfield Mall of the Netherlands be at the forefront of this evolution in retail and service?

Omnichannel is a combination of offline and online sales. But that is more than just opening an online store and reducing the amount of physical stores. Online and offline retail need to be fully integrated and most retailers have just started that journey. Westfield Mall of the Netherlands offers a perfect market place and breeding ground for retailers to further develop their fully integrated omnichannel strategy.