We wanted to adapt our offer according to the location of the centre, the profile of visitors, the competitive offer around it, etc. Void quickly answered this need.
Stéphane Friant - Asset Manager / Asset Development @REDEVCO
REDEVCO is an Asset and Invest Management company with the aim of creating the most enjoyable commercial places in the heart of Europe's most attractive destinations.
Adapting the shop and service offering to fully meet consumer expectations and optimise the profitability of assets.
7 billion euros
Supporting and convincing investors wishing to buy commercial property by presenting reliable and recent data
Data on pedestrian flows in shopping centres, retail parks and at the foot of buildings
A stronger sales pitch when selling commercial property to investors
Can you tell us about REDEVCO? What is your job and your main tasks?
I'm Stéphane Friant, Asset Manager / Asset Development at REDEVCO. I'm in charge of managing properties belonging to various funds within the REDEVCO group and my main mission is to maximise their profitability by guaranteeing them the best rents.
REDEVCO is an asset and investment management company. Our aim is to create the best possible places to live in the heart of Europe's most attractive destinations.
Can you tell us about the REDEVCO France project?
At REDEVCO France, we manage a portfolio of several dozen assets with a total value of around €1.4 billion, including Promenade Sainte-Catherine, 31 Béthune in Lille, Sephora Les Champs-Elysées and the BPM project on rue de Rivoli and H Haussmann, which is currently being redeveloped.
Attracting consumers to shopping centres is a complicated task. At REDEVCO, you were quick to use location data to support your growth.
Can you tell us about the challenges you were facing?
Before the use of location data, we had only a limited view of the traffic in our centres and, above all, we were blind to what was happening outside our centres.
Where do our visitors come from? What is their profile? If they have been to our centre, have they been to other centres?
We had a list of questions for which we wanted answers, so that we could adapt our offer in terms of shops and services to fully meet consumer expectations and optimise the profitability of our assets.
The Mytraffic solution provides this visibility.
You mentioned the start of the collaboration with Mytraffic. Can you tell us how this came about and how you feel about it today?
The collaboration has been solid from the outset. We had our first conversations with Guillaume Bisdorff, who helped us understand how Mytraffic data could easily answer the questions I mentioned earlier.
Access was made available immediately and we were able to start using it with the rest of the teams. We have benefited from follow-up from our CSM, Louis Huttaux, who monitors the challenges of each centre/asset and gives us invaluable advice on how to optimise our use of the solution.
Void Analysis is the latest Mytraffic tool deployed on your portfolio.
Why did you decide to add this tool to your Mytraffic platform? What has it already done for you? Can you give us an example?
As you say, we started working with Mytraffic Analytics, which would enable us to put the performance of our shopping centres in perspective with our competitors, target our marketing operations and attract the best brands by proving the attractiveness of our sites.
As this last issue is central to guaranteeing the profitability of each site, we were delighted to learn that a module dedicated to this use case was available, enabling us to identify the right brand to attract to a given site.
It's always tricky to be sure you've identified the best retailer to occupy a vacant space. We wanted to adapt our offer according to the location of the centre, the profile of visitors, the competitive offer around it, etc. Void Analysis quickly responded to this need.
Our expectation was to have strong elements to attract the best retailers with a view to improving our merchandising mix.
Finally, can you give any advice to a company facing the same marketing challenges?
There is a lot of information available today, but not all of it is actionable in terms of concrete business issues. It is important that data is transformed into tangible, immediately usable answers to issues that have an immediate business impact. A tool like Void Analysis meets these criteria and makes data indispensable for marketing purposes.
Do you know the Void solution?
Void is the tool that allows Asset Managers and Retail Managers of shopping centres to find the right brands to fill the empty spaces in their shopping centres by making the best decisions to have a positive impact on their ROI.
Stéphane Friant Asset Manager / Asset Development @ REDEVCO
In charge of managing properties belonging to various funds within the REDEVCO Group, with the main mission of maximising their profitability by guaranteeing them the best possible rents.