Marketing

Welcome to ROS
’The Joy of Outlet Shopping’

Driving traffic, brand awarenss, sales, customer loyalty, digital & social media engagement

Designer Outlets are regional shopping destinations. Their positioning is determined by the brand and category mix, architecture and location. However, all types of shopping centres are committed to become a unique shopping destination.

The ROS marketing strategy follows a ‘think global, act local’ approach to tap the full potential of each location to create a desirable destination. An individual centre marketing vision and action plan is therefore developed with local agencies with the aim of driving traffic, brand/location awareness, average spend and loyalty, taking into account the latest changes in media and shopping behavior. Activities range from classic marketing through promotions, radio, print and TV to digital marketing and social media, PR, POS, centre decoration, loyalty programmes and events. In addition, we must not forget the emotional positioning, especially in these difficult times. Therefore, ROS aims to bring back the ‘joy of outlet shopping’ to customers’ life and position each location as an authentic, reliable and vibrant destination brand.

“The future of destination marketing relies on combining digital marketing, social media, loyalty and the creation of an emotional ‘phygital’ shopping experience with unique features to attract consumers.”

Guido Assmann,
Marketing Director,
ROS Retail Outlet Shopping

‘Phygital’ shopping

Using digital marketing and technologies to improve the outlet customer journey

Designer Outlets are adapting to the importance of digital media to attract, excite, convince and drive customer loyalty. Following an omnichannel approach, the aim of ROS is to convert internet users into shoppers and retain them. To this end, current online trends are taken into account: Content Marketing, SEO/SEM, Mobile Marketing, Animation, Native Ads, Loyalty, Big Data, Social Media, Retargeting and Individualisation.

ROS partnered with Coniq and launched a new Premium Club loyalty programme for Premier Outlet Budapest in autumn 2022. Through an ‘Earn & Burn’ function as well as exclusive offers, the loyalty club improves customer services and boosts revisits and sales through the App. Moreover, the rising use of QR code technology also enables a sustainable way of navigation, information, engagement and experience. Digital signage, promotions and unique events like the Designer Outlet Algarve x Vogue collaboration enhance the shopping experience onsite and transform the commercial space into ‘phygital’ experiences.

Backlog in travel

Travelling in Europe remains a priority despite economic worries

The After the end of the corona-related travel restrictions and despite rising inflation, travelling within Europe remains strong.

According to the latest research on “Monitoring Sentiment for Domestic and Intra-European Travel – Wave 13” by the European Travel Commission (ETC), about 70% of Europeans are planning a trip by mid-2023. Over half (52%) intend to travel at least twice, evidencing pent-up demand for holidays. Intra-European travel intentions have also been on the rise with 62% of respondents planning cross-border trips within Europe in autumn and winter 2022, the highest intra-European travel sentiment recorded since autumn 2020.

ROS adapts to the changing tourism behavior with focus on domestic and cross-border tourism. Therefore, ROS positions all centres as perfect day-trip, weekend trip and cross-border destinations and cooperates with hotels, coach operators, tourism ambassadors, leisure facilities and further travel services.