Shopping centres are regional shopping destinations. 
Their positioning is determinated by brand offer, category mix, architecture, location and catchment. Today you have to follow a “trading up” strategy to create desirable fashion & lifestyle shopping destinations. The holistic customer journey and shopping experience are the key factors for the success.

 

#Think global, act local

The Centre Marketing of ROS Retail Outlet Shopping follows a "think global, act local" approach and is used to build strong location brands in the area of fashion & lifestyle due to their long-term experience with Designer Outlets.Therefore an individual marketing vision, strategy and package of actions is developed with local agencies. The activities range from classical marketing with radio, print, TV, outdoor to promotions as well as online social media, PR to POS materials, loyalty programmes and events. Key objective is to drive traffic, followed by building strong location brands. 

 

#Shopping for Charity

High rates of traffic during SALE periods and special events, e.g. Late Night Shopping, provide an opportunity for bringing charity projects to the attention of a wider audience and for raising funds. In 2013 ROS Retail Outlet Shopping sets up the "Shopping for Chartiy" initiative which links promotions with social engagement. The involvement of national and international celebrities ensures the promotion’s media effectiveness. At the Designer Outlet Soltau Late Night Shopping event 2013 Hollywood star Mischa Barton, actresses Cosma Shiva Hagen and Eva Haberman as well as singer Mary Roos walked over the pink carpet and sold cupcakes for the children’s charity foundation ‘Kinderherz’ based in Hannover. 2014 Designer Outlet Landquart supported the children’s cancer charity organisation "Kinderkrebshilfe Schweiz" during the Late Night Shopping event. The Swiss top model Nadine Strittmater, presenter Melanie Winiger, DJane Tanja la Croix‚ "Mister Schweiz" Sandro Cavegn and pop singer Marc Sway sold traditionell Swiss nut cake for the good cause. The highlight of the evening was the live act by Marc Sway. The Fashion Outlet Parndorf has been involved in good causes, too. ROS Retail Outlet Shopping and the wine grower Leo Hillinger invited many celebrities for the occasion of the SALE launch. Star guest and model Franziska Knuppe handed over the donation cheque on behalf of the Fashion Outlet Parndorf to the Vienna charity organisation "Dancer against Cancer". Visitors were asked to make a donation for a good cause, until the end of the SALE. Due to the savings they have just made while shopping at excellent prices, many were happy to give.

 

 #Tourism Marketing

Booming shopping tourism in Central Europe – especially from Brazil, Russia, India, and China. Low-cost airlines and the internet changed the travel market. Travelling has become reasonable and increased the mobility of the middle social class in many countries. The traditional holiday and recreational areas are losing their appeal. Shopping tourism offers a real chance for creating new and sustainable impulses for these regions. This view is supported by the current trend of international tourists from Brazil, Russia, India and China discovering Central Europe and Germany in particular. Tourism Marketing by ROS Retail Outlet Shopping actively supports the tourism together with the city and the region. The focus is on collaboration with tourist offices and associations, the leading tax free shopping service provider Global Blue, the development of individual and group travel arrangements as well as the ambassador program with travel operators, hotels, leisure facilities and parks.