Retail Gets Real · with Timothy Lowery and Whitney Burns · July 24, 2017 · 20 min
Summary
Traditional retail is evolving beyond consumption-focused malls to experience-based urban developments. This episode highlights how CityCenterDC strategically uses public spaces, community events, and curated brand selection to attract diverse customers and create a vibrant retail environment. Ecommerce operators can apply these principles to create unique customer experiences that drive engagement and foot traffic, even in a digital-first world.
Key takeaways
Explore incorporating experience-based elements like community events or workshops into your retail strategy to increase customer engagement and drive traffic, drawing inspiration from CityCenterDC's free yoga classes and farmers markets.
Carefully curate your brand's physical or digital presence to align with a broader, experience-driven destination. CityCenterDC's success hinges on strategic brand selection that complements its mixed-use environment.
Leverage 'public spaces' – whether physical storefronts or online community platforms – to foster engagement. CityCenterDC's use of open areas to attract diverse segments provides a model for creating inclusive and attractive retail environments.
Consider the full customer journey, including potential international visitors or niche communities, when developing marketing and experience strategies for your brand.
Analyze how a mixed-use approach (combining retail with experiences, community, or even complementary services) can enhance your brand's appeal and encourage longer dwell times, adapting to an evolving consumer landscape.
Consumption-oriented retail concepts like shopping malls are transitioning to experience-based urban developments like CityCenterDC in the heart of downtown Washington. The mixed-use property is a unique draw for residents and visitors alike, including international tourists. On this week’s episode, hear from CityCenterDC General Manager Timothy Lowery and Hines Senior Manager of Corporate Communications Whitney Burns as they describe the inner workings of large urban developments and how their public space appeals to a wide variety of customers. From free yoga classes and farmers markets that attract foot traffic to strategic brand selection, Lowery and Burns explain how they’ve worked with retailers and the community to create the hottest space in town.
What does this episode say about retail & omnichannel?
Explore incorporating experience-based elements like community events or workshops into your retail strategy to increase customer engagement and drive traffic, drawing inspiration from CityCenterDC's free yoga classes and farmers markets.
What does this episode say about brand & content?
Carefully curate your brand's physical or digital presence to align with a broader, experience-driven destination. CityCenterDC's success hinges on strategic brand selection that complements its mixed-use environment.
What does this episode say about dtc strategy?
Leverage 'public spaces' – whether physical storefronts or online community platforms – to foster engagement. CityCenterDC's use of open areas to attract diverse segments provides a model for creating inclusive and attractive retail environments.
What does this episode say about retail & omnichannel?
Consider the full customer journey, including potential international visitors or niche communities, when developing marketing and experience strategies for your brand.
What does this episode say about retail & omnichannel?
Analyze how a mixed-use approach (combining retail with experiences, community, or even complementary services) can enhance your brand's appeal and encourage longer dwell times, adapting to an evolving consumer landscape.
