California Centers

SEP 2017

California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.

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36 California Centers Magazine | September 2017 C C locations, rather than the previous ap- proach of opening as many stores as possible. "A true omnichannel retailer will meticulously select key locations for stores within a certain radius of big populations that contain their tar- get demographic, often through the use of data-analytics tools provided by firms like us," Famous continues. "Those stores then are positioned not just as transaction centers, but also as showrooms that highlight the retailer's brand and merchandise to entice shop- pers to visit again — either online or in person. In some cases, those stores can serve limited roles in filling and ship- ping e-commerce orders as well." Further highlighting this new union of retail and industrial is the fact that many retailers are now creating a much more sophisticated back-of-the- house operation that can tackle some degree of its warehousing, fulfillment and shipping needs. "That back-of-house space used to just be a loading and short-term ware- house area for incoming inventory," Badstubner says. "But now, it's also become an area where online orders are filled, packaged and shipped. This requires more space, better access to loading and unloading, more employ- ees and, in some cases, advanced tech- nology." CUSTOMER, CONVENIENCE IS KING Shorter fulfillment times, multiple delivery options and numerous shop- ping platforms are all being developed with one thought in mind: the custom- er. And that customer is judging her new purchase by more than just the physical item she received in exchange for her hard-earned money. "Customers are demanding a shop- ping experience in which pricing, se- lection, service and customer approach are consistent across all platforms and regardless of how a sale is ultimate- ly completed," Gorelick notes. "They want a brand's messaging to tell the same story and convey the same mes- sage across all channels, and they are requiring seamless integration of all aspects of retail — from experience to messaging, inventory and service." Shopping center landlords may look at this changing environment and as- sume this is a problem retailers should take up with their own brands and supply channels (not to mention bro- kers) — an issue that has nothing to do with them. Famous believes these landlords are incorrect. TODAY'S IDEAS. TOMORROW'S REALITY. Civil Engineering | Surveying | Construction Management | Entitlement Services | 949.610.8997 | Newport Beach, CA Landlord-tenant partnerships are important in getting centers' marketing strategies to correspond with omnichannel experiences, according to owner Pine Tree. Pictured is the company's Pine Creek shopping center in Grass Valley. Even at this large community center in a rural area, the online presence is important to market events and offers at the center.

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