eCommerce

Thanks to the recession — and online retail — brick-and-mortar retailers are re-thinking their real estate concepts

Now, as the recession finally begins to lift, brick-and-mortar retailers are studying their real estate concepts and pondering what comes next.

Some will pare store counts, partially in response to online competition. Some will cut store square footage. Others are expanding store numbers and square footage. Some are expanding fulfillment center square footage. Some are not changing. Careful about that.

What are you doing? Is it what you should be doing?

Destiny USA leads in size and environmental consciousness

Billed as the largest LEED Gold-certified retail commercial building in the world, Destiny USA is more than an environmental leader. It is a shopping and entertainment mecca.

The 2.4 million-sq.-ft. tourist destination in Syracuse, N.Y., is an unexpected blend of luxury outlet tenants with restaurants and big entertainment names in a high-impact setting that includes a sweeping, three-story atrium, a replica of an upside-down city destroyed, and a suspended-rope adventure for the kids.

Ten years ago, demographic experts predicted a looming talent shortage: When the massive baby boom generation retired, the small Generation X would not have enough experienced leaders and managers to fill the positions that boomers would vacate.

Bucksbaum Retail Properties opened for business in April 2012. The Chicago-based company has already opened one project and is working on four more.

The 53,000-sq.-ft. Kingsbury Center near North Chicago has opened with four tenants: Buy Buy Baby, PetSmart, Road Runner Sports and Jimmy Johns. It is a joint venture with Chicago-based Structured Development.

The Glimcher Realty Trust pipeline is filled with open-air centers. "We're seeing a lot of opportunity in the market and even our own portfolio with open-air right now," said Michael P. Glimcher, chairman and CEO, Columbus, Ohio-based Glimcher.

Over the last three years, Glimcher has acquired five properties. Four were open-air. Today, open-air centers account for about 20% of the company's 29 properties.

Recently, Glimcher shared his insights about open-air and enclosed centers with Chain Store Age contributing writer Michael Fickes.

A guest approaches the concierge desk and asks for help finding a gift. The concierge knows the retail selection and can help. If the product is unavailable here, the concierge will, if necessary, send her to another store across town.

That sounds like Nordstrom service.

But this isn't Nordstrom. It is the concierge desk at The Americana at Brand in Glendale, Calif., a mixed-use development from Los Angeles-based Caruso Affiliated. It's what happens at every center in the Caruso Affiliated portfolio of 2.1 million sq. ft. of retail and residential properties.

Invest in the right experience for a shopping center's customers, and you will earn a return on experience. That is the business model driving Fort Worth, Texas-based Trademark Property Co., which celebrates its 20th anniversary this year.

"Do customers love being at the center? Do they come back and drive sales? That is return on experience," said Terry Montesi, Trademark chairman, CEO and founder. Experience is indispensable today when most goods and services are available online, often at a lower price.

Liberty Center is a 64-acre, 1.1 million-sq.-ft. mixed-use development located in the North Cincinnati market. It will be comprised of 600,000 sq. ft. of retail, including at least one 200,000-sq.-ft. department store and 370,000 sq. ft. of specialty retail and restaurants. Liberty Center will also include 100,000 sq. ft. of Class A Office, a 135-key hotel and 220 luxury residential multi-family units. A 60,000-sq.-ft., 14-screen second-level upscale theater with integrated dining is also planned.

According to Rick Chavie, VP of OmniCommerce at hybris Software in Atlanta, there are a few steps brands can take to make the most of Facebook Home.

"Give customers an incentive to activate push notifications through to Facebook," Chavie said. "You may not be able to get people to check your brand app regularly, but you indirectly feed it through Facebook Home."

Another way is to focus on time-of-day placement based on extrapolation of when customers tend to use your own app.

Social media giant Facebook is generating lots of buzz with the debut of its app launcher, Facebook Home, which turns existing Android smartphones into a Facebook-centric mobile device. (App launchers are applications that allow users to customize the home screen on their personal devices and add various other functionalities to it.)