The concept of "vibrant marketplaces"
ECE was quick to recognise this problem and implemented its concept of "vibrant marketplaces" to counteract the trend. For more than 40 years, the ECE strategy has been geared towards developing projects in the centres or districts of the metropolises and selecting only centrally situated locations in other towns. The experience gained by ECE shows that attractive shopping centers characterised by high-quality architecture and management and a varied branch mix always generate beneficial stimuli for the inner cities. These projects make the city centres more attractive and help to win back lost purchasing power. They strengthen the position of the cities in the growing competition between locations, a phenomenon that is increasingly overshadowing the competition between and within retail branches.
Be it in Schwerin, Magdeburg, Dessau, Neunkirchen or Bayreuth – ECE shopping centers are bustling marketplaces that breathe new life into the city centre retail trade. It is not seldom the case that a retailer will suddenly “come to life” as soon as ECE moves into the city, and will begin to invest in shop design, marketing and product range optimisation. The attractive branch mix creates new synergies which drive sales growth in the retail sector – both inside and outside the center. As an integral part of the inner city, ECE shopping malls also play an active role in the area of “civic marketing”. The entire city centre retail trade profits from ECE’s commitment – generally at the expense of the greenfield competition. ECE shopping centers provably boost the centrality index of the cities, and the construction and development of a new shopping complex generate powerful economic stimuli for the inner city. In short, an ECE shopping center helps to pave the way for successful urban development projects and underpins the vibrancy of the local economy.
Increasing demand for sales area
There is an increasing demand for bigger sales areas in the retail sector so that stores can present a wide range of products to potential customers. The ECE shopping centers provide sales areas tailored to the needs of the specific outlet - from major international chains to small local retailers. This means our shopping centers attract retailers and chains to city centres where they would otherwise not be represented due to a lack of suitable sales premises - and this in turn upgrades the quality of any city centre as a shopping location.
