CONCEPT DEVELOPMENT AND PRACTICAL IMPLEMENTATION GO HAND IN HAND.
During the first 360° process we develop the tailor-made strategy and the location master plan.
During the second 360° cycle we incorporate our years of experience and practical implementation measures.
1 SMA Smart Analysis
A detailed location analysis based on our field-tested criteria. Status-quo survey and determination of optimization potentials.
2 SMA Markitecture®
Based on eight SMA brand fields we develop the best location positioning as well as the most distinctive differentiation from the competition to define the long-term USP (unique selling proposition) of the respective retail property.
3 SMA Best Practice
We incorporate our international best-practice know-how (retail trends, successful location concepts, retailer strategies, service and marketing innovations, etc.) into our recommended measures. Our access to the best international expert networks enables us to introduce our yearlong practical knowledge into our solution approaches.
4 SMA Master plan
We develop the individual master plan based on the Smart Analysis of the Markitecture® process and best-practice inputs. This plan includes a comprehensive catalogue of measures, our prioritized recommendations as well as time schedules and budget plans.
Well done is better than well said …
… is our motto for the second 360° process. We actively partake in the practical implementation process to ensure the quality standard of the location concept. Our professional consulting services do not simply end when we hand over the concept!
FURTHER SMA SERVICES.
Corporate Design / Corporate Architecture
Creation and development of brand identities for retail properties (logo, claim, design manual and guide). Development of design guidelines to perfectly coordinate the respective corporate design with the project’s architectural translation (architecture as a “built brand”).
In our experience, retailers question the quality, credibility and longevity of location concepts more and more critically. Our leasing service ensures that, in addition to contract negotiations, the concept is presented professionally. We have years of experience in the leasing sector as well as great access to strong European leasing networks.
Communication Concepts / Marketing Plans
We see retail properties as strong brands. Professional marketing plans are a decisive factor for successful brand development and brand building. We develop long, mid, and short-term marketing and communication concepts for retail properties and accompany their implementation. In this service area we work closely with the respective center’s management, its marketing department and local agencies.
Campaign Development / Campaign Management
Development and creation of top-class location campaigns (B2B and B2C) for retail properties. Preparation and implementation of local, regional, or national campaigns including budget planning, budget control, and performance measurement.
Second Opinion / Sparring Partner
During the definition phase of location concepts every developer is faced with the risks of fundamental long-term decisions, which are hard to correct. We offer to analyze existing concepts and question them critically. This valuable “second opinion” provides the developer with an even more solid basis for decision-making.