SCREENING AND POSITIONING DE KOPERMOLEN

PROJECT

De Kopermolen Shopping Center in the Merenwijk district in Leiden is a grocery shopping center with great potential, according to the regional Retail Vision. Primarily thanks to the large, defined catchment area and limited competition. Van der Vorm Vastgoed had plans to redevelop the shopping center and asked Bureau RMC to research the target audience and prepare a retail mix recommendation. To reinforce the redevelopment, Van der Vorm Vastgoed also requested the development of a strong identity as well as a marketing plan for the shopping center.

APPROACH

• Analysis of the catchment area
• Determining the target group based on lifestyles
• Scanning the current offerings
• Benchmark with comparable shopping centers
• Establishing the identity in a work studio with the stakeholders

RESULT

A strong and distinctive identity for De Kopermolen Shopping Center that serves as a framework for both the retail mix and marketing. Now, the owner can use a targeted approach to find new retailers, a new logo has been designed based on the identity, the Facebook page is now managed professionally, and the events fit in better with the target audience.