Retailtainment 2009: all about new conditions in Ukrainian retail real estate market

Marina Chaplya, Head of the Analytical Department of DEOL Partners, took part in the second international conference “Retailtainment 2009” on October 02, 2009.

“It’s the second time our company takes part in the conference “Retailtainment”. This time we have shared out thoughts about retail real estate during tough economic situation. Economic conditions are changing rapidly now and all market players – developers, investors, retail operators, suppliers etc. – have to update their strategy according to the current state of affairs. Such conferences as “Retailtainment” ensure efficient discussions and an opportunity to share opinion with experts. This proves that there are tools for the market players to handle the crisis and even take advantage of the situation,” – comments Marina Chaplya, Head of the Analytical Department of DEOL Partners.

This year the main conference sections covered the following topics:

• Investment in retail real estate;
• Retail in Ukraine: overview of the current situation;
• Shopping Center Management;
• Entertainment facilities in the shopping centers;
• Retail in Ukraine: new opportunities in the current market situation.

Most speakers during their presentations noted that the situation in the Ukrainian retail real estate is deeply connected with economic and political conditions in our country. Right now it’s obvious that only professional companies with strong innovative thinking and up-to-date approach will be able to stay in the market, while the development of projects will require strong analytical support.

One of the most exciting sections during the conference was the discussion “Shopping Center Management”. It is important for all participators in the shopping center’s management process – owners, developers, management companies – to have a clear understanding of key priorities. Whether it’s a short-term strategy of gaining high return or long-term planning, everything should be agreed upon at the very beginning of negotiating process among owners and managing company.

Special attention was paid to marketing as a core element of successful functioning of the shopping center in new working environment. This requires more creative approach, out-of-the-box thinking, and adaptation of the overall strategy to current market conditions.