Shopping mall commercialisation

pfbb UK worked closely with Westfield, the largest retail property group in the world, to develop a strong retail merchandise unit (RMU) presence which reflected their new mall experience in their new £340 m development in Derby which is branded as being ‘dramatically different’.

It is very easy for mall operators to compromise on rental values to optimise numbers of RMU’s and for so many to appear as ‘barrows of bric-a-brac’ with no focus, no pricing structure and aggressive or uninterested and shabbily dressed sales people.

It is important for Westfield that RMU's are seen as micro retailers with the same disciplines as one would apply in a shop unit and that the approach to commercialisation of the mall space reflected the Westfield brand values throughout the mall to the benefit of the customer’s shopping experience.

With pfbb UK's background in retail management and business development, its team of visual merchandisers provided support to each of the new teams using the new Westfield retail merchandise units to optimise merchandising standards across a wide range of products. This maximised sales potential for the unit operators and created high standards of display to enhance the overall shopping experience of the visitor.

Significant Achievements