The company presented in this case study is a shopping center located on the outskirts of town, offering a variety of stores and services around ready-to-wear and fast food. The mall was having difficulty attracting tenants, mainly due to an offer that offered little differentiation from its larger competitors.

Prior to our intervention, the mall’s offer included some thirty fast-food and ready-to-wear chains. Most of these chains were already present in competing centers. The center was located close to a freeway, but was facing a competitor’s center specializing in ready-to-wear, with over a hundred banners, which had recently been set up a few kilometers away, at the entrance to the town.

The retail budget was considerable, and the aim was to find a complementary positioning, and to qualify potential tenants ready to move into the center.

The major challenge was to fill the commercial cells