With a growing number of assets in London, CentreSpace are seeing more and more service based pop-ups which aim to target the online convenience market. Recognising a commuters' desire for something that makes day to day life that little bit easier as well as rising to consumers growing expectations, companies are utilising mall space in busy tube stations and shopping centres to offer their target audience the latest app or service.
Recent months have seen an increase in bookings from fresh food delivery services, whether it be organic fruit and veg from Abel & Cole, or healthy recipe boxes from Hello Fresh & Gousto. Since these began, other start-ups have followed trend including ZipJet and Laundrapp, both of which offer a laundry service which pick up, wash, iron and deliver fresh laundry back to you within 24 hours. Freddie’s Flowers are the latest in the market and they deliver local, seasonal bouquets of flowers to your door on a weekly or monthly basis.
In order for an online market to work, they first need a physical presence to generate awareness of the brand and speak to members of the public to build their trust. A shopping centre concourse is the ideal platform for new businesses to achieve this.
This type of promotion adds value to a shopping centre as they help achieve the shopping centres purpose; providing a service that their consumers actually want which is targeted to their lifestyles and demographics. This is key to a good commercialisation strategy. Services are one of the growing areas of commercialisation and we are looking forward to seeing how this will develop further in the months to come.