The retail investor aims at improving the value of its brand in mall across Europe
In an effort to increase the value of its brand, as well as its retail assets, Unibail-Rodamco has been introducing a new 4-star policy. It’s essentially a catalog of comforts and services that it expects to be implemented and adhered to in all of its shopping centers by 2014. This year, it expects to approve the first 20 malls, having begun the process in late March in Carré Sénart, a 105,000 sqm GLA shopping center located in the Paris region.
In May, the concept was introduced in Warsaw at the same time as it was announced that Galeria Mokotów and Galeria Arkadia would have the 4-Star ranking bestowed upon them. The property company has employed SGS to provide independent auditing of the malls and validate the validity of the 4-Star label in each case. SGS is charged with assessing each mall’s compliance with a total of 571 requirements that are necessary before the label can be placed on the malls.
The specifications take into account various aspects of the mall’s design and construction. One of them is the information and communications system. An exact signalization system, along with simple pictograms and many readable panels are a must, as is the presence of numerous 3D interactive points.
The requirements also put great emphasis on the services area offered by the mall, so for example each four-star facility must provide free WiFi connection to all of the customers.
In all, at least 40 premium services must be introduced to the mall in order to be given the 4-star ranking.
Under the new strategy, tenants also have to adhere to certain principles set up by the developer, including the new criteria for recruiting drives carried out by the companies operating in the malls as well as the training of the employees of subcontracting companies.