Grosvenor Europe, part of Grosvenor Group, the privately-owned international property group, has launched a ’bricks-meets-clicks’ concept, EWAY, across its Swedish retail portfolio.
EWAY has been conceived a high-quality e-commerce packaging and service provider which combines e- and physical commerce in one offering. In the specially designed EWAY unit, visitors can collect packages, try on clothes orders and enjoy simplified returns with packaging materials provided, as well as recycling old packaging material.
The concept, which also provides a flexible working space where customers can use seating areas and wifi to run business activities or to charge phones, is set to enhance the retail service provided to customers across our Swedish retail portfolio.
The new e-commerce service premiered in Burlöv Centre, Malmö and will be rolled out to Skärholmen Centrum and Väsby Centrum next year. It was developed via a collaboration with LogTrade Technology.
Carl Strufve, Director, Nordics, Grosvenor Europe, said: ”EWAY builds a bridge between physical commerce and e-commerce and demonstrates innovation in adapting to retail trends. The concept offers greater convenience than traditional pick-up points, such as lockers, as it enables customers to try and return items they don’t want to keep, simplifying the returns process. The multi-purpose use of the space, as a co-working space, will also strengthen the trading area of the centre.”
Sara Ali, Chief Operating Officer and Innovation Manager, LogTrade Technology, said: ”The ambition for EWAY is for it to act as a deferred warehouse where e-retailers can deliver products in advance, ahead of expected demand increases, so that customers can pick up an order even just minutes after it is placed. It increases flow and efficiency of retail logistics and supports Grosvenor’s drive to enhance the sustainability of its portfolio.”
RPA Perspective Shopping-centre groups have already coined a term for the strategy: ‘densify’. And opportunities are being aggressively pursued in both the US and Europe. One of the most ambitious examples is from Unibail-Rodamco-Westfield, which has partnered with Canadian Institutions Public Sector Pension Investment Board (PSP Investments) and QuadReal Property Group to develop a €750m private-rented sector (PRS) scheme, located adjacent to Westfield Stratford City in London.
PSP Investments and QuadReal will each take a 37.5% share in Cherry Park Partnership, while Unibail-Rodamco-Westfield will retain a 25% share and act as the development and asset manager for around 1,200 private-rented homes. The scheme broke ground earlier this year, with a phased completion and delivery expected after 2023.
“This new residential quarter in the heart of Stratford City is an example of the group’s strategy to significantly increase the densification of exceptional and highly connected retail destinations by adding offices, residential, hotels and other uses, where relevant,” said Olivier Bossard, Unibail-Rodamco-Westfield’s group chief development officer.
One of the UK’s biggest listed property companies is also drawing up plans to build apartments above and around its shopping centres. Landsec, which owns Trinity Leeds and Gunwharf Quays in Portsmouth, is working on a rental-housing strategy to increase income at its 16 shopping centres around the country, with an initial focus on London. The developer hopes to profit from the growing number of people who rent and boost the value of its shops, shopping centres and retail parks. Similarly, intu is to add 1,000 residences to Lakeside in Essex and is looking for similar opportunities at its other centres.
