First of all, we conducted an in-depth analysis of the situation that included the following studies: a qualitative market analysis to determine the positioning of the shopping centre compared to its competitors; an audit to evaluate the quality of the facilities and services offered; and a point of sale audit at the different establishments to evaluate the sales mix.

From this study, we detected the need to reposition the brand and the visitor experience using a clearly defined brand strategy. To do this, we defined a brand strategy that involved a modification of the naming: We eliminated the “shopping centre” concept and replaced it with the idea of a “shopping avenue” to underscore the uniqueness of El Pallol as an integrated space within the pedestrian and urban shopping area.

We later designed a new visual identity that expresses the seny (the wisdom) and the rauxa (the determination, the feistiness) that characterise the citizens of Reus. The seny is shown in a solid typeface based on the architecture of the centre, while the rauxa is expressed through the graphic design that accompanies the logo in the different visual identity applications. The green of the logo seeks to connect with the values associated with nature and the environment, which are latent values in the target audience.

After implementing the new visual identity in the different spaces, marketing media and digital environments, we defined a customer experience strategy consistent with the brand strategy defined. This strategy was centred around the creation of a visitor experience that combines comfort, fun and culture as an added value to the range of commercial options. To give life to this experience, we implemented different service spaces (information point, kids’ area, Wi-Fi zone, etc.) and a cultural and recreational calendar with activities every weekend and the marked presence of the leading associations of Reus to create a real emotional link with the city. Improving the visitor experience also included meetings with the different establishments that make up the centre to give them specific recommendations on how they can improve the experience they offer their clients.