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Areas of activity

Brand strategy | Customer experience map | Service design | Setting design | Signage and signposting systems | Customer service and attention

Challenge

With over 170 establishments, 159,000 m2 of commercial space and ten million annual visits, Plaza Imperial is one of the leading shopping centres in Aragon and, indeed, all of Spain.


In an environment of increasing competition, the centre detected the need to adjust its strategic approach to consolidate its position.

Solutions contributed

Our collaboration began with 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, equipment and services offered; and a point of sale audit at the different establishments to evaluate the sales mix.

Using the results of that study, we defined a brand strategy that would set the course for the shopping centre and we began implementing various different plans of action.

First of all, we designed a new visual corporate identity. The new identity transmits the diversity of what the shopping centre has to offer and its strong link with the city of Zaragoza, in addition to placing great emphasis on the elements of fun, surprise and culture which set Plaza Imperial apart from the rest. As part of this plan of action, we implemented the new identity in all the spaces and on all the various corporate items.

Secondly, we developed a plan to improve the visitor experience. This consisted of defining, designing and implementing different service spaces for the various different user segments in order to provide a differentiating visitor experience.

Thirdly, we defined and designed a comprehensive signage programme in order to improve the visitor experience, while transmitting the new visual identity.

Next, we put plans to improve the customer experience into effect at twenty selected establishments, by means of which the overall visitor experience of the shopping centre would also improve.

After that, we defined a plan to improve the customer service at the centre through the in-depth development of the content available at the information point.

Lastly, we worked to create advertising spaces that suitably fit in with the shopping arcade so advertisers could achieve the impact they wanted while improving the positive experience of the visitor. Furthermore, we carried out a recruitment plan for temporary establishments (kiosks) to improve the visitor experience and complement the commercial range available at the centre.