Operation of Commercial Complexes, Shopping Centers, and Malls

Shopping Centers, Commercial Complexes

are recognized as some of the most important commercial, social, and cultural spaces in modern cities. Their success is not limited to architectural design or the brands they host, but also depends heavily on effective operation and daily management.

In this regard, understanding the “Principles of Shopping Center Operation” is essential for all operators, investors, managers, and consultants in the industry.

This article explores the key principles of operating shopping centers. For instance, the operation phase of a project is one of the most crucial stages in the lifecycle of a commercial development. Contrary to the common belief that focuses mainly on design or construction, the operation stage plays a vital role in ensuring economic success, customer satisfaction, and brand sustainability.

Definition of Shopping Center Operation

The operation of shopping centers refers to a set of managerial, operational, and service activities carried out after the completion and equipping of the center, with the goal of launching, activating, and optimizing its functions. This stage includes property management, public services, customer service, tenant attraction and retention, monitoring store performance, and the implementation of marketing and advertising programs.

The Importance of Shopping Center Operation in Its Success

Without proper planning for operation, even the best-designed and most heavily invested projects may fail. The operation phase acts as a bridge between investment and return on investment. At this stage, the shopping center must establish itself as an attractive destination for customers, brands, and investors.

Management of Commercial Complex and Shopping Center Operations

The management of a shopping center’s operation involves a set of policies, processes, tools, and organized practices aimed at maintaining and enhancing the center’s position in terms of visitor numbers, sales levels, customer experience, branding, and economic value.

This type of management is a dynamic, interdisciplinary system that lies at the intersection of marketing, urban economics, architecture, consumer psychology, and information technology.

The Importance of This Type of Management

• Changing consumer behavior and the shift from simple purchasing to experience-oriented consumption

• The rapid growth of e-commerce and the challenges it poses to physical retail spaces

Increasing competition among shopping centers on local, regional, and international scales

The need to create added value for owners, operators, and resident brands

As a result, the management of shopping center operations has emerged as a key strategy in ensuring the success and sustainability of these establishments

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