Aventus_ReTale_17 15 08_web

RE-TALE
THERAPY

AN INDUSTRY MAGAZINE BY AVENTUS

TO INSPIRE PEOPLE TO EXPERIENCE THE JOY 
of crea t ing a beau tiful home and lifest yle

Photo credit: Provincial Home Living

RETAILER UPDATES OUR NEW CENTRES

Retailer News and More Castle Hill Super Centre and Marsden Park Home
Page 04-23 Page 16-17

ISSUE 6, AUGUST 2017

Issue 6 | August 2017

CHANGE
FOR THE BETTER


Winston Churchill said that “to improve
is to change; so, to be perfect is to
have changed often.”

I am fortunate to see this philosophy first hand
every day, driving retailers in Aventus centres
across Australia. I also see this as a motivation
for your customers as they create, perfect, and
nurture the home of their dreams.

As retailers, you make it easier for customers are also expanding Cranbourne Home to
to turn their dreams into reality, and inspire provide customers with a purpose-built
them to think bigger, explore a broader child care facility, redeveloping the former
range of ideas that will enrich their lives, and Bunnings tenancy at Sunshine Coast Home,
experience the joy of creating a beautiful and undertaking major aesthetic upgrades
home and lifestyle. at Macgregor Home. We’re committed to
making the necessary changes to ensure
In turn, it is our mission at Aventus to provide our centres remain the very best home and
the best platform for you to do this, so I’m life shopping destinations in Australia so that
thrilled to report that these opportunities for you, our retailers, can continue to build your
you to reach and inspire shoppers continue sales, grow your profits, and deliver ever
to grow. improved services and retail experiences.

Earlier this month we warmly welcomed over Similarly, Re-Tale Therapy aims to arm you
100 new retailers into the Aventus with invaluable information, sourced from
family following the acquisition experts and industry leaders, to keep you
of Castle Hill Super Centre informed as you navigate a rapidly changing
and Marsden Park Home retail landscape.
in Sydney and the $6.4
million upgrade and We’re keen to hear your feedback and
expansion of Belrose suggestions about the kinds of articles
Super Centre. We and content you want to be seeing in
future issues.

Enjoy the read and I wish you a year of
exceptional trading.

Darren Holland,

CEO, Aventus Property Group.

aventus industry magazine

WHAT’S
INSIDE


IMPROVING NEW FOCUS ON FURNITURE
OUR ASSETS RETAILERS CELEBRATES 30 STORES

P. 02 P. 03 P. 04 RECIPE FOR
SUCCESS
Q&A WORKING AS ONE PROVINCIAL KWB GROUP
WITH TO BRING THE HOME
ANDREW COMMUNITY GROWING UP
HOYNE TOGETHER
P. 07 P. 07
P. 05 P. 06
HOW AUSTRALIANS HAPPY
KEY EVENTS SHERIDAN CHOOSE RETAILERS
FAMILY FUN AS STORY BIG-TICKET
SALES SKYROCKET FURNITURE

P. 08, 18, 20, 23 P. 10 P. 11 P. 12

BOX OFFICE DRAW ABOUT TESLA OUR
OUTDOOR MOVIE SUPERCHARGING NEW CENTRES
EVENTS A DRIVING
FORCE FOR RETAIL

P. 14 P. 15 P. 16 LEASING
OPPORTUNITIES
BIG DATA Q&A OUR PROPERTY
BEYOND THE WITH PORTFOLIO
BUZZWORD BOOODL’S
GEORGE P. 24 P. 25
P. 21 FRENEY

P. 22

Issue 6 | August 2017

IMPROVING OUR ASSETS
WHAT’S HAPPENING IN CENTRES?


CRANBOURNE BELROSE
HOME SUPER CENTRE

> Commenced construction of our first Child > Belrose Super Centre completed a
Care facility at Cranbourne Home – “Little $6.4million expansion with 2,260sqm of
Learning School” GLA constructed on the existing rooftop
car park.
> Upon completion, this fun and interactive
centre will welcome up to 100 kids from > The centre welcomed two new national
the local community retailers to its mix - Focus on Furniture and
Barbeques Galore, who opened their doors
> Little Learning School are an innovative for a successful grand opening launch
leader in Child Care Services,
with established locations all over NSW. Belrose Super Centre entrance
They are currently rolling out various
locations in VIC, with Cranbourne part of
this upcoming pipeline

> Project due for completion during the first
quarter of FY18

Cranbourne Home in construction

aventus industry magazine 02/03

We
welcome
our new
retailers

CARPET COURT FOCUS ON FURNITURE FOCUS ON FURNITURE
Jindalee Home Logan Super Centre Belrose Super Centre

THE FLAVOUR MILL SHERIDAN STUDIO BARBEQUES GALORE
Belrose Super Centre Belrose Super Centre Belrose Super Centre

PROVINCIAL HOME LIVING FRAME TODAY IRON STUDIOS
Bankstown Home
Belrose Super Centre Highlands Hub

KRESTA BCF NUTRITION WAREHOUSE
Mile End Home Cranbourne Home Kotara Home

SUNSHINE MACGREGOR
COAST HOME HOME

> Redevelopment commenced on the > Commenced an exciting facade upgrade
former Bunnings tenancy at Sunshine project for Macgregor Home
Coast Home
> The redevelopment works include painting,
> National retailers Amart Furniture, facade cladding, new feature signage
Sheridan and World Gym have pre- panels, landscaping and an upgrade of
committed to the project, taking internal common areas
occupancy to 100%
> Project due for completion during the first
> Project due for completion during the first quarter of FY18
quarter of FY18

Sunshine Coast Home in construction Macgregor Home before renovations

Issue 6 | August 2017

FOCUS ON FURNITURE
CELEBRATES 30 STORES


Australian owned furniture specialist, Focus on Furniture,
recently celebrated opening their 30th new store in Australia.

The company specialises in producing new markets and experience the same
stylish furniture for an affordable price success we have enjoyed in our established
and now operates 33 stores in Melbourne, areas,” Samantha said.
regional Victoria, Sydney, NSW Central
Coast (Tuggerah), Canberra, South Australia, The Focus on Furniture showrooms feature
Brisbane and regional Queensland. a generously sized product range. From
contemporary and comfortable sofas in a
“We are dedicated to ensuring we offer variety of choices, including leather and
quality furniture, at a great price point. We fabric lounges, through to dining settings,
firmly believe good value should be available occasional pieces, bedroom furniture,
to everyone. You shouldn’t have to pay a mattresses and a whole host of Australian
premium, for good quality, contemporary custom made options, there is something for
and stylish furniture. Offering this value, everyone and every home.
all day every day has resulted in strong
customer loyalty in every area we open,” “Our mission is to always offer the best value
said Samantha Clarke, Marketing Manager, for money available to our customers and
Focus on Furniture. we are delighted to introduce the Focus on
Furniture value promise to more customers
Samantha said the company has been across the country,” said Samantha.
preparing for expansion across Australia for
quite some time with more openings planned Focus on Furniture is also an official
later in the year. major partner of Breast Cancer Network
Australia (BCNA).
“Having just opened 10 new QLD/NSW
locations with a few more only weeks from For further details on the range or store
opening, we are excited to embrace these locations, visit www.focusonfurniture.com.au

WE ASKED WHY SAMANTHA CLARKE LIKES
WORKING WITH AVENTUS

Focus on Furniture has one channel where we can communicate all of our advertising
movements and Aventus feeds that through the respective centres. They have a very
open forum for discussion on centre initiatives, constantly referring to the retailer for
feedback. They are creative in their initiatives and think outside the box in terms of
how to drive traffic to their centres. Most importantly is their collaborative approach to
advertising. They are happy to suggest an idea, or listen to one of ours. Either way they
are supportive without placing too many red flags in the way and sometimes this can be a
downfall of a large centre group but Aventus seem to really focus on the larger objective
– to assist us growing our business, so they can grow theirs. Focus on Furniture has 8
stores across Aventus centres and we look forward to continuing the strong partnership.

We are dedicated to ensuring we
offer quality furniture, at a great
price point. We firmly believe
good value should be available to
everyone. You shouldn’t have to
pay a premium, for good quality,
contemporary and stylish furniture.

Samantha Clarke, Marketing Manager,
Focus on Furniture

aventus industry magazine 04/05

Q&A
WITH ANDREW HOYNE


Competition in the retail sector has never been fiercer, especially as bricks
and mortar stores compete with online outlets. The experience people have when
they visit our stores, the emotional connection they have to them, is crucial. We spent
15 minutes with Andrew Hoyne, Principal of the branding and marketing company Hoyne,
to learn how place visioning can increase both loyalty and profits.

Q: WHAT DO YOU REALLY MEAN WHEN Q: WHAT DOES BRANDING HAVE good example. Developers The TOGA Group ABOUT
YOU USE THE TERM PLACE VISIONING? TO DO WITH THESE REAL WORLD bought the old Jewish Hakoah Cultural Club ANDREW
Let me take a step forward, before I take a EXPERIENCES? and wanted to replace it with a mixed-use
step back. Your brand should demonstrate You have to connect with people using both development combining retail, four levels Since establishing Hoyne in 1991 with
the spirit or personality of your business, branding and what people in planning refer of serviced apartments and several levels the ambition of creating marketing
and when that comes to large format retail to as placemaking. At Hoyne, the brands we of owner-occupied residences. The local that truly delivers, Andrew has spent
centres, this means reflecting the spirit and create actually tell a story. They connect with community is very vocal and loyal to their the last two decades perfecting his
aspiration of that community as a whole. something genuinely unique about a store, suburb and its culture. We had to work with approach. Passionate about property,
Done correctly, branding can attract the a product or a retail centre, and bring that to the architects and developer to ensure the precincts and placemaking, his
consumers you need, plus the other retailers life. You’ve got to find something people truly whole project embodied beachside living but interests stretch far beyond brand and
and ancillary businesses you want. But recognise and connect with, something they are that the retail plaza, in particular, would be marketing. His involvement ensures
before that can be achieved you must create proud to be a part of, or want to become part of. beloved by the local community. This meant the improved quality of the overall
a vision of what type of distinct place is being making it look really great in the location but development, resulting in greater
created and what will make it memorable. Q: AND HOW DOES PLACEMAKING FIT also choosing the right food and beverage commercial outcomes for every client.
To predetermine the experience you’d like INTO ALL OF THIS? tenants. The branding we created celebrates Of the 14 books he has been involved
people to have, the first step should always We talk about place visioning and that’s where Bondi and all its eccentric residents and in publishing, three have focussed on
be to develop a place vision. we combine all our knowledge and research attractions. Physically, Boheme actually specific suburbs and precincts. His
about an area or a project, then identify the creates a pedestrian throughway that locals most recent book, The Place Economy,
Q: WHAT ADVANTAGES DO REAL ultimate experience people would love to have now use all the time. Commercially, its stores is an embodiment of that philosophy.
WORLD RETAILERS HAVE OVER ONLINE when they come into contact with it. From and cafes are popular with locals and tourists Ultimately, Andrew is driven by a love for
COUNTERPARTS? there we literally envision how that will look, alike. It’s a huge success. The developers got creative solutions that are the result of
The thing people often forget about is how feel, smell and sound, then recommend the the profitable project they needed while the powerful strategies. 
emotive a retail experience can be. An online elements required to make it all happen. The community got a new hub they loved.
shopping experience might be less expensive same can be done with one small store or to by every single stakeholder. Successful
or more time efficient but it will never compare an entire shopping precinct. You create the Q: SO WHAT’S THE ULTIMATE SECRET TO brand and place experiences demand
to the thrill or pleasure of actually spending experience you know people will not be able SUCCESS IN YOUR MIND? that every touchpoint is consistent when it
time in a great retail environment, seeing to ignore. Actually Brett Blundy, Director of Aventus comes to the quality, commitment and the
products displayed well, being exposed to Property, made the point in one of his personality they reflect. To talk practicalities,
new ideas and being served by welcoming Q: CAN YOU GIVE US A REAL recent editorials. He referred to the fact that this can start in the carpark and travel
professionals. Kids still want to go shopping WORLD EXAMPLE? collaboration between management, leasing, through the cafes, into the stores, even into
with grandparents and girlfriends still want to Sure, it’s easier to reference a project which operations, marketing and retailers contribute the washrooms to be honest. As a consumer
spend Saturday afternoons together getting a has existed for a few years, because people to the overall success of your centres. I could I have to feel like I’m on a unique journey,
little retail therapy. have had an opportunity to experience it not agree more. Place visioning and branding obviously a really positive and enjoyable one,
properly, and it’s a proven success. Boheme has to be understood, agreed to and adhered that I’m going to return to again and again,
in the Sydney beachside suburb of Bondi is a and that I’m going to recommend to others.

Issue 6 | August 2017

WORKING AS ONE
TO BRING THE COMMUNITY
TOGETHER


Along with the obvious and valuable societal benefits stemming from
business contributions and public engagement, there are many important
reasons why leading retailers are deciding to play an increasingly
prominent role in their communities.

While the immediate exposure to consumers traffic through, and provided great exposure With the current retailing landscape being A Junior Reptile & Amphibian Handlers
that can be gained often serves as the key to all stores. Customers were invited directly continually challenged by consumers’ shift Workshop held by the Best Friends store
driver for involvement, the longer-term gains into stores with a number of different retailer toward online shopping and purchasing, attracted more than 100 children and
through business participation in community activations on the day. the benefits of engaging with community resulted in a substantial increase in foot
events can sometimes be overlooked. and being rightly perceived as a vital aspect traffic and sales on the day. Meanwhile,
Studies have shown that a strategic Many of the instore events were aimed at of local society have never been more nobody was going hungry at Red Rooster
approach to community involvement children in order to encourage family groups important for businesses to consider and where 365 free kids’ meals were given away.
contributes strongly to the achievement of to come along on the day. Activities included plan for. The promotion generated a significant spike
business goals through improved reputation a reptile and amphibian handlers workshop, in paid meal orders for parents, with overall
as well as the attraction and retention face-painting and balloon art, lucky dips, Events such as Cranbourne Home’s Free Fun sales up by $2,000 for the week as a direct
of employees. and discounted admission into the centre’s Day highlight the impact of working together result of the event.
commercially operated play centre. to create unique and local experiences
Retail Marketing Managers at Aventus for customers. The centre
are committed to supporting retailers and Retailer perspectives: It’s a win-win heavily promoted
continuing to strengthen community ties. Retailers were unanimously positive, Free Fun Day: Retailer highlights the event which
The primary objective of our community reporting significant spikes in sales figures Bargain Depot reported that the train ride engaged 51,00
events are to create opportunity for locals to and in-store foot traffic. Patrons at some provided “great retailer exposure as it went people via
come together, and interact with retailers at food outlets chose to take their meals from one end of the centre to the other” and the event’s
the centre. picnic style on the centre’s grassed areas rated the day as the best event the centre Facebook page
with demand for table seating, at times, had run.
Retailers at Cranbourne Home in Melbourne exceeding capacity.
recently joined forces to create a ‘Free Fun “It drove customers directly to our door,” a
Day’ during the April School Holidays. The The overall mood of businesses that store representative said.
centre heavily promoted the event which participated were best expressed by Red
engaged 51,00 people via the event’s Rooster assistant restaurant manager Petar Lombards was giving out free balloons as
Facebook page, attracted a large number Fadljevic who said the event, and others like well as staging a lucky dip and offered face
of customers to the centre on the day, and it, consistently validated and rewarded the painting for kids. The store reported that
increased traffic by approximately 5%. decision to participate. they had struggled keep up with the huge
demand. “We have never seen that amount
The centre supported the event with a “I love how Cranbourne Home works with us of customers in our store,” Fiona the Store
jumping castle at one end of the centre and to host fun days like the Drive–In Movie night, Manager said.
a train ride at the other. This helped in driving Family Fun Day and even the Dog Day Out! I
believe it is great for the community as well
as for the store and its sales,” Fadljevic said.

aventus industry magazine 06/07

PROVINCIAL HOME
GROWING UP


Provincial Home Living was founded in
Wangaratta, Victoria in 2002 where the
Pausewang family had purchased a co-op and
began restoring the building to its former glory.

When the renovation was near competition, The Provincial brand acknowledges
there was only one store left to lease. The current trends but primarily focuses on the
founders saw an opportunity for manchester foundation pieces that every home needs.
and homewares in this region and, with that The Pausewang family strives to work with
thought, they became the final tenants and suppliers who share similar values and
opened the first Provincial Home Living store. beliefs, and many of the suppliers are also
family businesses.
The store began trading and business
was going well, though customers began In just 15 years Provincial Home Living has
requesting to purchase the units the products grown from one small country store to a large
were displayed in. Seeing an opportunity for business with 32 stores located in Victoria,
expansion, the Pausewang family decided to South Australia, Queensland, ACT, and New
add furniture to their product list, and it has South Wales, and is still proudly family owned
since become Provincial’s largest department. and run.

Over the next few years, the products and After the success of stores in Aventus Centres
the presentation were refined while the at Mile End, Peninsula, Jindalee, Kotara,
business opened stores in Bendigo, Ballarat, Sunshine Coast, and Shepparton, Provincial
and numerous locations across country Home Living is proud to open their newest
Victoria. Provincial offered a fresh outlook store in the Belrose Super Centre. 
on retail, instead of the usual shelved space,
the store was set up as a home with defined
bedrooms, living rooms, dining rooms, and
kitchen set-ups displayed throughout.

RECIPE FOR SUCCESS
KWB GROUP


Kitchen Connection and Wallspan The company is also investing in new growth
showrooms will benefit from a new verticals with digital innovation, entry into
production facility recently established in complementary categories (such as flooring)
Brisbane and future plans for growth. and network expansion as key focus areas
for the business.
The recent acquisition of the $8 million
industrial asset in Lytton, is part of the Said John: “Improving our customer
company’s aggressive growth strategy service offering has been central to all of
which has seen a multi-million dollar turn these plans. The new production facility
around for both brands since they were means we can turn around projects faster
acquired by KWB Group in 2012. and our Virtual Reality program is yet another
way we can improve the experience we offer
John Bourke, Managing Director of our customers.”
KWB Group said: “The new production
facility in Lytton is a significant development
for our business.

“We now have the opportunity to be able
to sell and install kitchens faster and more
efficiently than anyone else currently in the
renovation market.

“We will also be able to supply an even
higher level of customer service in terms
of customisation and rectifications.”

Issue 6 | August 2017

FAMILIES SADDLE UP
FOR FAMILY FUN
AND FANTASTIC SALES


While the old saying about not working with kids or animals may hold true in showbiz, the
opposite has been conclusively proven true when it comes to retailing promotional events.

Families have been flocking to join in the fun Kids weren’t the only ones getting caught The centre recorded a 32% increase in The Easter Bunny popped up once again,
with retailers at Aventus centres across the up in the animal antics, with free camel customer traffic which retailers said was this time visiting Logan Super Centre in
country with the chance to get up close with, rides taking the fun to a whole new level. converted into a significant spike in sales. Queensland to deliver eggs and pay a visit
handle, play with and even ride some animals Plenty of parents were hoofing it on over for to every store in the complex. The visit was
driving up foot traffic and delivering a free ride, and the results for the resident Early Settlers and Gamble & Brown part of a broader program of fun for local
a boon for sales. retailers ensured everyone left with a smile outlets reported strong traffic due to their kids with the Logan Kids Club - held every
on their face. participation in the event, while another second Tuesday - already a firm favourite for
Cranbourne Home in Victoria was the first retailer reported 16% growth on the previous the youngsters. Suzanne ‘The Fairy Lady’ has
to kick of the furry fun this year with Best Along with the happy families who attended, year’s event. been entertaining kids with songs and stories
Friends Pets & Cranbourne Home partnering retailers at Caringbah Home were the key and other fun activities once a fortnight.
to create a Dogs Day Out in mid January. beneficiaries from the first of these events 10% of retailers joined in the fun by offering
Despite the heat, 200 dog owners enjoyed as the centre recorded a 25% increase their own free activities as part of the The Easter Bunny’s final Aventus appearance
a day out with their canine pals enjoying in customer traffic on the day. Huge event which was advertised throughout for the year, to the Belrose Super Centre,
activities such as a pet photo booth, crowds lined up for hours for the chance the centre using die-cut signage featuring was a special one made possible by Kids
doggie pools, dog face-painting for the to be carried about on camelback and the the star attractions. Once again customer Cove Early Learning Centre in Terrey Hills.
kids, giveaways, dog demonstrations and overwhelming feedback from young and old engagement via Facebook was strong with Kids Cove sponsors the centre’s Mini Super
more. Best Friends sent an email to 15,000 was that the fun was well worth the wait, many compliments flowing in after the event. Trouper Kids club, a regular and hugely
customers via their database, while the even at peak periods. Retailer involvement popular fun social program. The Easter
event’s reach via Facebook hit 20,079. The included free balloons at Mint Flooring, free The same day, Highlands Hub retailers were Bunny was only too happy to be a part of
event was picked up by and featured heavily 6x8 prints at Harvey Norman and a count the similarly being swamped with additional the fun, giving away Easter eggs galore and
in the local paper. DVD stack game at JB Hi-Fi just to name a foot traffic with a free animal farm event – a leaving behind a sea of smiles on the faces of
few. The promotion also garnered a pleasing regular and perennially popular promotion retailers and kids alike.
Epping Hub was next up, assisting retailers level of social media engagement with plenty for the centre – drawing its biggest crowds
in the running of the centre’s first School of praise being plastered across the event’s yet. Retailers jumped on board with Subway In a separate event, the Mini Super Trouper
Holiday activation on Friday, 29 January, Facebook page. offering free mini cookies and an Easter egg Kids club were visited by the NSW Fire
in the carpark. Free School Holiday fun competition was held at Beacon Lighting. Service and the NSW Police Force. The Kids
included a Jumping castle, animal farm, The following day, rather appropriately a Club events are a great way for retailers to
giveaways, face painting and more. Free Wednesday (a.k.a. ‘hump-day’), Kotara Ballarat Home was meanwhile busy assisting share special offers and marketing materials
roving entertainment was provided by Kids Home retailers and their customers got their its retailers to run a school holiday activation with their target market during every week of
Space (a centre retailer) on the day and turn. While the kids were busy learning about throughout the centre. The Free School the school terms.
a magic show after the event at their play the different animals and how to care for Holiday Fun event, heavily supported by
centre proved highly popular. Overall the them, the camels were taking customers on retailers, included one day only retailer
event attracted 526 children which impacted mini-expeditions. Children also enjoyed free offers, a jumping castle, animal farm,
traffic by 5.4%. activities from our retailers; Hungry Jacks giveaways, face painting at Lincraft and
gave away free cheeseburgers, Gamble Fantastic Furniture, bargain spruiking,
Eggcellent Easter Extravaganza and Brown handed out free mini cupcakes, roving entertainment, an Easter egg hunt
Come the Easter school holidays, it was Bunnings distributed gardening pots to kids, at Fantastic Furniture and more. The event
time for animal fun of a different kind with a and a colouring in competition along with attracted 13,065 to its Facebook page and
series of animal farm events proving a huge lucky dips were staged at Early Settler. 875 people to the centre on the day, boosting
drawcard for families. traffic by 17%.

aventus industry magazine 08/09

Issue 6 | August 2017

SHERIDAN
STORY


Sheridan is celebrating its 50th Anniversary this Introduce creative thought and
year with a series of collaborations that nod to beauty into everyday things of life
what makes Sheridan unique; artistry, quality,
craftsmanship and iconic design.

Sheridan was founded in Australia by available in their Studio and Sheridan Claudio Alcorso
visionary entrepreneur Claudio Alcorso in Boutique stores from end of July. This
1967. As a boy working in the family textile collaboration talks to the artistry at the heart
printing business in Italy, Claudio acquired of the brand’s history. Done first created a
knowledge and a love of textiles. When he sell-out collection for Sheridan in the 80’s.
migrated to Australia he bought with him an
inherent understanding of the importance The launch of Sheridan Studio concept
of quality as well as his passion for art and stores is also key in Sheridan’s 50th year. The
beauty. Claudio believed that beauty in art new concept stores enable the customer to
belonged to everyone, everywhere – not just create, curate and style their home with a full
on gallery walls or in ornate gold frames. His home offering – from floor rugs to furniture
vision was to “introduce creative thought and storage solutions to wallpapers, wall art,
and beauty into everyday things of life” and bathroom accessories and soft furnishings.
his down to earth, egalitarian way of thinking Sheridan Studio also continues to house a
was a perfect fit with the Australian spirit. curated selection of Sheridan’s most adored
bed linen, towels, cushions, throws and
That’s a vision that still holds true for bed accessories.
Sheridan today and guides us in everything
we do. We’re known and loved in Australia Studio stores operate as an interactive space
and around the world for our beautifully with large communal tables for conversation,
designed, quality products that make life just learning and consultation, and workshops.
that little bit more indulgent around the home – The new store format will be home to styling
be it bed linen for the bedroom, towels for the sessions and workshops, transforming the
bathroom, table linens, loungewear or home traditional retail framework into a hub of
accessories for all the other places creativity and a truly bespoke customer
of the home. experience, enabling the customer to create
an entire Sheridan home.
One collaboration in the 50th year that
stands out is the partnership with iconic For more activity around their
Australian artist, Ken Done. He has created 50th anniversary visit
a limited edition collection of quilt covers, Sheridan.com.au@sheridanaustralia
cushions, and a beach towel that will be #sheridanaustralia

aventus industry magazine 10/11

HOW AUSTRALIANS 40% of shopping
CHOOSE BIG-TICKET searches on
FURNITURE Google are for
broad category
queries such
When Australians shop for big-ticket furniture items such as sofas, as “bedroom
side tables, and shelves, their smartphones are their go-to assistants. furniture.”
For retailers, this creates big opportunities to be present and useful in
shoppers’ intent-rich moments.

Big-ticket home furniture is often more than Your brand can win points right 3 WHERE’S-THE-BEST-STORE
something to fill a room—it’s a statement. from the beginning as 49% of Australians MOMENTS
And as Australians look for inspiration, have discovered and bought new brands
narrow their choices, find the right store, they had little knowledge of prior to Big-ticket purchases may not always happen
and then seal the deal, they use their a smartphone search.3 on mobile, but mobile certainly influences
smartphones for ideas and information. them. I-want-to-go moments are when the
2 I-WANT-JUST-THE-RIGHT-THING rubber meets the road as shoppers look for
To understand what these moments look like, MOMENTS local stores that have just what they need.
we conducted qualitative and quantitative
research, exploring the role of mobile—from Consider a shopper on the hunt for a new Once shoppers know exactly what kind
the moment someone first thinks about sofa. While watching the nightly news, she of sofas or bathroom tiles they want, they
redoing the bathroom to the moment the final searches for “kid-friendly sofa materials” on need to know where they can pick up their
tile is in place. her smartphone. She reads a few articles that items without too much hassle. When
convince her to go with a leather sofa instead people conduct local searches on their
Here are the four key micro-moments we of fabric. This behaviour is common across smartphones, 76% visit a business within
uncovered for Australian furniture shoppers, Australia, with 82% of people using their 24 hours of the search.5 And 28% of those
as well as insights into how your brand smartphones at home to search online when searches results in a purchase.5
can win each moment. buying home goods furnishings.3
How to win where’s-the-best-store
1 I-NEED-SOME-IDEAS MOMENTS After she knows what kind of sofa she
wants, it’s time for her to find the right one. moments
When a shopper kicks off a new project, She might head to a few retailer sites she’s >> Have a local presence: By the time they
whether it involves finally redoing the living already familiar with, and she’ll also search
room or looking for a new bed, they’re in for broad terms, such as “affordable leather search for locations, shoppers are ready
discovery mode. They want to see what’s sofa” or “best leather sofa.” to roll. Make sure your online business
out there, so they head out not to research listing is updated, that you’re present
mattress prices, but to look for ideas. In fact, With so much information available to for local search terms such as “furniture need to make comparisons. You can run a
40% of shopping searches on Google are consumers, Australians conduct dozens stores near me,” and that you have quick check on how mobile-friendly your
for broad category queries such as of searches to help them find exactly the location extensions set up. site is right now with Test My Site.
“bedroom furniture.” right thing. Nearly half (45%) of recent
home furnishings purchasers in Australia >> Show product availability: As much >> Include detailed product specs and
Shoppers in these I-need-some-ideas compared choices and product features on as shoppers care about optimising and answers: If shoppers have questions that
moments are looking for inspiration. What their smartphones.4 finding the perfect piece, they care a sales rep can’t answer, they’ll go—you
colours are in style right now? How can I equally about being efficient and saving guessed it—to their smartphones. Even
arrange the room to make the best use of How to win I-want-just-the-right-thing time. To drive shoppers directly to you, in those final moments, you’ll need to
light? What themes can I incorporate? moments show product availability at your different be there and be useful on mobile, if only
>> Provide detailed information and tips store locations with local inventory ads. to help shoppers feel confident in their
How to win I-need-some-ideas moments purchases when they walk out the door.
>> Be there: It’s crucial for your brand to about products: It’s crucial for your 4 THIS-IS-THE-ONE MOMENTS
site and any ads supporting your site to >> Provide multiple checkout and
have a mobile presence at this point have all the information shoppers need to Often when shoppers enter your store, fulfillment options: When ready to buy,
because 90% of smartphone users make choices. smartphone in hand, they know what they people want convenience and simplicity.
say they aren’t sure of the specific want—but they may also have other options in If shoppers are looking to buy online,
brands they want to buy when they >> Get in front of interested shoppers: mind. In the store, they want to check how the make it easy by allowing them to check
begin shopping. Shopping ads help you get your product piece looks in real life, how it feels, and whether out as guests and providing them with
photos in front of consumers searching the colour is what they expected. In Australia, multiple ways to pay.
>> Showcase compelling visuals: Providing online for what you offer. 68% of smartphone shoppers have used their
high-quality visuals can help shoppers phones to search for information about items Mobile influences shoppers’ choices all along
focus their vision. >> Include descriptive photos: Shoppers they were looking to buy while in a store.3 the way. When you consider what furniture
like to get a feel for your furniture without shoppers need at each step of the journey
>> Provide helpful content: Many Australian having to drive to your store, so include Whether you’re the store the shopper and provide helpful and quick experiences,
shoppers save pictures of room design product photos from different angles and is standing in or the competitor she’s your brand can influence decisions in the
ideas they come across as they search. in context. researching, you want to have all your ducks moment and shape consumer preferences in
When shoppers find (and save) photos in a row to make it easy to choose you. the long-term.
of contemporary living room layouts, for >> Turn on reviews: Featuring product
example, from a brand’s blog, they’re reviews and user comments can increase How to win this-is-the-one moments
much more likely to keep your brand in a shopper’s confidence in a product and >> Offer a seamless mobile experience:
mind as they come closer to purchase. get them ready to head to the store.
It’s crucial that mobile experiences are
frictionless and have everything shoppers

Sources (5)

1. Google internal data, anonymised, aggregated searches that trigger a PLA, November 2015, U.S.
2. Google/Ipsos, “Consumers in the Micro-Moment, Wave 3,” August 2015, U.S., n=1,291 online smartphone users 18+.
3. G oogle/Galaxy, “Consumers in the Micro-Moment,” June 2015, Australia.
4. G oogle/TNS, “The Consumer Barometer Survey,” 2014–2015, Australia, n=128 smartphone users and home furnishing recent purchasers.
5. G oogle/Purchased Digital Diary, “How Consumers Solve Their Needs in the Moment,” May 2016, U.S., representative sample of n=1000 smartphone users, n=634 local searchers, n=1140 purchasers.

HAPPY Issue 6 | August 2017 Petbarn, Kotara Home
RETAILERS
Adairs, Caringbah Home

Provincial Home Living, Belrose Super Centre Best & Less, Highlands Hub Snap Fitness, Epping Hub 99 Bikes, Mile End Home

Snooze, Bankstown Home Barbeques Galore, Belrose Super Centre JW Computers, Bankstown Home Subway, Bankstown Home

Barbeques Galore, Belrose Super Centre Ezyswim, Bankstown Home Thyme Out Cafe, Cranbourne Home Barbeques Galore, Belrose Super Centre

Red Rooster, Cranbourne Home Provincial Home Living, Belrose Super Centre Godfreys, Belrose Super Centre Chemist Discount Centre, Peninsula Home

Barbeques Galore, Belrose Super Centre Freedom Furniture, Belrose Super Centre The Good Guys, Bankstown Home Plush, Mile End Home

The Flavour Mill, Belrose Super Centre Beacon Lighting, Bankstown Home Autobarn, Mile End Home Adairs, Caringbah Home

Gamble & Brown, Kotara Home Kids Space with Darren Holland CEO at Barbeques Galore, Bankstown Home Sofa Shop, Mile End Home
Epping Hub

aventus industry magazine 12/13

Sleepy’s, Kotara Home Toys R Us & Babies R Us, Bankstown Home Freedom, Belrose Super Centre Choices Carpet, Kotara Home

Autobarn, Cranbourne Home Barbeques Galore, Castle Hill Super Centre Best Friends, Cranbourne Home OZdesign Furniture, Caringbah Home

24/7 Fitness, Cranbourne Home Freedom Furniture, Castle Hill Super Centre Lombards, Cranbourne Home Howards Storage, Castle Hill Super Centre

Beds n Dreams, Mile End Home Office Works, Epping Hub Sleeping Giant, Castle Hill Super Centre Red Rooster, Cranbourne Home

BRAND PARTNER
OPPORTUNITIES


Partnering your brand with Aventus has never
been easier. With 22 centres across Australia,
we’ll help you connect your brand message to
the right customers. 

Our spaces are as diverse as our customers, With solutions in Digital Media, Social,
bringing together Home, Lifestyle, Site Activations, In-Centre Media and
Food and Health & Wellbeing – creating Sponsorships, Aventus is where you
hubs that are so much more than just a need to be.
shopping destination.
Visit www.partnerships.aventusproperty.
com.au to find out more.

Issue 6 | August 2017

BOX OFFICE DRAW
OUTDOOR MOVIE EVENTS A
DRIVING FORCE FOR RETAIL


Energy, excitement, fun and broad-appeal. These are not only Crowds gather to
key ingredients in successful retailing but also the recipe for a cinema enjoy outdoor
hit. So, it is no surprise that our outdoor family film promotions have
been attracting as many as 3000 customers to some screenings. family screening

But how do retailers reap the rewards of this many ways to get involved. These include customer traffic for the day, with 1600 people The event
foot-traffic, especially when screenings are offering screening day specials, free in-store visiting after 4pm equating to 34% of the attracted over
generally scheduled during sunset hours? activations, airing commercials prior to day’s customer traffic. 990 customers
the movie and more. and significantly
With centres showing significant crowd Additional attractions - a puppet show and boosted foot
increases on repeated events, more and RECENT the chance for customers to have their photo traffic.
more retailers are choosing to extend FEATURE taken with the NRL Premiership Trophy -
opening hours. And with the majority of HIGHLIGHTS proved hugely popular. Retailers reported
families arriving an hour or more in advance many customers returning after the event
of the screening, operators are finding Bankstown Home – Movie: Zootopia to make purchases.
many simple, cheap and effective ways to With over 60% of retailers participating on
entice families into their stores such as free the evening, holding their own free activities, Epping Hub – Movie: Zootopia
balloons, popcorn, and competitions. some 1,600 cars visited the centre after 3pm. Despite poor weather forcing the cancellation
of a community market planned to
The return for retailers is an opportunity Customers skied the Swiss Alps in complement the centre’s first outdoor movie
to boost sales, increased brand/store Bankstown via a JW Computers 3D virtual event, customers arrived early and enjoyed
awareness, and (in what seems to be a reality world demonstration, while a puppet free retailer activations including jumping
growing trend, based on retailer feedback) show brought back some nostalgia castles, novelty animal rides, food trucks,
customers deciding they need to come back for parents. free face painting, and roving entertainment.
for a particular product or item at a later time. The event attracted over 990 customers and
Once again, retailers reported a boost in significantly boosted foot traffic.
With both parents (a.k.a. the ‘dual decision sales including additional gym memberships,
makers’) generally present at screenings, a spike in bed sales and Toys R Us recording Peninsula Home – Movie: Cars
mums and dads are returning soon after to a 20% jump in customer traffic. Pre-movie entertainment - including free
purchase items they may otherwise have retailer activations, go karting, giveaways,
never seen or considered. Caringbah Home – Movie: Zootopia jumping castle, and a roving jazz band - had
With wet weather looming, the centre’s customers flocking early. The event attracted
Due to increasing demand from patrons and loading dock was immaculately cleaned close to 500 patrons on the night, increasing
retailers, Aventus will continue to roll these and transformed into a makeshift ‘screening foot-traffic by 9.7%.
movie events out. hall’. The event achieved a 54% increase in

As with anything, the more a store puts
in, the greater the return - and there are

aventus industry magazine 14/15

ABOUT TESLA
SUPERCHARGING


Tesla was founded in 2003 in Silicon Valley
by a group of engineers who wanted to
prove that electric cars could be better than
gasoline-powered cars. A car with instant torque,
incredible power, and zero emissions, Tesla’s
products would be cars without compromise.

Each model would be increasingly affordable, Ballarat Supercharger Opening
helping the company work towards its Tesla’s Ballarat Home Supercharger station
mission: to accelerate the world’s transition is the first connection from Melbourne to
to sustainable energy. Adelaide. The official opening was held at the
centre on Tuesday 7th March 2017 with
Since announcing the technology, Tesla a ribbon cutting ceremony.
has deployed more than 800 Supercharger
Stations and more than 5,195 Superchargers Councillor Jim Rinaldi from the Ballarat City
worldwide, making it the fastest-growing Council was on hand to cut the ribbon and
fast-charging network in the world. declare the six bay station open. Multiple
owners drove from near and far for the
Supercharger stations are strategically opening event and vehicles were on display
placed to allow owners to drive from station for locals to test drive.
to station with minimal stops. Stations are
located near amenities like roadside diners, The Tesla Supercharger can add up to
cafes, and shopping centres so road trippers 270 km of range in just 30 minutes of
can stop for a quick meal and have their charging. Superchargers are designed for
Model S Tesla vehicles charged by the time city to city travel, allowing owners to travel
they’re done. for about three hours, take a quick break,
and get back on the road charged up.
Tesla Superchargers charge a Model S in
minutes instead of hours. The ability to quick Councillor Jim Rinaldi and Senior Marketing & Communications Manager for Tesla Australia,
charge, allows easy long-distance travel Heath Walker, officially open the charging station at Ballarat Home.
long along well-travelled highways around
the world. The Tesla Supercharger
is substantially more powerful than any
existing charging technology, providing up to
120 kilowatts of power and 270 km of range
in 30 minutes.

16 Issue 6 | August 2017

OUR
NEW CENTRES


Marsden
Park
Home

In July this year, Aventus became the very
proud owners of two large format retail centres
in Sydney, located at Castle Hill and Marsden
Park. This acquisition introduced an additional
104 shops across more than 71,800sqm to the
Aventus portfolio.

Aventus now owns 22 large format retail Aventus Team
centres across four states, with a combined
value of $1.8m. We are now the largest LFR Photo credit: Hellas Kamarinos
landlord in Sydney, with catchment area
coverage to 43% of Sydney.

In typical Aventus style, we quickly identified
opportunities to enhance and energize
the look and feel of the centres, as well as
improving customer experience and linger
time. Works have already commenced across
both sites, and rebranding of the “Home
Hub” name is planned as “Castle Hill Super
Centre” and “Marsden Park Home”.

aventus industry magazine 16/17

Castle
Hill Super

Centre

The Australian reported the acquisition
in its 31 May 2017 edition: Aventus
buys Home Hubs for $436m

The Aventus Property Group has struck the but it doesn’t rerate the entire industry,” Macquarie said the deal was consistent with industry superannuation funds — AustSafe
country’s biggest-ever large-format retail Mr Holland said. the Aventus strategy of consolidating in large- Super, Club Plus Super, Energy Super and
purchase with the listed trust buying Home format retail. The company listed in late 2015 Intrust Super.
Hubs in the northwestern Sydney suburbs of He pointed to other deals involving private to allow it to access listed capital to move on
Castle Hill and Marsden Park for $436 million. buyers but the value of well-positioned centres opportunities in a fragmented asset class. They reaped a hefty premium after buying the
is expected to rise as a result of the new metrics Castle Hill facility for $178.5m in 2012 and the
The company beat stiff competition from retail that have been set and Aventus may sell some Since then it has bought a Blackstone portfolio site for the Marsden Park property in 2015 for
magnate Gerry Harvey to buy the two Sydney smaller assets. and snapped up smaller individual centres, $66m, and then developing it.
centres from international heavyweight with the latest deal viewed as earnings-
LaSalle Funds Management, leaving it Mr Holland noted that Aventus had grown from neutral or slightly dilutive, although Mr “The dominant, strong performance, high
well positioned to consolidate further in a 9 per cent share of the national large-format Holland pointed to a number of opportunities growth aspect and exceptional quality of the
the industry. retail market to 14 per cent as its portfolio had to improve the centres. assets resulted in significant investor interest
lifted to more than $1.8 billion. from international investors, domestic
The blue chip centres sold on a weighted “Whilst the deal is not hugely material institutions and a range of high-profile private
average capitalisation rate of 5.6 per cent. He agreed that it was pursuing industry for earnings in the very near term, this investors,” Mr Rooney said.
Home Hub Castle Hill went for $336m at a consolidation but insisted that it was also transaction improves Aventus’ exposure to the
fully leased yield of 5.5 per cent and Home boosting value by delivering on its development Sydney market,” Macquarie said. “The deep investor pool was clearly attracted
Hub Marsden Park for $100m at a fully leased pipeline and exploring planning reform at its to the long-term potential and the high
yield of 6 per cent. existing sites. The sale of the centres by the LaSalle Australia population growth outlook for both assets.”
Club Investment Trust is another marker
Aventus chief executive Darren Holland played Aventus yesterday conducted a $215m for the sector that is producing steadier
down concerns that prices in the emerging entitlement offer, handled by investment performance than landlords exposed to
sector had escalated too quickly, citing its banks Macquarie and UBS. The raising was department stores and some struggling anchor
growing maturity and the rising proportion backed by billionaire co-founder Brett Blundy supermarket chains.
of tenants that were listed on the ASX and and Sanity boss Ray Itaoui who will hold a
pursuing multibrand strategies. combined stake of about 35 per cent after the The homemaker portfolio was marketed
heavily bid raising. by Simon Rooney of JLL and Dan McVay
and Sam McVay of McVay Real Estate after
“We think there might be some (capitalisation The $2.32 per share price showed a 7.1 per cent being assembled by LaSalle on behalf of four
rate) compression off the back of this ... fiscal 2018 distribution per security yield.

Issue 6 | August 2017 Kotara
Carpark
THINKING OUTSIDE
THE STORE Sale!


It’s one of the most important advantages that physical stores can offer over their
hamstrung online-only competitors. It can create some of the most fun, cost-effective and
simplest opportunities to promote customer traffic. And, having only grown in popularity
due to the increasingly exciting variety of deliverable customer experiences, it’s a proven
winner at driving up sales. Yes, it’s the fresh-air and the wide‑open spaces!

We’re talking about taking the shopfront Participating retailers recorded strong sales Other stores in the centre also reported One retailer reported the additional cars
outside, really leveraging the real estate with one store operator alone reporting significant rises in sales, with one business equated to an extra $2,000 per vehicle
available, and transforming the shopping a 135% increase on the same period the reporting a doubling in revenue for the in sales while another retailer reported
experience into a market feel. previous year. day, and another reporting a more than garnering some $750 for every set of wheels
15% jump. that turned up.
Indeed, some of the most popular and hugely Television ads were used for the first time
successful events that our retailers have to promote the regular event with customer “This event is always strong for us and 2017 Big, big
been involved with this year have been our traffic matching the huge numbers achieved delivered again with our sales up double!” increase in
carpark sales. By re-imagining these areas in 2016. said another retailer, adding: “Big, big customer traffic
at Aventus centres, retailers have created a increase in customer traffic.”
fun market place vibe – and the change of Another such event, also staged annually
scenery has been a hit with the public. by Mile End Home in South Australia in May, “Killed it - sales were great,” was the short
was a huge winner with 80% of the centre’s and sweet summary from another store
Kotara Home in NSW was among the first of retailers choosing to participate and creating operator, with their neighbours’ expressing
the centres to take advantage of the great a heap of energy throughout the centre. similar excitement about their gains from
outdoors this year with its now annual Car the event.
Park Sale taking place in March. Retailers again reported excellent results.
The sales achieved by one chain outlet store “Excellent awareness [converted into]
Once again, part of its sprawling carpark in the centre launched it to number one in its strong sales - many new customers were
space was converted into a pop-up group national rankings for the day. The store commenting they [hadn’t previously known]
marketplace with retailers trading in the usually sits around 5th or 6th in Australia for the brand was at the centre,” said one
car park and shoppers snapping up the daily sales, however a sales spike of between store operator.
wonderful deals and specials on offer. 70-80% saw it top the charts.

aventus industry magazine 18/19

Meanwhile in Queensland a number of Mile End
retailers at Jindalee Home joined forces to Carpark
host the centre’s most successful carpark
sale yet. The inclusion of food trucks and Fun!
kids’ activities created great shopper
circulation throughout the centre and drew a
massive crowd of customers.

The event saw a traffic increase of 22% on
the day, with enough cars to fill the carpark 9
times over. It was the centre’s busiest day in
the previous 12 months.

Retailers were thrilled with their efforts
as they reported their best sales days
of the year, with many recording bigger
one day revenue totals than during the
Christmas period.

Highlands Hub in NSW similarly opened up
its carpark to retailers in June with large
crowds proving that the right mix of deals
and attractions can easily be enough for
shoppers to ignore the winter chill. The Huge
Carpark Sale event saw overall foot traffic up
by 8% and participating retailers reporting
strong sales results.

And rounding out the final two weeks of
June, Beds n Dreams hosted its very own
massive car park sale at Belrose Super
Centre. Catherine from Beds n Dreams
promoted the event via the store’s customer
email database and, with the support of the
centre’s social media and website, the sale
was such a great success that it has already
been booked in for a repeat next year!

It was
the centre’s
busiest day in
the previous
12 months

MARKETING
MANAGERS

Our Retail Marketing Managers are here to support our retailers, so
please ensure all marketing correspondence is directed to the appropriate
contact. We look forward to working with each and everyone of you.

Sarah George Georgia Kelly Jenny Brit Donna Godwin Jillian Christie
Retail Marketing Manager Retail Marketing Manager Retail Marketing Manager Retail Marketing Manager Retail Marketing Manager
Queensland New South Wales Victoria NSW & SA New South Wales
Logan Super Centre, MacGregor Castle Hill Super Centre & Cranbourne Hub, Peninsula Home, Midland Home, Caringbah Home, Belrose Super Centre, Tuggerah
Home, Tweed Hub, Jindalee Home, Marsden Park Home Ballarat Home, Shepparton Home Bankstown Home, Mile End Home Super Centre, McGraths Hill Home,
Sunshine Coast Home 02 9634 1116 & Epping Hub & Highlands Hub Kotara Home & Warners Bay Home
07 3209 3656 [email protected] 03 5991 4922 02 9847 7002
[email protected] [email protected] 02 9542 7344 [email protected]
[email protected]

JUST JOINED
JUST JOINED

Issue 6 | August 2017

CLEANING UP
IN STYLE


Two lucky shoppers, and their families, will be
going home to beautifully clean and tidy homes
all year after winning 12 months’ worth of free
weekly cleaning services courtesy of the Kotara
Home and Mile End Home centres.

The promotional events – being repeated reflecting their local community. All images WIN A CLEANER FOR A YEAR
at both centres due to the overwhelming were posted on the centre’s Facebook page,
success of the competitions in previous with the public invited to vote on a winner SPEND $20 OR MORE IN ANY MILE END HOME STORE TO ENTER
years – also saw retailers cleaning up by by ‘liking’ their favourite image. The top ten
way of boosted sales figures directly tied to images were then reproduced and exhibited ENTRIES CLOSE SUNDAY 25 JUNE 2017. TERMS AND CONDITIONS APPLY, SEE ENTRY COUPON FOR DETAILS.
the events. in centre on display stands and car park
banners. The top ten students each took mileendhome.com.au
Newcastle based retailers at Kotara Home home a voucher donated by centre retailers
were the first to benefit through their event Bargain Depot, Regal Sleep Solutions or Red
held in April. Shoppers seeking to win the Rooster. The centre received over 33 entries
grand prize needed to have spent $20 and 859 votes via its Facebook page.
or more in any of the centre’s stores to
be eligible. Lending a hand
And while Cranbourne was busy supporting
Along with a total of more than 9,000 entries the working of budding artists, retailers in
in this year’s prize draw, the promotion Belrose were doing their bit for the fight
garnered 3,000 unique email addresses for against cancer.
the customer database. Customer traffic for
the centre was up 29% for the duration of On May 25th, the centre’s retailers banded
the promotion and dollars raised from entry together to participate in the Cancer Council
coupon records totalled more than $3.25m. Australia’s Biggest Morning Tea at Belrose
Super Centre.
Come June, it was time for retailers at
Adelaide’s Mile End Home to share in The annual event helps the Cancer Council
the wins with the SA event echoing the fund its vital cancer research, prevention
successes at Kotara Home. programs, advocacy and support services
for those affected by cancer.
The promotion had attracted more than 3000
entries with more than a week to run before With a sea of yellow balloons around the
the prize draw. centre, provided by Spotlight, tickets in the
raffle were very popular. Nathan from Lazy-
Boot-load of bargains Boy donated the largest prize - a chair - and
Keeping with the clean and polished theme, Victoria from Focus on Furniture provided
albeit with a slightly different spin, Highlands gift vouchers. Many other retailers provided
Hub in Mittagong NSW combined classic prizes for the morning.
cars with fun, prizes, entertainment and good
food as customers rallied to the centre for a Morning tea was provided by The Flavour Mill
Show ‘N’ Shine in the carpark. Café, Scancelli Café, Subway, Fresh Delights
and Choice Sushi. Customers were also
Held in June, the event proved a huge treated to the delights of the Hummingsong
attraction as car lovers travelled from far and Choir which had everyone tapping their toes
wide to get a close look at some gorgeously and singing along.
presented vehicles. And it wasn’t just
tyre kickers, with a resulting 25% spike in The commitment in Belrose to helping others
customer traffic from the event ensuring that also includes a charity donation fountain
retailers benefited handsomely. that has become a beloved feature at centre.
Customers have long been dropping in coins
Along with the vehicle display a local charity and making their wishes. While it is hoped
got involved, staging a BBQ from breakfast that all these wishes come true, the coins
through to lunch, while there were also are already having a huge impact on the lives
raffles, live music, a jumping castle for the of some very ill but brave young children.
kids and plenty of deals to be had in-store. All proceeds from the money fished out of
fountain is donated to the Bear Cottage
The art of retail children’s hospice.
Speaking of showing off works of art, at
Cranbourne Home, a partnership with local The recent collection total from one month
high school Lyndhurst Secondary College alone saw a donation of some $1500 to a
brought art to life throughout the centre. very worthy cause that is dedicated to caring
Students were invited to design an image for children with life limiting conditions.

aventus industry magazine 20/21

BIG DATA
BEYOND THE BUZZWORD


Every second we create new data. And every day our ability to create, analyse and
investigate data is growing. A recent EY report, Big Data: Beyond the Buzzword has
highlighted the growing relevance of data across all areas of the property sector.

ABOUT EY

EY is a global leader in assurance, tax, transaction and advisory services. The insights
and quality services we deliver help build trust and confidence in the capital markets and
in economies the world over. We develop outstanding leaders who aim to deliver on our
promises to all of our stakeholders. In so doing, we play a critical role in building a better
working world for our people, for our clients and for our communities.

EY refers to the global organization, and may refer to one or more, of the member firms
of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young
Global Limited, a UK company limited by guarantee, does not provide services to clients.

For more information about our organization, please visit ey.com.

Construction giant Skanska is using big data While some companies in our industry are
to bring people and tools together on job sites. adept at understanding data, few are good
Using sensors to track worker movements, at translating analytics into measurable
Skanska has optimised the position of tools results. And ultimately, the value of big data
and resources to reduce worker time-in- must be evaluated on how it achieves better
motion by one-third – and slash the average business outcomes.
worker’s daily trudge by 3.2 kilometres a day.
The reasons for this are technical, financial
Meanwhile over at Mirvac’s 200 George Street and cultural. Many companies are
in Sydney, sensor technology is tracking a overwhelmed by the complexity of the task
dozen indoor environment factors from air and the costs involved with capturing data.
temperature to humidity, and light to carbon They are unsure of how to communicate
dioxide levels. The huge volume of data the benefits of big data analysis to their
gathered is sent to Mirvac’s ‘Living Lab’ and stakeholders. They are also confounded by
analysed for patterns. Researchers are using the complexity of their businesses, which
the data to run controlled experiments, such makes the task of isolating and measuring
as filling a space with plants to address specific actions taken as a result of big data
carbon dioxide levels. analysis a challenging one.

And for retailers, the impacts are even more EY Real Estate Managing Partner, Selina
obvious with growing use of analytics across Short says big data has the potential to truly
building design, customer experience and a shift the way the industry thinks and creates
range of analytic technology within shopping its future spaces– from building design to
spaces that predict consumer behaviour. tenant attraction to consumer behaviour.

These are just three examples of how “The challenge is great, but the opportunity
the industry is using big data to deliver is greater. Creating a culture that embeds
better outcomes. analytics into decision-making can answer
questions, solve problems and ultimately
The term ‘big data’ itself may be a bit of a improve the bottom line of a business,”
buzzword, but what it means is harvesting Short said.
data en masse across multiple sources, and
looking for both patterns and anomalies. For leaders in the property sector, the biggest
challenge is to create a culture that embeds
Connecting and correlating these disparate analytics into decision-making, and embraces
sources of data can unearth a treasure trove an iterative approach that uses big data to
of insights to drive business efficiencies and answer questions, solve problems and build
reduce costs, analyse risks, optimise current stronger, more competitive businesses.
offerings or develop new ones, and guide
smarter strategy. Download EY’s latest whitepaper,
Big Data: Beyond the Buzzword:
Big data can influence decision-making http://www.ey.com/au/en/
across the entire industry value chain: from industries/real-estate/ey-big-
using data to inform design and development data-beyond-the-buzzword
to managing assets more efficiently, and from
unpacking the customer journey to delivering
return on investment
for stakeholders.

Issue 6 | August 2017

AQR&TAICLE
TWITITLHE GEORGE FRENEY


Stephanie Parker, Head of Digital and New Income at Aventus, sits down with
Booodl CEO George Freney to discuss how technology is transforming the retail
sector and what retail businesses maintaining a physical presence must do to
ensure they remain relevant players in an increasingly digital game.

SP: In your opinion what role does Secondly, location-centric, digital shopping Fundamentally, it’s about answering shopper’s SP: What’s around the corner for booodl?
technology have to play for retail searches in Australia have more than doubled questions quickly and easily. Without trying to
businesses in the future? in the past year. More and more people are be too self-promotional, Booodl is a cost- GF: Our focus is and will always be to help
using mobile search to discover physical effective solution for the above. physical retail to thrive. We will continue to
GF: Technology will be critical for retail shopping locations and are expecting to invest in a sophisticated, location-centric
businesses in the future. It’s already critical receive helpful answers in return. SP: What’s the expected outcome for digital presence for retailers and shopping
but it will be table stakes in the very near shopping centres and retailers who centres that provides coverage across as
future. Today, businesses win by creating great SP: What do you think the successful retail respond like this? many digital touch points in the consumer
consumer experiences and businesses create businesses of the future will look like? journey as possible. This will enable
great consumer experiences by understanding GF: This means more foot traffic! In the Marketers to understand and influence
their customers wants and needs and GF: The retail businesses of the future will last 60 days, booodl (which helps retail consumer journey’s and have a positive
delivering this. Technology is an incredibly have a strong digital presence that provides businesses to respond) has influenced business impact.
effective and scalable way of doing this. broad coverage across the different digital 89,987 store visits.
channels consumers are using as part A good example is that we are currently
This is best evidenced by the dizzying growth of their shopping journeys. They will be SP: What are some of the biggest lesson’s adding payment methods like Afterpay,
of Amazon. Amazon offers its customers a present where consumers are when they ask you’ve learnt and what changes have Alipay etc. to the digital presence of stores
simple and seamless shopping experience questions about shopping and they will be been made as a result? which will help consumers find those stores
through their broad range of products and able to answer these questions quickly and and Marketers understand the role those
incredible technology. As a result, they are clearly. Most importantly though, they will be GF: Firstly, it is essential to understand the true payment methods play in growing sales.
rapidly capturing a significant share of the getting all of the little things right that add nature of the problem you are solving and how
consumer’s wallet (Amazon accounted for up to a seamless and delightful digital and much pain that problem causes for the people
43% of all online commerce in the US in 2016). physical shopping experience. you are solving it for. When we first started out
we did not really understand the consumer
They’ve set the benchmark for the retail SP: What can shopping centres and journey’s that relate to physical retail or the true
industry and as technology continues to retailers do now to achieve this? problems being faced by retailers and retail
advance, consumer expectations increase property owners. Now that we understand this
and their tolerance for poor experiences will GF: a) Ensure that they have a comprehensive very well, we can be more focused in terms of
decrease. Australian retailers and shopping digital presence for all of their stores that is what our product does and communicate it
centres are on notice. They must quickly designed to capture all information about that more effectively.
create a consumer experience that delights store i.e. their products, categories, brands,
their customers. their location(s), and their payment options. Secondly, trying to solve too many aspects of
the problem in parallel. We have a vision for
SP: What do you think are the top b) Optimise their digital presence so that how consumers should be able to discover
2-3 technology trends that retail when shoppers search location centrically and shop from physical retail stores and
businesses need to be aware of? for this information on Google they rank as want to get it all built right now. Sadly, this
GF: I think that there are two fundamental highly as possible. just isn’t possible. It has taken some time
trends that sit at the core of retail business and discipline to approach this methodically
today. Firstly, so much of the consumer c) Ensure that their digital presence allows and create value for consumers and retail
physical shopping journey is now spent for voice assistants like Siri and Alexa businesses at each step along the way.
online. Stores still have a huge part to play to include their stores in an answer to a
(evidenced by the fact that 98% of Gen question about finding a store.
Z’s shop in physical stores) but time spent
online, before entering a store is where a lot d) Ensure that their digital presence allows
of the purchasing research and consideration for Chinese travellers using WeChat or Alipay
takes place. Moreover, most of these online to easily know that their business sells what
queries are made on the move, with our data the traveller wants and accepts the payment
showing a 70:30 split between the mobile method they prefer.
and desktop.
There is plenty more that shopping
centres and retailers can do, but getting
these four things right will improve a retail
business’ performance.

aventus industry magazine 22/23

FUN AND SALES
ALWAYS A WINNING RECIPE


Celebration sales, End Of Financial Year Sales, themed sales events and
centre‑wide bargain extravaganzas; our retailers have done it all and reaped
the rewards so far in 2017.

EOFY sales deliver once again Ad-inserts were also placed in the Newcastle Brews, bargains and booming retail Coffee Expo, Belrose Super Centre
The end of the financial year is a busy time Herald, while some 60,000 flyers were While the end of the financial year may be the
for retailers, signalling a period of unrivalled deposited in local letterboxes. The event most reliable trading opportunity for retailers, End of Year Sale, Peninsula Home
deals for shoppers and an ever-reliable was a massive success for all participating a well-designed and promoted sale event
spike in revenue for stores. In fact, there are retailers as they saw out the financial year can still reap incredible rewards for stores – All this came on the back of a hugely
a number of reasons why EOFY sales are a with a bang. especially when a fun theme is in play or the successful effort by Logan Home retailers
permanent and pivotal fixture on the retail aroma of fresh coffee is in the air. in February, with every one of the centre’s
calendar; they help vital aspects of business Customer traffic was up by 24.5% and stores pitching in to create a One Day Super
such as stocktaking, tax, clearing seasonal feedback from store operators and their This was proven in May, as Domayne @ Sale. The centre recorded a 40% increase
items and are a welcome boost in the customers was unanimously positive. Harvey Norman and The Flavour Mill Café in customer traffic on the day, with some
lead‑up to reporting season. joined together to celebrate Mothers’ Day retailers reporting sales figures up to four
Adding to the list of EOFY sales success and to bring all things coffee to Belrose times their regular Saturday trade. There
But often it is the simplest explanation that stories were retailers at Shepparton & Super Centre. was an hourly barrel draw and a cash grab
wins the argument in favour of retailers Peninsula Home who combined to stage a machine to add to the customer rewards
taking part in and promoting this annual Centre Clearance sale in June to support Dubbed the ‘Belrose Coffee Festival’, the available on the day. Shoppers were kept
opportunity: EOFY sales just work. what had already been a strong sales period event showed off all the latest gadgets entertained by stilt walkers, acrobats, and
leading into the end of financial year. Each including machines from Delonghi, Dolce a jazz trio, while face-painting and balloon
Two such sales this year, featuring centre had a 4 page lift out in the local paper Gusto, Breville, and the smell of delicious artists ensured all the kids had smiles on
coordinated efforts by retailers and their advertising offers and activities in centre. coffee at Jura drew customers from far and their dials.
centres, proved hugely unsurprising winners The event was heavily supported by retailers wide. There were coffee samples all weekend
for stores in SA and NSW. with centre activity, store activations and along with delicious treats on offer from The
attractive offers. Flavour Mill Café.
Retailers at Adelaide’s Mile End Home ended
their financial year on a high with another A few retailer activations included free face One lucky winner also took home the
successful centre-wide sale event. painting at Focus on Furniture and retailers Mothers’ Day prize: a DeLonghi Magnifica
trading in the car park at Shepparton. Best Coffee Machine valued at $899.
The sales were promoted via leaflets Friends held an aquarium workshop, free
distributed to more than 100,000 local face painting was on offer at Provincial Home May was indeed a busy month of sales
letterboxes and helped drive customer traffic Living, and a community BBQ with the CFA fun with retail chain Focus on Furniture
up by some 11.5%. was cooking things up at Chemist Discount celebrating its 30th store opening nationally
Centre just to name a few highlights. with an Australia-wide Sale-a-bration which,
Retailers strongly supported this marketing naturally, involved all its Aventus locations.
resulting in a 12-page catalogue issue. All At Tuggerah Super Centre on the NSW
store operators reported strong sale results Central Coast, Radio Station SeaFM hosted
on the back of this combined effort by the a live broadcast to get the fun started along
businesses involved. with face painting, balloons, and coffee
voucher giveaways from Scancelli Café.
“Whilst we had our own offer, our increase
was double to a normal weekend on The May madness followed foolish fun
enquiries, whereas all our other stores at Warners Bay Home where bargains
[recorded only] 5-10% increases,” one store combined with laughs to demonstrate that
manager said of the event. “We directly relate April 1st is not just a joke. Retailers picked
the success to the centre catalogue as our April Fools’ day to coincide with a massive
promotion was from the beginning of June. It one day sale. With all 12 of the centre’s
wasn’t until the catalogue hit the streets our retailers offering special buys across the
numbers significantly grew.” She went on to complex, and the help of the local NEW FM
say that the increases in sales from the event radio station, which set up a live broadcast,
had dwarfed all her previous experiences in customers came in droves to join the fun and
her four years running the store. scoop up the deals.

Another store operator reported that their An April Fool’s Day competition with lots of
business had also been “exceptionally busy” prizes from all retailers saw winners take
even at what is often expected to be the home everything from free chips courtesy
busiest of the year. ‘‘It is our advertised stock of KFC, to a tablet device given away by
that is selling!’ they said. Office Works.

Meanwhile there were similar wins being Free rides for the kids included a space
racked up by retailers at Kotara Home in ball and jumping castle. There was also
Newcastle, NSW. Once again sales were face painting, and a clown entertaining with
promoted via a 14-page End Of Financial balloon animals to make sure the kids had
Year Catalogue, launched in mid-June. plenty of fun while mum and dad grabbed
a bargain.

Issue 6 | August 2017

OUR PROPERTY Our 22
PORTFOLIO
Centres

If you’re looking for new opportunities to expand or launch into a new 92%
retail space, Aventus have multiple large format retail sites across
Australia that are strategically positioned to help you succeed. East Coast
by value
$1.8bTOTAL PORTFOLIO VALUE
Brisbane
WA QLD
Sydney
3% 17%

1 centre 4 centres

Perth SA NSW

5% 58%

1 centre 11 centres
Adelaide
VIC

17%

5 centres
Melbourne

NSW VIC QLD

Bankstown Home Ballarat Home Logan Super Centre
Belrose Super Centre Cranbourne Home Jindalee Home
Caringbah Home Epping Hub Macgregor Home
Castle Hill Super Centre Shepparton Home Sunshine Coast Home
Highlands Hub Peninsula Home
Kotara Home An opportunity to always be
Marsden Park Home SA in great company!
McGraths Hill Home
Tuggerah Super Centre Mile End Home
Tweed Hub
Warners Bay Home WA

Midland Home

aventus industry magazine 24/25

LEASING Have a look at
OPPORTUNITIES your next

opportunity!
NSW
NSW
TUGGERAH SUPER CENTRE
300-2,500SQM KOTARA HOME
170-750SQM


AVAIDLEAVBELLLEOEPNVOMELEW!N1T NAVOAIW!LABLE

VIC QLD QLD

CRANBOURNE HOME LOGAN SUPER CENTRE SUNSHINE COAST HOME
1,000SQM 760SQM 500-900SQM


NAVOAIW!LABLE NAVOAIW!LABLE NAVOAIW!LABLE

OUR LEASING CASSIE Talk to
TEAM BARTON our team!

Senior Leasing Executive NICK
CHADD M: 0410 819 378 BRADBURY
HUTCHINSON
Senior Leasing Manager
Leasing Executive M: 0415 692 551
M: 0479 147 277

Corporate Style Guide furniture & homewares

G lamouLr iving

Bargain
Depot

GROCERY CLEARANCE STORE

choice sushi 2015
Copyright © 2015 Palette Group Pty, Ltd,.

WE CONNECT - YOU PLAY

Issue 6 | August 2017 aventus industry magazine