Reinforcing the crowd-pulling fashion segment within the overall offer
Fashion stores are the most frequently visited segment of the centre among all groups of users. The quantity and quality of the fashion offer can be considered the centre’s key strengths, and research has shown that this offer is highly valued by visitors to the centre as well as those living in the catchment area. Ruta de la Plata is the clear market leader in its catchment area when it comes to fashion, and Corio España works hard to build on this strong position. The centre’s offer also includes shops that specialise in segments such as homes, interiors, toys, perfumes and jewellery. Another important anchor at the centre is the Eroski hypermarket, where 80% of visitors shop.
The centre not only extremely popular with the shopping public, but also among retailers. The high level of demand for retail space in Ruta de la Plata translates into an occupancy rate of 100%. In addition to the retail offer, visitors and local residents alike appreciate the convenient location of the centre and its parking facilities. Nevertheless, Corio España is currently preparing to renovate the centre, to ensure it remains fresh and appealing to consumers.
In contrast to many Spanish shopping centres, where cinemas are being replaced by other tenants, the presence of the cinema at Ruta de la Plata is valued by members of the public. The cinema will therefore remain at the centre for the time being and continue to form an important part of the leisure offer, together with the restaurant and family entertainment segments.
All in all, Ruta de la Plata holds a strong position in its catchment area and its extensive, diverse offer means it will continue to attract customers even in a recession. Ruta de la Plata is not just somewhere to purchase everyday items and other goods, it is also a place where the people of Cáceres can meet up and spend their leisure time, and that is one of the reasons why it is now the foremost shopping centre in the town.
In 2008, Ruta de la Plata celebrated its 15th anniversary. To mark the occasion, a theatre show was put on especially for Ruta de la Plata’s youngest visitors, their parents and their grandparents. The shopping centre also organised and sponsored a range of other activities, including children’s activities, a signing session with the Spanish band Albertucho and a bicycle race around Cáceres, which finished at Ruta de la Plata.
Source: Annual Report 2008, Chapter Review of operations, page 106 (PDF, 2,1 MB)
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