As an innovative brand that offers a value proposition for every person who visits its 25 urban centers in Chile, Peru and Colombia, Mallplaza’s new promise is “Our center is you”.
This new proposition goes together with a company strategy that has staked its bets on a differentiating offering in areas such as entertainment, dining, culture and sustainability, fostering habituality and multiple reasons for visiting.
Santiago, 10 October 2023.- Connecting with what people privilege today and being a company capable of offering a value proposition focused on the core experiences of each visitor is part of what Mallplaza is presenting through its new brand promise: “Our Center is you.”
This evolution, based on four fundamental pillars of the value proposition’s deployment, is the result of the work Mallplaza and FutureBrand have done over the last year to redefine the company’s position among its stakeholder groups based on values that are shaping the way people live, express themselves and connect with the brand.
“At Mallplaza we want to be the place where culture, gastronomy, entertainment and emotions can be experienced all year round; to redefine our position based on the values that are shaping the way people live and building this new identity on consistency between what we say and what we do,” says Mallplaza Marketing and Experience Manager Alexandra Vila.
In fact, the dining and entertainment verticals currently represent 14% of Mallplaza’s leasable area (GLA), with outstanding performances in the Cinema segment, in addition to innovating with the arrival of international-standard experience spaces like Centro X (Mallplaza Los Dominicos) and proposals for audiences with specific interests such as gamers, who can find their space in Arena XP (Mallplaza Oeste) or Movistar Game Club (Mallplaza Vespucio), in addition to attracting innovative propositions such as stand-up comedy in Gran Refugio (Mallplaza Mirador Bio Bio).
This new identity goes hand-in-hand with the company’s strategy of betting on a value proposition that privileges socialization, habituality and multiple reasons for visiting under the company purpose of simplifying and enjoying life more. “Because we’re convinced that people they will have a genuine experience, a moment, when they come to our urban centers. That’s why at Mallplaza we open our doors so those who visit us can experience hundreds of emotions every day,” says Alexandra Vila.
Likewise, our urban centers have deployed a strategy to improve and strengthen their commercial mix, which has allowed them to be even more competitive and attractive to customers, through actions such as reconverting approximately 80,000 m2 originally used for Large Stores regionally over the last three years.
Meanwhile, regarding the sustainability pillar, Mallplaza already has a Roadmap to be Net Zero in scopes 1 and 2 by 2035, in addition to promoting other initiatives to promote new consumption habits like the extension of the Plaza 0 model, an initiative seeking to eliminate single-use disposable items from food courts.
