Case examine of the everyday living cycle of the RayON searching shopping mall: start, industry growth and BTL structure RayDAY

Each and every calendar year, on the very last Saturday of summer, RayON searching mall in Kyiv celebrates its birthday. In 2021 it turned 9 yrs. This means that the buying mall’s model has previously passed a conscious existence cycle of formation and growth, and now it is at the phase of updating and strengthening interaction with segmented goal groups. The tactic of RayON browsing mall involves operating with community communities, strengthening the advantages of offline shopping, building new searching motives and growing the social element of the mall.

About the desirable site of the browsing shopping mall
Given the effective area in the heart of the Troieshchyna residential spot, exactly where in accordance to stats about 400 thousand Kyiv inhabitants live, RayON is an appealing spot for searching and leisure with the whole family. The typical month to month visitors of the searching shopping mall is kept at the stage of .5 million guests (knowledge for 2020, source – Arricano Yearly Report).

About manufacturers and updates
Tenant-combine of RayON shopping mall is represented by 145 operators in numerous types of products and companies. The most recent updates include things like the opening of a manner shop of the Turkish brand name LC Waikiki, electronics and home appliances retail store Foxtrot, Podium shoe salon, Aquarelle resourceful retail outlet, Japanese cafe Tomaha, as properly as islands of D&P perfume, Smartshop equipment and GOF coffee.

About positioning
The slogan of RayON searching shopping mall is – the centre of brand names and traits in Troieshchyna, strengthened by its message – RayON – my fantastic one. This is a household-owned procuring and leisure middle that welcomes company from distinctive concentrate on groups: little one boomers, X, Y, Z, A, where by every single representative can find and pick the right keep or model for their ask for.

Entertainment and formats of conversation with brands
The enjoyment component of the purchasing mall is the Boomer Cinema, the Video game Park children’s amusement heart, the well balanced foods-position, which is represented by BeFit Salateria operator and the McDonald’s family cafe. In parallel with stationary leisure operators, the RayON purchasing shopping mall hosts events in various formats, the critical of which is RayDay, that is, a birthday with intriguing performances and activities. For associate makes, RayDayis a good option to interact with your viewers and communicate directly offline.
A frequent companion of RayDay is the nicely-recognized Ukrainian FMCG ice cream model ‘Laska’, which in RayON shopping mall is currently associated with a vacation and fun. This 12 months, the LC Waikiki brand is organically integrated with the concept ‘Who wants a few suitcases’, as perfectly as Match Park, Gof, Foxtrot and Yves Rocher.

About one of a kind small business cases and the social component
RayDay has now turn out to be a well known BTL sub-brand in RayON browsing mall. In the leading-of-brain situations of the searching and amusement centre, a distinctive place is occupied by the social and educational venture Cool College, which unites academics and schoolchildren, not in faculty, but in the social house of the procuring mall. These are ‘optional classes’ in the fashion of edutainment, wherever, although obtaining pleasurable, participants will understand about intriguing lifetime hacks from the fashion, design, procuring and leisure industries.
A further exclusive challenge that was introduced this 12 months with the prospect of turning out to be standard is the social crowdfunding Community Position. Jointly with the volunteers of the NGO ‘Doloni dobra’, attendees of RayON browsing shopping mall gathered garments for small-income citizens of the district.
‘Raion purchasing shopping mall has become the centre of social lifestyle in Troieshchyna. For 9 years, it has been frequently developing, growing the possible for interaction with the local community, providing at ease browsing and leisure in the vicinity of property. Hence, it is not for nothing that our purchasing shopping mall is popularly identified as ‘my fantastic one’,’ Inna Sotnikova, director of RayON, summed up.