Our integrated approach to leasing, management, marketing and operations ensures asset performance and returns are maximised, whilst ensuring the asset is tailored and customised to the market in which it exists.
Services:
- Centre Management
- Asset Management
- Retailer Management
- Risk Management
- Capital Management
- Customer Engagement
- Community Engagement
- Operational Excellence
- Centre Management
- Asset Management
- Retailer Management
- Risk Management
- Capital Management
- Customer Engagement
- Community Engagement
- Operational Excellence
50+
retail executive
professionals
20 years
average employee retail
industry experience
$600M
of assets under
management
Case Study
‘Centre Repositioning Strategy’
Kingaroy Shopping Mall, Kingaroy
+5%
annual centre traffic growth
+8%
YoY centre sales growth
+3.3%
customer spend increase
In 2022 McConaghy Properties embarked on a repositioning strategy of Kingaroy Shopping Mall.
Kingaroy is a McConaghy family-owned asset. The centre is the hub of the community and services not only the residents living within the primary trade area of Kingaroy, but also the broader catchment where customers can travel up to 2 hours to visit the centre.
During the COVID-19 pandemic there was a shift in these trade area demographics, as the younger generations started migrating home to this regional area. The centre needed to adapt to this new customer profile and provide an offering better aligned with the needs of young families.
Research was undertaken to gain valuable insights into how these newly returned customers were using the centre and to identify gaps in the current centre offer and experience.
STRATEGY
The re-branding of the centre was done in consultation with the centre team, retailers and customers and delivered a localised branding strategy that is resonating well within the community.
There were 12 new specialty retailers added to the centre, representing 33% of the total specialty mix, to enhance the retail offer and respond to customer requests including:
- A stronger casual dining experience
- A strengthened sports and athleisure offer
- A homewares offering
- Fresh food local hero retail operators
- New discretionary usages including national jewellery brands, footwear
and apparel brands
This repositioned and localised retail offer has meant that customers no longer need to complete their shopping requirements online or wait for trips into Brisbane or other regional hubs.
The centre completely reinvigorated their community engagement program through local sponsorships and key community events.
The centre has a program of placemaking upgrades that will improve the overall
experience and amenity of Kingaroy Shopping Mall.
