ADG group to speak about future of operational marketing in retail at MAPIC 2018

November 12, 2018

On 14 – 16 November, Cannes will host MAPIC 2018, the 23rd international retail property market trade fair, gathering together more than 8,500 participants and 800 exhibitors from 80 countries. A session on Russian retail will take place on the first day of the trade show. It will be opened by Grigoriy Pecherskiy, Managing Partner of ADG group, the developer of the largest retail project in Moscow — network of 39 neighbourhood centres. He will speak about a new approach to using big data on the behaviour of consumers in Moscow to enhance customer experience and the company’s loyalty program.

The main themes of MAPIC 2018 will be the new customer experience and transformation of consumption and business models in the age of digital technologies. On 14 November, participants of the Russia panel session on “How to Grow During On-demand Boom in Russian Retail?” will discuss the performance of the Russian market, investment opportunities and the best case studies. Speakers from ADG group, Cushman & Wakefield, Colliers International, Zenden and the Russian Council of Shopping Centres (RCSC) will share their views on the application of digital technologies in retail, the prospects for omnichannel and ways to generate traffic through smart positioning that takes into account location and modern design. At the session on Russian retail, Grigoriy Pecherskiy will talk about ADG group’s approach to creating a unique customer experience so as to generate stable footfall at neighbourhood centres.

ADG group’s managing partner will also take part in the international session on “New Operating Models: Innovative Solutions to Reinforce Shopping Centre Efficiency”, where speakers will discuss the transformation of operating models over the next 20 years, how landlords source start-ups to drive innovation and how Generations Y and Z have changed the rules on the market.

At the sessions, Grigoriy Pecherskiy will also speak about a new approach to the loyalty program for the ADG group’s network of neighbourhood centres that is based on big data analysis and personalized communication.

“In the age of the digital economy and the opportunities that technology opens up, it’s clear that personalization will be one of the key trends in retail. Generation Z is ready to sacrifice privacy for convenience: people already expect that their next communication with a company will take into account the previous experience. Having analysed these trends, we decided to make personalization the core of our loyalty program. Big data analysis allows our partners to compile detailed insights on customer needs, build personalized communications and offer visitors individual deals based on predictive analysis. As a result, we’ll be able to drive demand and motivated traffic to neighbourhood centres,” said Grigoriy Pecherskiy, Managing Partner, ADG group.

ADG group will also speak about progress in its project for a network of neighbourhood centres, which is now at the stage of active implementation: construction work is underway at 14 centres, with the first – the Angara neighbourhood centre – to open in spring 2019. The rest are scheduled to open in 2019 – 2020.

To arrange an interview or request comments from ADG group, please contact Maria Belnitskaya on or +7 985 390 67 36