RENTAL OF COMMERCIAL PREMISES
The iTB makes it possible for brands, by establishing different alternatives of stores at different prices, to choose the right one for each of the different strategies they can design. It is not that there is a better or worse store, but that each one responds better or worse than the other to a given strategy.
It allows you to simulate the sales of each brand for each location and to choose the right one from among all those available in the market, by being able to know the number of consumers that each location brings for each euro/m2 paid in rent. Likewise, being able to know the value that each location adds as a communication tool to the brand, gives you the possibility to design a more efficient communication plan.
It also allows a company to rearrange its store fabric more efficiently, build its brand more strongly in the city's mind, and analytically justify real estate to shareholders by being able to measure its value.
Avoids the implementation of unproductive positions for the customer.
It allows to know if the store is aligned with the street or not, if its possibilities are optimized and if there is a latent business that can emerge by improving management, investing more effort in the point of sale.
It also allows the brand to discover other more efficient positioning or commercial niches in the city, and to grow more solidly, by investing first in the specific city blocks where the stores will be more efficient and building the brand in a healthy and stable way over time.
It also enables landlords to lease their premises in a more agile manner, monitor the health of their asset portfolio, demonstrate to the tenant the real value of the property and make variable rents not contingent on the tenant's sales.
It allows for better management of the asset over time in the face of any request that the lessee may make, by being able to measure and know at all times how the real value of the property is evolving and, therefore, to know whether it has to make a greater or lesser effort in the face of the lessee's requests.
Case Study
In 2021, in the middle of Covid, after the analysis of a brand, we concluded that it should close its two points of sale in Madrid and we were able to make it understand the reason for the unexpected low sales, thanks to the iTB. We detected a hidden strength of the brand, which oriented it to a new street profile among the fastest growing in sales in Madrid.
After an in-depth study based on interviews to get to know and analyze the company, and after understanding the brand positioning strategy, we advised to open in a street that was not in the company's ideology. We are grateful to our client, who trusted us, despite the atypical nature of our proposal, and made the opening a success.
The first thing we did was to simulate sales in different blocks in different commercial areas of Madrid, establishing a roadmap that defined where they should be and how much they could sell in each one of them.
We chose a street as a priority for its second opening and put it under surveillance for a year until the location we were interested in appeared. It was essential that we were able to explain to the property owner how the iTB had shown us that it was the ideal location for that brand, that is, that with this client the owner was going to have greater stability and a guarantee of collection.
We were able to respond to the assignment given to us by the company's General Management, to help them align the brand in Madrid and fit it in a different way in the city, more appropriate to the new vision that the company had of the brand, for which the trust that the client placed in us was fundamental.
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