SHAPING THE NEXT-GEN SHOPPING EXPERIENCE

Shaping the future of leisure and retail

Westfield Mall of the Netherlands has established itself as a local hero, but its ambition reaches further. The challenge is how to grow into a nationally relevant brand by leading in leisure trends and surpassing the expectations of future audiences.

Short-term campaigns created awareness, but they could not deliver sustainable growth or translate the global marketing strategy of Unibail-Rodamco-Westfield into lasting local impact. At the same time, consumer behavior is shifting fast. Retail and leisure are blending and younger audiences expect digital, personalized and community-driven experiences.

To meet those expectations requires more than campaigns. It calls for a clear strategic direction, a North Star vision that connects global ambitions with local relevance, attracts younger generations and guides the mall’s evolution into a future-ready lifestyle destination.

DPDK partnered with Unibail Rodamco Westfield to give Westfield Mall of the Netherlands the strategic foundation it needs for long-term growth. Instead of relying on short term brand moments, we focused on building an insight driven, digital first roadmap that translates global strategy into local success.

Together we clarified objectives, explored emerging retail and leisure trends and uncovered the needs of future audiences. By connecting these insights with digital opportunities, we shaped a strategy designed to attract younger, experience driven visitors, convert them into loyal customers and ultimately turn them into brand advocates.

The result is a clear direction that positions Westfield Mall of the Netherlands as a community first lifestyle destination, a place where retail and leisure come together to create lasting connection.

Although the project focused on strategy rather than execution, it delivered immediate value. A shared vision created clarity and alignment across teams, laying the foundation for long-term transformation into a lifestyle destination.

Grounded in a deep understanding of key customer segments, Westfield Mall of the Netherlands is now equipped to design experiences that resonate emotionally and connect beyond shopping. This positions the brand to build loyalty, attract younger audiences and stay relevant in a fast-changing market.

To turn strategy into daily practice, we supported URW in setting up a Salesforce CRM environment that brings audiences, data and content together. It became more than a system; it became the backbone for how Westfield Mall of the Netherlands engages with its customers.

With this foundation in place, every interaction can be more personal, relevant and timely. The team now has the clarity and tools to nurture relationships that go beyond visits, building loyalty and connection over the long term.

The framework became the engine for omnichannel growth, stronger customer loyalty and long-term differentiation.

We stand alongside Unibail Rodamco Westfield as a strategic partner, guiding the journey with trend reports, inspiration sessions, creative workshops and leadership alignment. What emerges is a shared vision that gives the brand clarity on its future and the confidence to move toward it.

The result is proof that retail transformation starts with clarity of vision. By understanding where the brand stands and where it needs to go, Westfield Mall of the Netherlands now has a blueprint for evolving into a dynamic lifestyle destination where retail and leisure come together.

 

Image courtesy of © Unibail-Rodamco-Westfield and © Joni Israeli