Comment: Retail growth and changing demands mean that centre managers are now place managers
By Saagar Sachdev, director of London Retail Management at Savills
As the retail landscape continues to evolve, the role of a shopping centre manager has undergone a significant transformation. Once primarily transactional, their responsibilities now encompass a broader, more strategic focus including driving initiatives around events, partnerships, community engagement, and sustainability.
This shift reflects a growing recognition of retail spaces as dynamic hubs of experience. As centre managers embrace this evolution, they are increasingly becoming place managers; curators of vibrant, inclusive environments that serve both commercial and community needs.
Shifting relationships with occupiers
Centre managers have seen their roles evolve from basic tenant engagement to proactive, partnership based relationships. The landscape has shifted, with dedicated teams and technologies enabling real time, two-way communication and data sharing. This enhances the occupier experience, fostering improved communication between both tenants and managers. Centre managers are also now playing a more strategic role by supporting tenant events and collaborations: they act as advisors and partners, which brings significant mutual benefits to both parties including encouraging innovation, strengthening community ties, and driving commercial success for both the centre itself and its occupiers.
Data driven and community focused
The role has also evolved significantly, when it comes to data, reporting and strategy. Reporting has changed from sharing basic metrics like footfall and sales to leveraging advanced data analytics for decision making, performance tracking and enhancing the customer experience. Tools such as digital wayfinding and occupancy monitoring have become standard. These are now used strategically to refine the retail mix, support underperforming categories and provide context for asset management, enabling decisions that are not only instinctive but also evidence based.
Another key shift is in audience engagement. Events and marketing initiatives have become more tactical, targeted and data led, designed to support specific trading categories and respond to real time trends. Experience, community engagement and support for independent retailers through pop-ups and local partnerships are central to strategy. The aim is to create “fans” rather than just customers, transforming the centre into a destination, resulting in long-term loyalty.
Rising costs and sustainability
Shopping centre managers and directors continue to face significant operational challenges. As the world evolves, so too do the challenges. Today, managers are grappling with rising operational costs including energy, wages, and insurance which demand innovative solutions and strategic investment in sustainability. ESG considerations have become business critical, prompting centres to develop comprehensive net zero pathways and decarbonisation plans.
As a result, daily operations now require a careful balance between cost control, maintaining high service standards and meeting ambitious sustainability targets. Success hinges on the ability to adapt quickly, invest wisely, and lead with purpose.
Adaptability as key
The role of a centre manager has evolved from being a figurehead to a multi-disciplinary leader, with expertise spanning placemaking, marketing, leasing, sustainability, stakeholder engagement and more. Today’s managers must be agile, ready to switch hats at a moment’s notice, and confident in guiding teams through rapid change. There is also an increasing emphasis on team welfare, health, and wellbeing, reflecting the broader social responsibilities now embedded in the role.
Embracing change
The evolution of managing agents and centre managers into place managers marks a pivotal shift in the retail property sector. No longer confined to operational oversight, these professionals now play a central role in shaping the identity, experience, and long term success of shopping centres. By embracing data, fostering community, supporting occupiers, and leading on sustainability, they are redefining what it means to manage a space. This transformation ensures that retail centres remain relevant, resilient and connected to the communities they serve.