Allan Saunderson is managing editor of Property Finance Europe and a contributor to GlobeSt.com.

VIENNA-Consumer retail behavior is changing in the current economic crisis and shopping centers must adapt to a new world of "high quality, low price, unique or very special" as well as maintaining marketing budgets with innovative campaigns, a conference heard recently.

Jesper Bo Jensen, of Netherlands-based Future Research, urged attendees at the sixth International Council of Shopping Centers' Marketing Conference in Vienna last month to look at the future, not roll out campaigns that have worked in the past. "Nothing is the same, and it won't be again," he said. "The new world is high quality, low price, unique or very special." The middle platform is eroding, and, "It's Lidl versus Gucci... Discount is now mainstream; think Ikea and H&M."

Bo Jensen predicted that consumer behavior will change this autumn as the time lag between consumer patterns and changing economic trends is about one year. Analysis of shoppers and the way they shop is essential. Women enjoy shopping with friends or alone - and men much prefer to go with their wives. "The most successful shopping center is one that separates husband and wife without him noticing," he added.