Over the past ten years, city centers and shopping streets have undergone a fundamental transformation. Where 'the center' once stood for 'the shopping area', the rise of online shopping has significantly changed this dynamic. This has also impacted our work at RMC. In a time where change is the only constant, we are evolving with it. Not only with a new logo, but also with a renewed vision and approach, supported by our collaboration with Motivaction.

The city center in motion
The traditional image of the city center as the place for shopping has shifted to a center with mixed functions. Consumers no longer just come to shop; they seek inspiration, information, and experiences. These new needs demand more than just shops. Stores must be near restaurants and cafés, cinemas and theaters, libraries and gyms, and, if not too much to ask, housing and schools. A mix of functions is essential to keep city centers attractive and vibrant.

As a result, the city center is becoming broader and more dynamic. Where the focus once lay on compact shopping areas, we now see a return to a more expansive concept with residential functions, hospitality, crafts, healthcare, and arts & culture. This requires smart data and insights to effectively understand and leverage these changes.

How RMC is changing
At RMC, we believe insight is key to understanding the changing consumer and city center. For years, we have been the specialist in translating raw data into actionable insights. Our data on foot traffic provides a unique view of how city centers are functioning. But we go further:

The consumer at the center
In 2023, we were acquired by the research agency Motivaction. Together, we are joining forces to enrich our exclusive data with deeper insights. The consumer now has countless options to shop and adjusts their behavior accordingly. When you truly understand your target audience and gain insight into the changes they are undergoing, you can tailor your product or service – and, by extension, your communication and marketing strategies – to meet their needs. After all, the consumer is the engine of our economy. Let’s work together to create city centers that align with the experiences of citizens and consumers, inviting them to visit and enjoy.

Visitor profile research
With our new approach, we combine our exclusive data on foot traffic and origin with Motivaction’s Mentality™ model. This allows us to create visitor profiles. This research provides our clients with the tools to respond directly to the new needs of consumers.

The role of our data
From raw data to a clear perspective? That’s our strength. With benchmarks, analyses, and innovative methods, we measure current behavior and turn that into trends. By combining our data with insights into consumer behavior, we guide city center development, shopping street planning, retail mix, event strategies, and social media approaches. In doing so, we help our clients make future-proof decisions, and we are equally excited about small streets as we are about entire regions.

A new look, the same mission
City centers are changing. Consumers are changing. And RMC is evolving with them. Our new logo symbolizes this transformation: a fresh, modern appearance that reflects our collaboration with Motivaction and our renewed vision. The blue in our logo represents our reliability and analytical strength. The yellow symbolizes curiosity and inspiration – core values that continue to drive us to discover new insights.

With our refreshed brand, strengthened by our partnership with Motivaction, we will continue doing what we do best: making cities and shopping areas more vibrant and future-proof by understanding the consumer.

Welcome to the new RMC – where data and human insight come together to shape the future!