Digital signage networks are a common sight in many of the UK's shopping centres, with advertising being a successful outlet for the generation of non-rental income. While many brands are cutting back on their advertising spend, it seems digital signage is still an area being explored during these tough times.

Fashion is a vital part of a shopping centre retail mix, with a large number of consumers focused on buying clothes, shoes and accessories. It therefore makes sense that mall events focus on the theme of fashion, and an increasing number of shopping centres are realising that fashion shows can not only attract footfall and increase dwell time and spend, but also assist in generating additional income.

Coin operated machines are an ideal way for shopping centres to generate extra revenue without using up too much space in the mall, and with a variety of new products now on the market, there are plenty of options to choose from.

For the majority of shopping centres and retailers in the UK, the credit crunch has meant a fall in sales and footfall over the past year and has led to a greater number of voids in the mall. Guaranteed rental income from tenants is therefore falling as fewer units are occupied and rents remain static, so shopping centres are being forced to look at other avenues to generate revenue.

Over the past few years, retail merchandising units (RMUs) have become a standard part of many of the UK's shopping centres, and they continue to evolve, with new design concepts constantly being introduced by manufacturers.

Gift cards have fast become a popular method for shopping centres to earn extra income, with not only the centre benefiting from additional revenue but also retailers receiving a lift in trade.

The Commercialisation Forum, led by Byron Lewis of Lewis Commercialisation, is due to meet with the BCSC this month to discuss the possibility of establishing an official recognised body, such as a committee, group or association, within the retail property sector.

Advertising is a strong marketing tool for brands and for companies wishing to promote their products or services to the masses. Digital screens and poster sites in high footfall locations, such as shopping centres, are extremely effective, and remain hugely popular with shoppers.

Mention a 19,000-sq ft events hall, 45 mall promotion spaces, a local population far younger than the national average and an annual footfall of 30 million, and it won't come as a surprise that thecentre:mk in Milton Keynes has reported a great deal of commercialisation success.

Photo booths have been a source of non-rental income for shopping centres for years, but since the introduction of digital photography, the options open to landlords have grown significantly.

Promotion Space Group has confirmed its position as the UK’s leading shopping centre commercialisation specialist by acquiring its main competitor, London-based Brandspace. Brandspace CEO Paul Soanes will join the Promotion Space board as group business development director.

Commercialisation agency Promotion Space has appointed ex-BCSC president Richard Wright as group chairman, to support its ambitious growth plans.

Commercialisation is now a huge part of every shopping centre's business and as such it's necessary to have a dedicated team of people working solely on this area of income generation.

Brands are increasingly turning to experiential marketing and sampling to market their products or services, and shopping centres are ideal places for this kind of activity to take place.

Store fronts are being turned into new ways for malls and retailers to generate additional income, thanks to new technology from 3M, WindowGain and Tensator.

Sky is to further expand its retail network after reaching a new agreement with Land Securities. The deal came as Sky opened its 170th retail outlet, further consolidating its position as the largest operator of mall units in the UK.

Commercialisation is a term with which, these days, all retail property owners and managers are very familiar. But with a temptation to go overboard in a bid to generate enough non-retail income from the malls, getting it right is a challenge in itself.

Customer service is vital in a shopping centre environment and therefore, giving customers what they want while also generating additional revenue for the centre is a win-win situation to be in.

During the past year, there has been increasing interest from centre owners to drive mall commercialisation revenue, while our client enquiries have tripled. Maintaining the income stream from a centre has become more difficult, with the threat of falling yields in shopping centre investments and the increase in voids, due to retailer receiverships, such as Jessops, Fopp and Adams. Landlords are therefore looking at commercialisation as real added value.

With Christmas only a couple of months away, shopping centres are now gearing up for the busiest time of the year, with temporary RMU merchants continuing to be a vital part of the retail mix.

An increasingly popular way for shopping centres to generate additional income is through digital advertising. A great number of centres are now going digital through the introduction of plasma screens on the malls, which provide a platform for advertising as well as a mall directory, local information and details of forthcoming centre events and offers.

Mall promotions are these days almost as familiar a sight in shopping centres as the tenants themselves, but what makes companies choose to promote their products or services in a particular shopping mall and how do shopping centres ensure the promotions are right for their customers?

Mall promotions, RMUs, vending machines and screen advertising are all brilliant sources of additional revenue for shopping centres, but if the design and layout of the mall is not right then it could all be a non-starter.

Through the advent of Bluetooth and wireless technologies, shopping centres are discovering new ways to generate additional income from the malls without affecting the fabric of the building or taking up any mall space.

Our prime methods of communication have changed massively over the past century. There are not many people these days who would happily leave the house or office without a mobile phone, a BlackBerry or a wireless laptop in tow to ensure that they are easily contactable.

Long gone are the days when shopping centre owners made their money solely from letting retail units; these days, it's as much about the non-rental income that can be generated from space on the malls.

Mall floor space is a very valuable commodity in shopping centres and as such, it is vital that every square metre is used in a way that gets the most income return and offers the most value to customers.

What might seem like a simple trip to the shops can become a nightmare for parents with kids who find following mum around town on a Saturday afternoon a miserable experience.