Potential of the Shopping Centre per Area
Situation and main objectives: Changing consumer habits and growing consumption segmentation, as well as constant changes in its competitive environment, led the management of a shopping center in northern Portugal assess the risk and growth opportunities in each area of the shopping center.
The project sought to gauge the center’s real future potential, identifying those sectors with greater growth potential and/or risk of loss of customers in order to take appropriate measures in each case.
Methodology: Quantitative research through consumer behavior modelling: from three groups of variables (socio-demographic profile, buying habits and declared planned consumption).
A model based on a discriminate analysis was developed to assign probabilities: among current customers likely to remain loyal customers or at risk of abandoning the center, and among potential customers, a higher or lower probability of being regular future customers at the shopping center was calculated.
- Quantification of growth potential of the shopping center’s influx of customers.
- Identification of the areas with greater capacity to attract new customers and those whose risk of abandonment was higher.
- Detection of the geographical areas with higher permeability to attract new customers and those with a high risk of losing visitors.
- Socio-demographic description (gender, age, education, activity, social class, etc.) and affinity with the shopping center’s supply in each segment:
- Customer loyalty.
- Customers presenting a risk of abandonment.
- Potential customers presenting a high probability of engagement.
- Potential customers presenting a low probability of engagement.