Retail
___________General diagnosis and strategic analysis of the current reality and potential of the shopping center
INITIAL SITUATION
The Management of the shopping center plans to carry out a strategic analysis of the current reality of the shopping center, both from the perspective of its current customer (visitor) and its resident in the attraction area and thus establish its competitive position in the market. .
It is a holistic analysis of the situation that the center is going through, both at the level of its market and in comparative terms with our benchmark, in order to establish its strategic lines and determine the priority of its actions in the short and medium term.
METHODOLOGY
A single quantitative phase between visitors and residents (or potential customers) in the attraction area of the shopping center under study.
With all this, Hamilton carried out a report on the strategic paths that the center could and should address from all the areas that were defined by the analysis of the information collected.
OBJECTIVES AND RESULTS
Determine the real area of attraction of the center and its competitive situation based on the determination of a series of fundamental indices: attraction, conversion, conviction, loyalty, abandonment, etc.
Define the reality of each of the main sectors of the mix, both between visitors and residents, quantifying the penetration of each of them, their contribution by area, as well as the cross selling that is established between the different sectors and from the different consumer profiles.
Establishment of more efficient and profitable sectors and clients, respectively. Average expense and leakage
of expense.
Quantification of the growth potential in footfall of the Shopping Center.
Identification of those sectors with the greatest capacity to attract new clients and those whose risk of losing current clients is greater.
Detection of which geographical areas are most permeable for attracting new customers, and determining those with the highest risk of losing visitors, in both cases detailing the sector for each area.
by sector.
Segmentation based on KBF and KNBF.
SWOT of the visit experience as well as the commercial mix. NPS.
Image and brand positioning. Perceived image versus the ideal…
Incidence of online purchase/communication: by sectors, attitude towards purchase (webrooming vs showrooming), usability of the APP...
