The management of a 60,000 m2 SBA shopping centre, located in one of the largest cities in Spain, needs to find a system for compiling information that will help it to holistically and dynamically observe its centre throughout the year, and in comparison with its competitive environment.
Analysis of the characteristics of the surrounding population using secondary sources.
Analysis of the population’s consumption trends through an online consumer panel. Segmentation and extraction of consumer/lifestyle types
Analysis of the Shopping Centre itself
Tracking visitor profiles (3 waves) Segmentation and type of buyers.
Analysis of residents in the area of influence and their relationship with the shopping centre.
Qualitative analysis of the perception and sequence of the visitor’s experience at the centre.
OBJECTIVES AND RESULTS
Measure and define the potential of the resident target in the area of influence compared to other areas of the city and obtain the key consumption trends.
Identify macro-environment consumption habits (volume of purchases, types of stores, evolution of the type of products purchased, etc.), obtaining 5 segment types according to these habits and lifestyles.
Volume and composition of these segments in comparison with those of the centre’s customers, in order to plan actions to attract the most profitable and least impacted targets.
Optimisation of the visitor’s experience of the most profitable targets.
Determine how the weight of these segments and the customer’s profile evolve throughout the year in order to prevent, predict behaviour and act accordingly (marketing, etc.)
Establish the evolution of the centre in its area of attraction and lay the foundation for the marketing strategy.
Obtain the main drivers for the shopping centre’s preference over its competitors.