Identifying shopper profiles and usage within a shopping centre in comparison to a key competitor
Examples of our Work - Retail and Wholesale Market Research
Background
The management of this shopping centre wished to identify the profile of their shoppers and find out how satisfied they were with the facilities available. A key objective was to find out what they would need to do to increase the frequency of shopping at the centre as well as to understand how it compared with another local shopping centre competing for custom.
Objectives
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To establish the profile of shoppers
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To understand their awareness and usage of the respective shopping centres.
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To understand how shoppers travelled to the shopping centres, how far they had travelled and how frequently they shopped there.
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To explore shopper behaviour and understand what they had purchased or had expected to purchase and average expenditure.
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To understand their attitudes to the centres.
Methodology
Face to face interviews were conducted with 350 shoppers at the shopping centre and one other competitor shopping centre. The interviews took place during the key shopping hours across every day of the week among a representative sample of respondents.
Outcome
A full report was issued to our client detailing the results of the survey. Importantly they were able to establish how they had become aware of the centres and what had attracted shoppers to the centres initially. This enabled our client to adjust their communication strategy and plan changes to the centre in order to compete even more effectively with other local shopping centres.
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