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Harnessing consumer data to boost shopping mall performance

New technology can track movements around the CBD to allow retailers understand how many people pass by or visit a building, as well as the demographic profile of these customers.

Importantly, it is also possible to gain insights on where else these customers visit in the CBD, to assess cannibalisation and the additional reach that a new location will provide against an existing portfolio.

These tools also track footfall and other data to benchmark a mall’s performance metrics and compare it with competing properties. This information can be used by landlords and retailers to understand key battlegrounds between locations and the steps they can take to retain customers.

This is especially useful for landlords of underperforming malls seeking to diagnose the causes of underperformance in their property; considering a repositioning exercise; and/or wanting to identify and respond to competitors that are affecting their sales.

In an Australian first CBRE has partnered with mobile data management company, HYP, to launch a new retail analytics based geo-targeting service for digital and out-of-home advertising. This unique service enables retailers to deliver targeted advertising based on the physical movement of customers through trade areas.

With the retail industry already extremely competitive, having the potential to tap into the exact location of customers and position a brand accordingly, is huge. It will drive competitive advantage, maximise customer impact and minimise ad wastage.

Matt Copus, is CBRE’s Head of Retail Analytics, Australia

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