Shopping Centre Positioning Strategy Large Metro Shopping Centre

Large Metro Shopping Centre
 

Brief

To attract more customers to the shopping centre and, in turn, additional rental yield
 

Insights

  • Consumer Insights into both local area residents and tourist visitors to understand if the centre is frequented by locals or tourists and where the opportunity may be.
  • Competitor analysis was undertaken to understand current gaps and strengths in the local area.
  • Centre analysis including examination of current tenants, tenancy mix, MAT, marketing and strategic plans.
 

Strategy

Insights showed that consumers were looking for a stronger grocery offering. This paired with the premium image of the centre leant to a premium fresh food positioning, together with a premium dining and entertainment offering.
 

Success

Implementation of a fresh food marketplace in centre that has successfully brought in new tenants and increased traffic.
Format: Established Shopping Centre