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Springboard monitors the complete visitor journey at Whiteley. We count vehicles and visitors, path of movement, capture rate and retailer sales performance.

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The question

Working with Whiteley Shopping Center and British Land, Springboard provide data and insight to expand the boundaries of performance measurement, enabling Whiteley Shopping Center to understand and use the data to support retailers and key challenges in the retail trading environment.

Key challenges:

  • How many visitors enter the mall and where do they shop?
  • What are the parking lot occupancy levels?
  • How does the size of the parking lot translate to the number of visitors within the mall?
  • What is the relationship between visitors and spend?
  • How can the mall assist retailers with marketing support or additional space where needed? How is this data obtained?

Our approach

Springboard monitors the complete visitor journey at Whiteley. We count vehicles entering the parking lot, visitors through each entrance, ped counts along each mall, how many visitors walk past each store, the percentage of those that enter the store, and the daily sales of the retailers.

Measuring performance at an individual retailer level, British Land can see which retailers are doing well and discuss larger unit leases. They can also monitor the retailers that require additional marketing support, and offer this when needed.

On a Center level, they know where visitors are coming from and where they are going to - this enables the management team to proactively support their retailers, implement additional signage, assess the impact of marketing activity and understand how different times of the day, week and year affect trade.

On a portfolio level, this insight into the performance of retail categories across all retail environments through benchmarking aids both retailers and asset teams understand where to invest in the future.

 

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