Choosing the best commercial mix to increase value

Do you wonder: What is the best commercial mix to increase value? What is the best tenants combination to improve visitors experience and mall revenue? Where do we establish Key Anchors Brands? Are they really working as anchors?

Cubelizer system allows to analyze, in an anonymous way, what people are doing inside the shopping center, as we gather useful KPIs like:

  • Enhanced footfall data.
  • Entries and passing-by traffic in front of every single tenant.
  • Visitors Costumer Journey in the shopping center.
  • Dwell time people spend inside stores.
  • Affinity between tenants based on the visitors’ store sequence.

Relevant information to analyze the commercial mix interaction

Once we have all the space and people covered, we can provide capture ratio information and its patterns and the visitors “origin-destination matrix” that provide the perfect method to identify tenants with similar customer profiles and timely patterns. They give outstanding insights to set marketing strategies and to identify a well-balanced commercial mix.

These information could be summarized like this:

With this information, leasing and portfolio managers will be able to decide how to tweak its commercial mix based on actual and accurate data, and to aggregate several assets information from their portfolio. So, they have powerful information  which, teamed up with their leasing and operation knowledge and experience, to set the best performing tenants combination for new developments in advance.

Understanding the cluster

We could infer from the previous cluster sample:

  • There are three main groups of tenants with similar behavior.
  • These groups have the best capture ratio in different moments during the week and during the day, so specific marketing campaigns can be deployed to boost their combined visits.
  • The information of customer segments by knowing the target of the different brands.
  • New layouts to increase sales according to clients behavior.

If we get the best mix of tenants, we can boost cross-selling between them and increase the average ticket and improve visitors experience.

Analyzing anchor brands

Once we have analyzed “origin-destination matrix”, we know how people move from or to an anchor brand. And if anchor brand is working as an anchor for the rest of shopping center or just for itself.

Let’s see an hypothetical example:

The analysis based on the previous data:

  • Anchor Brand (AB) is a good destination from people coming from the entrance and from the corridor in front of.
  • Traffic from corridor to the left, generates less entries to the AB.
  • Exits from the AB goes directly to the shopping center exits.

In this example, we can conclude that anchor brand is not a traffic generation for the rest of the tenants, it is a traffic generation for itself.

Conclusions and outcomes

Cubelizer system analyzes visitors behavior inside the shopping center and allows managers extract relevant information to choose the best commercial mix to:

  •  Increase of average ticket selecting the proper tenants to push cross-selling.
  • Better match between visitors segmentation and new tenants that improve experience.
  • Analyze Anchor Brands: actual induced traffic around known anchor and identification of brands that work as an anchor.
  • Set the best commercial mix using historical information about tenants affinity in your portfolio to plan new developments.

Complete the information with the following case study

We can help understand visitors behavior inside your shopping center and analyze their paths, visited store sequence and their flow to answer these questions.

Actual metrics, useful information

Cubelizer system allows to analyze, in an anonymous way, what people are doing inside the shopping center, as we gather useful KPIs like:

  • Enhanced footfall data.
  • Entries and passing-by traffic in front of every single tenant.
  • Visitors Costumer Journey in the shopping center.
  • Dwell time people spend inside stores.
  • Affinity between tenants based on the visitors’ store sequence.

Relevant information to analyze the commercial mix interaction

Once we have all the space and people covered, we can provide capture ratio information and its patterns and the visitors “origin-destination matrix” that provide the perfect method to identify tenants with similar customer profiles and timely patterns. They give outstanding insights to set marketing strategies and to identify a well-balanced commercial mix.

These information could be summarized like this:

With this information, leasing and portfolio managers will be able to decide how to tweak its commercial mix based on actual and accurate data, and to aggregate several assets information from their portfolio. So, they have powerful information  which, teamed up with their leasing and operation knowledge and experience, to set the best performing tenants combination for new developments in advance.

Understanding the cluster

We could infer from the previous cluster sample:

  • There are three main groups of tenants with similar behavior.
  • These groups have the best capture ratio in different moments during the week and during the day, so specific marketing campaigns can be deployed to boost their combined visits.
  • The information of customer segments by knowing the target of the different brands.
  • New layouts to increase sales according to clients behavior.

If we get the best mix of tenants, we can boost cross-selling between them and increase the average ticket and improve visitors experience.

Analyzing anchor brands

Once we have analyzed “origin-destination matrix”, we know how people move from or to an anchor brand. And if anchor brand is working as an anchor for the rest of shopping center or just for itself.

Let’s see an hypothetical example:

The analysis based on the previous data:

  • Anchor Brand (AB) is a good destination from people coming from the entrance and from the corridor in front of.
  • Traffic from corridor to the left, generates less entries to the AB.
  • Exits from the AB goes directly to the shopping center exits.

In this example, we can conclude that anchor brand is not a traffic generation for the rest of the tenants, it is a traffic generation for itself.

Conclusions and outcomes

Cubelizer system analyzes visitors behavior inside the shopping center and allows managers extract relevant information to choose the best commercial mix to:

  •  Increase of average ticket selecting the proper tenants to push cross-selling.
  • Better match between visitors segmentation and new tenants that improve experience.
  • Analyze Anchor Brands: actual induced traffic around known anchor and identification of brands that work as an anchor.
  • Set the best commercial mix using historical information about tenants affinity in your portfolio to plan new developments.

Complete the information with the following case study