Jamestown believed Ponce City Market would be an ideal site for a fourth Anthropologie location in Atlanta. (Excluding the Avalon location.) Anthropologie executives were concerned the market surrounding Ponce City Market would not align with Anthropologie’s target demographic profile or psychographic profile. They also were concerned about cannibalization with the Westside location and with Lenox Square.
In March of 2014, Alexander Babbage conducted a Peer Comparison Study comparing Ponce’s market to that of Abbot Kinney in LA, Bucktown in Chicago, Walnut Street in Philadelphia, Knox Henderson in Dallas, Highland Village in Houston, Columbia Heights in DC and Lenox Square and Perimeter Mall in Atlanta. The comparison was conducted on demographics, psychographics and spending ability. Results of the study demonstrated that the market surrounding Ponce City Market compared favorably to Knox Henderson, Highland Village, Lenox Square and Perimeter on all three measures. It also alleviated concerns about cannibalization.
The Jamestown leasing team used the data provided by Alexander Babbage to demonstrate the strength of Ponce City Market to Anthropologie which resulted in a positive deal. As of June 2015, Anthropologie is now open at Ponce City Market.
Site Selection and Retail Network Optimization
First Choice ER, a rapidly-expanding, stand-alone emergency room operator wanted to understand who their patient was and how to use that knowledge to better target patient.
Through analysis of their patient database we were able to map where patients were coming from for every location. Using this information we were able to determine the key drivers of site success – and failure.
First Choice ER was able to improve both their development planning and their marketing to more efficiently identify which markets they should be in, where within each market and then who they should tell about their presence.
A healthcare company was considering sponsorship of Atlanta United, the new Major League Soccer team and they wanted to know who the fans are and if they lived near their retail locations
Through analysis of mobile data of attendees at Atlanta United games, Alexander Babbage was able to find where Atlanta United attendees live and show the company their proximity to their current and proposed locations.
We were also able to identify the demographics of Atlanta United attendees and assess that they are similar to those visiting the locations currently.
Importantly, we did not require any hardware or software to be installed and were able to complete the project within days.
The company was able to better evaluate a sponsorship of Atlanta United