Leading mall owner/operator proves the value of mobile data mapping
As an owner/operator of some of the nation’s premier shopping destinations, our client does a great job of leasing, marketing and operating their assets. To empirically demonstrate their centers are dominant in their markets, the client wanted to quantify the relative competitive strength of their properties – in terms of shopper quality, market reach and geographic penetration.
Using TruTrade, without installing any equipment and without in-person visits to the properties, Babbage profiled the shoppers at the client’s centers and at a select set of their competitors. Using the home locations of shoppers, Babbage quantified the demographics and behaviors of the shoppers. Babbage showed the owner/operator: 1) how large their trade area truly is, 2) how they attract a higher household income than their competitors, and 3) how their shoppers stay longer at their centers. TruTrade also allowed the owner/operator to see how these metrics change throughout the year.
Now, our client can quantify within each market – and for each center – that they have the best shoppers, some of the best dwell times and larger trade areas. This objective data has positively changed the dynamic of leasing, marketing and operations discussions.