CLIENT NEED

Our client, a luxury mall property owner, wanted to understand how its variety of mall-types fit into the shopping ecosystem of the future. With this understanding they’d prepare to meet the challenges inherent in the rising proportion of online shopping. Previous reliance on their tenants’ insights had given them little guidance about who was shopping in bricks and mortar malls or the appeal of mall amenities, events and marketing programs. They needed to understand the drivers of  repeat shopping visits and return on investment.

Our client sought guidance about shopper response to amenities, events and marketing programs to drive repeat shopping visits and return on investment

OUR ROLE

Dreyfus Advisors was engaged by the client’s marketing team to assess the situation using trend-identification and synthesis, and design a research program to investigate how to deliver on human experience. How could we leverage those benefits only available in bricks & mortar shopping?

We used a mobile shop-along to accompany more than 100 shoppers during their mall visits. These shoppers used a mobile app to document their journeys for this assignment, posting images, video and survey responses to help us more deeply understand their experience. We then fielded a quantitative study to measure attitudes, behaviors and intentions in this population of mall shoppers.

With distilled data in hand, our client was able to confirm which amenities, programs and events are most appreciated and desired by its shoppers. It could make a case to its tenants about the differentiation and affinity to their malls.   

Our findings unearthed points of competitive advantage and guided marketing tactics for groups like tourists, high-spenders, parents and younger shoppers

THE RESULTS

With the insights provided by Dreyfus Advisors, our client uncovered the drivers of higher spend and repeat visits. They  gained understanding of  their competitive advantage, and developed marketing programs for key target groups like tourists, luxury shoppers and younger shoppers.