Market mix modelling for shopping centres

What drives footfall?

This client owns a number of shopping centres at a challenging time for bricks and mortar retail.

They contacted us via VCCP media to identify how best to respond to the threat of growing ecommerce penetration.

Along with advertising, we evaluated the role of in-centre events, real-estate developments, and retailer openings/closings.

The right mix of long and short

Market mix modelling is the best way to identify the best media channels to use. We evaluated TV, out of home, and radio as well as social and display on mobiles.

This enabled us to advise on the best mix for different types of shopping centre: inner city, out of town, and outlet.

Used throughout the organisation

As of July 2020, the results are being used to help shape this client’s response to covid 19 via a data driven media plan.

The results roadshow has included presentations to a number of different departments in the organisation – both local and at head office.

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