Shopping Center Survey

  1. In most towns and cities there will be seasonal retail shopping patterns that are impacted by tourism, climate, local celebrations, and community demographics. If you undertake the customer survey at the wrong time and within the timing of these local issues, the results that you achieve from the survey are likely to be biased and corrupted. The best time to undertake a survey of retail customers and shopping center performance is during an ordinary business cycle. Choose your timing carefully. Any peaks in seasonal sales can then be regarded as a bonus to ordinary levels of customer interest and purchasing patterns.
  2. It is best practice with any retail shopper surveys to use a professional marketing firm that is experienced with retail properties of the type and location similar to yours. They can bring valuable experience to the retail survey process and improve the results that you achieve.
  3. What stores are your customers visiting? Some stores and retail categories will be more popular than others. When you understand the sales peaks and customer preferences within the tenancy mix, you can place tenants more successfully and improve the clustering process. That then has a direct impact on future sales and potentially market rental. It also helps protect the tenancy mix from the pressures of an unsuccessful business.
  4. How often are people coming to your shopping center? In a convenience based shopping center the number of visits per week can be quite high. In comparison, the larger regional retail shopping Centre will be visited less frequently, however the time that the customer spends within the property will be lengthy and the amount of money spent will be higher per visit. These are the averages that you need to understand.
  5. There are differences in shopping patterns when it comes to the typical male shopper verses the female shopper. There are also differences in purchasing patterns between youth, young families, and middle aged and older shoppers. Shoppers will come to the retail property for different reasons and on different days of the week. You need to understand those reasons and the timing process. You will find that retail shopping activities generally increase towards the end of any business week. They can also be influenced by social security payment days. This then requires you to analyze the local demographics when it comes to the typical shopper and the local community.
  6. It is a valuable process to advise the tenants within the property of the survey before it starts and the reason for it. They can then relate to the importance of the survey when it comes to optimizing the tenancy mix, improving sales, and choosing the correct levels of marketing for the property.