Whiteley Shopping Centre
Springboard monitors the complete visitor journey at Whiteley. We count vehicles and visitors, path of movement, capture rate and retailer sales performance.
Working with Whiteley Shopping Centre and British Land, Springboard provide data and insight to expand the boundaries of performance measurement, enabling Whiteley Shopping Centre to understand and use the data to support retailers and key challenges in the retail trading environment.
- How many visitors enter the Centre and where do they shop?
- What are the car park occupancy levels?
- How does the size of the car park translate to the number of visitors within the Centre?
- What is the relationship between footfall and spend?
- How can the Centre assist retailers with marketing support or additional space where needed? How is this data obtained?
Springboard monitors the complete visitor journey at Whiteley. We count vehicles entering the car park, visitors through each entrance, footfall along each mall, how many visitors walk past each store, the percentage of those that enter the store, and the daily sales of the retailers.
Measuring performance at an individual retailer level, British Land can see which retailers are doing well and discuss larger unit leases. They can also monitor the retailers that require additional marketing support, and offer this when needed.
On a Centre level, they know where visitors are coming from and where they are going to - this enables the management team to proactively support their retailers, implement additional signage, assess the impact of marketing activity and understand how different times of the day, week and year affect trade.
On a portfolio level, this insight into the performance of retail categories across all retail environments through benchmarking aids both retailers and asset teams understand where to invest in the future.