In today’s competitive retail landscape, understanding visitor demographics is essential for enhancing customer loyalty and increasing overall footfall.
Mobile data provides powerful insights into the key demographics of your visitors such as age, gender, income, and catchment area, while parking (ANPR) data offers valuable information on visitor behaviour, including frequency of visits, duration of stay and detailed vehicle information – such as make, model, fuel type, and insurance group.
By providing our clients with integrated insights from Mobile Phone and ANPR data, they and their retailers can achieve a deeper, more nuanced understanding of their customer base than ever before.
This comprehensive view allows for more informed decision-making in both customer marketing, and the evolving tenant mix at each location.
East Midlands Retail Park Case Study demonstrates gender skew:
A snapshot of our case study Retail Park data:
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Average distance travelled | 1.3 miles |
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Average visitor dwell time | 24 minutes |
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Average visitor dwell time (excluding drive-through) | 44 minutes |
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Median Visitor Income Decile | 3rd |
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Average age of car | 8 years |
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Percentage of Electric Vehicles | 3.6% |
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Gender of visitors | 15% male skew |
A deep dive into the visitor data for this retail park client highlighted that the average shopper dwell time was 20% less than the retail average. Therefore we analysed the data further to find the pockets of opportunity.
We found there was a 15% male skew, with this imbalance most pronounced among the 18-24 age group.
Several factors may contribute to this disparity, including the retail mix, which features male-oriented retailers and leisure facilities like a gym, Halfords, and Homebase, as well as the park’s proximity to male-dominated workplaces such as manufacturing and logistics hubs.
Using the data learnings to increase footfall:
Enhanced visitor data enables targeted marketing efforts and strategic adjustments to the tenant mix, with the goal of attracting a more balanced customer profile and prolonging the dwell time. For example, by identifying and promoting offerings that appeal more to women or different age groups, the retail park can address the gender skew, leading to increased footfall, potentially longer dwell times and ultimately higher revenue for both tenants and landlords.