If you can read this Click on the icon to choose a picture or Reset the slide. To Reset: Right click on the slide thumbnail and select ‘reset slide’ or choose the ‘Reset’ button on the ‘Home’ ribbon (next to the font choice box) If you can read this Click on the icon to choose a picture or Reset the slide. To Reset: Right click on the slide thumbnail and select ‘reset slide’ or choose the ‘Reset’ button on the ‘Home’ ribbon (next to the font choice box) How data analytics boosted performance of a unique hybrid retail destination in Croatia Thomas Hillebrand, General Manager Europe and Global Accounts ShopperTrak, part of Sensormatic Solutions
Transcript
If you can read this Click
on the icon to choose a picture or
Reset the slide.
To Reset: Right click on the slide
thumbnail and select ‘reset slide’ or choose the ‘Reset’ button on the
‘Home’ ribbon
(next to the font choice box)
If you can read this Click
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How data analytics boosted performance of a unique hybrid retail destination in Croatia
Thomas Hillebrand, General Manager Europe and Global Accounts
ShopperTrak, part of Sensormatic Solutions
2 Sensormatic |
A unique footfall-driving opportunity
Designer Outlet Croatia is a new outlet shopping experience, located alongside a popular IKEA store.
Ingka Centres is the majority investor in partnership with Mutschler Outlet Holding. The location is managed by ROS Retail Outlet Shopping.
Located southeast of Zagreb, the outlet centre opened in June 2018 and boasts 15,000 m² of discounted luxury clothing brands.
The IKEA store opened in August 2014 and attracts 2.0 m visitors annually. It boasts 38,000 m² rental space (one of the biggest IKEA-owned sites in Europe and in the world).
The outlet centre, comprising 74 stores, and the connected marketplace were introduced to create a one-stop shopping destination, with a big emphasis on drawing new audiences and driving traffic to the adjacent IKEA store.
Designer Outlet Croatia Case Study
Designer Outlet Centre IKEA store
Connected Marketplace
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The Challenge
The Ingka Centre and Designer Outlet Croatia management teams sought a method to consistently measure and understand ongoing traffic trends in between both properties.
They also wanted to prove the hybrid retail development is capable of delivering ROI and succeeding as a complimentary traffic driver.
100% accurate footfall statistics made rent setting and negotiations possible and helped with ongoing tenant planning for the Designer Outlet.
There was a need for traffic data to inform decisions on further planned hybrid projects.
For all these reasons, in May 2018 ShopperTrak was commissioned to provide the necessary traffic counting and analytics capability for the development.
Designer Outlet Croatia Case Study
5 Sensormatic |
Actions
The ShopperTrak traffic solution was installed:
at all entrances to the outlet centre
at all stores within the outlet centre
at the entrances and exits of the IKEA store.
An interior analytics solution was installed within the outlet centre and the IKEA store.
Designer Outlet Croatia Case Study
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Benefits
The set-up provides a vast range of data insight into traffic performance across the location.
Data can be split into zones to understand zonal correlations for use in strategic planning and identifying where
changes to tenant mix and marketing might be needed to boost traffic and dwell further.
Metrics reported cover hourly, daily, weekly, and monthly traffic and dwell times in the outlet centre, and its
individual stores; traffic and dwell times at the IKEA store.
Management teams can spot trends such as busiest days during the calendar year, and power hours when
footfall reaches a daily or weekly peak.
The interior analytics solution reveals which individuals are first time visitors, and which are repeat visitors.
It’s possible to explore correlations between the Designer Outlet Croatia and IKEA, to understand how the two
locations affect each other’s footfall.
Designer Outlet Croatia Case Study
“This is the first time we have fully measured traffic across a site and used the resulting data to scientifically prove the commercial success of a project. This data is also essential to help us plan operations and leasing.
It’s also now very easy to see the most attractive locations in Designer Outlet Croatia, which brands are pulling in the most traffic and helping to increase dwell
time, whilst understanding the interactions zone-by zone across the whole area is proving invaluable.”
Branko Mihajlov, Project Manager & Head of Leasing Croatia/Serbia at Ingka Centres.
8 Sensormatic |
McKinsey&Company “Boosting mall revenues through advanced analytics” 2019
“When a mall operator uses advanced analytics to select tenants,
optimize mall layout, and determine rents, its revenues can rise by
