It is always pleasing when a client actually quotes us, and in the Daily Telegraph recently we read just that. In an article about Liverpool, Iain MacGillivray, Centre Manager for St Johns Shopping Centre, quoted some average spend figures directly from surveys that we have undertaken in his centre. This helped to show that even in the midst of a recession and with the recent opening of Liverpool One, the new 42-acre shopping centre on their doorstep, average spend per shopper party had risen by around £2 per trip from £24.96 in Spring 08 to £27.05 in Spring 09. This is great for Iain and St Johns since it proves independently of anything he thinks what has actually been going on. It is critical at this time with only footfall as an indicator of performance which has a +/- accuracy of 10% and random feedback from retailers that you know how well you are performing – especially when the pressure from underperforming retailers is probably at its peak. There is nothing more effective and powerful than being able to confidently talk about your business and be able to quantify your customers behaviour and their opinions and thus help the retailers in your centre to understand their context and their potential.
No hunches, no gut feel, no finger in the air, just good solid facts direct from your own shoppers. On a personal level it is particularly pleasing to see just exactly what insights we can bring through our unique brand of shopping centre research. I can’t think of a better advert for us, thank you Iain.