Earlville Shoppingtown
Understanding local lifestyle trends in a tropical Cairns to create a point of difference
The challenge
Social life behaviour
Stockland wanted to better understand the social life behaviour of catchment areas surrounding their shopping centres in order to prioritise local tenancy curation and placemaking activities.
Most retail trade area analysis focused on demographics or spend, without an understanding of local lifestyle which is needed to understand not just who visits, but why they visit.
The solution
Social activity hotspots
Neighbourlytics analysed digital data for the entire region, and used the data to define new trade area boundaries based on local behaviour.
Going beyond traditional surface-level indicators such as foot traffic, an analysis of the entire city was undertaken to identify social activity hotspots. The hotspots were then examined further to better understand the identity of local life, and determine how the retail centre could best cater to the changing local needs across the city.
The impact
1. Destination appeal
We identified the destination appeal of each trade area catchment and what made it unique to create a brand point of difference.
2. Curated place program
Understanding the destination appeal enabled the team to tailor retail activations and communications to locals.
3. Gained insights 10x faster
The Neighbourlytics insights were delivered 10x faster than other research methods, enabling the customer to quickly make decisions on the master plan and develop a business case for development approval.
4. Improved retail tenancy mix
Understanding the social activity hotspots and identity of local life enabled the retail team to determine how the shopping centre could best cater to the changing needs of locals across the city in their tenancy mix.
