PROJECT: Earlville Shoppingtown

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.

Take a look at the Earlville Lifestyle report