Oakbrook Center Presentation-Final
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Transcript of Oakbrook Center Presentation-Final
OAKBROOK CENTER ANALYSISBY CONNIE CASTELLUCCI, SCARLETT CHENG, LYNN LIU, ERIC MILLS, GRACE ZHONG
PRODUCT DESCRIPTION: OAKBROOK CENTER
PRODUCT DESCRIPTION• Oakbrook Center is an upscale super-regional shopping
center located near Interstate 88 in Oak Brook, Illinois
• Primarily accessible by driving, 18 miles from Chicago Loop
• Originally opened in 1962, is now the second largest Chicago land shopping center
• 138 store and services• 25 restaurants and eateries
Source: http://www.oakbrookcenter.com/
METHODOLOGY• Segments and targeting were determined using a
combination of intercept conversations and loyalty card surveys
• Mall demographics were determined using a cross analysis of those tactics
CUSTOMER SEGMENTATION
SHOPPER SEGMENTING
Core Consumer* Demographics
• Female
• 25 to 54 years old
• Caucasian
• $35,000 - $150,000 income
*Core Consumers make up 36% of total shopper base
SHOPPER SEGMENTING
Non-Core Consumer Demographics
• Other* Female
• All ages
• Caucasian
• All income levels
• 52% of total shoppers
*Other Female consumers includes all non Core Consumer Women Shoppers
SHOPPER SEGMENTING
Non-Core Consumer Demographics*
• Male
• All ages
• 32% are over $75,000 in income
*12% of total shoppers
SHOPPER SEGMENTING
63% of core shoppers visit at least twice per quarter
28%
23%24%
9%
4%
12%
1
2
3
4
5
6
7
2 X Month1 X Month1-2 QTR2 X Year1 X YearDon't goWeekly
SHOPPER SEGMENTING
65% of core shoppers visit 4 of more stores
2%
33%
65%
0%
1
2
3
4
12 or 34 or moreFriends
SHOPPER SEGMENTING
52% of core shoppers visit for greater than 2 hours
7%
42%
42%
10%
1
2
3
4
1 hour>1 to 2>2 - 4>4
SHOPPER SEGMENTING
57% of core shoppers shop due to deals
12%
12%
58%
18%
1
2
3
4
Knowtrendsdealsfun
TARGET SHOPPER GROUP
TARGET SHOPPER GROUP
Who are the most valuable shoppers?
What made them most valuable?
Find out other potential shoppers.
TARGET SHOPPER GROUPCharacteristics
Variables to identify valuable shopper*:
• Recency of visiting the mall **
• Frequency of visiting the mall
• The amount of money spent in the mall
• Household income level
*: see appendix for analysis process
**:lack of information about visiting recency of each shopper
CUSTOMER VALUE GROUPF-M VALUE
2
3
4
5
6
7
8
0 50 100 150 200 250 300 350
124
203
297
283
182
99
37
Distribution of Customers by F-M Value
Count of Consumers
F-M
Val
ue
CUSTOMER VALUE GROUPPercentage
210%
317%
424%
523%
615%
78%
83%
Percentage of Customer Value Group
TARGET CUSTOMER GROUPHH Income Level
Targeting on HH Income of $100k and over
Reasons:
1. Draw Effectiveness >1.0, attracted by the Mall
2. SPI > 1.0, contributing more to sales
3. Average of total spend per visit: $255, comparing to the average of the whole group at $169
MALL SPEND BY HH INCOME
<$24k $25k-$34k $35k-$49k $50k-$74k $75k-$99k $100k-$149k $150k-$199k $200k+$0
$50
$100
$150
$200
$250
$300
$350
$400
$450
$500
$150
$42
$138 $133
$96
$207$197
$445
TARGET SHOPPER GROUP
Other variables relevant to identifying potential customers (not strongly related)
• Number of stores per visit
• Length of visit
• Whether shopping with companions
• Age
• Gender
• Household composition
• Location: distance from the mall
COMMUNICATION STRATEGIES
COMMUNICATION
What message will they be most receptive to?
How often?
By what means?
RECEPTIVE MESSAGE
51.2% I like to find great deals, so I am interested in finding the best sales and discounts.
CLUB BENEFIT
59.2% Information about upcoming sales.
54.9% special promotions only for Club members
34.6% Information about upcoming special events
• Information of sales, discounts and events is more receptive
HOW OFTEN?
Daily12%
A couple of times a week21%
Once a month21%
Never2%
Once a week 44%
• Once a week would be more appropriate.
BY WHAT MEANS?
76.4% don’t like a text message from mall
76.6% never heard of QR code
BY WHAT MEANS?
1.
3.
2.
91.9% daily use
0.6 % don’t use
44.8% daily use
29.5 % don’t use
39.4% daily use
37.3 % don’t use
6.3%
84.1 %
0.4%
93.4 %
20.0%
70.6 %
1.2%
95.1 %
• Email, Facebook and Groupon are the main means.
RECOMMENDATIONS OF SERVICES OFFERED
SHOPPING PACKAGE
• Shopping
• Dinning
• Beauty & Spa
SHOPPING
Fashion Stylist Available for Private Shopping Appointments
• Schedule Online/Phone
• Before & After hours available at selected retailers
• Received Gifts or Discounts
DINING
Special Treatment at Fabulous Restaurants
• No Waiting In Line
• Chef’s Table Seating
• Private Dinning Spaces Available
BEAUTY & SPA
Special Offers on Spa and Beauty Treatments
• Anthony Vince Nail Spa
• Mario Tricoci Hair Salon & Day Spa
IN STORE EVENTS
Partnerships with at least one key tenant
• Store Events and Specials
• Provided discounts for shoppers to buy products at its stores
THANK YOU!
APPENDIX
Correlation among variablesCorrelations
numstores numhours spend gender age income
numstores
Pearson Correlation 1 .485** .250** .101** -.169** -.058**
Sig. (2-tailed) 0 0 0 0 0.004
N 2764 2756 2755 2540 2748 2499
numhours
Pearson Correlation .485** 1 .423** .131** -.082** -0.018
Sig. (2-tailed) 0 0 0 0 0.359
N 2756 2762 2753 2540 2745 2497
spend
Pearson Correlation .250** .423** 1 .057** .057** .314**
Sig. (2-tailed) 0 0 0.004 0.003 0
N 2755 2753 2763 2542 2746 2500
gender
Pearson Correlation .101** .131** .057** 1 -.066** 0.018
Sig. (2-tailed) 0 0 0.004 0.001 0.394
N 2540 2540 2542 2557 2541 2317
age
Pearson Correlation -.169** -.082** .057** -.066** 1 .213**
Sig. (2-tailed) 0 0 0.003 0.001 0
N 2748 2745 2746 2541 2763 2502
income
Pearson Correlation -.058** -0.018 .314** 0.018 .213** 1
Sig. (2-tailed) 0.004 0.359 0 0.394 0
N 2499 2497 2500 2317 2502 2513
**. Correlation is significant at the 0.01 level (2-tailed).
Coefficiency of gender/age/income and spend
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1103.612 3 367.871 79.142 .000b
Residual 10649.157 2291 4.648
Total 11752.769 2294
a. Dependent Variable: spend
b. Predictors: (Constant), income, gender, age
Coefficientsa
Model
Unstandardized CoefficientsStandardized Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.783 0.287 9.689 0
gender 0.316 0.128 0.049 2.467 0.014
age 0.012 0.031 0.008 0.378 0.706
income 0.484 0.033 0.3 14.714 0
a. Dependent Variable: spend
TARGET SHOPPER GROUPVARIABLESFrequency recode
How often do you visit Oakbrook Court?
Weekly ----48 days a yearAt least twice a month ----30 days a year Once a month ----12 days a year Once or twice every three months ----6 days a year Twice a year ----2 days a year Once a year ----1 days a year I don't go to Oakbrook Court. ----0 days a year
Monetary recode
When you go to Oakbrook Court, how much do you spend on average?
0 - $25 ----$12.5 one time $25.01 - $50 ----$37.5 one time $50.01 - $75 ----$62.5 one time $75.01 - $100 ----$87.5 one time $100.01 - $125 ----$112.5 one time $125.01 - $150 ----$137.5 one time $150.01 - $175 ----$162.5 one time $175.01 - $200 ----$187.5 one time More than $200 ----$225.5 one time
TARGET SHOPPER GROUP
FM=Frequency*Monetary
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5
FM <$150 $150.1-$1000
$1000.1-$3000
$3000.1-$4500
>$4500.1