SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 1
CUSTOMERS SURVEY
SHOPPING CENTERIÇERENKÖY
2009
CUSTOMERS SURVEY
SHOPPING CENTERIÇERENKÖY
2009
VAL D’EUROPE - ETUDE CLIENTELE - Juin 2008
1
CONSEIL . MARKETING . FORMATIONPARIS. SAO PAULO . ISTANBUL
23 Rue de la performance 59660 VILLENEUVE D’ASCQTel 03 20 815 820 - Fax 03 20 8158 [email protected] - www.sad-marketing.com
Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / KadiköyTel 0539 365 04 [email protected] - www.sad-marketing.com
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 2
Methodology ........................................................................p 3
1. Catchment area................................................................p 4
2. Customers’ profile...........................................................p 11
3. Customers’ behaviour......................................................p 20
4. Image of the shopping mall..............................................p 38
5. Competitors....................................................................p 48
6. Wishes ......................................................................... p 57
7. Animations & Communication……………………………………………….. p 66
SUMMARYSUMMARY
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 3
A total sample of 604 mall-goers was surveyed between 13 and 20 April 2009 in Içerenköy Center. Surveys were conducted throughout the Shopping centre entire opening period.
Objectives consisted of :
Measuring mall performance on the catchment area Analysing customer typology Analysing their behaviours and wishes Determining the image of Icerenkoy Center Quantifing et qualifing the frequentation of competitors Evaluating the impact and the perception of the communication.
METHODOLOGYMETHODOLOGY
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 4
1st PART
CATCHMENT AREA
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 5
TRANSFORMATIONRATE
CATCHMENT AREACATCHMENT AREA
Resident households in the catchment area
Customer households’ of the retail center
Weekly Buyers
Weekly visits in the retail center
PENETRATIONRATE
FREQUENCY OF VISIT
AVERAGE BASKET
Turnover
Methodology
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 6
*
Comparative
CATCHMENT AREACATCHMENT AREA
2008 2005 2008 2005 2008 2005 2008 2005
1 ICERENKOY 42% 48% 1,1 1,2 92% 74% 10% 14%2 KOZYATAGI 40% 41% 0,7 0,8 88% 86% 9% 13%3 BOSTANCI 39% 13% 0,6 0,8 89% 100% 6% 4%4 GOZTEPE 33% 29% 0,8 0,7 94% 88% 5% 9%5 FENERYOLU 13% 5% 0,5 0,9 89% 60% 3% 1%6 MERDIVENKOY 9% 11% 0,9 0,8 89% 81% 4% 5%7 BULGURLU 5% 6% 0,6 1,0 88% 79% 8% 8%8 CAKMAK 8% 11% 0,6 0,8 94% 81% 7% 5%9 YENICAMLICA 18% 27% 0,6 0,8 96% 82% 9% 13%10 ZUMRUTEVLER 8% 10% 0,6 0,7 94% 82% 9% 8%
14% 13% 0,7 0,8 92% 80% 70% 79%
0,6 0,6 86% 78% 21% 14%0,1 0,1 82% 74% 9% 5%
0% 67% 0,0% 1,4%
0,5 0,6 90% 79% 100% 100%
OCCASIONAL CUSTOMERSFIRST TIME CUSTOMERS
TOTAL CUSTOMERS
Transformation rate % turnover
TOTAL ATTRACTION AREA
OUT OF AREA CUSTOMERS
SECTORSPenetration rate Frequency of visit
*
*Tendency, not comparable
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 7
Attractivity area
CATCHMENT AREACATCHMENT AREA
PopulationPenetration
rateCustomers
Frequency of visit
Weekly visits
Transformation
rate
Weekly buyers
Average basket
Turnover % turnover
1 ICERENKOY 75 734 42% 31 461 1,1 33 297 92% 30 489 27 818 10%
2 KOZYATAGI 75 726 40% 30 066 0,7 20 059 88% 17 652 43 758 9%
3 BOSTANCI 66 484 39% 25 622 0,6 15 245 89% 13 640 39 534 6%
4 GOZTEPE 80 213 33% 26 620 0,8 20 460 94% 19 256 23 445 5%
298 157 38% 113 769 0,8 89 060 91% 81 037 32 2 555 31%
9 YENICAMLICA 165 220 18% 30 327 0,6 18 454 96% 17 652 42 734 9%
5 FENERYOLU 111 027 13% 14 576 0,5 7 221 89% 6 419 44 279 3%
6 MERDIVENKOY 144 938 9% 13 062 0,9 11 233 89% 10 029 30 298 4%
8 CAKMAK 272 201 8% 22 249 0,6 13 640 94% 12 837 44 564 7%
10 ZUMRUTEVLER 413 626 8% 31 644 0,6 19 657 94% 18 454 39 727 9%
7 BULGURLU 335 017 5% 17 809 0,6 10 430 88% 9 227 67 619 8%
1 442 029 9% 129 666 0,6 80 636 93% 74 618 43 3 222 39%
1 740 186 14% 243 436 0,7 169 696 92% 155 655 37 5 777 70%
90 567 0,6 52 955 86% 45 734 37 1 702 21%
157 259 0,1 19 657 82% 16 047 46 736 9%
/ / / / / 0%
491 262 0,5 242 308 90% 217 435 38 8 215 100%TOTAL CUSTOMERS
TOTAL ATTRACTION AREA
OUT OF AREA CUSTOMERS
OCCASIONAL CUSTOMERS
FIRST TIME CUSTOMERS
SECTORS
MEDIUM ATTRACTION AREA
LOW ATTRACTION AREA
*Weekly turnover in K TL
*
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 8
Sommaire
MAP
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 9
SommaireYou come to this shopping center because…
61
4
24
7
3
58
5
11
9
17
I t is near your home
I t is near the placewhere you work
I t is on your wayhome/ work
I t is not near anyplace you usually go
I t is near anotherplace
2009
Recall 2005
In %
Reasons for visiting
CATCHMENT AREACATCHMENT AREA
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 10
Reasons for visiting per area
CATCHMENT AREACATCHMENT AREA
I t is near your home
I t is near the place where
you work
I t is on your way
home/ work
I t is not near any place you
usually go
I t is near another
place
ICERENKOY 94% 0% 5% 0% 1%
KOZYATAGI 80% 2% 15% 2% 2%
BOSTANCI 70% 0% 25% 3% 3%
GOZTEPE 75% 0% 23% 2% 0%
FENERYOLU 17% 6% 61% 6% 11%
MERDIVENKOY 73% 0% 18% 6% 3%
BULGURLU 38% 17% 28% 14% 3%
CAKMAK 68% 3% 26% 3% 0%
YENICAMLICA 80% 2% 14% 2% 2%
ZUMRUTEVLER 45% 4% 34% 13% 4%
OUT OF AREA 35% 10% 33% 15% 7%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 11
2nd PART
CUSTOMERS’ PROFILE
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 12
57
4341
59
Male Female
2009 Recall 2005
In %
CUSTOMERS’ PROFILECUSTOMERS’ PROFILERespondent’s gender
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 13
In % In %
11
23
21
20
16
8
1
26
30
19
12
7
4
0Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 and over
2009
Recall 2005
Average Age : 43 years (35 years in 2005) Average Age : 48 years (46 years in 2005)
Age of people surveyed Age of head of family
2
17
21
24
23
13
0
0
20
25
30
18
7
0Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 and over
2009
Recall 2005
CUSTOMERS’ PROFILECUSTOMERS’ PROFILE
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 14
22
3127
9
42
4
22
3027
11
3 26
1 person(yourself)
2 persons 3 persons 4 persons 5 persons 6 persons 7 persons
2009 Recall 2005
In %
Average : 3,3 persons (3,4 persons in 2005)
How many persons are there in your household ?
Distribution of number of people per household
CUSTOMERS’ PROFILECUSTOMERS’ PROFILE
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 15
3
12
15
810
98
53
6 65
10
700 TL’ninaltında
700 -1100 TL
arası
1100 -1500 TL
arası
1500 -1900 TL
arası
1900 –2300 TL
arası
2300 -2700 TL
arası
2700 -3100 TL
arası
3100 -3500 TL
arası
3500 -3900 TL
arası
3900 -4300 TL
arası
4300 -5000 TL
arası
5000 -6000 TL
arası
6000TL’nin
üzerinde
In %
Average : 2 816 TL (1 799 TL in 2005)
Monthly Household Income
Which is approximately the monthly net income of your hearth?
CUSTOMERS’ PROFILECUSTOMERS’ PROFILE
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 16
0
9
32
8
10
6
15
17
3
0
8
27
16
8
2
9
14
17
Farmer
Shop owner, Handicrafer,Business owner
Liberal profession, Privatesector executive, Engineer,
Professor
Teacher, Nurse, Technician,Supervisor, Foreman
Employee
Worker, Lorry driver
Retired
Unemployed
Students, Pupils
2009
Recall 2005
0
14
34
7
9
10
22
3
1
0
12
29
17
7
4
22
4
3
Farmer
Shop owner, Handicrafer,Business owner
Liberal profession, Privatesector executive, Engineer,
Professor
Teacher, Nurse, Technician,Supervisor, Foreman
Employee
Worker, Lorry driver
Retired
Unemployed
Students, Pupils
2009
Recall 2005
In % In %
Respondent’s occupation Occupation of Head of Family
CUSTOMERS’ PROFILECUSTOMERS’ PROFILE
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 17
0,3
16
31
4
42
6
Was not atschool
Elementaryschool
College
University (2years)
University (5years)
Doctorate,Engineer
In %
Respondent’s Qualification Possession of car
Which is your level of study?
74%26%
Yes
No
Do you have a car?
CUSTOMERS’ PROFILECUSTOMERS’ PROFILE
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 18
In %
Housing
24
6
62
1
31
71
4 1
Owner of house tenant of house Owner of apartment tenant of apartment
2009 Recall 2005
CUSTOMERS’ PROFILECUSTOMERS’ PROFILE
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 19
Use of Internet
75%
25%
Yes
No
Do you use Internet?
CUSTOMERS’ PROFILECUSTOMERS’ PROFILE
95
84
81
80
60
28
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 and over
In %
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 20
3RD PART
CUSTOMERS’ BEHAVIOUR
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 21
5
1
3
7
13
29
14
3
17
5
2
1
1
Every day
5 times per week
4 times per week
3 times per week
2 times per week
1 time per week
1 time every 15 days
1 time every 3 weeks
1 time per month
1 time every 2 months
Less than 1 time every 2 months
This is the first time
Never
To which frequency do you come in CARREFOUR
In %
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURFrequency of visit of CARREFOUR
Recall 2005
2%
26%
29%
16%
18%
8%
2%
2%
24%
20%
7%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 22
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURFrequency of visit of CARREFOUR per area
Every daySeveral times a week
1 time per week
1 time every 15
days
from 1 time
every 3 weeks to
1 time per
month
Less often
This is the first time
Never
ICERENKOY10% 38% 29% 7% 12% 2% 0% 1%
KOZYATAGI2% 29% 27% 15% 18% 7% 2% 0%
BOSTANCI5% 18% 28% 13% 33% 5% 0% 0%
GOZTEPE4% 35% 33% 13% 10% 4% 0% 2%
FENERYOLU0% 17% 39% 17% 22% 0% 0% 6%
MERDIVENKOY3% 24% 36% 15% 9% 9% 3% 0%
BULGURLU3% 21% 31% 10% 34% 0% 0% 0%
CAKMAK3% 18% 26% 29% 21% 0% 0% 3%
YENICAMLICA6% 12% 27% 18% 31% 4% 0% 2%
ZUMRUTEVLER8% 19% 25% 23% 17% 8% 0% 2%
OUT OF AREA3% 20% 27% 12% 20% 15% 1% 2%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 23
1
1
1
3
5
18
11
4
16
5
6
1
28
Every day
5 times per week
4 times per week
3 times per week
2 times per week
1 time per week
1 time every 15 days
1 time every 3 weeks
1 time per month
1 time every 2 months
Less than 1 time every 2 months
This is the first time
Never
In %
Frequency of visit of the restaurants of the shopping mall
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
To which frequency do you come in the restaurants of the shopping mall ?
Recall 2005
3%
23%
24%
14%
14%
7%
2%
13%
10%
20%
12%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 24
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURFrequency of visit of the restaurants of the shopping mall per area
Every daySeveral times a week
1 time per week
1 time every 15
days
from 1 time
every 3 weeks to
1 time per
month
Less often
This is the first time
Never
ICERENKOY1% 14% 15% 13% 14% 14% 1% 28%
KOZYATAGI2% 13% 11% 11% 24% 7% 5% 27%
BOSTANCI0% 8% 18% 23% 33% 5% 0% 15%
GOZTEPE0% 10% 19% 13% 13% 8% 0% 37%
FENERYOLU0% 11% 17% 11% 22% 6% 6% 28%
MERDIVENKOY0% 9% 15% 9% 12% 15% 3% 36%
BULGURLU3% 10% 21% 7% 14% 10% 0% 34%
CAKMAK0% 9% 18% 24% 18% 9% 0% 24%
YENICAMLICA2% 2% 22% 16% 22% 8% 0% 29%
ZUMRUTEVLER0% 17% 21% 11% 15% 9% 0% 26%
OUT OF AREA2% 7% 22% 3% 24% 14% 1% 27%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 25
Situation of accompaniment
- PRESENCE Of CHILDREN - - PRESENCE Of ADULTS -
Were there children present during the interview?
16%
84%
Yes
No
21
66
13
In couple
Only adultpresent
In group
In %
the questioned person was … ?
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 26
64
1
1
2
11
5
12
4
58
2
1
5
15
10
9
With your car
By car with friends orneighbors
By bike, motorbike
Dolmuş
By public transport
By Taxi
On feet
By Carrefour shuttle
2009
Recall 2005
Means of transport
Which mean of transport did you use today to come in the shopping mall ?
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
In %
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 27
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURMeans of transport per area
With your car
By car with
friends or neighbors
By bike, Motorbike
DolmusBy public transport
By taxi On feetBy
Carrefour Shuttle
ICERENKOY47% 2% 0% 1% 8% 5% 34% 3%
KOZYATAGI62% 0% 0% 0% 0% 0% 33% 5%
BOSTANCI78% 0% 0% 3% 5% 3% 8% 5%
GOZTEPE71% 0% 0% 2% 6% 6% 6% 10%
FENERYOLU89% 0% 0% 0% 6% 0% 0% 6%
MERDIVENKOY73% 0% 3% 3% 9% 3% 9% 0%
BULGURLU79% 0% 0% 3% 3% 3% 3% 7%
CAKMAK65% 0% 0% 3% 15% 9% 6% 3%
YENICAMLICA57% 2% 0% 4% 18% 8% 6% 6%
ZUMRUTEVLER55% 4% 4% 6% 17% 6% 8% 2%
OUT OF AREA66% 1% 2% 3% 18% 5% 5% 1%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 28
102 2 1
61
1911 9
1
85
Carry out precisepurchases
Go for a walkwithout any
intention of buying
Restore You've done nothingbut cross the center,but it is able to youto carry out therepurchases at other
times
You've done nothingbut cross the center,because you nevercarry out purchase
there
2009 Recall 2005
In %
Today, you came in this shopping mall to … ?
Motivation to come
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 29
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURMotivation to come per area
Carry out precise
purchases
Go for a walk
without any
intention of buying
Restore
You've done nothing but cross the
center, but it is able to you to carry out there purchases at
other times
You've done nothing but cross
the center, because you never carry out purchase
there
ICERENKOY 87% 9% 1% 1% 1%
KOZYATAGI 91% 4% 4% 2% 0%
BOSTANCI 85% 8% 5% 3% 0%
GOZTEPE 92% 8% 0% 0% 0%
FENERYOLU 94% 6% 0% 0% 0%
MERDIVENKOY 82% 15% 3% 0% 0%
BULGURLU 90% 3% 3% 3% 0%
CAKMAK 88% 12% 0% 0% 0%
YENICAMLICA 84% 10% 4% 2% 0%
ZUMRUTEVLER 91% 8% 0% 2% 0%
OUT OF AREA 77% 16% 1% 4% 1%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 30
Time spent in the shopping mall
3
3
12
1
4
1
20
2
16
3
17
6
7
2
1
0,2
0,0
Less than 15 mn
15-29 mn
30 minutes
31-44 mn
45 minutes
46-59 mn
1 h
1h15
1h30
1h45
2h00
2h30
3h00
4h00
5h00
6h00
More than 6h00
In %
Today, how long did you pass in the Shopping mall
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
Average : 90 minutes(116 minutes in 2005)
Recall 2005
6%18%
27%
18%
20%
17%
19%
14%
33%
28%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 31
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURTime spent in the shopping mall per area
30 mn or less 31-60 mn 75-90 mn 105-120 mnmore than
120 mnAverage
Time
ICERENKOY 7% 20% 20% 22% 31% 88
KOZYATAGI 9% 18% 31% 13% 29% 79
BOSTANCI 10% 15% 33% 23% 20% 72
GOZTEPE 4% 19% 31% 17% 29% 88
FENERYOLU 6% 6% 17% 17% 56% 110
MERDIVENKOY 6% 18% 15% 12% 48% 102
BULGURLU 3% 17% 21% 14% 45% 100
CAKMAK 6% 21% 26% 18% 29% 85
YENICAMLICA 0% 18% 20% 16% 47% 95
ZUMRUTEVLER 6% 21% 13% 21% 40% 89
OUT OF AREA 7% 16% 18% 20% 40% 94
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 32
25
19
19
45
36
57OnlyCarrefour
hypermarket
Carrefourhypermarket
and thestores
Only thestores
2009
Recall 2005
In %
Places attended at the day of survey
Today, you attended …
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
Only Carrefour hypermarket
Carrefour hypermarket
and the stores
Only the stores
18 - 24 32% 32% 36%
25 - 34 51% 24% 25%
35 - 44 57% 27% 16%
45 - 54 57% 25% 18%
55 - 64 72% 20% 8%
65 and over 76% 16% 8%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 33
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURPlaces attended at the day of survey per area
Only Carrefour
hypermarket
Carrefour hypermarket
and the stores
Only the stores
ICERENKOY 59% 24% 16%
KOZYATAGI 60% 29% 1%
BOSTANCI 53% 30% 18%
GOZTEPE 75% 15% 10%
FENERYOLU 56% 28% 17%
MERDIVENKOY 73% 15% 12%
BULGURLU 59% 28% 14%
CAKMAK 65% 21% 15%
YENICAMLICA 43% 35% 22%
ZUMRUTEVLER 55% 25% 21%
OUT OF AREA 48% 23% 29%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 34
14
3
10
73Only CarrefourHypermarket
Only the Stores
Both
No purchase
In %
Places of purchase at the day of survey
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 35
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOURPlaces of purchase at the day of survey per area
Only Carrefour Hypermarket
Only the Stores
BothNo
purchase
ICERENKOY 71% 14% 6% 9%
KOZYATAGI 76% 9% 4% 11%
BOSTANCI 68% 18% 5% 10%
GOZTEPE 88% 6% 0% 6%
FENERYOLU 72% 6% 11% 11%
MERDIVENKOY 79% 6% 3% 12%
BULGURLU 72% 14% 3% 10%
CAKMAK 85% 9% 0% 6%
YENICAMLICA 78% 18% 0% 4%
ZUMRUTEVLER 74% 19% 0% 8%
OUT OF AREA 63% 20% 2% 16%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 36
Only Carrefour
Hypermarket
Only the Stores
Both No purchase
18 - 24 48% 23% 3% 26%
25 - 34 67% 19% 2% 11%
35 - 44 77% 12% 2% 9%
45 - 54 73% 15% 4% 8%
55 - 64 88% 7% 1% 4%
65 and over 82% 8% 4% 6%
Places of purchase at the day of survey per AGE
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 37
PURCHASING INTENTIONS
NO13%
NO13%
YES87%
YES87%
/ 100% of people surveyed
NO3%
NO3%
YES84%
YES84%
BOUGHT SOMETHING
NO8%
NO8%
YES5%
YES5%
Lost salesWon sales
Won sales / Lost sales
CUSTOMERS’ BEHAVIOURCUSTOMERS’ BEHAVIOUR
BOUGHT SOMETHING
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 38
4TH PART
IMAGE OF THE SHOPPING MALL
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 39
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
Qualities and Defects of shopping mall
Qualities DefectsInterest
(% Qualities + % Defects)Differential
(% Qualities - % Defects)
Proximity 43% 2% 45% 41%Choice in stores 40% 4% 44% 36%Level of prices 22% 11% 33% 11%Sales, promotions 21% 5% 26% 15%Accessibility 19% 2% 21% 17%Facility of parking 15% 4% 19% 10%Quality of the stores 15% 2% 17% 13%Not to many people 3% 7% 10% - 5%Praticity 2% 6% 9% - 4%Security 5% 3% 8% 2%Size of the center 6% 2% 8% 4%Leisures 1% 6% 7% - 5%Restaurants 4% 2% 6% 2%Hyper / supermarket 6% 0% 6% 6%Environment 4% 1% 6% 3%Cleanliness of the center 4% 1% 5% 2%Services 3% 1% 4% 1%Reception 2% 1% 3% 1%Esthetics 2% 1% 3% 0%Organization 2% 1% 3% 1%Late closing 1% 1% 2% 1%Early opened 1% 1% 2% 0%Department stores 1% 1% 2% 1%Animations 0,2% 1% 1% - 1%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 40Intérêt
Segmentation of qualities and defects
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
Esthetics
Reception
Services
Cleanliness of the center
Environment
Hyper/ Supermarket
Restaurants
Leisures
Size of the center
Security
Praticity Not too many people
Quality of the stores
Facility of parking
Accessibility
-6%
-1%
4%
9%
14%
19%
3% 5% 7% 9% 11% 13% 15% 17% 19% 21% 23%
Differential
Interest
Proximity
Choice in stores
Level of price
Promotions
WEAK POINT TO BE OPTIMIZED : HIGH
INTEREST POINTS BUT POORLY PERCEIVED
LOW INTEREST POINTS RATHER POORLY
PERCEIVED
LOW INTEREST POINTS RATHER WELL PERCEIVED
POSITIVE POINTS TO BE KEPT / HIGH INTEREST
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 41
Main quality
Among QUALITIES which you have just quoted, which is the main quality of the shopping mall ?
33
20
11
6
6
6
5
2
1
1
1
1
1
1
1
3
1
Proximity
Choice in stores
Level of price
Facility of parking
Promotions
Accessibility
Quality of the stores
Environment
Hyper/ supermarket
Size of the center
Restaurants
Cleanliness of the center
Security
Praticity
Not too many people
Department stores
Others
In %
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 42
Main defect
Among DEFECTS which you have just quoted, which is the main defect of the shopping mall ?
16
8
8
7
7
5
3
3
3
3
2
2
2
2
1
1
1
1
Too high prices
Praticity
Too many people
Miss leisures
Difficulty of parking
Miss diversity in stores
Miss security
Distance
Difficult access
Miss promotion
Bad quality for stores
Too large shopping mall
Bad environment
Miss restaurants
Bad reception
Close too early
Miss cleanliness
Miss organisation
In %
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 43
Prefered stores
Which stores do you prefer in this shopping mall ?
3922
11
7
5
3
3
2
2
2
2
2
2
2
2
2
2
5
2
1
3
1
4
3
2
2
12
2
2
3
5
6
10
27BOYNER
CARREFOUR
TEKNOSA
MUDO
KOTON
MANGO
NIKE
ADIDAS
KIGILI
OXXO
BEYMEN
LEVI 'S
MAVI J EANS
BIMEKS
LITTLE BIG LTB
POLO
SEVIL PARFUMERI
AFRODIT
LACOSTE
2009
Recall 2005
In %
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 44
Less appreciated stores
Which stores do you appreciate less?
In %
0,30,30,30,30,3
0,20,20,2
0,20,20,20,20,20,20,20,20,2
4
74
38
0
10
9
1
2
11
1111111
0,20,2
AFRODITBIMEKSBOYNERKOTONMUDOOXXO
STARBUCKSCARREFOUR
CENTONENIKEPOLO
SEVILACCESSORIES
BARNIESBENETTONBODYSHOP
CAMPERDESA
DRYMANGOZ GRUP
HOTICIPS
JOKERLACOSTE
LEE&WRANGLERMADO
2009
Recall 2005
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 45
The carpark
- USE - - SATISFACTION -
Did you use the carpark ?
7
10
4
54
26
16
2
78Verysatisfied
Satisfiedenough
Not verysatisfied
Notsatisfied
at all
2009
Recall 2005
In %
About the carpark, are you … ?
76%
24%
No
Yes
Recall 2005 : 68% used the carpark
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 46
44
16
15
7
7
5
3
3
3
3
2
2
Insufficient number of places
Miss safety of the carpark
Difficult circulation
Places for handicapped people used
Difficult access to the carpark
Miss cleanliness
Abandoned animals
Covered carpark
Not covered carpark
Size of the carpark (too high)
Taxis
Badly parked customers
The carpark : Reasons for dissatisfaction
In %
Why are you not very satisfied or not satisfied at all about the carpark ?
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 47
Services of transport of the shopping mall
Are you satisfied with the services of transport of the shopping mall ?
4
80
16
Yes No Never use it
In %
Why ?
0,3
0,3
0,3
0,3
0,5
0,2
0,2
0,5
0,2
Miss safety of transport
Insufficient number of places
Difficulty of access to transport
Difficult circulation
Schedules of opening
Not enough shuttles
Full the week end
The driver
Control of the transport documents
In %
IMAGE OF THE SHOPPING MALLIMAGE OF THE SHOPPING MALL
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 48
5th PARTIE
COMPETITORS
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 49
60
35
5
27
61
12
Always here
Most often here
Seldom here
2009Recall 2005
In %
EXCLUSIVE CUSTOMERS
MAIN CUSTOMERS
COMPETITORS CUSTOMERS
COMPETITORSCOMPETITORS
Customers loyalty
Generally, when you shop in a shopping mall, you come…
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 50
Customers loyalty per area
Always hereMost often
hereSeldom
here
ICERENKOY67% 31% 1%
KOZYATAGI69% 29% 2%
BOSTANCI70% 28% 3%
GOZTEPE71% 29% 0%
FENERYOLU44% 39% 17%
MERDIVENKOY61% 36% 3%
BULGURLU52% 31% 17%
CAKMAK62% 38% 0%
YENICAMLICA53% 45% 2%
ZUMRUTEVLER68% 26% 6%
OUT OF AREA50% 41% 9%
COMPETITORSCOMPETITORS
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 51
Always here Most often here Seldom here
18 - 24 38% 50% 12%
25 - 34 56% 41% 3%
35 - 44 56% 37% 7%
45 - 54 70% 28% 2%
55 - 64 71% 24% 5%
65 and over 72% 26% 2%
Customers loyalty per AGE
Generally, when you shop in a shopping mall, you come…
COMPETITORSCOMPETITORS
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 52
Which other Shopping malls do you generally attend…? [Into spontaneous - several possible answers]
Main competitors
- MAIN QUOTATIONS -
COMPETITORSCOMPETITORS
27
23
22
13
8
4
3
3
3
3
2
2
2
2
2
2
2
45
21
5
6
5
3
Nautılus-Acıbadem
Optımum-Kozyatagı
Palladıum-Atasehır
Capıtol-Altunızade
Metro-Kozyatagı
Cevahır-Mecıdıyekoy
Vıaport-Kurtkoy
Carrefour-Umranıye
Real-Umranıye
Metrocıty
I stınyepark-Maslak
Mıgros-Caddebostan
Carrefour-Maltepe
Kanyon
Medıa Markt-Umranıye
Meydan - Ümraniye
Real-Kartal
2009
Recall 2005
In %
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 53
ZOOM NAUTILUS-ACIBADEM
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 54
For which store do you attend NAUTILUS ACIBADEM ?
Generating STORES of flow for NAUTILUS ACIBADEM
6
6
6
6
6
6
6
6
6
6
6
6
6
6
6
6
6
6CARREFOUR
LC WAIKIKI
NIKE
YKM
C&A
AYAKKABI DUNYASI
KOTON
YESILKUNDURA
ADIDAS
TOMMY HILFIGER
MAC
TEPE HOME
MARKS & SPENCER
TOYIKI
ANTONI EXPRES
ATALAR
MOTHERCARE
CINEBONUS
In %
ZOOM NAUTILUS ACIBADEMZOOM NAUTILUS ACIBADEM
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 55
ZOOM NAUTILUS ACIBADEMZOOM NAUTILUS ACIBADEM
Qualities and Defects of NAUTILUS ACIBADEM
Qualities DefectsInterest
(% Qualities + % Defects)
Differential(% Qualities - %
Defects)
Choice in stores 48% 30% 78% 18%Proximity 33% 20% 53% 13%Leisures 30% 5% 35% 25%Restaurants 5% 25% 30% - 20%Quality of the stores 20% 5% 25% 15%Accessibility 13% 3% 15% 10%Sales, promotions 10% 0% 10% 10%Environment 10% 0% 10% 10%Not to many people 8% 3% 10% 5%Size of the center 5% 3% 8% 3%Department stores 8% 0% 8% 8%Reception 3% 3% 5% 0%Facility of parking 5% 0% 5% 5%Early opened 5% 0% 5% 5%Security 5% 0% 5% 5%Hyper / supermarket 3% 3% 5% 0%Services 3% 3% 5% 0%Level of prices 3% 0% 3% 3%Late closing 3% 0% 3% 3%Animations 3% 0% 3% 3%Others 3% 0% 3% 3%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 56
Segmentation of qualities and defects - NAUTILUS ACIBADEM
ZOOM NAUTILUS ACIBADEMZOOM NAUTILUS ACIBADEM
Animations
Schedule of closing
Level of price
ServicesHyper/ supermarket
Securityschedule
of opening
Facility of parking
Reception
Department stores
Size of the center
Kalabalık olmaması
Environment
Promotions
Accessibility
Quality of the stores
0%
2%
4%
6%
8%
10%
12%
14%
16%
2% 7% 12% 17% 22% 27%
Differential
Interest
Choice in stores
Proximity
Leisures
Restaurants
WEAK POINT TO BE OPTIMIZED : HIGH
INTEREST POINTS BUT POORLY PERCEIVED
LOW INTEREST POINTS RATHER POORLY
PERCEIVED
LOW INTEREST POINTS RATHER WELL PERCEIVED
POSITIVE POINTS TO BE KEPT / HIGH INTEREST
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 57
6th PART
WISHES
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 58
42
39
7
5
4
4
3
3
2
2
2
1
1
1
1
1
0,3
None
Cinema
Ready-made clothes
Sport (Fitness,…)
Music, bookshop
Pieces of furniture
Shoes, Bags
Multi-media & Electric household appliances
Sport (store)
Toys
Hygiene, beauty, care
Decoration of the house
Services
Gifts, jewels
Do-it-yourself
Fast-food and restaurants
Food
Sectors of activity missing
WISHESWISHES
In %
In which sectors of activity do you think stores are missing in this shopping mall …
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 59
18
8
5
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
41None
ZARA
LC WAIKIKI
MARKS & SPENCER
AYAKKABI DUNYASI
COLLEZIONE
D&R
VAKKO
INCI
BERSHKA
MEDIA MARKT
ADIL ISIK
SARAR
GOLD BILGISAYAR
YKM
DERIMOD
KEMAL TANCA
TOYIKI
HUZUR
HATEMOGLU
In %
If 2 stores was established in the shopping mall, which in priority would you wish?
Stores missing
- MAIN QUOTATIONS -
WISHESWISHES
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 60
Impact of the establishment of a cinema
Would the presence of a cinema in this Shopping mall
be a factor which will encourage you to more often attend it?
WISHESWISHES
94
81
77
66
60
50
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 and over
In %
72%
28%
Yes
No
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 61
WISHESWISHESImpact of the establishment of a cinema per area
83
76
70
62
44
76
55
85
80
74
69
ICERENKOY
KOZYATAGI
BOSTANCI
GOZTEPE
FENERYOLU
MERDIVENKOY
BULGURLU
CAKMAK
YENICAMLICA
ZUMRUTEVLER
OUT OF AREA
In % of Yes
Average : 72%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 62
58
27
21
14
14
4
14Any quotation
Cinema
Bowling
Space for children
Iceskate
Sports hall
Other
In %
Which are your waitings in leisures for this Shopping mall?
Wishes in term of leisures
WISHESWISHES
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 63
24
13
6
3
3
3
2
2
2
2
2
2
31Any Quotation
ZARA
LC WAIKIKI
MARKS & SPENCER
SARAR
YKM
VAKKO
COLLEZIONE
ADIL ISIK
DEFACTO
BEYMEN
DIESEL
BERSHKA
In %
Stores desired in ready-made clothes
If two stores of ready-made clothes were to integrate this Center, which would you like to have in priority?
WISHESWISHES
- MEAN QUOTATIONS -
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 64
WISHESWISHES
Stores desired in shoes, bags
If two stores of shoes, bags were to integrate this Center, which would you like to have in priority?
In %
11
9
7
7
6
3
2
2
1
1
1
1
1
1
1
48Any Quotation
AYAKKABI DUNYASI
INCI
YESILKUNDURA
KEMAL TANCA
FLO
NINE WEST
HOTIC
LOTTO
PUMA
CAT
BETA
DERIMOD
ADIDAS
POLARIS
TEKIN AYAKKABI
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 65
In %
WISHESWISHES
Stores desired in restoration
If two stores of restoration were to integrate this Center, which would you like to have in priority?
4
2
2
2
1
1
1
1
0,3
0,3
0,3
0,3
0,3
0,3
0,3
0,3
0,3
81Any Quotation
PIZZA HUT
KOFTECI RAMIZ
SAHAN REST.
HACIOGLU
DOMINOS
SULTANAHMET KOFTECISI
NIYAZI BEY
KOYUM
HOSTA
SARAY MUHALLEBICISI
MIDPOINT
MARMARIS BUFE
BEREKET EV YEMEKLERI
SUICCO
MEZZALUNA
ARBYIS
YUMMY
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 66
7th PARTIE
ANIMATIONS &COMMUNICATION
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 67
25
35
11
22
30
43
5
29
Very good
Medium
Insufficient
Very bad
2009Recall 2005
In %
Perception of animations
ANIMATIONSANIMATIONS
What do you think about animations of the center?
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 68
19
11
10
5
5
5
4
3
1
1
1
1
1
1
1
2
2
2
3
49Any quotation
Konser/ Canlı Muzık
Imza Gunler
Cocuk Parklrı
Kulturl Etkınlıklerı/ Sanatsal Etkınlıklerı
Tıyatro
Sergı
Hedıye Cekılıslerı
Eglence Merkezı
Sırk
Tanıtım
Sınema
Panel
Fuar
Bale-Dans
Anımasyon
Palyaco
Cartıng
Spor Etkınlıklerı
Defıle
In %
Wishes about animations
ANIMATIONSANIMATIONS
Which animations would you like to have in this center?
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 69
Impact of the communication
COMMUNICATIONCOMMUNICATION
/ 100% of people surveyed
No51% (66%)
No51% (66%)
Yes49% (34%)
Yes49% (34%)
17
15
7
2
2
5
0,3
5
7
14
29
12
2
2
TV
Newspapers
Booklets
Prospectus
Radio
Posters
Other
2009Recall 2005
In %
Have ever seen, received or heard advertising about this shopping mall…
Have ever seen, received or heard advertising about this shopping mall…
Kind of advertising seen, received or heard
( ) : Recall 2005
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 70
COMMUNICATIONCOMMUNICATIONImpact of the communication per area
47
55
48
52
33
55
48
47
49
42
51
ICERENKOY
KOZYATAGI
BOSTANCI
GOZTEPE
FENERYOLU
MERDIVENKOY
BULGURLU
CAKMAK
YENICAMLICA
ZUMRUTEVLER
OUT OF AREA
In % of Yes
Average : 49%
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 71
Reading of newspapers
COMMUNICATIONCOMMUNICATION
/ 100% of people surveyed
Do you read a newspaper ?
No3%
No3%
Yes97%
Yes97%
In %Which newspaper ?
2
2
3
5
11
12
29
46
18
9
6
Hurrıyet
Sabah
Mıllıyet
Posta
Cumhurıyet
Vatan
Zaman
Haberturk
Radıkal
Sozcu
Fanatık
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 72
Television channel the most seen
COMMUNICATIONCOMMUNICATION
Which television channel do you look at more?
24
23
21
13
5
5
4
3
3
3
3
45
12
45
8
16
45Kanal D
Show TV
ATV
Star
NTV
CNN Turk
CNBC-E
Haberturk
Kanal 7
TRT 1
Samanyolu
Fox
2009Recall 2005
In %
SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY - 2009 73
Radio station the most listened
COMMUNICATIONCOMMUNICATION
Which radio station do you listen at more?
66
55
4333
222222
111111111
49Any quotationPover FM
Best FMKral FMJ oy FMTRT FM
NTV RadıoAlem FM
Pover TurkRadyo Fenomen
Istanbul FMCNN TurkLıg Radyo
Radyo AlaturkaYon FM
Super FMCem RadyoShom Turk
Karadenız FMLokum FMMedya FM
Karma TurkNumber 1 FM
Haberturk
In %
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