HOW DO YOU MANAGE A SUCCESSFUL RETAIL PORTFOLIO?

摘要

CB: How widespread is the use of data becoming within physical retail assets? SR: It's relatively easy to capture data - it's much harder to add value. I would say that only around 20% of the data gathered by landlords is being used effectively. CM: Data is just the starting point. At British Land we collect and analyse more data than ever before about shopping patterns, demographics and spending. We replay that to retailers. Anonymised mobile phone signals can show us a heat map of where shoppers are in the centre, and point to linkages between retailers. For example, our brand profiling shows TK Maxx and Pret a Manger are highly correlated. We can measure conversion rates -the number of people who pass a store versus the number who actually go in. We can say to a retailer, it's 30% in your shop, but it's 90% elsewhere, so let's find out why. We can show retailers looking to open a store with us how their web search will go up in target postcodes. We use data to show the true value of the physical store.