Mobile data for actionable business insights

PERSONA Report

May 19, 2016

Village Pointe Mall

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Key attractions and anchor stores include DSW Shoe Warehouse, Village Pointe Cinema, Scheels Sporting Goods, Best Buy, and Bed Bath and Beyond.

Type: Outdoor Shopping Center

Village Pointe Mall is a shopping center equipped with event spaces, entertainment options, restaurants, and more. It is located in the West Omaha neighborhood of Omaha, Nebraska.

Similar nearby malls include:

The Challenge Identify who Village Pointe Mall visitors are, where they come from, what they’re interested in, and any other behavior that drives tenant decisions and advertising spend

The precise polygon analyzed was defined by which stores were included in the mall footprint, including parking lots which are specifically dedicated to the stores in the directory.

Location

About Village Pointe

Polygon

The Shops of Legacy

Montclair Shopping Center

Shadow Lake Towne Center

1 - Background

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Map shows visitors 2 hours before visiting Village Pointe

Visitors come primarily down major highways from suburbs like Lincoln, Fremont, Norfolk, Columbus, and Sioux City

Few visitors come from Carroll, implying that a competitor is beating out Village Pointe despite being similar distances away

Path to Purchase

Path to Purchase Metro View

Regional View

Map shows visitors 2 hours before visiting Village Pointe

Visitors come primarily from a 2-3 mile radius

Key highways for visitors are 275 to 28B, Route 6, and 680.

A competing mall opening southwest of Lincoln could pose a potential threat to Village Pointe's draw area

Advertising along major highways and in key suburbs like Lincoln may drive even more visitors to Village Pointe

= Village Pointe

= Village Pointe

Location Findings - 2

• Millennial Woman • Wealthier than the average

Nebraskan • More likely to be White than the

average Nebraskan • Fitness Enthusiast • Brand-Name Aficionado • Social Media Maven

The Village Pointe Shopper

• Gen-X Woman • Wealthier than the average

Nebraskan • Mother • Discount Shopper • Nature Lover

The Competitor Shopper*

Adding tenants that appeal to the competition’s demographic (such as REI or Babies R Us) may conquest this group

*Full competitor analyses are an add-on to this report. These insights reflect example only.

3 - Shopper Profiles

Village Pointe Shoppers are better educated and have higher incomes than the average Nebraskan.

Age

Education

Income

Avg. Household Income

Race

Avg. Home Value

$175,180

$73,826

Shopper Demographics - 4

Visitors to Village Pointe frequent fitness locations (YMCA and Curves), hotels, and higher-end brand locations

Location Affinity reporting reflects which locations Village Pointe customers are more likely to go to than the average American consumer. Brands which are already in Village Pointe Mall have been excluded from this report.

5 - Shopper Location Affinity

Parents

Techies

Health Foodies

Movie Goers

Gym Rats

Audience skews female

Audience enjoys health-conscious grocers, are less likely to go to Quick Serve restaurants, and use apps for healthy recipes

Audience visits tech retailers, uses tech news apps and have clicked on tech-related ads

Audience frequents gyms, yoga studios and other fitness locations; utilizes fitness apps

Audience frequents movie theaters, uses movie apps, and has engaged with ads related to movies

Audience visits kids’ apparel, toy retailers, kids’ activity locations, and theme parks

Consider adding a healthy food vendor (such as Tender Greens or Sweetgreen)

Adding a play area or day care in the shopping center may encourage parents to spend longer hours at the mall

•Village Pointe excels by offering free wifi, Best Buy and Apple Stores

•Consider mobile-only offers or in-app ads

Village Pointe visitors over-index in these lifestyle categories. See Appendix for details.

Performance ranks how well Village Pointe is currently serving each audience. Key:

•Village Pointe excels with retailers like GNC and Athleta

•Consider recruiting a fitness tenant like Curves or SoulCycle

Village Point excels in the entertainment category with Funny Bone Comedy Club and a movie theater

Village Pointe excels by offering many female-focused tenants

Description Actionable Insight Performance

Female

Audience is a strength for this location— little need for improvement

Audience is underserved— consider adding stores or features to keep this segment coming back

Audience is partially served— minor changes may convert occasional shoppers to loyal shoppers

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Lifestyle Segments - 6

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@scoutdrygoods

@maccosmetics @anthropologie

Social media cues give insights into what stores may be good additions to Village Pointe, both local and national

Existing tenants in similar categories (Lush Cosmetics, Sephora, Pier 1 Imports) should consider running local promotions

Key local influencers could be an effective outlet for low-cost promotions

Advertising on entertainment apps such as TMZ, Flixter, or others could be a good way to reach audiences that Village Pointe already appeals to (Movie Goers, Techies)

@foursistersboutique

Influencer Accounts - Local

Influencer Accounts - National

Commonly Used Apps

TMZ Flixter TuneIn

7 - Social and Interest Cues

Key Insights

Advertising: High-end shoppers have already been captured; adding a combination of social, traditional, and mobile advertising in key areas would increase loyalty and spend among existing customers and draw in new customers.

Retailers: Based on the current customer draw and interest signals, Village Pointe would benefit from attracting MAC and Anthropologie stores. In addition, a major department store (such as Macy’s or Nordstrom) and a younger women’s clothing retailer (such as Zara or H&M) could be a key addition to the mall.

Local Marketing: Engage local influencers and high-profile tenants to run special promotions in the mall trade area; a local mobile campaign run against the visitors of Village Pointe’s competitors could attract more customers in the target audiences.

Amenities: While Village Pointe excels in its offering of free wifi, a child care center or child play area would be a significant differentiator. The event offerings (Village Pointe Wine Festival, concert series, etc.) provide a significant draw and should be continued*.

*Per-day or per-hour event analysis by day is an add-on to this report

Summary - 8

Glossary

Common Evening Location Common Evening Location and Common Daytime Location are determined by a

sophisticated algorithm developed by our data science team to provide anonymous information about where visitors' likely live and/or work.

Path to Purchase Path-to-Purchase data evaluates where location visitors were in the two hours before arriving

within the polygon. This data set shows the most traveled corridors into your location, whether it is an interstate, a residential route or a public transportation path.

Location Affinity To calculate Location Affinity, we look at all other locations visitors to this location have

visited in the past 2 years. We then compare the rate at which they visit each location to the US average, resulting in “Location Affinity” scores. These can be interpreted as “Visitors to this location are x% more/less likely to go to location y.”

Brand Affinity Brand affinity is calculated by studying past interactions with promotions for a given brand,

then comparing engagement rate for visitors to this location against the average level of engagement for the promotion. This can be interpreted as “Visitors to this location are x% more/less likely to engage with brand y.”

Lifestyles Devices are assigned to lifestyle segments based on proprietary algorithms and research

from the UberMedia data team. Signals used to identify lifestyles include location visit history, app usage, and brand engagement.

Social The top 100 most used hashtags by visitors to the location are sized relative to how many

times each hashtag was used. The top 100 influencers most followed by visitors to the location are listed

MethodologyUberMedia collects Device IDs through ad requests that report GPS coordinates within a precise polygon. GPS data is screened to filter out bogus devices, and UberMedia data is logged as the phone's actual reported GPS signal, as opposed to IP lookups.

Device ID is mapped back to a Common Evening Location (likely home location), which is derived from locations a device is seen at night multiple times over a long period of time period.

Demographic info is derived from weighted averages of the Census American Community Survey; we use demographic values attached to the census block group the device likely resides in.  

Location affinity and lifestyle segmentations are measured by looking up location visit history, app usage, brand engagement, and social media interest cues for devices who have visited the location, then comparing results against average values for American consumers to derive over/under index values.

9 - Appendix

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