Assesses the “retail brand” on the various retailing mix elements to deliver a segmented and positioned retailer / shopping centre with well defined competitive advantages – loyalty, location, unique merchandise…

Addresses the potential of a location/site and identifies the important drivers on an established framework to deliver positioning, tenancy mix, space allocation, inputs into marketing programs, and likely realizations.
» Developers: Potential for a site / zone basis residential, commercial & retail
» Retailers: Store retail potential index(SPI) - a decision on a location?

Involves facility operations / experiential audits using mystery shopping methods to deliver operational opportunities with a view to increase sales without major re-modeling.

Integrated consumer and shopper ethnography work to understand shopper navigation and purchase hierarchy and triggers. Measures and understands the how’s and why’s of the shopping navigation (shopper behavior as different from consumer behavior).

A process to track key trends in a “specific” area of retail using customer interactions, trade interactions and media inputs. Though the broad area of study remains the overall retail mix, merchandise assortment and pricing mix typically become the focus areas.