Purpose
IRIS Spaceintel is a market and site analysis process that addresses:
. Developers - Retail potential for a site / zone in a city ?
. Retailers - Which shopping centre to choose ?
. Retailers / developers - Analysis of current footfalls ?

For Developers
IRIS SpaceIntel in a benchmarked framework which measures the retail potential of a site / locations and identifies the important drivers keeping a 3-4 year horizon in perspective.

The process takes input from four key research techniques to address the overall study objectives - Expert opinion research, Desk research, Quantitative face-to-face interviews and Qualitative Focus Group Discussions

Framework
Key recommendations would include:
• Positioning / Value proposition in terms of luxury, premium, midmarket and value    oriented
• Inputs into Tenancy Mix / Product mix
• Fair share of footfalls, Likely traffic potential to the location
• SWOT, site and competitors Perceived positives (triggers) and negatives (barriers)
• Inputs into communication strategy

Other Deliverables:
• Also basis the existing database available with IRIS we would be able to suggest a size    and type of floor space
• Shopping centres, Hi-streets, key commercial areas marked on a map
. Most consumers choose outlets that are conveniently near, around a 4-6 km radius; a greater distance negatively impacts the frequency of visits

. Competition around a store actually increased footfalls to the store because the store offerings became more attractive

. A group could close certain stores without significantly reducing overall turnover

. 90% of the footfalls in Shopping centres in India comes from SEC AB

. Just as a brand would drive awareness shopping centres can drive familiarity using techniques such as morning walk paths, ATM's and play area for kids.