Case study
Driving performance through the Centre Growth Model
Summary
CACI has long advised its retail property clients on strategies to grow sales and footfall at their assets. The Centre Growth Model combines CACI, client and third-party dataset to give clients a clear direction on how, where and who to grow sales from across their customer base.
Industry
Property
Services used
Centre Growth Model
Challenge
CACI property clients need to grow customer sales at their retail destinations (e.g. regional malls, retail parks, outlet centres) to increase the value of their assets. Understanding how often a customer visits, how much they spend on a visit, and who doesn’t visit (but should), versus the performance of peer group locations allows clients to understand what good looks like, where to improve, and ultimately settle on the most appropriate strategy for growth.
Clients need to understand customer behaviour and benchmark against peers to develop effective growth strategies.
The Centre Growth Model combines various datasets to guide clients on growing sales and footfall.
The model uses geographic and demographic data to identify growth opportunities and optimize marketing efforts
Solution
Strategies for customer growth can be complex and will vary through both geographic location (how far away a shopper is from a retail destination) and demographic and economic factors (how much discretionary spend they have available).
The Centre Growth Model takes these complex issues into account and converts them into three simple metrics to drive growth:
- getting existing shoppers to spend more
- getting existing shoppers to visit more frequently
- getting new shoppers to visit the asset
By analysing geographic and demographic data, the model identifies the best growth opportunities. It compares client assets to benchmark retail locations to understand areas of over and underperformance, providing targeted guidance for leasing and marketing activities to achieve maximum impact.
Results
By leveraging the Centre Growth Model, our clients can now confidently pinpoint customers and geographies that offer the greatest potential for growth in both turnover and footfall. This insight enables them to strategically focus their marketing efforts on high-impact zones, ensuring optimal return on investment whilst also avoiding unnecessary spend in less effective areas.
