Shopping Centre Services: Ongoing tracking research

The purpose of marketing is to increase sales by influencing customer behavior.

If follows that for marketing initiatives to be effective & for marketing to be accountable:

• the impact of different behaviors on customer spend needs to be quantified;
• the behavior(s) that has the greatest impact on sales needs to be identified & targeted;
• objectives need to be set; &
• progress towards achieving the objectives need to be measured.

To achieve this desirable objective, it is necessary to collect the required data on an ongoing basis.

Our automated tracking research capability allows malls to do this cost effectively & without the involvement of a research company. We provide a comprehensive menu of questions from which to select, PDA & web interviewing capabilities, software to transmit data for processing & web reporting software to give individual malls access to their data & performance benchmarks.

To encourage frequent use, this process is available to clients at a fixed cost rather than the more traditional cost per interview.