How to use the mix of tenants to give your centre a distinctive and attractive character
Issue
The client centre needed to compete effectively against its larger and longer established neighbour. To do this it required a distinctive character and asked FSP to determine a tenant line-up to achieve this.
Solution
Analysis was carried out on the difference between the expenditure of potential shoppers and the retail sales in town shops. This information was used to define gaps in the current market where enhanced offerings would be likely to be welcomed by shoppers.
A plan was devised to present shoppers with a retail mix that would allow the Centre to build a new position as the fashionable area of town.
Results
Retailers that fitted the new profile were recruited; the Centre was re-positioned through media and advertising and the new retailers were able to deliver the identified proposition to shoppers, thus increasing the Centre revenue.
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