How to take action based on insights from PRA?
Create your own segments and custom audiences:
Are you over- or underrepresented in your key areas of traffic? Do you have segments preferring other malls to yours? Do you communicate to your workplace customers or your everyday evening audience at the right time with the right message? What about your Saturday audience?
Personalise your communication:
Based on behaviour both outside and inside the mall you can differentiate communication through your marketing channels. Tailor messages to your preferred segments for any given activity or campaign and track your results.
Trigger personalised offers as well as surveys and satisfaction queries based on location or behaviour inside your mall.
Cultivate your tenant mix and range of services:
Are your tenants stocking the right products for the segments visiting them today? Does their visual merchandising increase impulse visits? Across the mall how is the performance of your tenants comparing to others in the same area or sector? Who stands out with potential for growth? Tracking your segments over time, is your current tenant mix set up for your future customers?