Raptis Investments

Geo-Targeting high value customers to increase market share

Challenge

Data insights revealed that a shopping centre within the portfolio had an opportunity to grow market share among more affluent families, a key customer segment needed to boost visitation and increase turnover—essential factors for building sustainable occupancy costs and driving the centre’s valuation.

Solution

The marketing team leveraged the Pathzz platform to pinpoint specific SA1 areas where high-income families resided. Using this data, they developed geo-targeted marketing campaigns aimed at drawing this new market to the shopping centre.

In addition to geo-targeting, the team analysed the cross-visitation patterns of these high-income consumers to other brands, shopping centres, and services, providing valuable insights to the leasing team.

Result

The marketing team continuously monitors the success of their campaigns using the Pathzz platform, adjusting their strategies weekly to maximise impact. Meanwhile, the leasing team uses these insights to prospect new tenants to curate a tenancy mix at Ballina Fair matched to data-driven evidence from Pathzz.