The Pines Elanora

Identifying Tenancy Mix Gaps & Successfully Targeting Tenants

Challenge

With significant infrastructure changes in the Elanora catchment, including the completion of the National road network (M1) and a new Public Transport interchange, The Pines Shopping Centre needed to adapt its retail offering to meet evolving community needs. As one of Queensland’s top sub-regional centres, maintaining market share was crucial.

Solution

The team used the Pathzz platform to analyse customer behaviour, revealing 51.7% cross-visitation between a local community amenity and the shopping centre. This highlighted an opportunity to improve the tenancy mix with youth fashion.

Using Brand Affinity insights and geo-fencing, they identified a youth brand as the top choice due to strong customer synergy.

Armed with cross-visitation data, catchment maps, and trade area overlap, the leasing team successfully pitched to the brand, demonstrating the centre’s relevance to their network plan.

Result

The team successfully secured the tenant, filling the gap in their tenancy mix and addressing the evolving needs of their community. The new addition is set to capitalise on the growing demand from the school and broader catchment area.