Haben

Uncovering The True Drivers Of Change

The Haben marketing team sought to understand why visitation had been impacted at an asset in Queensland. A new shopping centre had recently opened in the main trade area, and the team wanted to determine whether this was the primary cause to inform decision making.

Solution

Using Pathzz CI, the team conducted an analysis to uncover the factors influencing visitation.

Their findings revealed:

• The new shopping centre had minimal impact, with low visitation, a hyper-local catchment, and little customer penetration in the primary trade area of Haben’s shopping centre.
• Tourism played a significant role—20% of visitors to a nearby island had also visited the shopping centre in the past three months, but overall visitation to the island had been declining.
• Competitive shifts—A nearby Aldi had seen increased visitation and frequency within the trade area.
• Commuter behaviour—33% of the shopping centre visitors had also visited Brisbane CBD during the day, and day time visitation to the centre had declined year-over-year, mirroring return to work trends. However, evening visitation had increased, signalling a potential shift in shopping habits.

Result

The team could leverage data led insights to drive strategic growth outcomes by:

• Implementing marketing tactics to increase frequency of local visitation.
• Geo-target high-income residents and measure in platform.
• Track battleground suburbs in real time to adapt quickly.
• Strengthen community partnerships to cement Cleveland Central’s role in the local community.