When you manage or lease a retail shopping centre, the tenant mix and tenant profile are two critical factors for the success of the property. By definition they are:
- The tenant mix is the way in which the tenants are placed in proximity to each other, near or on the customer traffic paths, and within the property design.
- The tenant profile is the type of tenants you have in the property and the brand name or strength that they bring to your property.
So you need both of these things to work for you; they are contiguous and complementary on each other. When poor choices are made here it impacts the customers (they change their shopping pattern or frequency), and the market rent (as tenants will have more or less sales). 레플리카 시계
Property managers and leasing managers just have to get the formula right. Mistakes can kill a property quickly. To solve the problem, property and leasing managers should be talking with their tenants and customers regularly through direct interaction and customer survey. The survey should be done at least quarterly in a busy shopping centre. So here are the rules and considerations when it comes to surveying a retail property for this purpose:
- Talk to the tenants to see what they are hearing from different customer types
- Find out how much money is being spent on different things or categories within the centre. Break that down to essentials, convenience items, and discretionary spend.
- Create a survey questionnaire in draft form after you have spoken to the tenants to hear what they are getting from their customers.
- Employ expert marketing specialists to survey the shoppers on different days of the week, at different times, and at different points on the property
- Understand what days are busier in the centre and why
- Review the way the food tenants operate the food court and when it is busiest. What is the most successful food tenant?
- What is the average money spending for the customers in each shop?
- What shops are working well and what shops are struggling? Exactly who or what are your best shops and why?
- How do the common areas support and sustain extended shopping with the customer?
- Know how people move through the centre and from what entrance points at different times.
- Give due regard to feeder points or doorways into the property from public transport versus car park access. Just how many people are coming off of each transport method?
- Get a firm idea on the ratio between regular shoppers and transients that are moving through each day (e.g. tourists or travellers)
- Look at the clusters of shops within the centre that feed off each other and understand why.
- If you have major anchor tenants in the property, speak to them to see what shopping patterns they are seeing and how long a shopper would spend in their store.