Case Study

Major Japanese Real Estate Developer Acquires Deep Understanding of Customers via Customer Profiling

The Challenge

A prominent Japanese real estate company, which specialises in shopping centers development and operation, was expanding their roots to Vietnam in order to build a luxury mall in Hanoi. To drive the decision-making process in developing the new shopping complex, the client turned to ADA to understand data-driven insights and deep dive into their most important questions:

  1. Who and where are the affluent shoppers located?
  2. When are they shopping?
  3. What are the key interest and behaviour patterns of mall shoppers in Hanoi, Vietnam?

The Strategy

Insights were derived from XACT, ADA’s proprietary data management platform, to present clear and comprehensive insights in a straightforward visual format which allows the client to understand the demographic profile and persona of the consumers of interest.

Five competitor malls were selected based on our understanding of the consumer footfall and comparison analysis of their existing retailers and online sentiments. This allows the client to build a better understanding of their competitors’ value propositions to feed into their own strategic decision-making processes.

Key information that will be gathered include:

  1. The distribution, density, and the cross-visitation and travel patterns of visitors to their competing malls.
  2. The customer profile and persona of highly affluent visitors to develop client’s brand and high priority segments to focus on.

This allows client to formulate a precise plan for their tenancy mix and merchant partnership in all their existing and future malls.

The Execution

ADA’s Consumer Profiler allowed for the density of visitors at different malls during specific times of day to be identified.

The Consumer Profiler dashboard was further enriched to include features useful to the client such as:

  • Identification of home and work locations to visualise only visitors of interest (region of origin).
  • Demographic filters such as age group, gender, and affluence level.

The insights were broken down in two main sections. The first section covers an overview of each of the affluent tiers through demographic and psychographic comparison, leveraging not only on ADA’s XACT data but also census data to help the client paint a picture of their target market.

The second section involves deep-diving into the five selected competitor malls, based on our understanding of the consumer footfall and comparison analysis of their existing retailers as well as online sentiments.

In addition, by tracking the spatial and temporal changes of the audience mobility and digital footprints, ADA were able to analyse pre-COVID vs. post-COVID movement restriction patterns to forecast future consumer behaviour in selected point of interest.

The goal was to provide the client with a deep understanding of their competitors’ value propositions to feed into the client’s strategic decision-making in terms of branding, retailers selection, and marketing to garner reach and maintain their competitive edge.

The Results

The client obtained a comprehensive overview of the top 10% (high affluence) of the Hanoi province population to be the potential target audience. In addition, key consumer profile, persona of high-end mall visitors, key district (region) of interest, and the right tenant mix were identified to support the client’s strategic development goals.

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