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Center of attraction: Customer segmentation helps Westfield USA find its voice (Landor Perspectives 2009)
Kara McCartney and Kendra Wehmeyer, WPP Atticus Awards, Winner, 2009
This case study looks at Westfield shopping mall, which began in Australia. Westfield looked to spread to the USA.
This case study looks at Westfield shopping mall, which began in Australia. Westfield looked to spread to the USA. To do this, quantitative and qualitative research examined the demographic and psychographic drivers of shopping. The two target segments identified: people who were influencers, named Navigators, and those who looked to others for inspiration, named Social Seekers. The information for each of these segments allowed key attributes that should be communicated at Westfield mall. Targeting Navigators by adopting the tone of an "expert mall" resulted in a natural message for Navigators to accept and a complimentary one for Social Seekers to hear. This segmentation is also used in presentations to current and prospective retailers.
Shopping for pleasure: The development of shopping as a leisure pursuit
Euromonitor Strategy Briefings, May 2008
This report from Euromonitor International, an offshoot of its Strategy Briefings series, looks at the development of shopping for pleasure.
This report from Euromonitor International, an offshoot of its Strategy Briefings series, looks at the development of shopping for pleasure. This has been made possible by a number of factors inclduing rising incomes, changing attitudes towards debt, the advent of secure internet payment, the extension of non-food offer in hypermarkets, the development of new shopping malls with leisure and entertainment facilities. Shopping tourism is now an option depending on currency movements; and some destinations are choosing to run annual shopping festivals. Longer term, the middle classes in emerging markets are expected to be more resilient to the global economic downturn.
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