Center of attraction: Customer segmentation helps Westfield USA find its voice (Landor Perspectives 2009)

Kara McCartney and Kendra Wehmeyer

This case study looks at Westfield shopping mall, which began in Australia. Westfield looked to spread to the USA.

Landor Perspectives 2009 – Center of attraction: Customer segmentation helps Westfield USA find its voice

Kara McCartney, insights director, and Kendra Wehmeyer, client director, are based in the San Francisco office of Landor Associates.

Westfield USA considered everyone who shopped in its malls an important customer, from the 16-year-old “skate rat” to the 60-year-old grandmother. In one sense, it was right.

Westfiel“d's patrons were like those of every mall in America—a random mix of teenagers hanging out, seniors shopping for grandchildren, office workers having lunch, moms running errands, and every other type of person you might...

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