Mobility intelligence
177,036 unique visitors across 692 high-street stores, 105 malls and 20 outlet centres, over 91 days. No brands and no surveys: the subject is the format.
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Seven questions that decide where the media budget goes, not a marketing one.
The mall is the format of habit: 2.40 visit days per person against 2.0 on the high street and 1.4 at outlets. The high street is proximity: a 29-minute median stay, 6 km from the residence area. The outlet is an outing: 46 minutes, 14 km and 37 % of its visits on Saturday or Sunday.
The commuter, 15 to 60 km out, belongs to the outlet: 35 % against 21 % for malls and 16 % for the high street. And not every venue is alike: 57 malls are city malls, 38 neighbourhood malls and only 9 destination malls.
50 % of mall visitors return within the summer and 39 % go back to the same mall. At outlets 24 % return, and when they do, 90 % of the time it is to the same one. On the high street people return for the category: of those who repeat, 58 % go back to the same store.
46 % of high-street visitors also set foot in a mall; only 11 % visit an outlet, and 13 % among those with one within 50 km of their residence area. The outlet visitor crosses over the most: 67 % also visit a mall.
Only 5.2 % of mall days also include a high-street store that same day, and 6.2 % at outlets. The same person visits both formats, but on different days: two contact windows, not one sequence.
10.2 % of high-street visitors and 8.6 % of mall visitors also visit a department store, with a stay of its own. The other way round, 43 % of department-store visitors set foot in a mall.
In the first full week of the sales, traffic rises +15.0 % in malls and +15.6 % in high-street sports, net of a control group with no campaign. Fashion rises +5.8 %, perfumery +6.0 % and the outlet does not rise at all: −3.0 %.
