Realm (Retail)

Realm is a specialist operator of outlet centres in the UK. They have a unique blend of in-house retail, marketing, leasing, development and operational skills, all geared to improving the performance of their centres.

Their unique turnover based leasing systems ensures that their aims have complete synergy with those of the occupiers, namely to drive footfall, dwell time, conversion ratio and ultimately sales. Pride is taken in their personal approach to building mutually beneficial relationships with the occupiers.

Clarks Village

Clarks Village was one of the first outlet centres in the UK (1993), and recently won the most Established Centre award at the British Council of Shopping Centres Awards.

Realm had set CACI the following objectives:

	Can the catchment sustain extra development?
	To what extent will it dilute sales?
	What will be the uplift in visitor numbers?
	Who should be the new target tenants?

In order to meet these objectives CACI used a combination of:

	Customer market research
	Onsite tenant interviews
	Customer value profiling
	Gravity model analysis
	Benchmarking against other GB Outlet Centres

Shopper Profiles

The project combined data sources that were previously analysed individually. Combining a shopper survey with ACORN for instance, meant that Realm could understand the profile of customers by transaction value, journey time, satisfaction and frequency. The shopper profiles helped understand which target retailers Realm should be talking to for the new development space. Understanding the spatial distribution of shoppers helped define the catchment for the centre and also identified further targeted marketing opportunities.

Steven Farrant, Marketing Manager from Realm comments:

"The profitability of the centre is paramount to the business. Understanding the optimum size and tenant mix for the centre means that Realm are offering the customers in the catchment area what they want, and their tenants the best possible chance of optimum sales."