How CACI supported Landsec track performance through 2020
Tracking real life actual behaviour across all Lansdsec shopping centres
The opportunity for Landsec to re-engage customers and their spend as we emerge from the pandemic is substantial. 2020 saw the greatest level of consumer disruption ever seen in living memory with mandatory retail and leisure closures, stay at home orders, and schools and offices closing.
Landsec’s key questions included; who is driving performance, where they are coming from, how much are they spending per category, what they are doing in centre, and how are they engaging ? This helped the Landsec team identify why guests have reengaged and how to influence future behaviours. Tracking information was also used to provide the data points needed to allow Landsec to measure ROI on marketing and leasing activity.
CACI’s solution used transactional spend and mobile data to track real life actual behaviour in the centre. Mobile data looks at GPS tracking from mobile apps and helped Landsec understand the visitation patterns.
Transactional spend data is derived from credit and debit card spend data from multiple sources, including top UK retail bank and credit card companies. Again, this data was used alongside CACI’s data sources to and understand which categories and brands were driving spend and transactional changes.
Catchment spend for all the centres was also tracked using the transactional spend data, as well as a valuable indication of online spending for the centres’ shoppers.
The data was used by the Landsec centre teams to fully understand the immediate impacts of the pandemic and how the centres performed over this period. In addition the research gave them an understanding of how best to react to the easing of future lockdowns in 2021. The research is now being rolled out across the whole of 2021, to track performance on a regular basis for some of Landsec’s key assets.