Case study
How CACI supported Landsec track performance through 2020
Summary
CACI and Landsec have been working together for a number of years on a variety of research programmes and projects for some of their key assets. These include full price out of town centres, in town centre schemes and outlets such as Bluewater, Trinity Leeds and Gunwharf Quays. CACI and Landsec have been using mobile and transactional spend data for many years to determine growth potential within the respective catchment on a yearly basis. When the COVID-19 pandemic required more regular tracking of the changes in catchment, shopper behaviour and market shares, a programme of quarterly updates was implemented.
Company size
1,000
Industry
Manufacturing
Products used
Summary
CACI and Landsec have been working together for a number of years on a variety of research programmes and projects for some of their key assets. These include full price out of town centres, in town centre schemes and outlets such as Bluewater, Trinity Leeds and Gunwharf Quays. CACI and Landsec have been using mobile and transactional spend data for many years to determine growth potential within the respective catchment on a yearly basis. When the COVID-19 pandemic required more regular tracking of the changes in catchment, shopper behaviour and market shares, a programme of quarterly updates was implemented.
Challenge
The opportunity for Landsec to re-engage customers and their spend following the pandemic was 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.
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.
Landsec’s key questions included:
Who is driving performance and where are they coming from?
How much are they spending per category?
What are they doing in the centre and how are they engaging?
Solution
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 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 understand which categories and brands drove spend and transactional changes.
Catchment spend for all centres was also tracked using transactional spend data, as well as a valuable indication of online spending for the centres’ shoppers.
Results
The data was used by the Landsec centre teams to fully comprehend the immediate impact of the pandemic and how the centres performed over this period. In addition, the research offered an understanding of how best to react to the easing of lockdowns in 2021. The research continued to be rolled out across 2021 to regularly track the performance of some of Landsec’s key assets.
