Case Studies

Market Segmentation Positioning Case Study

Land Securities

Business Blueprints were asked by long term client Land Securities to help them develop a market segmentation positioning model for UK shoppers which could be applied to their shopping centre portfolio.

Our initial market segmentation model at Whitefriars, Canterbury used a purely behavioural solution, whilst a psychographic (values-based) market segmentation model was first trialled at The Gate, a leisure complex in Newcastle. Subsequent refinements in Fremlin Walk, Maidstone led to a working application based around shoppers’ motivations which put their values at the heart of the market segmentation model. The resulting market segmentation positioning model, Sesame™, uses values, gender and life stage to create an 18 segment solution. This has subsequently been used in development planning for St Johns Shopping Centre in Liverpool; at The Howard Centre, Welwyn Garden City to help determine overall strategy for; and has helped drive both leasing and advertising decision-making at Princesshay, Exeter.

For more information about our segmentation work or shopping centre research in general please contact Paul Latimer on 01273 648970.

© 2012 Business Blueprints Ltd. Market Research Consultants specialising in shopping centre & restaurant market research & surveys.

Whitefriars Canterbury

Whitefriars Canterbury