Shopping Centre Positioning Strategy

Large Metro Shopping Centre
Large Metro Shopping Centre


To attract more customers to the shopping centre and, in turn, additional rental yield


  • Consumer Insights into both local area residents and tourist visitors to understand if the centre is frequented by locals or tourists and where the opportunity may be.
  • Competitor analysis was undertaken to understand current gaps and strengths in the local area.
  • Centre analysis including examination of current tenants, tenancy mix, MAT, marketing and strategic plans.


Insights showed that consumers were looking for a stronger grocery offering. This paired with the premium image of the centre leant to a premium fresh food positioning, together with a premium dining and entertainment offering.


Implementation of a fresh food marketplace in centre that has successfully brought in new tenants and increased traffic.
Format: Established Shopping Centre