Building market segmentations
Land Securities
Business Blueprints were asked by long term client Land Securities to help them develop a segmentation model for UK shoppers which could be applied to their shopping centre portfolio.
Our initial model at Whitefriars, Canterbury used a purely behavioural solution, whilst a psychographic (values-based) 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 model. The resulting segmentation model, Sesame™, uses values, gender and life stage to create an 18 segment solution. This has subsequently been used in development planning for the new 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 please contact Paul Latimer on 01273 670700.