3. PRODUCT
DESCRIPTION
• Oakbrook Center is an upscale super-regional shopping
center located near Interstate 88 in Oak Brook, Illinois
• Primarily accessible by driving, 18 miles from Chicago
Loop
• Originally opened in 1962, is now the second largest
Chicago land shopping center
• 138 store and services
• 25 restaurants and eateries
Source: http://www.oakbrookcenter.com/
4. METHODOLOGY
• Segments and targeting were determined using a
combination of intercept conversations and loyalty card
surveys
• Mall demographics were determined using a cross
analysis of those tactics
6. SHOPPER SEGMENTING
Core Consumer* Demographics
• Female
• 25 to 54 years old
• Caucasian
• $35,000 - $150,000 income
*Core Consumers make up 36% of total shopper base
7. SHOPPER SEGMENTING
Non-Core Consumer Demographics
• Other* Female
• All ages
• Caucasian
• All income levels
• 52% of total shoppers
*Other Female consumers includes all non Core Consumer Women Shoppers
14. TARGET SHOPPER GROUP
Who are the most valuable shoppers?
What made them most valuable?
Find out other potential shoppers.
15. TARGET SHOPPER GROUP
Characteristics
Variables to identify valuable shopper*:
• Recency of visiting the mall **
• Frequency of visiting the mall
• The amount of money spent in the mall
• Household income level
*: see appendix for analysis process
**:lack of information about visiting recency of each shopper
16. CUSTOMER VALUE GROUP
F-M VALUE
124
203
297
283
182
99
37
0 50 100 150 200 250 300 350
2
3
4
5
6
7
8
Count of Consumers
F-MValue
Distribution of Customers by F-M Value
18. TARGET CUSTOMER GROUP
HH Income Level
Targeting on HH Income of $100k and over
Reasons:
1. Draw Effectiveness >1.0, attracted by the Mall
2. SPI > 1.0, contributing more to sales
3. Average of total spend per visit: $255, comparing to the
average of the whole group at $169
20. TARGET SHOPPER GROUP
Other variables relevant to identifying potential customers
(not strongly related)
• Number of stores per visit
• Length of visit
• Whether shopping with companions
• Age
• Gender
• Household composition
• Location: distance from the mall
23. RECEPTIVE MESSAGE
51.2% I like to find great deals, so I am interested in finding
the best sales and discounts.
24. CLUB BENEFIT
59.2% Information about upcoming sales.
54.9% special promotions only for Club
members
34.6% Information about upcoming special
events
• Information of sales, discounts and events is more receptive
25. HOW OFTEN?
Daily
12%
A couple
of times
a week
21%
Once a
month
21%
Never
2%
Once a
week 44%
• Once a week would be more appropriate.
26. BY WHAT MEANS?
76.4% don’t like a text
message from mall
76.6% never heard of QR
code
27. BY WHAT MEANS?
1.
3.
2.
91.9% daily use
0.6 % don’t use
44.8% daily use
29.5 % don’t use
39.4% daily use
37.3 % don’t use
6.3%
84.1 %
0.4%
93.4 %
20.0%
70.6 %
1.2%
95.1 %
• Email, Facebook and Groupon are the main means.
30. SHOPPING
Fashion Stylist Available for Private Shopping Appointments
• Schedule Online/Phone
• Before & After hours available at selected retailers
• Received Gifts or Discounts
31. DINING
Special Treatment at Fabulous Restaurants
• No Waiting In Line
• Chef’s Table Seating
• Private Dinning Spaces Available
32. BEAUTY & SPA
Special Offers on Spa and Beauty Treatments
• Anthony Vince Nail Spa
• Mario Tricoci Hair Salon & Day Spa
33. IN STORE EVENTS
Partnerships with at least one key tenant
• Store Events and Specials
• Provided discounts for shoppers to buy products at its stores
36. Correlation among variables
Correlations
numstores numhours spend gender age income
numstores
Pearson Correlation 1 .485**
.250**
.101**
-.169**
-.058**
Sig. (2-tailed) 0 0 0 0 0.004
N 2764 2756 2755 2540 2748 2499
numhours
Pearson Correlation .485**
1 .423**
.131**
-.082**
-0.018
Sig. (2-tailed) 0 0 0 0 0.359
N 2756 2762 2753 2540 2745 2497
spend
Pearson Correlation .250**
.423**
1 .057**
.057**
.314**
Sig. (2-tailed) 0 0 0.004 0.003 0
N 2755 2753 2763 2542 2746 2500
gender
Pearson Correlation .101**
.131**
.057**
1 -.066**
0.018
Sig. (2-tailed) 0 0 0.004 0.001 0.394
N 2540 2540 2542 2557 2541 2317
age
Pearson Correlation -.169**
-.082**
.057**
-.066**
1 .213**
Sig. (2-tailed) 0 0 0.003 0.001 0
N 2748 2745 2746 2541 2763 2502
income
Pearson Correlation -.058**
-0.018 .314**
0.018 .213**
1
Sig. (2-tailed) 0.004 0.359 0 0.394 0
N 2499 2497 2500 2317 2502 2513
**. Correlation is significant at the 0.01 level (2-tailed).
37. Coefficiency of
gender/age/income and spend
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1103.612 3 367.871 79.142 .000b
Residual 10649.157 2291 4.648
Total 11752.769 2294
a. Dependent Variable: spend
b. Predictors: (Constant), income, gender, age
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.783 0.287 9.689 0
gender 0.316 0.128 0.049 2.467 0.014
age 0.012 0.031 0.008 0.378 0.706
income 0.484 0.033 0.3 14.714 0
a. Dependent Variable: spend
38. TARGET SHOPPER GROUP
VARIABLES
Frequency recode
How often do you visit Oakbrook Court?
Weekly ----48 days a year
At least twice a month ----30 days a year
Once a month ----12 days a year
Once or twice every three months ----6 days a year
Twice a year ----2 days a year
Once a year ----1 days a year
I don't go to Oakbrook Court. ----0 days a year
Monetary recode
When you go to Oakbrook Court, how much do you spend on average?
0 - $25 ----$12.5 one time
$25.01 - $50 ----$37.5 one time
$50.01 - $75 ----$62.5 one time
$75.01 - $100 ----$87.5 one time
$100.01 - $125 ----$112.5 one time
$125.01 - $150 ----$137.5 one time
$150.01 - $175 ----$162.5 one time
$175.01 - $200 ----$187.5 one time
More than $200 ----$225.5 one time
