Interview with Head of Insight, France, at Hammerson

Hammerson is an owner, manager and developer of retail destinations in Europe. Its estate includes investments in 22 prime shopping centres in the UK, France and Ireland, 18 convenient retail parks in the UK and 15 premium outlets across Europe.

Hammerson’s UK shopping centres include Brent Cross in London, the Bullring in Birmingham and the brand new Victoria Gate development in Leeds. In France, Hammerson’s assets include Les Terrasses du Port in Marseille and Italie Deux in Paris.

We caught up with Charles de La Portbarré, Head of Insight, France, at Hammerson prior to his appearance at the MAPIC session on traffic insights, to find out how the company is using traffic data to improve the performance of its shopping centres.

Q. As a global business, what are the main priorities for your centres?

A. Each centre has a unique profile, in terms of retailer mix, customer demographic, layout and location. But the common priority across our entire estate is being able to understand the customer and using that understanding to deliver a better experience. This benefits shoppers as well driving footfall for our retailers – which ultimately has a positive effect on our business.

Q. How are you using traffic counting technology?

A. We use our perimeter analytics solution to accurately measure footfall. This is a critical performance indicator for us; as a FTSE 100 company, our traffic figures are published alongside our financial results twice a year so we need to feel confident that the numbers we are reporting are completely accurate.

The data helps us to understand any patterns or trends within the centres. We can act on the insight by making operational decisions that are proven to improve footfall. It is also a key tool for measuring the effectiveness of our marketing and promotions.

Q. What have the biggest benefits been?

A. Having accurate data at your fingertips is crucial and one of the biggest benefits has been the ability to access the data in real-time. We are able to look at traffic patterns and make informed decisions immediately if we need to. Plus, we always know how our centres are performing, without having to wait to receive monthly sales data from retailers.

Q. What next for Hammerson?

A. It’s an exciting time for Hammerson as we continue to roll-out the traffic counting solution to centres that are being refurbished or are due to open for the first time. What’s great about the system is its flexibility and the potential it gives us moving forward, particularly with the suite of solutions now available from the combined forces of ShopperTrak and Footfall.

Join ShopperTrak and Charles de La Portbarré at MAPIC at the Palais des Festivals in Cannes on November 16, 10:45 – 11.30, to hear a first-hand account of how Hammerson is using traffic data to make better decisions and improve performance.

For full details or to sign up to the session, please fill in the form below or contact us.

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