A retailer seeking to expand identified two shopping centres in the Dainfern/Fourways area as potential locations for a new store: Dainfern Square and Chartwell Corner. To assess which site would be more suitable, they approached Tracker to gain insights into foot traffic patterns and visitor profiles at each centre.
Traffic Insights and Visitor Patterns
Of the total visits to these centres, Dainfern Square accounted for 64%, while Chartwell Corner attracted 36% of the traffic. Further analysis revealed distinct differences in visitor behaviour: shoppers at Dainfern Square spent an average of 60 to 75 minutes per visit, whereas visitors to Chartwell Corner spent, on average, between 28 and 35 minutes.
The disparity in visit duration can be attributed to the different layouts and offerings of the centres. Chartwell Corner has a strip mall format, catering to a high volume of passing traffic, particularly from areas like Lanseria and nearby outskirts. In contrast, Dainfern Square features amenities such as a gym and various restaurants, which encourage longer stays and repeat visits.
Visitor Frequency and Catchment Areas
Tracker provided further insights into the frequency and timing of visits to each centre. This data allowed for a detailed understanding of each centre’s catchment area, distinguishing between visitors from local suburbs and those passing through. Dainfern Square primarily served local residents, while Chartwell Corner’s visitor base included a significant share of commuters and passers-by.
Decision-Making Impact
Armed with these insights, the retailer could better align their choice of location with their target customer profile. By understanding traffic volumes, visit duration, and catchment demographics, they made an informed decision on the site that would most likely attract their ideal clientele.
