The previous chapters of this book have addressed the question of ‘Why people shop where they do?’ by considering the attributes of shopping centres and aspects of travel time and distance associated with shopper spending behaviour. Despite attention given to why people shop, there has been little previous research into the differences in responses to shopping centre marketing mixes from different segments of shoppers. This is surprising as ‘pro-active marketing’ has been demonstrated to be central to shopping centre success (e.g. Capital Shopping Centres, 1996; Mintel, 1997, see Chapter 1 above), and marketing segmentation is a well-known component of marketing strategy. This chapter explores the potential to apply market segmentation to shopping centres and draws attention to the superior performance of benefits segmentation based on cluster analysis of the importance that shoppers place on various shopping centre attributes.
KeywordsPublic Transport Smart Card Shopping Centre Market Segmentation Loyalty Scheme
Unable to display preview. Download preview PDF.