Messages PR can offer a wide range or research packages:
Shopping Centre Research and Benchmarking
Centre Service quality & facilities audits
Part of a regular review of the Shopping Centre portfolio and
the way in which Centre management performance is measured and reviewed
on a regular basis.
Audits are conducted on one day four times a year by a skilled
Results are collated and a league table of centre performance circulated
to reward good management and alert poor performers of the need for improvement.
Results are part of the KPI's for both centre managers and independent
Results are cross referenced to the service charge costs for each
service. High scores for cleanliness will therefore be checked against
the proportion of service charge budget committed to cleaning and the
cleaning costs compared with the size of centre.
Comparisons are not all like for like and the exercise also assists
in the review of where facilities are required or even where centres are
over specified. In some instances the research may suggest that certain
facilities are not necessary or cost effective.
The review of those facilities beyond the direct control of the
centre managers can help recognise areas such as public transport or signposting
where parties outside the centre and retailers need to be lobbied.
Additional audits can be conducted in other local centres to evaluate
any need to improve management quality and facilities to stay ahead of
the competition. Results are submitted in a tabulated form with
a separate photo sheet.
Individual results are presented to managers as a league table.
Cost per Centre per audit is £540 (for six audits or more).
A six location audit conducted four times per year the cost
Audits are conducted by an independent research company and supported
by photographs, logs and transcripts.
Centre tenant review audits
These audits measure levels of tenant satisfaction with all major
elements of the facilities management through a interviews and questionnaires
circulated to tenants within the shopping scheme.
Questionnaires can be anonymous if it is felt there are issues
which otherwise may not be confronted.
Areas reviewed include: Cleaning Maintenance
Servicing Health and Safety Customer Service Management
Security Marketing Communication Cost per
Centre per audit varies with tenant numbers Up to 10 tenants £600
per centre 10 to 20 tenants £750 per centre
20 to 30 tenants £900 per centre 40 to 50 tenants
£1,000 per centre
Questionnaires will be collated and tabulated to allow cross centre
and year on year comparisons.
Specific points will be recorded verbatim Questionnaires
will be followed up but response levels will vary with locations subject
to a guaranteed 50% response.
Shopper intercept interviews
These surveys are an effective way to gain a regular understanding
of the retail marketplace by talking to those shoppers already patronising
a particular location. A sample of all visitors is established by monitoring
customers in the centre over two days.
This profile is then used to define the interview sample of between 350
and 500 interviewees who are asked detailed questions concerning their
shopping habits in the centre and in other comparison and convenience
retail locations. Research results are set against a benchmark
figure of results generated over five years in over 30 shopping destinations.
If required results can be presented with comparisons to a particular
sub-set of locations such as a single portfolio of shopping centres.
The research is recorded on a relational data-base and any element
of the research can be isolated and analysed in more depth.
For example a detailed review can be made of the shopping patterns of
younger shoppers or of those shoppers who do not currently visit a particular
Though the bulk of the research is on a simple question and answer
basis comments of shoppers are recorded as quotes and added as an appendix
to the research.
Questions covered include: Visit frequency for the shopping
centre, the location and alternative shopping centres Dwell time
Spend per visit Stores and services requested Perceptions
of centre services and facilities Alternative shopping destinations
Method of transport used to get to centre Journey time
Press and radio read and listened to Awareness of centre advertising
Post codes of all respondents
Cost per Centre for a survey: 350 interview 30 question
survey. To include questionnaire design, target profile setting,
field work, collation, presentation and 5 copies of report and recommendations.
Prices from £4,750
Shopper Focus Groups
A more qualitative approach can be taken via focus groups. Members
of the focus groups can be selected by to represent particular customer
groups or interest groups. We recommend at least two sessions to
be run with group members similar enough to feel relaxed in each others
company and happy to provide plenty of comments and suggestions.
Package can include: Recruitment of two 8 person focus groups
Hospitality and rewards for focus group members Design of focus
group session and questions One trained moderator Transcripts
and recordings of focus group sessions
Summary and recommendations Stores and services requested
Cost per Centre for two focus groups: £poa