Рост выручки операторов торговых центров за счет внедрения продвинутой аналитики
By Ismail Bel-Bachir, Sandrine Devillard, Alex Sawaya, and Ivana Valachovicova
When a mall operator uses advanced analytics to select tenants, optimize mall layout, and determine rents, its revenues can rise by 20 percent.
With consumers shifting more of their spending from physical stores to e-commerce and increasingly looking for experiences rather than products, mall operators face serious headwinds. As we discussed in a recent article, malls will survive in this new environment only if they reinvent their business—for example, by tapping into new technologies and modern analytical capabilities.
Advanced analytics, in particular, has the potential to revolutionize almost all areas of the mall business. Unfortunately, many mall operators lag behind their tenants when it comes to using advanced analytics. One oft-cited explanation is that malls haven’t traditionally interacted directly with consumers, so they don’t have much consumer data to analyze. But we’ve found that malls already have access to significant amounts of data, including data on shopper behavior, tenant sales, and category performance. What they don’t typically have are the analytical skills and tools to generate insights from the data. Most mall operators still make decisions based on tradition, experience, or intuition—thereby leaving value on the table.
That said, a handful of forward-thinking malls are leading the way in advanced analytics. They’re using prescriptive and predictive analytics—built into user-friendly tools with strong data-visualization capabilities—to make smarter business decisions. In this article, we home in on how malls are using advanced analytics in an especially critical part of their business: revenue management. They’re determining the best mix of stores, understanding and planning store adjacencies that drive higher consumer spending and longer mall visits, and engaging in more-informed rent negotiations with tenants. It’s paying off: malls using these tools have increased their leasing revenues by double-digit percentages.