ECE scans shoppers
Retail & leisureFor the first time, ECE has conducted a broad analysis of shopper types representative for all of Germany that enables a precise segmentation of different customer groups, each according to their typical characteristics. It is the first and, at the same time, largest analysis in Germany in terms of scope with a comprehensive approach: The study conducted in cooperation with the market research institute Kantar TNS is based on the results of more than 3,000 qualitative in-depth-interviews and goes beyond previous analyses that are solely based on demographic information.
The results from the shopping type analysis form the basis for this approach: Eight shopper types in total have been defined: the brand-loving Status Shopper and the more reluctant Light Shopper, the all-in-one Experience Shopper and the efficient Mobile Shopper, the advice-seeking Golden Shopper and the social Fun Shopper, as well as the experienced Pragmatic Shopper and the timeout-seeking Feel-Good Shopper.
“Segmenting customer groups helps us understand our center customers and get to know their individual needs and requirements even better,” says Joanna Fisher, managing director center management at ECE. “The findings from this analysis are an important basis for developing new services and for decisions we will take in the future together with our partners. This will help us to meet our objective to focus on our customers and meet their expectations with tailored services in an excellent manner,” she added.
ECE was founded in 1965 by mail-order company pioneer Werner Otto (1909-2011). It is still owned by the Otto family and is managed by Alexander Otto, CEO of ECE. As a specialist in commercial real estate, ECE is able to provide all services related to properties from one source and creates a clear added value for its customers, partners, and clients by bundling together all of its know-how. The value of the assets under management currently amounts to EUR 33.5 billion. With 199 shopping centers under its management (50 of which are under the management of MEC Metro-ECE Centermanagement GmbH & Co. KG) and activities in 14 countries, ECE is the European market leader in the shopping center industry. More than 4.6 mln customers visit ECE centers every day, where approximately 21,000 retail renters generate an annual turnover of around EUR 24 bln at all ECE centers combined, which have a total sales area of around 7.3 mln sqm. As a further business segment, ECE develops, plans, and builds corporate headquarters, office buildings, industrial buildings, logistics centers, traffic properties, hotels and city quarters.
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