PRINCES SQUARE

Shopper Insight Study

About the brand

Princes Square is a shopping centre  in central Glasgow owned by Redevco.  The new five-storey, 10,450 square metre retail centre occupies a pre-existing cobbled square dating from 1841, which was reconfigured by enclosing the entire space below a new clear glass domed and vaulted roof.

About Princes Square
Challenges for Princes Square

The Challenge/Task

Pragma were asked to determine the requirements of users and non-users for future tenant mix positioning.

What We Did

Customer exit surveys

Customer and non-customer focus groups

Competitor positioning audits

The Result

We clearly identified current user profiles and behaviour at the centre, and established reasons for non-use. Our work has helped Redevco to put in place a new tenant mix strategy and fed into a wider marketing and advertising strategy.

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