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.
Pragma were asked to determine the requirements of users and non-users for future tenant mix positioning.
Customer exit surveys
Customer and non-customer focus groups
Competitor positioning audits
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.