SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009 CUSTOMERS SURVEY SHOPPING CENTER IÇERENKÖY 2009 VAL D’EUROPE - ETUDE CLIENTELE - Juin CONSEIL. MARKETING. FORMATION PARIS. SAO PAULO. ISTANBUL 23 Rue de la performance VILLENEUVE D’ASCQ Tel Fax Fahrettin Kerim Gökay caddesi No:245, D:6 Göztepe / Kadiköy Tel

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Methodology p 3 1. Catchment area p 4 2. Customers’ profile p Customers’ behaviour p Image of the shopping mall p Competitors p Wishes p Animations & Communication……………………………………………….. p 66 SUMMARY

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY A total sample of 604 mall-goers was surveyed between 13 and 20 April 2009 in Içerenköy Center. Surveys were conducted throughout the Shopping centre entire opening period. Objectives consisted of :  Measuring mall performance on the catchment area  Analysing customer typology  Analysing their behaviours and wishes  Determining the image of Icerenkoy Center  Quantifing et qualifing the frequentation of competitors  Evaluating the impact and the perception of the communication. METHODOLOGY

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY st PART CATCHMENT AREA

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY TRANSFORMATION RATE CATCHMENT AREA Resident households in the catchment area Customer households’ of the retail center Weekly Buyers Weekly visits in the retail center PENETRATION RATE FREQUENCY OF VISIT AVERAGE BASKET Turnover Methodology

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY * Comparative CATCHMENT AREA * *Tendency, not comparable

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Attractivity area CATCHMENT AREA *Weekly turnover in K TL *

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Sommaire MAP

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Sommaire You come to this shopping center because… In % Reasons for visiting CATCHMENT AREA

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Reasons for visiting per area CATCHMENT AREA

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY nd PART CUSTOMERS’ PROFILE

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % CUSTOMERS’ PROFILE Respondent’s gender

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Average Age : 43 years (35 years in 2005) Average Age : 48 years (46 years in 2005) Age of people surveyed Age of head of family CUSTOMERS’ PROFILE

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Average : 3,3 persons (3,4 persons in 2005) How many persons are there in your household ? Distribution of number of people per household CUSTOMERS’ PROFILE

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Average : TL (1 799 TL in 2005) Monthly Household Income Which is approximately the monthly net income of your hearth? CUSTOMERS’ PROFILE

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Respondent’s occupation Occupation of Head of Family CUSTOMERS’ PROFILE

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Respondent’s Qualification Possession of car Which is your level of study? Do you have a car? CUSTOMERS’ PROFILE

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Housing CUSTOMERS’ PROFILE

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Use of Internet Do you use Internet? CUSTOMERS’ PROFILE In %

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY RD PART CUSTOMERS’ BEHAVIOUR

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY To which frequency do you come in CARREFOUR In % CUSTOMERS’ BEHAVIOUR Frequency of visit of CARREFOUR Recall % 26% 29% 16% 18% 8% 2% 24% 20% 7%

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY CUSTOMERS’ BEHAVIOUR Frequency of visit of CARREFOUR per area

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Frequency of visit of the restaurants of the shopping mall CUSTOMERS’ BEHAVIOUR To which frequency do you come in the restaurants of the shopping mall ? Recall % 23% 24% 14% 7% 2% 13% 10% 20% 12%

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY CUSTOMERS’ BEHAVIOUR Frequency of visit of the restaurants of the shopping mall per area

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Situation of accompaniment - PRESENCE Of CHILDREN -- PRESENCE Of ADULTS - Were there children present during the interview? In % the questioned person was … ? CUSTOMERS’ BEHAVIOUR

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Means of transport Which mean of transport did you use today to come in the shopping mall ? CUSTOMERS’ BEHAVIOUR In %

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY CUSTOMERS’ BEHAVIOUR Means of transport per area

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Today, you came in this shopping mall to … ? Motivation to come CUSTOMERS’ BEHAVIOUR

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY CUSTOMERS’ BEHAVIOUR Motivation to come per area

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Time spent in the shopping mall In % Today, how long did you pass in the Shopping mall CUSTOMERS’ BEHAVIOUR Average : 90 minutes (116 minutes in 2005) Recall % 18% 27% 18% 20% 17% 19% 14% 33% 28%

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY CUSTOMERS’ BEHAVIOUR Time spent in the shopping mall per area

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Places attended at the day of survey Today, you attended … CUSTOMERS’ BEHAVIOUR

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY CUSTOMERS’ BEHAVIOUR Places attended at the day of survey per area

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Places of purchase at the day of survey CUSTOMERS’ BEHAVIOUR

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY CUSTOMERS’ BEHAVIOUR Places of purchase at the day of survey per area

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Places of purchase at the day of survey per AGE CUSTOMERS’ BEHAVIOUR

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY PURCHASING INTENTIONS NO 13% YES 87% / 100% of people surveyed NO 3% YES 84% BOUGHT SOMETHING NO 8% YES 5% Lost salesWon sales   Won sales / Lost sales CUSTOMERS’ BEHAVIOUR BOUGHT SOMETHING

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY TH PART IMAGE OF THE SHOPPING MALL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY IMAGE OF THE SHOPPING MALL Qualities and Defects of shopping mall

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Intérêt Segmentation of qualities and defects IMAGE OF THE SHOPPING MALL Differential Interest Proximity Choice in stores Level of price Promotions WEAK POINT TO BE OPTIMIZED : HIGH INTEREST POINTS BUT POORLY PERCEIVED LOW INTEREST POINTS RATHER POORLY PERCEIVED LOW INTEREST POINTS RATHER WELL PERCEIVED POSITIVE POINTS TO BE KEPT / HIGH INTEREST

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Main quality Among QUALITIES which you have just quoted, which is the main quality of the shopping mall ? In % IMAGE OF THE SHOPPING MALL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Main defect Among DEFECTS which you have just quoted, which is the main defect of the shopping mall ? In % IMAGE OF THE SHOPPING MALL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Prefered stores Which stores do you prefer in this shopping mall ? In % IMAGE OF THE SHOPPING MALL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Less appreciated stores Which stores do you appreciate less? In % IMAGE OF THE SHOPPING MALL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY The carpark - USE -- SATISFACTION - Did you use the carpark ? In % About the carpark, are you … ? Recall 2005 : 68% used the carpark IMAGE OF THE SHOPPING MALL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY The carpark : Reasons for dissatisfaction In % Why are you not very satisfied or not satisfied at all about the carpark ? IMAGE OF THE SHOPPING MALL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Services of transport of the shopping mall Are you satisfied with the services of transport of the shopping mall ? In % Why ? In % IMAGE OF THE SHOPPING MALL

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY th PARTIE COMPETITORS

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % EXCLUSIVE CUSTOMERS MAIN CUSTOMERS COMPETITORS CUSTOMERS COMPETITORS Customers loyalty Generally, when you shop in a shopping mall, you come…

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Customers loyalty per area COMPETITORS

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Customers loyalty per AGE Generally, when you shop in a shopping mall, you come… COMPETITORS

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Which other Shopping malls do you generally attend…? [Into spontaneous - several possible answers] Main competitors - MAIN QUOTATIONS - COMPETITORS In %

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY ZOOM NAUTILUS-ACIBADEM

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY For which store do you attend NAUTILUS ACIBADEM ? Generating STORES of flow for NAUTILUS ACIBADEM In % ZOOM NAUTILUS ACIBADEM

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY ZOOM NAUTILUS ACIBADEM Qualities and Defects of NAUTILUS ACIBADEM

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Segmentation of qualities and defects - NAUTILUS ACIBADEM ZOOM NAUTILUS ACIBADEM Differential Interest Choice in stores Proximity Leisures Restaurants WEAK POINT TO BE OPTIMIZED : HIGH INTEREST POINTS BUT POORLY PERCEIVED LOW INTEREST POINTS RATHER POORLY PERCEIVED LOW INTEREST POINTS RATHER WELL PERCEIVED POSITIVE POINTS TO BE KEPT / HIGH INTEREST

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY th PART WISHES

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Sectors of activity missing WISHES In % In which sectors of activity do you think stores are missing in this shopping mall …

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % If 2 stores was established in the shopping mall, which in priority would you wish? Stores missing - MAIN QUOTATIONS - WISHES

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Impact of the establishment of a cinema Would the presence of a cinema in this Shopping mall be a factor which will encourage you to more often attend it? WISHES In %

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY WISHES Impact of the establishment of a cinema per area In % of Yes Average : 72%

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Which are your waitings in leisures for this Shopping mall? Wishes in term of leisures WISHES

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Stores desired in ready-made clothes If two stores of ready-made clothes were to integrate this Center, which would you like to have in priority? WISHES - MEAN QUOTATIONS -

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY WISHES Stores desired in shoes, bags If two stores of shoes, bags were to integrate this Center, which would you like to have in priority? In %

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % WISHES Stores desired in restoration If two stores of restoration were to integrate this Center, which would you like to have in priority?

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY th PARTIE ANIMATIONS & COMMUNICATION

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Perception of animations ANIMATIONS What do you think about animations of the center?

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY In % Wishes about animations ANIMATIONS Which animations would you like to have in this center?

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Impact of the communication COMMUNICATION / 100% of people surveyed No 51% (66%) Yes 49% (34%) In % Have ever seen, received or heard advertising about this shopping mall… Kind of advertising seen, received or heard ( ) : Recall 2005

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY COMMUNICATION Impact of the communication per area In % of Yes Average : 49%

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Reading of newspapers COMMUNICATION / 100% of people surveyed Do you read a newspaper ? No 3% Yes 97% In % Which newspaper ?

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Television channel the most seen COMMUNICATION Which television channel do you look at more? In %

SHOPPING CENTER IÇERENKÖY – CUSTOMERS SURVEY Radio station the most listened COMMUNICATION Which radio station do you listen at more? In %