How home-location and cross-visitation analysis benchmarked a major retail destination against competitor malls

Situation

A developer needed a competitor benchmarking study of a major retail destination. Existing benchmarks lacked insight into visitor origins and overlaps.

Approach

• Categorized competitor malls into Lifestyle, Regional, Super-Regional
• Visitor home locations across distance brackets per destination
• Cross-visitation matrix for overlap and competitive dynamics

Impact

• Clear trade-area definition vs competitors
• Revealed overlap and differentiation in visitor bases
• Data-backed foundation for retail and leasing strategy