Client Profile

Hammerson is an owner, manager and developer of retail destinations in Europe. Its estate includes investments in 22 prime shopping centres in the UK, France and Ireland, 18 convenient retail parks in the UK and 15 premium outlets across Europe, welcoming 280 million customers per year.

Hammerson’s UK shopping centres include Brent Cross in London, the Bullring in Birmingham and the brand new Victoria Gate development
in Leeds. In France, Hammerson’s assets include Les Terrasses du Port in Marseille and Italie Deux in Paris.

The Hammerson portfolio has a combined value of £10 billion.

Business Situation

Hammerson’s existing traffic counting system was becoming increasingly challenging. This was getting problematic for the data insight team who rely on traffic data as a key indicator of shopping centre performance.

Charles de La Portbarré, Head of Insight France within Hammerson’s Marketing and Communication team needed to address the issue of accuracy, as well as feeling the time was right to examine more advanced technology. Charles de La Portbarré began a rigorous tender process based on three key criteria, through
which he narrowed down a shortlist of three suppliers. The fundamental requirements for the successful provider were:

  • Accuracy – Hammerson needed the data to be as accurate as possible. The insight provided by the traffic solution was already a significant KPI but the company had plans to increase the importance of footfall data in operational decision-making.
  • International capability – the company wanted to find a provider that could deploy a solution in the UK and France, with a proven track record of international implementations and local teams that could deliver on the ground support.
  • Partner, not supplier – also crucial was the ability to work in partnership with Hammerson in the long term. The quality of the project and post implementation support teams was a key part of the decision.

hammerson shopper analytics

Solution

Hammerson selected FootFall’s perimeter analytics solution: the company was able to demonstrate 99% accuracy as well as a commitment to deploying the solution to 18 shopping centres across France and UK over a three-month period.

FootFall has recently formed a single business unit with ShopperTrak, and the companies are now being marketed solely under the ShopperTrak brand. This follows the acquisition of both organisations by Tyco Retail Solutions, part of Johnson Controls. The coming together of FootFall and ShopperTrak has also
given Hammerson access to the best suite of technologies available, as well as excellent financial stability – another essential factor for any Hammerson investment.

“As a FTSE 100 company, footfall figures are also published alongside our financial results twice a year, making accuracy critical.”

In addition to delivering accuracy, Hammerson has realised a number of other benefits from the new solution including:

  • Real-time data – while sales data is declarative and consolidated upon needs, the team can now examine traffic figures hourly, enabling them to evaluate and react in real time.
  • Marketing effectiveness – the traffic data enables Hammerson to immediately evaluate whether marketing initiatives are working. The team can quickly replicate campaigns that are driving footfall across other shopping centres or, conversely, can take action to change things and halt roll-out elsewhere if they’re not.
  • Security – accurate footfall data is used by the security team to determine the number of people within a centre in case of an emergency.
  • Reporting – the quality of the reporting has been a huge benefit. Alongside the standard web-based reporting platform ShopperTrak delivered a bespoke mobile app, which was designed completely with Hammerson in mind. This has made access to real-time data even easier and intuitive.

“Accuracy, real-time data and the mobile app put the ShopperTrak solution head and shoulders above the competition”, continues Charles de La Portbarré. “But the ability to have a single view of performance across the UK, France, and next Ireland, with consistent and reliable data, has been a huge benefit to us as a European company”.

“Not only can we focus on the performance of individual shopping centres but we can also make comparisons to enable centres within the group to learn from each other and share best practice.”

Challenges

Charles was also particularly delighted with ShopperTrak’s ability to deploy the perimeter counting system quickly and painlessly. “With any implementation you expect some headaches and challenges along the way. But the ShopperTrak team was one of the best I’ve worked with. Being able to deploy rapidly and efficiently was crucial for us and the team did an incredible job of making that happen. No matter what the obstacle, we worked together to find a solution – the team was much more a partner than a supplier.”

The Future

Hammerson will continue to roll-out the ShopperTrak solution to shopping centres that are either being refurbished or are due to open for the first time, including the luxury Victoria Gate complex in Leeds, UK.

“This is an ongoing journey as we continue to upgrade traffic counting across our portfolio”, concludes Charles de La Portbarré. In ShopperTrak we have found a long term partner and one that we can work with to adopt the best suite of retail analytics solutions that improve the performance of our shopping centres.”
FootFall has recently formed a single business unit with ShopperTrak, and the companies are now being marketed solely under the ShopperTrak brand. This follows the acquisition of both organisations by Tyco Retail Solutions, part of Johnson Controls. The coming together of FootFall and ShopperTrak has also
given Hammerson access to the best suite of technologies available, as well as excellent financial stability – another essential factor for any Hammerson investment.

“I now feel completely confident that I can arm my shopping centre managers, marketing department and senior management team with traffic data that they can rely on”, says Charles de La Portbarré.

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