Geomarketing Analyses of the Città Fiera Mall

Nowadays, it is very difficult to succeed in a world of competition and challenges, especially for malls. Citta Fiera is a big mall, situated in the North-East of Italy, and it attracts all kinds of people. Therefore, it is very important to know which marketing strategy (e.g. advertisement) should be utilized in which municipality in order to attract specific visitor categories. The mall marketing department needs to have information (e.g. spatial distribution and potential of visitors) about the following visitor categories: housewives aged under 45, housewives aged over 45, employees aged between 35 and 55, unemployed and university students. The paper is structured as follows: at first a basic overview about the topic is provided through a literature research. Then the interview data is analyzed, projecting the empirical 10.140 interviews to the total number of 5.248.441 yearly entrances counted at the door of the mall. Then, the statistical analysis is performed and the geodata are evaluated. Finally, network analysis and spatial analysis are carried out, as well as a subsequent cartographic visualization. Based on this analysis the marketing department knows who the visitors are and where they reside. It is subsequently possible to define the marketing strategy (e.g. advertisement) for specific visitor categories at the right location.