May 2019 and Battersea Power Station Phase 1 had been open for a year with 20 units up and trading. There was a mix a incredible tenants yet footfall was low. TYC was tasked with helping to understand why this was the case, define the BPS catchment area, profile the customer base and make strategic recommendations to boost footfall.
The Yard Creative’s findings were substantial and will be instrumental in future company growth. The team has a good appreciation of retail trends and consumer trends worldwide.
Head of Estate & Asset Management
Although asking the surrounding community whether they visit BPS was a good start, we had to go further to help the client understand the opportunities. This included walking the surrounding streets, London competitor analysis, benchmarking similar global offerings and studying their analytics to understand what worked and why?
The team interviewed 59 people F2F and 2,061 online to understand the catchment area, their interests, what was missing in their community and the places they preferred to visit. At the same time our SEO and PPC partners studying the online presence and its effectiveness.
Our researched showed that over 46% of customers walk to BPS, 48% in a 2 mile radius had no idea anything was open and 64% don’t know enough about what is going on. Our strategic recommendations included telling the thousands of travellers in to Victoria Station we’re open by putting up a big sign, improve street wayfinding, promote the cinema and build on the strong creative and cultural foundations BPS is synonymous with.