Consumer Code

In this conversation, Brian Chandler, a partner and managing director at the Shopping Center Group (TSCG), discusses the intricacies of retail real estate, the importance of data analytics, and the evolving dynamics between retailers, brokers, and property owners. He shares insights on the significance of retail intelligence, the role of dark data, and how mobile and psychographic data are transforming site selection and consumer understanding. The discussion emphasizes the need for collaboration among stakeholders in the retail space to navigate the current market challenges and opportunities.Chapters(00:00) Intro(01:08) What is TSCG?(03:34) Retail Intelligence at TSCG(05:18) Bryan's Early Career in Retail(07:35) Bryan's Transition to GIS(10:27) The Spatial Retail Fabric(13:36) Dark Data & Brokers' Insider Knowledge(18:01) Understanding Property Owner Incentives(21:19) How Low Vacancy Rates Impact Retail(25:14) How to Align Retailer, Broker, and Owner(27:08) The Value of Mobile Data (Atlanta MSA Case Study)(32:00) The Value of Psychographic Data (Furniture Case Study)(38:16) Questions to Ask Data Providers(39:47) TSCG's New Dataset(43:56) Parting Advice: Bring Data Analysts to the ConversionFollow Bryan Chandler on: LinkedInListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

Join Julian Gottlieb, Senior Analytics Lead at Patagonia, as he delves into the brand's innovative approach to market intelligence and customer insights. He reveals how Patagonia's focus on circularity is reshaping retail, particularly appealing to Gen Z with trade-ins and repairs. The discussion highlights the impact of mission-driven marketing on brand integrity and loyalty. Julian also touches on the balance of experiential marketing and circularity, emphasizing how these strategies enhance customer relationships and reinforce Patagonia’s commitment to sustainability.

In this episode, Andy Moncla, President of BI Spatial, discusses the development and application of the Mobility Grid, a tool designed to analyze consumer behavior and site selection in retail. He shares insights from his extensive experience in the industry, highlighting the evolution of market research, the importance of mobile data, and the challenges associated with data accuracy and privacy. The discussion emphasizes the need for businesses to adapt to technological advancements in order to make informed decisions based on consumer demographics and movement patterns.Chapters:(00:00) Introduction(02:30) Early Experiences at Lowe's and Market Research(05:50) Transition to VF Corporation and Customer Data Insights(14:50) Discovery of Mobile Data and Its Impact(17:06) Harnessing Data for Precision and Privacy(17:30) The Evolution of Mobile Data in Retail(22:17) Understanding Mobile Data Sources and Accuracy(26:21) Demographics and Mobile Data: The New Approach(30:45) Navigating the Challenges of Mobile Data Usage(33:18) Introduction to the Mobility Grid(39:11) Understanding Data Processing and Segmentation(44:52) Real-World Applications and Case Studies(47:12) Future of Mobility Data and Trade AreasLearn more about Andy Moncla and BI SpatialListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

Tony Tsonis, Senior Director of Digital Marketing at Pet Paradise, shares insights on scaling their pet care business while enhancing customer experience. He discusses the crucial role of reducing friction in customer interactions and building trust through strategic awareness media. Tony reveals how emotional connections with pets influence consumer decisions and highlights the effectiveness of video marketing in boosting brand awareness. Notably, he details an impressive 8% increase in conversion rates linked to tailored marketing strategies based on demographic trends.

Douglas Munson, former CEO of MTN Retail Advisors, dives into the world of grocery retail site selection. He shares fascinating insights on the evolution of data collection, from traditional methods to digital tools. Munson emphasizes the importance of on-the-ground analysis and consumer behavior in retail strategies. He also discusses market dynamics, including saturation and competition, and the impact of AI on grocery operations. Plus, he explores generational spending habits, underscoring how values shape today's retail landscape.

Karlyn Mattson, a seasoned merchandising expert with experience at major retailers, dives into the art of merchandise localization. She discusses how understanding customer demographics is crucial for tailoring products to local markets. Karlyn emphasizes the synergy between data analysis and effective communication in refining strategies. She also highlights the transformational impact of AI on retail, exploring opportunities for enhanced decision-making and customer engagement. Her insights reveal the delicate balance between analytical skills and creativity in successful merchandising.

Jack Thompson, former CEO of Tango Analytics and strategist for major brands like McDonald's and Taco Bell, shares his fascinating journey from real estate developer to retail analytics leader. He reveals innovative methods like an 18-point survey for site selection, emphasizing the need for collaboration between operations and real estate. Jack also discusses the challenge of aligning marketing with site selection and the significance of consumer behavior insights in strategic decision-making, offering invaluable advice for today's retail leaders.

Gary Menger, the founder of Applied Geographic Solutions and a pioneer in market research, shares his fascinating journey from geography enthusiast to industry leader. He discusses how CompuSearch revolutionized retail research and the crucial role of trade area analysis for retail success. Menger emphasizes the blend of intuition and data in market strategies, detailing his collaboration with Experian on the Mosaic segmentation system. He also covers the challenges of income estimation models and the importance of innovative approaches in understanding demographics.

Gary Menger, founder of Applied Geographic Solutions, dives into the evolving landscape of retail analytics. He discusses how retailers can harness demographic data while navigating its limitations. Menger emphasizes the importance of site selection in the AI age and addresses the need for a unified strategy that blends online and offline success. He also highlights how embracing failure can drive innovation and shares insights into the delicate balance between intuition and data interpretation for better retail decision-making.

Ashley Robinson, CEO of Seeker Group and an expert in retail real estate, dives into her '10 Things' framework for retail growth. She highlights the fusion of creativity and analytics necessary for market expansion. The conversation touches on strategic site selection, understanding customer pools, and the importance of adapting to market dynamics. Ashley emphasizes learning from setbacks and nurturing curiosity, underscoring its value in personal and professional realms. Her insights provide a fresh perspective on driving profitability and enduring success.