Today, retail property investors use trade area and mileage rings and make assumptions on what market share of each person in that demographic region will frequent a local shopping center. Those are old school metrics that rely on assumptions versus empirical data available today that can pinpoint, pun intended, who is in the center, where else they shop and what other lifestyle choices are important to them. It’s no longer about demographics, as companies shift to now evaluate “consumeristics,” the behavior of your shopper. Consumeristics is the in-depth study of consumers and their behaviors, derived from the root word consumption.

PinPoint helps owners create new leasing strategies tailored to a center’s shoppers, heighten the value of an investment analysis by showing your true center traffic, and ultimately attract new shoppers and increase sales through targeted marketing. It also helps retailers understand where their customers are actually coming from to avoid location cannibalization.