Place Laurier, Ste-Foy, Québec
In 1990 and again in 1995 Talbot Consultants International Inc. was retained to assist Marathon Realty in re-positioning and re-merchandising Place Laurier. In 1998 we were retained to assist Oxford Property Group (the new owners) in again repositioning and re-merchandising this 1,100,000 sq. ft. shopping centre. An in-mall exit survey was conducted and accurate primary and secondary trade areas delineated. Then, utilising our "state of the art" GIS, we analysed the demographics to determine the changing consumer demand and generated "best" and "worst" customer profile clusters. A detailed retail inventory was also conducted of the trade area so as to determine the changing supply of retail goods and services. Based on our analyses we were able to provide specific recommendations as to which retail categories should be increased and which should be decreased. Further recommendations were then provided as to the optimum configuration of the mall and suggested relocations so as to maximise both sales and rents. The project concluded with some specific marketing strategies to increase the draw to Place Laurier. Our "action plan" recommendations are currently being implemented and significant sales increases have already been achieved.