The West Oahu trade area was divided into 14 sectors, which were determined by neighborhood types, drive times and natural barriers such as geography, major roads and expressways. Once these sectors were identified, we used PRIZM® Premier to determine the dominant consumer household segments for each area. These segments were used to create custom target groups that described households by life stage and lifestyle, as well as other consumer buying and behavioral characteristics.
J. Richard Hill & Co. identified nine target retailers it thought would be a good fit for the mixed-use development. To confirm the company’s hypothesis, we geofenced standalone stores for each of the nine target retailers on the mainland and used our mobile data to understand the visitors going to those locations. These mobile data were linked with PRIZM to profile and segment the shoppers visiting each brand. If visitors associated with a specific segment visited a target retailer 30 percent more often than the average consumer, then those retailers were singled out for further study. We then looked for commonalities between the customer segments to see if the targeted retailers appealed to similar consumers.
After identifying the core consumer segments for each of the nine retailers, we used mobile analytics to determine if those same consumer segments were present in high concentrations in and around the planned Wai Kai development. The core consumer segments for each of the targeted retailers were located by ZIP code and U.S. census block group in West Oahu. These results were color-coded on a map to get a precise look at the market, highlighting neighborhoods that were most likely to shop at some of the nine target retailers. Finally, to validate the market opportunity, we used our Retail Market Power database to assess the retail climate and demand for luxury goods in West Oahu.