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Queensland shopping centres: a Helix Personas perspective

Source: Roy Morgan Single Source (Australia), January-December 2015 (n=15,367). Base: Australians 14+

In an average four weeks, 3.6 million people buy something at a Queensland shopping centre – and, not surprisingly, more than nine of every 10 of these shoppers are Queensland residents. The latest findings from Roy Morgan Research reveal the Sunshine State’s most popular shopping centres, and the kind of consumers most likely to shop at each.

The three busiest shopping centres are all Westfields in the Brisbane suburbs: topping the list is Westfield Chermside, where 318,000 shoppers part with their hard-earned cash in an average four-week period; followed by Westfield Garden City (288,000) and the state’s largest shopping centre, Westfield Carindale (257,000). 

Another suburban hub, Indooroopilly Shopping Centre, is fourth (attracting 232,000 shoppers in an average four weeks), and the CBD’s Myer Centre rounds out the top five (222,000).

Queensland’s 10 busiest shopping centres and the Helix Communities who shop at them

Popular-qld-shopping-centres-chart

Source: Roy Morgan Single Source (Australia), January-December 2015 (n=15,367). Base: Australians 14+

With the exception of tenth-most popular shopping centre, Grand Plaza, the rest are located outside of Brisbane, in regional areas.


Aussie Achievers go shopping: a Helix case study

Viewing these shoppers through the lens of Roy Morgan’s powerful consumer profiling tool, Helix Personas, reveals some interesting insights about who is most likely to visit each one. As the chart above indicates, four of Queensland’s ten busiest shopping centres are most likely to be frequented by members of the hard-working Aussie Achievers community: young, outer-suburban families focused on paying off the mortgage and providing a good life for their kids.

Within the Aussie Achiever community, there are several distinct Personas – specific consumer segments that differ from each other in key respects even while sharing the traits that unite them as a ‘community’. And one particular Persona stands out as being most likely to shop at Chermside, Garden City and Harbour Town: Castle and Kids.

Earning and saving more than other Aussie Achievers, Castle and Kids are incredibly house-proud, family-focused and sensible with their money. These shopping centres would appeal to their innate thriftiness, hosting a range of discount and variety stores (and outlets, in the case of Harbour Town) in the one convenient location, as well as offering the opportunity for family-friendly fun such as cinemas, ten-pin bowling and food halls. Perhaps even more tellingly, all three centres are located not too far from neighbourhoods with significant populations of Castle and Kids.

Key Castle and Kids neighbourhoods, Queensland

castle-kids-helix-qld-map

Source: Roy Morgan Single Source (Australia), January-December 2015 (n=15,367). Base: Australians 14+. Red shading shows key Castle and Kids catchment areas

Westfield Garden City, on the other hand, tends to attract an above-average contingent of ‘Domestic Jugglers’, busy, multi-tasking Aussie families who work hard to feather their beloved nest and fund a good education for their kids. One-stop shopping suits their hectic lifestyle down to the ground, and naturally, if it’s close to home (Garden City just happens to be in Upper Mount Gravatt, a Domestic Juggler ‘catchment area’), then all the better.


Metrotechs: cashed up and living it up

Scan the shoppers at Westfield Carindale, Indooroopilly Shopping Centre and the Myer Centre in the Brisbane CBD, on the other hand, and chances are they’ll be from the young, trendy Metrotech community. Highly educated and ambitious, Metrotechs do not have the same financial/familial responsibilities as Aussie Achievers, and are not as driven by budgetary constraints when shopping.

Again certain Personas within the Metrotech community are over-represented at specific shopping centres. Take Indooroopilly, for example, smack-bang in ‘Social Flyer’ heartland. Primarily single or de facto, Social Flyers work hard and play hard, enhancing their inner-city lifestyle with the latest fashion and tech gadgets. Home to a range of high-end retailers, Indooroopilly Shopping Centre certainly caters to Social Flyers’ sophisticated sensibilities.

Indooroopilly: Social Flyers every which way

indooroopilly-helix-map
Source: Roy Morgan Single Source (Australia), January-December 2015 (n=15,367). Base: Australians 14+. Turquoise shading shows key Social Flyer catchment areas

Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:

“Queenslanders clearly love their shopping centres, with one of the country’s highest visitation rates. But among the 3.6 million people who frequent the state’s shopping centres in an average four weeks, there are many different types of shoppers with diverse budgets, expectations and needs.

“An in-depth, geo-digital, psychographic system like Helix Personas can assist shopping centre managers to identify the consumer groups most likely to visit, thereby increasing their chances of attracting the most suitable retailers, and of marketing their centre to the right customers locally and further afield.”


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About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2