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Shopping Index – это индикатор, отражающий динамику посещаемости Торговых Центров и сетей на еженедельной основе в режиме онлайн. В рамках проекта Shopping Index отслеживается распределение потоков посетителей по торговым объектам локальных рынков.
Основная единица – количество посетителей в среднем в день за отчетную неделю на единицу коммерческой площади торговых объектов.
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Shopping Index: изменение общей динамики по годам, Москва
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Shopping Index: изменение общей динамики по годам, Санкт-Петербург
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С Shopping Index вы сможете:
Анализироватьразнонаправленности динамик индекса и показателей Ваших Объектов (падение/ стагнация/ рост – показателей Объектов на фоне показателей рынка) |
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Планироватьуправленческие действия и маркетинговые активности, выбирая их тип и масштаб в зависимости от общей ситуации на рынке (рост/стабильность/падение – проблема внутри магазина или на рынке/в месте расположения в целом) |
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Отслеживатьизменение “Вашей” доли рынка, по рынку в целом и по его отдельным территориальным и качественным сегментам |
Определятькачество и своевременность принятых управленческих решений |
Оцениватьэффективность реализованных мероприятий по привлечению клиентов |
Выявлятьнаиболее проблемные случаи – Снижение посещаемости Ваших Объектов на фоне падающего / стабильного / растущего (рынка) Shopping Index |
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Main advantages, features, and differences from other approaches:
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Возможность
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– анализа годовых изменений, сезонных колебаний, еженедельных флуктуаций, роста и падения показателя в “аномальные” дни (праздники, погодные условия), перераспределения потоков внутри рынка, в разрезе площадных характеристик, типов торговых объектов, территориальных сегментов рынка…
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Вариативность
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– регулярная информация по активности потоков потребителей представляется в различных разрезах, что позволяет оценивать наиболее важные тренды как рынка в целом, так и отдельных наиболее интересных его составляющих
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Ретроспектива
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– наличие многолетней базы данных/базы знаний по динамике и распределению потоков посетителей
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Охват
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– количество объектов одновременно участвующих в оценке значительно больше, чем в классических исследованиях
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Непрерывность
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– постоянно обновляющийся поток данных, возможность обеспечивать регулярное еженедельное формирования отчетов/обновление данных о динамике рынка
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Точность
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– поток данных, получаемых посредством систем подсчета посетителей. Основной особенностью выступает тот факт, что мы не используем данные каких-либо разовых ручных замеров
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Мы имеем возможность регулярно отслеживать основные тренды на потребительских рынках
- Москвы
- Санкт-Петербурга
- Центрального Федерального Округа
- Южного Федерального Округа
- Приволжского Федерального Округа
- Региона “Урал-Сибирь”
- В разрезе различных специфических сегментов, как качественных, так и территориальных основанных на принятой у Клиента классификации
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