Optimizing marketing strategies through occupancy pattern analysis in shopping malls

Abstract

This study examines the occupancy patterns within a suburban shopping center in Sri Lanka, with more attention to the evolving role of shopping malls as dynamic marketing hubs. It underscores the importance of comprehending customer behavior, optimizing store layouts, and deploying effective advertising strategies in the context of mall marketing. Using a data-driven approach spanning four weeks, we collected and analyzed customer traffic data. Our findings consistently highlight the prominence of entrances 1 and 2, with Fridays emerging as the peak day for customer engagement. Additionally, crowd density analysis uncovers the significant impact of store types and the time of day on mall traffic patterns. These actionable insights serve as valuable guidance for mall management, enabling the optimization of marketing strategies and an enhanced shopping experience. By effectively bridging the gap between theoretical knowledge and practical applications in shopping mall marketing, this research contributes to a deeper understanding of occupancy patterns within these multifaceted commercial spaces.