Retailers need new analytical tools if they are to keep track of their customers, Jones Lang LaSalle director Dr Brenna O'Roarty told delegates.
Traditional socio-economic models no longer accurately reflect or predict consumer behaviour, she said, but more sophisticated techniques can be used to target small, but potentially high-spending groups.
If landlords become better able to map the characteristics of the local catchment of retail parks, it could help make the case for more retailers to move to out-of-town locations. 'The town centre is still the location of choice for specialist purchases, but is this open to change?' O'Roarty asked.