Market research · Guayaquil, Ecuador · 2018
A closer look at San Marino’s market.
San Marino · Guayaquil · 2018
In 2018, we worked independently with DK Management’s marketing director on a market study of San Marino Shopping, one of Guayaquil’s leading shopping malls.
The project
In 2018, we carried out a market study of San Marino Shopping, one of Guayaquil’s leading shopping malls, commissioned by DK Management’s marketing director. The work included analysis of in-mall advertising, photographic documentation, and observation of footfall and the factors shaping the mall’s commercial experience.
A closer look
We analysed advertising placements and materials inside the shopping centre, including their location, visibility and relationship with circulation areas. The study considered how these touchpoints fit into the mall environment and the visitor experience.
We created photographic records to document the spaces and advertising observed. Reviewing footfall and visitor flows brought the mall’s activity into the analysis, including the relationship between circulation, exposure and points of interest.
We considered internal advertising, footfall, spatial layout and the visitor experience together to analyse the factors influencing a shopping centre. The study was undertaken as an independent collaboration commissioned by DK Management’s marketing director.
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