Trade Area & Consumer Persona Analysis: Mall of America Visitors
May 17, 2021
By analyzing data from trade areas, businesses can gain in-depth insights into where consumers are coming from. This data can also be used to understand visitor composition, which can be used to create regional advertising campaigns. In Mall of America’s case, visitors are mostly from across the U.S., but we also found that they do have international visitors as well.
How Far did Mall of America Visitors Travel?
In August 2019, many U.S. and international consumers traveled to the mall. In August 2020, fewer international travelers visited Mall of America, and consumers traveled from areas closer to the mall. COVID-19 lockdowns and restrictions across the world caused many to cancel their travel plans. While this data provides broad insight into how the mall was affected by travel restrictions, an exploration into the distance traveled provides a clearer picture.
Consumers traveled farther to Mall of America in 2019, with many mall visitors traveling from distances greater than 300 miles. Travel patterns shifted dramatically in 2020, however; a larger share of mall visitors traveled to the mall from less than 300 miles away, with the majority traveling less than 50 miles. This indicates Mall of America remains a popular destination among consumers who live within driving distance of Bloomington, Minnesota.
What are Mall of America Visitors Interested In?
Personas are a great way for marketers to gain insight into consumer behavior. However, the most useful consumer personas are ones that are built on real-world data. At Gravy, we have over 350 consumer personas, which are built on high-quality data and expertly curated by our team.
To gain insight into the interests and preferences of visitors to the mall, we compared 2019 vs. 2020 consumer personas. In 2020, consumers were more likely to be Casual & Fast Food Diners, Outdoor Enthusiasts, Discount Shoppers, and Do-It-Yourself Enthusiasts, compared to the previous year. These consumer personas reflect new consumer trends and changes in customer values, especially convenience.
Want to read more about how COVID-19 impacted consumer foot traffic at Mall of America? Download the full report.