Pleasanton Gateway Shopping Center
Market Research & Customer Insights
Client: Pleasanton Gateway
Project: Market Research & Customer Insights
Pleasanton Gateway Shopping Center is a well-established neighborhood retail center with strong foot traffic and a loyal customer base. However, ownership lacked clear, data-driven insights into how customers were using the center and where opportunities for growth existed.
Key questions included:
- Who is the core customer, and how often do they visit?
- What drives repeat visits and tenant engagement?
- Where are there gaps in the current tenant mix?
- How can the center increase dwell time and overall shopper experience?
Without this information, decisions around marketing strategy, leasing, and property improvements were based largely on assumptions rather than verified customer data.
PLATFORMS USED
Meta
Email Marketing
SERVICES PROVIDED
Market Research Strategy
Survey Design & Development
Campaign Management & Promotion
Incentive Program Management
Data Analysis & Reporting
Strategic Recommendations
Strategy & Solution
Creative Marketing Arts developed and executed a comprehensive customer survey program designed to generate meaningful insights while maximizing participation.
The campaign included a custom-built survey focused on shopper behavior, satisfaction, tenant preferences, and improvement opportunities. To drive engagement, we implemented a strategic incentive structure, offering gift cards to early participants and a grand prize drawing.
The survey was distributed through targeted digital channels, including social media and email, to reach active shoppers within the local community. We managed all aspects of the campaign, including promotion, response tracking, and fulfillment of incentives.
Over a two-week period, the campaign generated a strong response, resulting in 344 completed surveys, providing a reliable and statistically meaningful dataset for analysis.
Following the campaign, we conducted a detailed analysis and delivered a comprehensive report outlining key findings, customer trends, and actionable recommendations.
Length of Visit
344
Survey Responses
88%
Customer Satisfaction
67%+
Weekly/Daily Visits
30%
Tesla Charger Usage
Visit Frequency
Customer Satisfaction
Results
The survey transformed previously assumption-based decisions into clear, data-driven strategy, providing ownership with actionable insights that directly impact leasing, marketing, and overall center performance.
Defined Customer Behavior & Positioning
- Over two-thirds of shoppers visit weekly or daily, confirming a highly loyal customer base
- The center was clearly identified as a convenience-driven neighborhood shopping destination, with most visits focused on quick errands and essential services
This clarity allows ownership to align leasing, marketing, and operations with how customers are actually using the center—rather than relying on assumptions.
High Customer Satisfaction with Targeted Improvement Areas
- 88% of respondents reported being satisfied or very satisfied
- Key opportunities identified:
- Parking and traffic flow improvements
- Expanded dining options
- Increased community events and programming
These insights provide a prioritized roadmap for improving the customer experience while maintaining the center’s strong foundation.
Data-Driven Leasing & Tenant Strategy
The research uncovered clear demand for:
- Additional dining concepts (fast casual and sit-down)
- Lifestyle and apparel retailers
- Beauty and personal care brands
These insights give ownership direct, data-backed guidance for tenant recruitment, reducing guesswork and supporting stronger long-term leasing decisions.
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Opportunities to Increase Dwell Time & Revenue
- Most visits are under one hour, indicating limited dwell time
- Strong interest in dining, events, and experiences
By introducing these elements, the center has a clear path to:
- Increase time spent on-site
- Drive higher per-visit spending
- Improve overall tenant performance
Identification of Unique Traffic Drivers
- Approximately 30% of respondents have used the Tesla charging stations
This revealed a unique opportunity:
- Attract high-value EV customers
- Promote “charge while you shop” campaigns
- Increase visit duration through targeted marketing
From Insights to Strategic Direction
As a direct result of this research, Pleasanton Gateway now has:
- A clearly defined understanding of its core customer base
- Data-backed direction for leasing and tenant mix decisions
- Identified opportunities to enhance the customer experience
- A strategic roadmap for marketing focused on community engagement and retention
These insights directly support stronger tenant performance, increased customer engagement, and improved long-term asset value, providing ownership with a clear path to more strategic, profitable decision-making.
Conclusion
Prior to this market research, key decisions around leasing, marketing, and customer experience were based largely on assumptions.
Through a targeted survey program and in-depth analysis, Creative Marketing Arts replaced uncertainty with clarity, giving ownership the data needed to make confident, strategic decisions.
By translating customer feedback into actionable insights, the center is now positioned to:
- Optimize its tenant mix
- Enhance the overall shopping experience
- Increase dwell time and customer engagement
- Support stronger tenant performance and long-term growth
This project demonstrates how data-driven market research can transform how shopping centers operate, shifting from reactive decision-making to proactive, strategic planning that supports long-term growth and performance. This survey program is now a repeatable strategy for shopping centers and businesses looking to better understand their customers and make more informed, data-driven decisions.
“A strong brand isn’t just how a business looks,
Creative Marketing Arts
it’s how it earns trust from the very first interaction. “
