BI Qlik Analytics portal
Wholesale & distribution

Advantail: shopping centers managed with business intelligence

Advantail is a property manager: it manages commercial real estate on behalf of third parties and acts as the operational arm of investors. Its goals? Market and bring retail destinations to life, drive foot traffic, create shopping experiences…
Today, the group manages seven outlet shopping centers in France. And thanks to Synolia’s analytics portal and the Qlik solution, it keeps a very close eye on the sales performance of every brand. Here’s how!

Advantail

Better data collection
for better management

Advantail orchestrates an equation that combines marketing, retail and sales performance, one that benefits outlet center investors and brands alike. In this win-win model, rent is indexed to each brand’s revenue. To make it work, Advantail must regularly collect the revenue of every store, at every center.

Historically, this collection happened once or twice a year, through Excel files that were more or less complete. Center managers sometimes even had to visit the stores in person to pick up results on loose sheets of paper. It was a time-consuming process, based on self-reported, inconsistent data that was prone to entry errors… So Advantail’s innovation teams asked for a digital solution to make data collection easier and manage the stores’ sales performance.

Advantail’s brief:

A solution to collect and analyze data, and manage brand performance…

 

Inspired by the centralized checkout systems of department stores, Advantail’s innovation teams wanted to automate the collection of brand revenue. They also saw an opportunity to get more granular, with data such as visitor numbers, units sold and average basket value… Data collected every month, every week or every day, for an in-depth, objective analysis of each store’s performance.

“Since performance creates value through rent, it is in our best interest for stores to generate more revenue, and therefore to refine our analysis so we can focus our efforts on the right levers…”
Vincent Moreau, Marketing & Innovation Director, Advantail

The Synolia x Qlik analytics portal

Advantail chose Synolia to modernize its data collection and analysis system. Our services for Advantail: BI consulting, project management (specification and design phases) and ongoing support (training, support, application maintenance).

 

Synolia x Qlik x Analytics portal

 

  • An analytics portal for data entry

The analytics portal lets each brand enter its data through a simple form. Each center’s management team administers the portal, creates accounts for the different brands, and defines which data they must enter and how often. As a result, all the data collected is consistent.

  • Qlik for data analysis

Once the data is in, the Qlik business intelligence solution validates data quality (checking that every field is filled in) and analyzes brand performance (against defined KPIs).

The analytics portal and Qlik at the heart
of Advantail’s value chain

Since the tool went live, every Advantail employee has been trained to use the portal and to analyze the retail data processed by Qlik. Each team (property management, marketing, technical, etc.) relies on this analytics data every day, through its own business lens. The tool is also an integral part of Advantail’s offering to investors, where it is showcased as a driver of performance and transformation.
“We include Qlik in every new mandate we take on, it’s at the heart of our pitch. It supports a management approach focused on performance,” explains Vincent Moreau.

A tactical use of analytics data

The data entered by all the brands allows Advantail to refine its analyses and make them more objective, revealing long-term trends (foot traffic, conversion rate, etc.). Advantail can then help brands improve their performance.

Comparative and predictive analyses also make it possible to anticipate peaks and dips in foot traffic at each center. The group can, for example, launch marketing campaigns or schedule renovation work at the right time.

 

Advantail Qlik dashboard

 

On the brand side, store managers also see the value of sharing their data, because every week the center’s management can send them their own KPIs, along with the brand rankings and how each one is trending. They get access to overall performance, can benchmark their results and adjust their actions (pricing, inventory, staffing), and more.

“The brands that make the best use of the tool are also the ones with the strongest performance”
Vincent Moreau, Marketing & Innovation Director, Advantail

The results

Since the portal and Qlik went live, Advantail has saved significant time on data collection.

Reliable data that gives real meaning to its brands’ sales performance. Brands can analyze consumer behavior, speed up their learning curve and keep growing.

The tool has also strengthened Advantail’s business with a global view of all its centers and how they are evolving. The teams are very satisfied with the tool and actively help it evolve as their needs change.

"We don't just recommend the Synolia x Qlik analytics portal passively, we recommend it as part of our business development"
Vincent Moreau Marketing and Innovation Director Advantail
Share this case study:

Discover our other references