FSP supports marketing professionals by providing key data to inform strategy and ensure every £ of marketing spend is accurately targeted - right customer, right location, right medium  With a range of qualitative and quantitative techniques at its fingertips, FSP is one of the most skilled retail consultants in the UK, offering clients an individual approach rather than a prescribed solution.  


FSP adopts a collaborative approach to provide key data for the marketing team including:

  • Consumer profiling – who is the current/target shopper and where do they live?
  • Detailed consumer segmentation  - pen-portraits detailing specific characteristics and behaviours
  • Accurate identification of catchment area - including underperforming zones - where to look for new shoppers
  • Market Share Analysis – which shoppers need to be targeted to spend more

Measuring marketing effectiveness is a key requirement.  FSP has interviewed over 450,000 shoppers in over 100 locations across the UK in the last 3 years.  This wealth of data enables KPI comparison with appropriate benchmarks to identify areas of success and those in need of improvement. 

The first step is likely to be a quantitative survey designed to establish the most important shopper groups, their habits and attitudes.  Accurate consumer profiling provides the base data for appropriate messaging.  FSP can also identify specific areas with substantial numbers of target customers.

Adopting the appropriate tone is essential for marketing success and in depth FSP discussions with target consumers provide a wealth of insight.  

Details of FSP Consumer Research is available here.

In the last 3 years FSP has measured marketing effectiveness across almost 100 shopping centres throughout  the UK. The results have been invaluable for their growth, whilst also creating a credible industry benchmark available for all clients.

Let FSP help you get maximum impact from your marketing spend. Contact FSP to find out more.

  • Much retail planning focuses on 'capacity' and floor space issues. What FSP do is to provide a commercial 'reality check' of 'demand' based on actual market analysis and the socio-economic composition of the catchment which then needs to be considered alongside 'theoretical' capacity figures. This provides an added dimension when considering and understanding development proposals and one that tends to be overlooked by many planning and property professionals.

    Adrian Swift|Principal Planner, Blackburn with Darwen Borough Council

  • The report is comprehensive, very interesting and will assist us implement our asset management initiatives by giving the ideas a research or ‘academic’ foundation. This gives the initiatives an integrity our board requires.

    Nick Gregory|Senior Retail Asset Manager, Redefine International Property Management Limited

  • FSP information and face-to-face presentations have been instrumental in getting retailers to consider schemes which they would not otherwise have done and this has been successfully converted into lettings which would not have happened in a number of instances.

    Roger Fulford|Director, Munroe K

  • In the current very difficult current economic conditions we are finding that traditional retail planning studies drawing on household surveys, estimates of development potential and health checks are insufficient to inform a robust and realistic strategy to sustain and enhance town centre vitality and viability. I have no hesitation in recommending FSP in providing a very knowledgeable commercial perspective in this challenging area of work.

    Tim Brown|Chief Planning Officer, Blackpool Council

  • The Leasing Strategy developed by FSP identified the best market opportunities for Princes Mall. It is evidence-based and persuasive to the finance team. FSP has worked with the leasing agents to identify specific target retailers credibly able to deliver the strategy. FSP has made an effective and valuable contribution to the development of the business and will continue to help us to deliver the full potential of Princes Mall.

    Andrew Glasgow|Director, The Premier Property Group