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.

  • We were aware of FSP’s work on shopping centres and also as a liaison between landlords and retailers. We wanted to build on our understanding of the Menkind customer profile and buying habits. After meeting with Jo and the team, we quickly realised that an analysis of our online customer – as well as in-store – would provide us with a rounded view of the customer experience we provide. Having this defined view of our customer really means we can develop a product strategy that responds to their preferences and needs. It’s vital that we demonstrate how well we understand our customer through our product range so we will be building this into our strategy.

    Paul Kaufman|Chief Executive, Menkind

  • FSP has been extremely helpful in both my rent review and lease renewal work providing key information relating to shoppers and shopping centre assets.

    David Beck|Briant Champion Long

  • As always with FSP, a well researched, high quality project

    Richard Wassell|Twenty Retail

  • FSP's retail experience has given us knowledge of the trading potential of new sites, while their clear advice on local market strategy has had a direct impact on our approach.

    Mark Gregory|Managing Director, Clas Ohlson

  • We needed a clear understanding of St. Enoch’s retail performance as well as an overview of both the macro and micro issues influencing shopper behaviours in Glasgow. Accuracy, speed and depth of detail were paramount and we knew FSP was the team to deliver this. FSP’s detailed research helped us to fully assess the opportunity from an investment perspective

    Alia ElGazzar|Principal at The Blackstone Group, The Blackstone Group