Westfield sells very active traffic - these are people who are willing to choose to go to a shopping centre with a clear aim to consume and purchase products and services.
Whether you’re selling a fast moving consumer good to the mass market, a niche product to a select few, or a business-to-business service, the way you court traffic must continue to adapt for your business to continue to thrive.Īlthough Westfield, Google and Groupon all sell traffic, they all sell a very different type of traffic, and some is better suited to certain businesses than others. As the retail and marketing landscape changes, businesses need to keep up with the changes and ensure they optimise the type of traffic they are purchasing. The Internet has given rise to a new kind of traffic - virtual traffic rather than foot traffic. For your rent money, you were basically guaranteed a certain amount of foot traffic - usually the more you paid in rent, the more foot traffic you would receive from the higher profile location. Traffic is the lifeblood of every business because all traffic, at its core, is just “potential customers.” Traditionally, businesses have acquired traffic by renting a store in a retail strip or shopping centre like Westfield. All these businesses pitch a certain story to consumers, accumulate traffic, then sell the traffic to businesses. Westfield, Google and Groupon all sell the same thing.
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