The Centre

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The Centre

• Lime Ridge Mall opened in 1981, and completed a
  45M redevelopment in 2003 that upgraded the
  interior of the mall and added a new and exciting
  merchandise mix including retailers such as Old
  Navy, Eddie Bauer, American Eagle, and SportChek.
• Lime Ridge is a two-level mall with over 230
  stores, including Sears, The Bay, SportChek, Old
  Navy, Home Outfitters and The Bay Home Store.
• Annual Traffic is approximately 11 million.
• Annual Sales 200 million
• Productivity 503 p.s.f. (January 2005).

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The Market

• Lime Ridge Mall is located in Hamilton, Ontario,
  about 45 minutes south of Toronto. Lime Ridge
  Mall is the dominant regional mall in the new
  City of Hamilton and has a trade area population
  of over 492,000(est. 2004 pop.)
• The population growth rate in the PTA is
  estimated to grow 0.7 by 2014, which is lower
  then the Canadian average of 1.7, while the
  population growth in the STA is estimated to grow
  an average of 1.9 by 2014, slighter higher than
  the Canadian average.
• The average household income for the TTA is
  61,926, lower than the Canadian Average of
  65,134.
• Lime Ridge serves a market with sales potential
  of 1.9 billion dollars, and is currently
  capturing 10.1 market share (excluding major
  department stores).

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Customer Profile

• Lime CF CF
• Ridge Ontario National
• Female 67 62 63
• Average Age 39.1 39.9 39.7
• Household Income 65,216 75,107 71,146
• Employment 56 56 60
• English 90 91 77
• Home Ownership 68 70 68
• Household Size 3.2 3.1 3.0
• Children in Household 45 43 39
• Student 19 18 16
• Tourist 1 2 3
• Out of town visitors 13 14 17

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Shopper Behaviour

• Lime CF
• Ridge Ontario
• Time (minutes) 96 86
• Visits (per month) 4.0 4.4
• Stores visited 5.0 4.6
• Stores purchased 2.1 2.1
• Buyer conversion 39 40
• Walkout rate 8 12
• General spend 80.41 81.32
• Spender average 87.71 91.93
• food/bev purch. 52 45
• General spend f/b 4.73 4.33
• Spender avg.f/b 9.01 9.54
• Monthly cont. 352 405
• Loyalty 6.1 5.9
• Satisfaction 8.4 8.3

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Media Mix

• Base Media
• Transit Shelters
• Daily newspaper
• Radio
• Secondary Media
• GO station platform posters, floor maps, transit
  shelters and in-train posters.
• Mall Media
• Interior posters (32 x 44)
• Door decals (8 x 10)
• Clear Channel Directories and Banners
• Digital Advertising Network (D.A.N)
• E-marketing Newsletter
• Web-Page

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Strategic Partnerships

• Focusing on Families and Children
• K-Lite 102.9 (Radiothon and other events)
• Hamilton Health Science (McMaster Childrens
  Hospital)
• YWCA 
• Big Brothers/Big Sisters
• Childrens Aid Society
• Christmas Miracle

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Christmas 2004 Advertising campaign
Transit shelters in Secondary Trade Area
Burlington, Ancaster.

• GO Stations in Hamilton, Burlington and Aldershot
  
• Floor Decals
• Door Decals
• Subway Posters
• Interior train Posters
• Bus Shelter Wraps

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iPod contest giveaway In-mall signs, web page,
e-newsletter