New Westfield World Trade Center Mall is a Draw for Both Tourists and Locals, Bringing Increased Visitors to Downtown NYC

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Location data company Cuebiq examines consumers’ geo-behaviors, location patterns and visit trends at the new luxury mall and commuter hub

Cuebiq, a next generation location intelligence company that helps businesses glean actionable insights about real-world consumer behaviors and trends, has released its study examining consumers’ geo-behavior, location patterns and visit trends at the new Westfield World Trade Center mall, which finds that visits to the mall increased since its opening, and that visitors were more likely to visit the mall on Sundays.

Leveraging its proprietary intelligence platform and data collection methodology, Cuebiq analyzed anonymous geo-behavioral patterns for visitors of the newly opened Westfield mall in downtown Manhattan for a period of four weeks from its grand opening on August 16, 2016 to September 16, 2016. Visitors’ geo-behavioral patterns were determined by analyzing location visit data as well as a range of leading brands’ retail and consumer electronic locations.

The study found that visits from tourists, city locals and commuters to the new attraction steadily increased since its opening. Key takeaways and statistics include:

  •     There was a 53 percent growth in total visits among tourists and 33 percent growth in total visits among locals and commuters in September compared to August
  •     On the first Saturday of its opening, tourists spent an average of 113 minutes in the mall
  •     Foot traffic among tourists was 47 percent higher than the daily average on the anniversary of September 11
  •     For locals, Sundays were the most popular day to visit the mall while Thursdays were the least popular
  •     The average distance locals traveled to Westfield Mall was 11.2 miles

The study also analyzed visitors’ brand affinity. Interestingly, none of the top brands that analyzed visitors like, such as Zumiez, Prada and Best Buy currently do not have locations within Westfield World Trade Center. This information presents an opportunity to drive even more consumer foot traffic to the shopping complex by including visitors’ favorite brand stores.

“This study gleans some powerful insights into the visit trends at the Westfield World Trade Center mall. For instance, seeing that Sundays were the most popular day for locals to visit the mall and that locals were traveling an average distance of 11.2 miles shows that they are commuting from outside of Manhattan. They view the location as more than just a commuter hub. It’s also a new and exciting shopping location,” said Antonio Tomarchio, founder and CEO for Cuebiq. “By also examining visitors’ brand affinity, we presented a few brands Westfield could include if they want to increase consumer foot traffic.”

Westfield World Trade Center is a high end, luxury mall located near the National September 11 Memorial and Museum. The 365,000 square-foot structure is a brand new addition to the downtown area of New York City, that includes more than 100 global, local, fashion, lifestyle and technology brand stores - as well as premiere upscale restaurants.

About Cuebiq
Cuebiq is a next generation location intelligence company that allows businesses to glean actionable insights about real-world consumer behaviors and trends. Using its data intelligence platform, Cuebiq provides geo-behavioral insights and offline location analytics, geo-behavioral audiences for cross-platform ad targeting, and offline attribution analysis. Cuebiq is a member of the Network Advertising Initiative (NAI), the leading self-regulatory industry association dedicated to responsible data collection and its use for digital advertising. Cuebiq is headquartered in New York with offices in Italy and China.

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Paul Chronister
Kite Hill PR
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