company overview - sincron inova · geomarketing - the new technological frontier the term...

Company Overview

“TO HAVE AN IDEA IS A GREAT THING. BUT IT IS STILL BETTER TO KNOW HOW TO BRING IT FORWARD."

Henry Ford

Successfull researches, ... yours!

The Methodological Approach

Who is IT?

Sincron Inova essentially uses two types of approach to market studies: the first one quantitative and the second one qualitative. On the first one (quantitative) the fundamental option was, since many years, to create, experiment and apply Mathematical Models that, thanks to the power and speed of the computers on which they are activated, allow to simultaneously consider a large number of variables of the Demand and the Offer influenced by the road system that links one to the other. Some of these Mathematical Models have now become "standards” (eg those called Overlap and Gravity), so that their use can be offered and delegated directly to Customers through a technologically unique support developed by Sincron Inova: VirtualMarket®. Other models can be "tailored" to address specific problems. On the second one (qualitative) the choice is to study the behaviour, perceptions and expectations of consumers and customers, through sample surveys (face-to-face, telephonic, online). The opportunity that Sincron Inova has had to carry out many surveys in recent years makes it possible to dispose of terms of comparison useful to capture any territorial differences, which can be "justified" by the different market situations and analyzed with the use of Mathematical Models ( eg Performa).

Sincron Inova is an economic and statistical researches company focused on the italian retail, which provides analysis, estimates and simulations of considerable strategic significance to Companies, Institutions, Local Administrations and Control Authorities. Founded in 1970 Sincron was renamed Sincron Inova In 1995 to underline the decision to introduce new, modern and creative approaches in the field of analysis and market research. Today the purpose of Sincron Inova, as it was for Sincron, is to support the players of distribution sector, who must make investments and define new strategies, by providing them with estimates and simulations of considerable strategic significance. The products are always the same, but the approach is more sophisticated and innovative. To the "historical" products have been added others, made possible by the massive investments of the company in the new technologies, especially the informatic ones.

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How do It works?

What does IT do?

The positioning and the results of a commercial activity depend on the behaviour of consumers, which is influenced by the Demand and the Offer of the specific local market.

Their interactions can be studied through Models of different nature and type to obtain outputs of considerable importance.

Demand analysis It studies potential consumers:   who are they, how many are

they, where do they live   which are their demographic,

social and economic characteristics

  how much do they spend

Offer Analysis It identifies Players/Competitors:   who are they   where are they   with which types of stores   with which formats

Analysis of the Territory It digitalizes the road system:   to measure distances   to calculate access times   to describe in details the

Economic System   to identify the concentrations

Spending Potential with econometric calculations It

estimates how much Italian consumers spend on product

categories which can be compared to those of retail and services

Trend It analyzes the historical trends and

compares them with those of the "justifying" variables to formulate

forecasts for the "short and medium" term future.

Maps It develops Maps of Available Income, Total Consumption, Population Density, Commercial Density

Models for estimates It creates Mathematical-Gravitational Models which, •  using a series of socio-demographic,

economic and territorial variables and •  taking into account the competitive

environment, must "explain/demonstrate" the results obtained by operating stores

SURVEYS

GEOMARKETING APPLICATIONS

TAILORED ANALYSIS AND STUDIES

Mystery Client

Focus Group

Customers and Consumers Surveys

SURVEYS

The change in lifestyles in Italian society has never been so rapid.

Changes in behavior involve all aspects of life and are influenced by many variables, such as the transformation of the family, the spread of social networks, the attention to environmental/nutritional topics, but also by the affirmation of Shopping Centres and by the growing presence of mono-brand specialized

stores and services with characterized formats. This causes changes:

• in the behavior of purchasing goods and services, • in the motivations for the choice of one supplier instead of another.

In this wide and articulate variety of topics, how do clients and consumers behave? The only way to know this is to ask them,

and this is what Sincron Inova does by carrying out ad hoc surveys.

They aim to know: the behavior, the judgments and the expectations of customers or potential clients in relation to a single store or to an aggregate of businesses (eg a Shopping Centre or Retail Park). They allow: •  to evaluate the reputation and the positioning of a

brand or of a Shopping Centre, •  to know the strengths and weaknesses of a store and

of its competitors. Interviews can be carried out in different ways: face to face, telephone or online. Sincron Inova carries out Sample Surveys and Polls dealing with all the steps of the work (from the initial briefing with the Client to the final report) and, in the case of surveys on Shopping Centres, it also provides Benchmarks that allow the recognition of the strengths and weaknesses of the structure under investigation compared to those of similar structures.

Mystery Client (or Mystery Shopping) is a type of survey that summarizes the results of a visit to the store by an unknown customer (not "insider", an ordinary person), who expresses a judgment on many aspects of the store itself, for example: • the image (external and internal), • the assortment, • the staff (approach, professionalism, kindness), • the order and the cleanliness, the lay-out, the atmosphere (lights, music, images), • the waiting time at the check-out counters, signage and information. The store represents the "moment of truth" in the relationship between a retail company and its customer. Keeping acquired customers it is not so obvious; the belief to find a better supplyers is one of the rules of customer behavior and a major reason for his infidelity. The judgment on the store can make the difference between keeping or losing the customer. Furthermore, companies need to know if the standard features of the brand are respected in a homogeneous way in all sales points (directly managed or in franchising). Sincron Inova takes care of all the steps of the work (from the initial briefing with the Client to the final report).

The Focus Groups aim to understand users' attitudes towards one or more issues. The debate is introduced by a moderator and takes place interactively within a group, usually consisting of six to twelve people, representative of a homogeneous typology (eg tenants / occupiers of the same business centre). This survey methodology is suggested when: •  a range of ideas or feelings of the user must be

investigated, •  the factors influencing the opinions, habits or motivations of

consumers with regard to events, news, changes, etc. must be identified,

•  a pilot project must be started, or a feedback on an advertising campaign must be collected, or the client's priorities must be identified in relation to a project.

Sincron Inova takes care of all the steps of the work (from the initial briefing with the Client to the final report).

VirtualMarket© at a glance

Geomarketing - the new technological frontier The term geomarketing has entered strongly in the language of people dealing with market research and, in particular, with researches for Retail and Retail Real Estate. And it could not be otherwise if we consider that it is a technique / methodology that links the basic data to the territory and that the time required to reach a store or a Centre, or a Commercial Area, affects consumer behavior. In its consultancy activity Sincron Inova makes extensive use of geomarketing tools through which the geolocalized basic data are made to interact: •  using specific algorithms that take into account road conditions, distances, access times, •  applying the "graph theory" on a "Graph" of Italy made up of over 4.5 million Poles and over 5

million Branches. On the basis of this experience - and using the possibilities offered by the Internet - Sincron Inova has created a specific software, that can be activated online, to allow users to use geomarketing tools on their own.

This specific software is called VirtualMarket®

VirtualMarket® is an interactive software that can be used autonomously by the end user •  activable from any computer or tablet connected to the Internet •  24 hours a day, 365 days a year •  it does not require the installation of any hardware or software •  data and maps can be downloaded in Excel and / or Pdf formats •  the elaborations carried out can be memorized, recalled later and integrated

Sincron Inova will periodically update all basic data at no additional cost VirtualMarket® operates in ways (Modes): Iso and Geo that offer different performance. In the Iso Mode, VirtualMarket®: allows the construction of local market basins, ie portions of territory within which to activate all the potentials of the software

•  The Basins are defined by bands (in minutes or km) chosen by the user who can decide, also, the accessibility conditions.

•  The point of origin of the bands (Pivot) is decided by the user (eg: an existing or a planned store).

In the Iso Mode it is possible::   to obtain and to download data from the Sincron Inova Databases, as well as the related

illustrative graphs and maps,   to carry out Geomarketing processing,   to develop estimates and simulations with Models (Overlap, Fidelity, Gravity, Simula Food,

Simula Visitors) in which the user can decide and modify many parameters.

In the Geo Mode VirtualMarket® operates with reference to the Administrative Territories (Regions, Provinces, Municipalities, Census Sections, Cap and their aggregations) and it allows:

  to obtain and to download data of various kinds organized in "Worksheets”   to realize Thematic Maps with data downloaded from the Sincron Inova databases or with

user inputs.


Demand Analysis

With VirtualMarket® (Iso) you can download the essential information from Sincron Inova Database for the quali-quantitative analysis of the Demand in the selected territory (Basin): √ Resident population divided into:

•  Sex •  Instruction •  Age classes •  Foreigners •  Families •  Number of family members •  Employed/Unemployed •  Labour Forces/Non-Labour Forces •  Available Income/Total Consumption •  Annual expenditure by categories

√ Tourism √ Economic System - Companies/Employees √ Commuting

In addition to the information VirtualMarket® Iso offers the Maps of: • Population Density, • Income, • Consumption in micro-areas

INDUSTRY - SECTOR DATA (EMPLOYEES %)

COMMUTERS

INCOME EARNERS’ CLASSES AND COMPARISON WITH I TALY


Supply Analysis - The protagonists With VirtualMarket® (Iso) you can download, from the "Players" Module, the essential information about retail and services operating in the Basin, from Sincron Inova Databases.

The retail stores are distinguished by product categories and they are divided into:   Anchor Stores   Brand Boutiques   Shopping Centres ("Classic”, Retail Parks, FOC)   Services

The Players Module returns: for commercial stores: •  the address, • the Format, • the sales area (for food retail stores) •  the inclusion (if any) in a Shopping Centre - with the indication

of its name •  the distance from the Pivot

for the Shopping Centres: •  the size (in square meters of GLA), • the classification of CNCC •  a data sheet with the list of current Anchor Stores, Brand

Boutiques and Services

for the Services a classification in: • Directional Services. • Health Services, • Entertainment Services, • Restaurants

The Module information are accompanied by the commercial density map in the selected Area


Sincron Inova has identified, on the basis of its databases, the areas of Italian cities in which a significant concentration of stores (retail and services belonging to signs operating with at least 3 units on the national territory) is detectable in a surrounding pedestrian distance

The outputs (to date 603 Areas in 531 Italian cities) are: • list and address of the stores • map • main vocation of the Area (between retail and services) • lack of product categories (retail) and / or services types

Sincron Inova has chosen •  to identify "Areas" instead of the more classic "Streets" because the urban

structure of Italian cities makes it possible to identify excellent locations "near" the most famous streets

•  to consider not only retail activities, but also service activities - of various types - that may be synergistic as attractive for reasons other than pure shopping.

The Central Areas (that will be update/implement periodically following the evolution of the Offer) can be downloaded with VirtualMarket® (ISO) in the "Central Areas" Module

Competition Analysis VirtualMarket® (Iso) allows you to measure the overlap between different Players' Catchment Areas, using the "Overlap" module:

√ if the overlap concerns competing players, the "competitive tension" can be measured” √ if the overlap involves stores of the same chain, "cannibalization" can be measured

Central Areas Analysis

Customer Purchasing Analysis The "Fidelity" Module of VirtualMarket® (ISO) allows to georeference and to analyze the data concerning the origin and the purchases made by customers (deriving from Fidelity card or collected at the cash desks) correlating them with the market data.

The Fidelity outputs are: • estimates of Penetration Rates and Market Shares for isochronous bands and / or CAPs and / or Municipalities • maps of the territorial distribution of customers, receipts and sales.


Estimates - Visitors of a New Shopping Centre

Estimates - New Food Store

Estimates - New Non Food Store In VirtualMarket® (ISO) the "Gravity" Module allows to estimate • the potential turnover and • the market shares of a store thanks to the application of a gravitational curve. The curve parameters can be modulated as desired by the user, who can check the results in real time Gravity takes into account: • per capita consumption (in the considered Area) of the sector in which the store operates • competitors (chosen by the user) Gravity also allows to search for the parameters of the gravitational curve that explains and justifies the result (turnover) of a store.

In VirtualMarket® (Iso) the "Simula Food" Module, intended for large-scale food retail distribution, allows estimating the turnover of a store: • a new one in the existing scenario • an existing one in the hypothesis of variations of the scenario It can be used for Hypermarkets, Superstore, Supermarkets, Minimarkets and Discount stores Simula Food operates on the basis of a Gravitational Mathematical Model in which the parameters related to the Demand (residents market) and to the Supply (existing stores network) interact with each other considering: • current scenario • per capita consumption • the tournovers of Players

In VirtualMarket® (Iso) the "Simula Visitors" Module, intended for Promoters, Owners, Managers and Consultants of Shopping Centres, allows to estimate the annual number of visitors of a Shopping Centre: • a new one in the existing scenario • an existing one in the hypothesis of variations of the scenario It can be used for "classic" Centres and for Retail Parks. Simula Visitors operates on the basis of a Gravitational Mathematical Model in which the parameters related to the Demand (residents) and to the Supply (existing Centres) interact with each other, considering: • current scenario (Centres and their GLA) • annual visitors (of Centres)


Thematic Maps

Synthetic Sheets

In the Geo Mode VirtualMarket® operates with reference to the administrative territories (Regions, Provinces, Municipalities and their aggregations) and allows to obtain and to download synthetic data on specific topics, ordered in Worksheets:

√ Demography/Territory Education/Employment/Labor Forces √ Income/Consumption/Spending Potential √ Foreigners √ Tourism √ Economic system √ Retail √ Trends

Still in the Geo Mode VirtualMarket® allows to generate and to download Thematic Maps - for a geographical space consisting of a selection of territories (Group) - representing one statistical data downloaded from VirtualMarket or one input ascribed by the user The possibilities of choosing elements for representations (colors, thicknesses, transparency) are numerose. The elaborate themes can be memorized and recalled.


Semi-processed Data

What kind of Tailored Analyses and Studies? The needs of companies differ in nature and complexity, so that it is almost impossible to identify an exhaustive list of possible studies from the Investment Fund that intends to purchase a Shopping Centre and wants to assess the risks involved in the pipeline Centres in the area •  to the Pet Shop chain that would like to predict the medium-term market trend •  to the Bank that wants to know if the new footwear business to be funded operates in an area

saturated by competitors •  to the Store Chain that intends to buy a network of competing shops and wants to know their

positioning on the market •  to the rapidly developing Brand that wants to verify the feasibility of a new initiative •  the Production Company that wants to reorganize its agents network according to the distribution of its

retail stores •  to the Bank that wants to verify the distribution of its bank offices according to the available income

and to the number of businesses Let's just say that Sincron Inova is equipped to answer many questions and is available to evaluate with the potential Client which are:

  the possible answers,   the study methodology,   times and costs.

Usually Tailored Studies:

•  require intermediate meetings with the Client to verify the progress of the work and/or adapt the directions of the research

•  end with the delivery of a Final Report

Often, in order to offer "finished" products tailored to the needs of the Customer, data that can not be found immediately in "official" sources are often required. For this purpose Sincron Inova: •  develops econometric processing to estimate data that can not be found from "institutional" sources,

but which can be evaluated with appropriate calculations "crossing official data". Eg categories of expenditure that must interface with the commodities categories of retail or services

•  analyzes the historical trends and relates them to those of the "justifying" parameters, formulating forecasts for "short and medium term" future

•  analyzes the Demand/Supplay Scenarios, which illustrate how the two components of the market relate to each other

•  analyzes the Performances of a store, which allow to measure how much its result (turnover) represents on its potential market

•  processes - for micro-areas - Maps of Available Income, Total Consumption, Demographic Density, Commercial Density

•  estimates the Market Shares of Food retail stores


Market Outlook

Players Identikit deliverable on VirtualMarket® For the store network of a sign, chosen by the Customer, the "Players Identikit" Module in VirtualMarket® (ISO) provides: • the list, • the map, • the analysis of the type of locations, • the estimate of the "coverage" % of the market, • the estimate of the Potential Index, • the estimate of residents in the shared Catchment Area (cannibalization) To obtain the data it's needed:   a request from the Customer, with the indication of the Sign and   the authorization of Sincron Inova that will allow reserved access

to the Customer account. Players Identikit is useful to a Sign:

•  to know the positioning of its stores and that of its competitors •  to evaluate in which areas to search for opportunities for new

developments to brokerage companies and/or to anyone interested in buying the sign:

•  to evaluate its growth potential •  to consider the problems related to the Antitrust regulations

which can be activated on VirtualMarket® The "Market Outlook" Module, in VirtualMarket® (Iso), allows to check in real time the potentiality of a new store in a predefined territory In the territory of analysis Market Outlook takes into account •  the stores of the Sign •  those of the competitors •  the maximum access times to the Sign's stores •  the maximum access times to the competitors' store Market Outlook is useful for a Sign to verify, in real time, which is the best among several possible locations in the same territory for new settlements Market Outlook returns:   the ∑ of the potentiality of the current Sign network   the ∑ of the potentiality of the future Sign network (with the new

possible opening) To access the "Market Outlook" Module a Sincron Inova authorization is needed


SHOPPING AND BUSINESS CENTRES

COMPANIES

Aareal Europe Fund n.1 Altarea Amplired Auchan Babcock & Brown BNL Fondi Immobiliari Bon Prix CAAB Bologna Canali&C. Carrefour Cassa Risparmio Ferrara CCIAA Modena C&A CB Richard Ellis C.C.D.F. C.G.I Chapman Taylor C.M.C. Coal Coimpredil Comet Commerz Grundbesitz Investmentgesellschaft Conad Coop Coopsette Corio Cozzolino srl Credit Suisse Asset Management Immobilien Cushman & Wakefield Darty DEGI Deloitte Financial Advisory Despar Di Meglio Easy Shoes & Wear Emporikon Espansione Commerciale

Eurocommercial Properties Italia Euronics Finser F.lli Cava & C. Foruminvest Gabel Gabetti Gallerie Commerciali Italia Galotti Generali G.P.S. Grandicentri Gruppo Cualbu Gruppo Leonardo Caltagirone I.C.C.

Ikea Il Gigante Impresa Guerrini Intermedia Iperal Jardiland Jones Lang LaSalle Kervis KPMG La Capitale Leclerc Conad Magazzini Gabrielli Marionnaud Marpac M.C.M. MD Discount Media Market Metro Italia C&C Multi Development Neinver Nestlè Obi

Okaidi OverItalia Oviesse Pillar Lux Pioneer Investment Management SGR Pirelli Re & C. Real Estate Pittarello Service Polis Fondi SGR Pradera Prelios Progenia Pro Kapital Promos Protea RC Consulting REI Consulting R.D.M. Sait Scamper S.G.I. Self Sercom Sigma Sisal Sonae Imobiliaria Standa Stilo Service Studio Franchetti Studio Sogno Superconti Tallinnaa Moekombinaat The Space Cinema Unicomm Virgin Active Vitali WR Consulting

Alba Center Area 12 Belvedere Borgogioioso, Caldera Business Park Milano Campo dei Fiori Centroborgo Centrolame Centroluna Città Fiera Città Sant’Angelo Village Cospea Dir. Corso Italia 13 Milano Dir. Strada 4 MilanoFiori Assago Dir. v.le Certosa 2 Milano Dir. via Rossini 1 Lainate Dir. v.le Whashington 70 Milano Costaverde Cremona Po Curno Emisfero di Fiumeveneto Eurosia

Le Vele Maciachini Business Park Milano Milano Business Park, via dei Missaglia Market Central Da Vinci Meraville Meridiana Metropolis Millennium Mongolfiera di Andria Montecatini Navile OrioCenter Porto Allegro Porto degli Ulivi Primavera Raffaello Sedici Pini Terminal Nord Tuscia Valecenter Vialarga Virgilio 8 Gallery

Fidenza Shopping Park Fiumara I Gelsi I Granai I Papiri I Petali I Portali Il Castello Il Gabbiano Il Giulia Il Porto Itaca Kristiine La Favorita La Rotonda Le Befane Le Colonne Le Cupole Le Grange Le Masserie Le Mura Leonardo

We had the pleasure of working with

PORTFOLIO

Where is it

Headquarters: via Alberto Brasili 91

41126 MODENA - Italy Tel. + 39 059 340003

Milan Office: via Orefici, 2

20123 MILAN - Italy Tel. + 39 02 871654122

Headquarters: via Alberto Brasili 91 - 41126 Modena - Italia Tel. + 39 059 340003 – [email protected]

Milan Office:

via Orefici, 2 - 20123 Milano Tel. + 39 02 871654122 - [email protected]

company overview - sincron inova · geomarketing - the new technological frontier the term...

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