Via Shopping, owned by Grupo NAVA in Brazil, is a major retail destination located in the Barreiro region of Belo Horizonte. The mall features a diverse mix of over 150 stores, offering a wide range of products from fashion to electronics, as well as dining and entertainment options. As one of the key shopping centres in the region, Via Shopping attracts a large volume of visitors and aims to enhance its market position by understanding evolving consumer behaviour and improving its customer experience.
In my role, I was responsible for analyzing and interpreting data collected from various research sources to shape Via Shopping’s strategy. I examined both qualitative and quantitative data to assess customer brand associations, shopping behaviour, and the impact of environmental, design, and social elements on purchasing decisions. A key focus of the research was understanding the “shopping mission” concept, which refers to the different reasons customers visit the mall, such as functional shopping, socializing, or seeking entertainment. By identifying these missions, we could assess how factors like mall design, services, and experiences influenced customers’ overall satisfaction and decision-making process.
Additionally, I conducted an in-depth analysis of current retail trends and competitor strategies, identifying how changes in the retail landscape, such as the shift toward experience-driven spaces, were influencing consumer expectations.
This analytical approach provided Via Shopping with valuable insights, allowing them to refine their customer experience strategy, enhance their mall design, and align their offering with emerging retail trends, particularly the growing demand for spaces that encourage social interaction and entertainment.
Ana Teresa Campos 