South African shopping centre owners are under increasing pressure to attract foot traffic, meet consumer demands and stay ahead of their competition.  

According to Afroteq Advisory, a powerful, yet often under-utilised tool, is nodal analysis. A strategic research method that evaluates the wider catchment area of a shopping centre. It offers critical insights into shopper behaviour, demographic shifts, accessibility and surrounding infrastructure.  

Holistic understanding 

“Nodal analysis helps landlords make informed, data-driven decisions to futureproof their assets and remain relevant in today’s retail landscape,” explains Sanett Uys, Head of Afroteq Advisory.  

It provides shopping centre owners with a holistic view of the environment. “It’s not just about who shops at your centre, but why they come, how they get there and what influences their behaviour. This kind of insight is invaluable for long-term strategic planning,” she says. 

Optimising locations 

While the old property adage “location, location, location” still rings true, shopping centres cannot be relocated once built. Nodal analysis allows landlords to assess how their location stacks up against nearby developments.  

This includes other malls, high streets and informal markets, and identifies potential improvements. It also helps uncover infrastructure issues like poor road access, or construction bottlenecks that may deter shoppers. 

Opportunities for growth 

By studying local zoning regulations and land use patterns, nodal analysis reveals growth opportunities. “We look at how nearby developments, such as new residential estates, schools or commercial hubs, can influence footfall,” explains Uys.  

In South Africa, public transport remains a key enabler of access to retail centres. Nodal analysis evaluates how accessible a centre is by foot, car, or public transport, helping owners identify gaps in convenience.  

“Neighbourhood centres in particular benefit from improved pedestrian infrastructure,” says Uys. “Safe, well-maintained walkways from surrounding homes can significantly boost daily visits.” 

Understanding shoppers 

Demographic profiling is understanding the people who live, work and shop in the area. Age, income levels, education and spending behaviour all help shape decisions about which retailers to attract, what promotions to run, and how to position the centre. 

“Due to delays in accurate census data, we’ve had to get creative,” notes Uys. “While large retailers use their loyalty programmes to gather shopper data, smaller landlords don’t have that luxury.” 

Through a combination of field observations and AI-driven technologies, Afroteq helps landlords monitor shopper movements within the centre. It identifies peak hours, traffic flow and even how shoppers engage with tenants. This enables more informed decisions around tenant mix, store locations and promotional planning. 

Modern data tools 

Technology and social media play an increasing role in gathering shopper feedback. Online surveys conducted via Facebook or Instagram provide immediate insights into customer preferences, while Google reviews offer qualitative data about the overall experience at the centre. 

“Analysing what customers are saying online – not just about your own centre, but also about nearby competitors – gives you a direct line to the customer voice,” Uys says. “This feedback is essential for identifying strengths, addressing weaknesses, and adjusting operations in real time.” 

Detailed focus groups explore deeper consumer motivations and expectations, providing a foundation for fine-tuning marketing strategies and community engagement. 

Driving informed decisions 

When all these data points, from zoning laws to shopper sentiment, are brought together through nodal analysis, shopping centre owners are empowered to make smarter, more agile decisions. 

“Nodal analysis is not a once-off exercise,” concludes Uys. “It’s an ongoing, proactive approach that enables continuous improvement, helps mitigate risks and aligns shopping centres with the evolving needs of their communities.” 

Issue: How can shopping centres maintain a competitive edge. 

Solution: Nodal analysis helps landlords make informed data-driven decisions, and thrive in a competitive retail market.   

Full acknowledgement and thanks go to www.afroteq.co.za for the information in this article.