From Greenfields to Brownfields
Analytics are strategically important when framing market expectations. The key is to develop a story about the market (greenfield or brownfield) that is based on facts not fiction and speaks to the lifecycle of the market today but more importantly how it will transform in the coming years. In short, analytics are being used more and more from the outset of any new development (greenfield) to properly measure market potential and to determine the highest and best use of the property. Market analytics can evaluate a greenfield property to determine the types of residential to build, together with any mixed-use component, office and retail.
Imagine using market analytics to evaluate the highest and best use of an old steel mill or derelict building (Brownfield)?
In a retail development, envision being the broker that has the challenge to lease up a half vacant mall or a new development that simply never reached capacity. Targeting market compatible retailers through analytics helps both the landlord lease their space and the retailer to know if the site works for them.
Knowing the best fit and use of a property is the first step to the successful and efficient execution of a leasing strategy. Analytics provides a strong playing field from which to frame expectation.
-George Anderson
Based in Toronto, Ontario, George Anderson is Vice President of Market Analytics for NAI Global, and works closely with retailers and financial institutions using geodemographic analyses to identify and evaluate markets for expansion around the globe.
About the author
Scope of Service Experience Anderson brings comprehensive experience in strategic network planning to retailers and retail banking organizations. Anderson enables companies to navigate through a number of pragmatic steps to achieve their primary goal: “understand whom your customer is today, in order to plan for your customer of tomorrow.” Anderson has worked with industry leading organizations such as Skipton Information Group, which develops and implements geo-demographic market segmentation and spatial analysis interaction software solutions across a number of industry verticals: retail, financial, consumer goods, e-commerce and forecourt. Clients were introduced to leading edge retail designs, product placement initiatives and approaches -- which led to brand enhancement and execution of the strategic plan. In addition, Anderson consulted to a number of large financial organizations. Education Bachelor’s of Honours degree from the University of Ryerson, Executive Management Program Designation at Richard Ivey Business School at the University of Western Ontario. Background & Experience Spent fourteen years at Scotiabank in various senior roles in both domestic retail banking and international distribution network planning. Responsibilities included development and implementation for all branch network planning initiatives on a global basis (which included business case preparation, site selection, and M&A evaluations), geographical information systems support across the organization: retail bank, commercial, wealth management, ABMs, and real estate. Additionally,Anderson led the education and communication processes with divisional and regional executives that provided them with local market insights, which led to above average gains in market share and incremental new product growth. Anderson has tremendous knowledge related to global financial services and retailing distribution trends, strategic approaches, product knowledge, customer trends, merchandising/way finding development, customer analytics and assessing market potential and growth. Anderson has additional work experience in Mexico, the United States, the Caribbean, and Britain. Professional Affiliations & Designations International Council of Shopping Centers (I.C.S.C.)
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