St Johns Shopping Centre Car Park Case Study
At a Glance
The St Johns Centre car park was struggling to recapture it’s pre pandemic performance. Apex Parking were engaged to help turn this pattern around and return the site to pre 2019 performance.
Challenges
- Reduced centre footfall from 2019
- Major permanent road network changes restricting access to the car park.
- Less than 10% of car park customers were known.
- Price sensitive location.
- Numerous competing car parks in the area.
Pre APEX Parking
On 2019 revenue numbers
On 2019 revenue numbers
Client Key Targets
Car park volume to return to 2019 levels within 18 months.
Car park revenue to return to 2019 levels within 18 months.
Build a database of known customers that represents over 20% of the overall car park trade.
Solutions
Apex Parking identified three key areas that needed to be addressed in order to improve the car park performance:
Revised Pricing Structure
Improved Product Offering
Market, Market Market
Results
Volume- 34% up 23/24 vs 22/23
Vehicle volumes at St Johns up by 34% vs 22/23.
Revenue- 39% up 23/24 vs 22/23
Car park revenue at St Johns up by 39% vs 22/23.
45% of daily trade converted to known customers
Through the introduction of an online platform, Apex Parking were able to convert over 45% of the daily trade at St Johns from unknown to known customers, building a database of over 50,000 in the process.