Stop guessing if your retail site attracts the right customers. Get the data that proves it.
NEW YORK, NY – November 10, 2025– Directory of Major Malls, Inc. (DMM)/ShoppingCenters.com, the leading source for retail and shopping center intelligence, today announced a strategic partnership with Spatial.ai to enhance trade area analysis for U.S. shopping centers through advanced PersonaLive® consumer segmentation. The integration empowers property owners, retailers, and advertisers to make faster, smarter decisions about tenant mix, site selection, and marketing strategy.
PersonaLive® categorizes U.S. households into 17 groups and 80 segments based on transactional data, mobile visit patterns, and social media activity, delivering deep insights into consumer lifestyles, preferences, and behaviors.
This collaboration is now applied across all 17,300 U.S. shopping centers in the DMM database. A clear example of its impact can be seen at Westfield Garden State Plaza—one of the nation’s largest super-regional shopping centers, with over 2.1 Million sq. ft. of retail space and more than 325 stores.
By identifying its Top 5 PersonaLive® visitor segments—City Sabor, Rhythmic Renters, Family Outposts, Exclusive Exburbs, and Satellite Scions—which together account for 37.19% of the property’s trade area traffic, management has refined the tenant mix and tailored marketing campaigns to reflect visitor preferences more precisely.
These segmentation insights enable landlords to:
- Strengthen tenant mix with brands that match key visitor lifestyles.
- Attract targeted retailer categories, from luxury brands for “Exclusive Exburbs” to family entertainment for “Family Outposts.”
- Design culturally relevant events and promotions for segments such as “City Sabor” and “Rhythmic Renters,” and tech-forward offerings for “Satellite Scions.”
For DMM subscribers, the Top 5 segments for each shopping center are now accessible directly on ShoppingCenters.com, enabling:
- Landlords and property managers to identify high-potential retailer prospects quickly
- Retailers to match new store locations to optimal consumer markets
- Advertisers and media agencies to target visitor audiences more effectively.
For deeper analysis, more comprehensive PersonaLive® datasets are available through custom offline licensing and as enrichments to DMM’s Esri ArcGIS feature service, which allows advanced geospatial integration and discovery.
About Directory of Major Malls / ShoppingCenters.com
Since 1994, DMM has been the trusted provider of detailed data on over 17,400 shopping centers, malls, lifestyle centers, and retail power centers, their 365,000 tenants, and 106,000 brands across the U.S. and Canada—supporting decision-makers in site selection, leasing strategy, and investment planning.
About Spatial.ai:
Spatial.ai delivers innovative consumer segmentation and location intelligence solutions to help organizations build efficient, data-driven marketing and retail strategies. PersonaLive® is its flagship segmentation system, providing actionable insights into audience behaviors down to the household level.
More details on DMM data and Spatial.ai Segmentation integration can be found HERE:
Trade Area Analysis Data provided by BI Spatial, LLC in conjunction with Spatial.ai’s PersonaLive© & Synergos Pop-Stats®, Azira™, and Statistics Canada 2025
