Researches for success - your success

Sincron Inova was established in 1970 as a consulting company specialising in economic aland statistical research, focused on the retail sector, and has undertaken innumerable stud-ies and surveys for businesses, institutions, and local authorities.

In 1995 Sincron was renamed Sincron Inova to highlight our commitment to innovate retailanalysis and market research through new, up-to-date and creative approaches.

Sincron Inova‘s mission today - as for Sincron - is to support the retail industry players in rela-tion to their investments and strategies by providing them with value-added estimates andsimulations.

Products are the same: feasibility studies, forecasts and estimates, simulations, locationalstrategies of one or more competitors, perceptions and expectations of consumers, theeffects of competition. But the approach is more sophisticated and very innovative.

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Alberto Magelli - CEO

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Barbara Taccini - Marketing & PRbarbara.taccini@sincron-inova.it

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Sincron Inova has essentially two types of approach to market studies: quantitative and quali-tative.

On the first (quantitative) the fundamental choice has been for many years, to create, testand apply Mathematical Models, the only ones that, thanks to the power and speed of thecomputers on which are activated, allow to simultaneously consider a large number of vari-ables of Supply and Demand influenced by the road system that links to one another.

Some of these Mathematical Models have now become “standard” (eg. Those called Over-lap and Gravity), so that their use can be delegated and offered directly to customersthrough a technologically unique support: VirtualMarket online.Others can be created “tailored” to address particular problems.

The second (qualitative) the choice is to study the behavior, perceptions and expectations ofclients and potential customers through surveys (face-to-face and telephone).

The opportunity that Sincron Inova has had to carry out a lot of these in recent years allow tohave useful benchmarks to capture any regional differences, which can be “justified” by thedifferent market situations and analyzed using mathematical models (eg. Performa).

Sector Analysis

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This kind of analysis aims to describe the state-of-the-artof a given sector and provides with a comprehensiveset of relevant data, in order to support developmentstrategies.

ContentsSpatial economicsDemand

Consumer purchasing power & trendsConsumers’ profile

CompetitionPlayersLocation strategies

Coverage by sectors1 - Food

Hypermarkets, Supermarkets, Minimarkets,Discount

2 - Non foodFashion, Shoes, HiFi Electricals, DIY, Furniture,Sport goods, Toys, Perfumery, Home textiles,Bookstores, Department Stores

3 - Shopping Centres, Retail Parks, Factory OutletCentres

4 - Multiplex Cinemas

Territorial reference can be:Regions, provinces, municipalities, Italy

This kind of analysis that deeply studies the key data ofa specific local market is especially useful:

- to check if there are the conditions for asuccessful new investment or

- to verify which factors/variables impact on theperformance of the stores.

Contents are the same of the Sector Analysis but:- they are referred to a specific area defined by

isochrone- data are more detailed (i.e. the players are listed

one by one with their address and each location isshowed through detailed maps)

Performance Analysis

Sample Survey

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FREQUENCY OF VISITS FOR A SHOPPING CENTRE

This kind of analysis links- the clients’ data (from fidelity card, direct survey,

etc.) with- the key data regarding the consumers living in

the catchment area of interest

so to measure both- the capacity of a store to attract consumers

and- the influence of the key variables: Demand and

Offer (competitors)

Consumers’ and cl ients ’ expectat ions andbehaviours can be different from place to placeand are influenced by the perception that the con-sumers have

of your store andof the competitors’ store.

Furthermore expectations and behaviours change.

Therefore, it is crucial to study the behaviour andinvestigate the expectations.

Sample survey is the most common way to collectinformation.Sincron Inova has undertaken innumerable surveysboth on:

- clients (usually face to face interviews)and

- consumers (usually phone interviews).

Forecasting (Sincron Inova’s way)

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Any decision process requires a sound forecast in termsof likely results (i.e. an estimate of the turnover of a newstore).If you don’t trust crystal-gazer, than you have to rely on alogical process.

Sincron Inova’s way to answer clients’ questions (startingfrom the typical “turnover forecast”) is based on a logicalprocess, whose steps are:

1. knowing the “competitive capacity” of a store (seePerformance Analysis)

2. knowing the key variables of the market (see Micro-Territorial Analysis)

3. transform the key variables of the market in numbers4. insert these numbers in various gravitational models5. apply these models to new locations (with a cautious

approach)obtaining the turnover range estimate.

This logical, rational, approach means that Sincron Inovacan forecast “only” the turnover for players which have atrack record.Do this mean, therefore, that Sincron Inova cannot fore-cast the turnover for a new type or format of store?Yes, because Sincron Inova is not the crystal-bowlsdepartment.

In this case, Sincron Inova can tell you a lot of thingsabout the consumers’ wishes, behaviours, shopping pat-terns, criteria in choosing a store, differences dependingon sex, culture, age, wealth, and so on (see SampleSurvey), but cannot tell you which will be the turnover ofyour brand new store.

Models - statistical, econometric, probabilistic and gravi-tational ones - are our “professional passion”.We are constantly focused on goals. Sincron Inova‘sdatabase is unrivalled and we work hard to maximize thepotential of our business tools, in order to provide our cli-ents’ with a real competitive edge.We really care: that‘s why we are different.

Purchasing Power estimate by categories- standard categories (23) - yearly updated- tailor-made categories.

GDO(*) food market shares (yearly updated)(*) GDO = Hypermarkets (big size), Hypermarkets (medium

size), Supermarkets, Discount, Minimarkets.

Retail network index (for 4 categories)- Atomization (Density)- Specialization- Innovation

VirtualMarket (see next page)

GET MARKET’S DATAbasic:• demo,socio,• macroeconomicsspecial:•food market share•purchasing power•non food Anchor stores•non food BrandBoutiques•density index•innovativeness index

AND THEN PLAY“BUSINESS GAMES”

•overlapped catchment areas•best location•cannibalization risk•simulations,•estimates with gravitational

models•fidelity cards management

Geo-Marketing? Yes, but not only!What makes VirtualMarket® a unique and absolutelyinnovative product - overrunning by far the traditionalgeo marketing outputs - is the possibility to make sophisti-cated elaborations, simulations and forecastings, inter-actively and always in real time, like:• analysis of the overlapping between the catchment

area of one store and the catchment area of oneor more competitors

• analysis of the overlapping between the catchmentareas of a number of stores of the same brand, someasuring the “cannibalization risk”

• analysis of the best one among different locations in thesame geographic area (best location)

• turnover estimate of a new store, applying gravitationalcurves which parameters can be chosen directly fromthe user

• management of the data about customers, collectedin one or more stores (ex Fidelity cards), referring andcorrelating them to the market’s information.

VirtualMarket® on line: Value for money!• There is no need to install any software, so it doesn’t

require an investment.• It can be activated, 24 hours on 24, 365 days a year,

from any computer connected to internet.• Data and maps can be downloaded in the most

common formats.• The purchased elaboration could be lately integrated

with other data and elaboration.

How to buy VirtualMarket® on line?Different ways can be used:• “spot” purchase, credit card payment,• preemptively arranged purchase of elaboration• subscription for a period of time - which allows an

unlimited use for elaboration tailored on the userneeds.

What is VirtualMarket® on line?VirtualMarket®, result of Sincron Inova’s researchand experience, is a sophisticated IT-Tool, thatenables to analyse a specific local market in Italy,via internet, in real time.It is enough to select a point to obtain, in a few sec-onds, maps and data synthesizing the market andthe competitive scenario.

Which data it contains?VirtualMarket® processes the database on SincronInova’s servers, that are:data from official sources:• socio-demographic data (inhabitants, families,

foreigners, ages, gender, school education, etc.)• socio-economic data (pro-capita income

and consumption, unemployment rate, motorvehicle rate, employees in main economic sectors,professional position, householders, etc.)

original data produced by Sincron Inova:• purchasing power for many categories of goods,• food main players,• market share of the main food players,• non food players (both Anchor Stores andBrand Boutiques)• density index of the retail net,• innovativeness index of the retail net.All the data are provided for isochrones, municipali-ties and postal code.The isochrones’ belt width can be set by the user.

www.virtual-market.itanswers in real time!

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Shopping Centres:

Alba CenterBelvedereBorgogioiosoCentroborgoCentrolameCentrolunaCittà FieraCospeaCostaverdeCremona PoCurnoEmisfero di FiumevenetoFidenza Shopping ParkFiumaraI GelsiI GranaiI PapiriI Petali

I PortaliIl CastelloIl GabbianoIl GiuliaIl PortoItacaLa FavoritaLa RotondaLe BefaneLe ColonneLe CupoleLe GrangeLe MasserieLe MuraLeonardoLe VeleMeridiana

MetropolisMillenniumMongolfiera di AndriaMontecatiniNavileOriocenterParco LeonardoPorto AllegroPrimaveraRaffaelloSedici PiniTerminal NordTusciaValecenterVialargaVirgilio8 Gallery

Firms:

Aareal Europe Fund n.1Altarea ItaliaAmpliredAuchanBabcock & BrownBNL Fondi ImmobiliariBon PrixCanali&C.CarrefourC&ACB Richard EllisC.C.D.F.Chapman TaylorC.M.C.CoalCoimpredilCometCommerz Grundbesitz

InvestmentgesellschaftConadCoopCoopsetteCorio -Credit Suisse Asset Management

ImmobilienDartyDEGIDeloitte Financial AdvisoryDesparDi MeglioEasy Shoes & WearEmporikonEspansione Commerciale

MEMBER OF

Eurocommercial Properties ItaliaEuronicsFinserF.lli Cava &C.ForuminvestGabelGallerie Commerciali ItaliaGalottiG.P.S.Gruppo CualbuGruppo Leonardo CaltagironeI.C.C. Italiana Centri CommercialiIkeaIl GiganteImpresa GuerriniInterMediaIperalJardilandJones Lang LaSalleKeyResLa CapitaleLeclerc ConadMagazzini GabrielliM.C.M.(Manifatture Cotoniere

Meridionali)MD DiscountMedia MarketMetro Italia C&CMulti DevelopmentNeinverNestlè

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Management SGRPirelli Re & C. Real EstatePittarello ServicePolis Fondi SGRPraderaPreliosProgeniaPro KapitalPromosProteaR.D.M.SaitScamperS.G.I.SelfSercomSigmaSisalSonae ImobiliariaStandaStilo ServiceStudio SognoSupercontiTallinnaa MoekombinaatUnicommVirgin ActiveVitaliWR Consulting

www.sincron-inova.it - inova@sincron-inova.it

Headquarters:via Alberto Brasili 91 - 41126 Modena - Italy

Tel. + 39 059 340003 - Fax +39 059 343753

Guest Welcome:via Orefici, 2 - 20123 Milano

via del Circo Massimo, 9 - 00153 Roma

R.E.A. MODENA 281049 - REG. IMP. MO N° 02306520368 - C.F. e P.IVA 02306520368 - CAPITALE SOCIALE € 100.000 I.V.

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