The V&A Waterfront has introduced a new retail data platform in partnership with PwC, aimed at giving tenants deeper insight into customer behaviour and improving decision-making across its precinct. Launched in 2023, the platform forms part of the Waterfront’s wider retail strategy.
“We knew we had a lot of data,” says Alex Kabalin, Executive Manager of Retail at the V&A Waterfront. “But until recently, we weren’t using it as well as we could to support our tenants. That’s changed.”
Through the PwC Insights programme, the V&A Waterfront now analyses more than 11 million transactions over a six-month period. The data is collected from anonymous and compliant card swipes, in line with POPI and GDPR regulations. Insights include a customer’s country of origin, location of spend and time of purchase, creating a live view of shopping behaviour across the precinct.
Participation in the programme is free for all tenants. “That was important to us,” says Kabalin. “This isn’t something only big brands can access. We want everyone, from family-owned boutiques to global names, to benefit.” For management, the information helps guide decisions on operating hours, spatial planning, and tenant mix. For retailers, it supports choices on stock, menus, pricing, marketing and customer engagement.
One notable finding has been the spending habits of high-net-worth visitors from Gulf states such as Saudi Arabia, the UAE and Qatar. The data shows they shop at particular times of the year and prefer late-night shopping compared with the general visitor profile. “That’s something you’d never pick up unless you had this level of insight,” says Kabalin. “It changes the conversation we’re having with tenants about hours, staffing, cultural nuances and even lighting and ambience.”
Not every tenant is fully making use of the data yet, but the V&A Waterfront is encouraging uptake through its annual Neighbourhood Awards. “They’re not just about aesthetics or fit-outs,” says Kabalin. “They’re about recognising retailers who are doing things differently, especially those using data to evolve and innovate.” In 2024, many winners were active participants in the PwC Insights programme. Of the 19 categories, 10 were awarded to tenants using the data strategically, with some businesses collecting multiple awards. Winners included Den Anker, ONEOFEACH, Shimansky, AAFRICAA, Rabinowitz Photography and Spur.
“Whether it’s a tenant adjusting their wine list based on the data, or a lifestyle store tweaking stock for an emerging local customer base, these are the decisions that turn insights into performance,” says Kabalin. “And those are the people we want to celebrate.”
Kabalin notes that the programme is not about turning retailers into analysts. “It’s about helping people ask better questions,” he says. “Why are we stocking this item? Who’s coming through our doors, and when? Are we missing a trend we didn’t even know existed?” PwC issues quarterly and six-month reports, along with ad-hoc support. Tenants can track category trends, compare behaviour across precincts and monitor demographic shifts in near real time.
The V&A Waterfront plans to expand the PwC Insights programme with more tailored reporting, tenant workshops and faster reporting cycles. “Retail has changed. Landlords can’t just collect rent and hope for the best any more,” says Kabalin. “We have to be partners in performance. And that means giving our tenants the tools they need to succeed.”
For Kabalin, the programme’s value lies in collaboration. “This is about shared value. When our tenants thrive, we all thrive. Data helps us remove the guesswork and build towards long-term resilience, not just for the V&A Waterfront, but for the broader retail ecosystem.”
