Global Mutual

How spending data can strengthen the synergies between Commercial Real Estate companies and brands.

Read time: 4 mins  Added: 05/03/25

Amidst the surge of digitalisation, businesses are increasingly recognising the significant strategic advantage that good data represents. This is especially the case in the Commercial Real Estate sector, where spending data can give a rich understanding of consumer behaviour. For real estate firm Global Mutual, Lloyds Bank Market Intelligence’s (LBMI) aggregated and anonymised data helped strategic planning on new ways to grow their business, while adding value for their clients.

Putting collaboration at the centre of Commercial Real Estate

In recent years, economic circumstances have put a greater spotlight on the relationship between commercial landlords and their tenants. They increasingly operate collaboratively to thrive, and having access to large quantities of reliable data can be useful for both parties.

This was the case for real estate business Global Mutual. Founded in 2008, Global Mutual manage £5 billion worth of assets in various sectors across both the United States and Europe. Exploring new ways to support their clients, they spoke to the Lloyds team who highlighted the benefits of the bank’s expansive transactional data solution – Lloyds Bank Market Intelligence.

“We wanted to use LBMI data to have transparency. The UK is different in terms of the lack of transparency between landlords and brands,” explained Alex Petit, Head of Data & Insights at Global Mutual. “There can be a tug of war between landlords and brands and we don’t like to operate like this. We want a model that is profitable for both parties.”

An appetite for data

To maximise the value of their sites and to support tenants effectively, Global Mutual wanted to offer tangible evidence of their properties’ commercial value. They aimed to demonstrate that their sites are situated in areas with high levels of spend potential in terms of their clients’ target customers.  “We needed catchment and demographic information to understand how we can grow our market share,” said Alex. “If we do that, then it creates a venue that will be more successful for all parties – brand partners, landlords, investors and customers.”

Global Mutual used LBMI to source and analyse spending data, which helped them understand customer behaviour. This data can be used to construct competitive market insights, proving the value and growth potential of their properties.

“Seeing the power of the data – really working with it – was transformational,” said Alex. “People I speak to are discovering that it’s empirical data – not modelled data coming out of a black box – and they are surprised by that. It’s like it’s too good to believe. Then they start thinking about the applications to drive returns. The limit to what you can do with the data is your imagination.”

The limit to what you can do with the data is your imagination.

Alex Petit Head of Data & Insights, Global Mutual

Informing decision making

The spending data also offered Global Mutual the opportunity to measure consumer spending in their clients’ sites compared to competitors. This provided evidence that their retail sites are situated in locations with strong spend, and as a result, rental growth potential. The insights have also helped them to measure the impact of each brand in a location, which allows them to more efficiently decide on leasing decisions and avoid costly mistakes. Finally, the data has helped to support their brand partners’ growth ambitions, supporting them in improving their market share and reducing inefficiencies. 

Our data can be extremely powerful when it comes to both informing corporate decision making and building the foundations of mutually beneficial commercial relationships.

Enrique del Rio Mancebon Managing Director, Lloyds Bank Market Intelligence

Powerful data, granular insights

Within an increasingly digital landscape, high-quality data is now of paramount importance. Using anonymised and aggregated data from Lloyds Banking Group’s 26 million customers, Lloyds Bank Market Intelligence analyses spending across credit cards, debit cards, direct debits and other payment methods to gain illuminating and granular insights into consumer trends.

“It is great to see the impact that our data has had on Global Mutual and their clients. For corporates, the right data can make all the difference in creating a competitive advantage,” said Enrique del Rio Mancebon, Managing Director, Lloyds Bank Market Intelligence. “Our data can be extremely powerful when it comes to both informing corporate decision making and building the foundations of mutually beneficial commercial relationships.”

Global Mutual has worked with LBMI data to analyse turnover growth opportunities by accessing geolocation analytics and conducting deep dive analysis of outlet and shopping centre locations. This has allowed them to demonstrate their value to their clients and offer a snapshot of their capabilities to prospects.

The beauty of the data is that it is literally breadcrumbs of customer behaviour across a property, which can be leveraged to drive asset value.

Alex Petit Head of Data & Insights, Global Mutual

A meaningful partnership

The LBMI specialists have worked in close collaboration with Global Mutual to fulfil their requests and make sure that they have the insights they need to deepen their client relationships. “Going the extra mile is engrained within the DNA of the Lloyds team,” said Alex. “They’re continuously looking for opportunities to improve and innovate, and they always ask what else they can do to support us.” Alex also highlighted the breadth of insights provided at pace as well as the team’s positive attitude and “authentic friendliness,” which allowed them to efficiently source opportunities.

"Global Mutual has a team of highly experienced experts in data, insights and spatial analysis," said Enrique. "Their openness, friendliness and reliability make our collaboration highly productive, and we feel privileged to help them go above and beyond to support their clients.“

With access to anonymised and aggregated spending data from 26 million customers, Lloyds Bank Market Intelligence offers unique snapshots into the UK consumer spending landscape. Our data can reveal both macro- and micro-level spending trends to help businesses across a wide range of sectors plan their next move. “The beauty of the data is that it is literally breadcrumbs of customer behaviour across a property, which can be leveraged to drive asset value,” said Alex.

To learn more about how LBMI data can support your business, please get in touch with our team at marketintelligence@lloydsbanking.com.