OR ALTERNATIVELY ...
CASE STUDY: Regional Shopping Centre
Client Regional Shopping Centre
Sector Retail
Job function Marketing
Task Customer Profiling
THE CLIENT...
A leading shopping destination in the South West, containing over 130 shops.
THE PROBLEM...
The client wished to target its marketing and advertising activity accurately to increase visitor numbers. To achieve this the client needed to understand where its visitors were coming from and how far they were prepared to travel.
THE SOLUTION...
The client regularly runs exit polls to gather valuable customer information. This is then used within Geoplan GeoAnalyser to calculate the shopping centre's primary, secondary and tertiary catchment areas. Once defined, any advertising or marketing campaigns can be linked back to the catchment areas and analysed to see where visitors to the client are coming from and, more importantly, where they are not.
THE BENEFITS...
"The Geoplan software is an invaluable tool. Marketing activity can be analysed quicklyto geographically measure the success of a campaign. Trends and response to advertising can be clearly understood and advertising and marketing strategy refocussed accordingly."
SHOPPING BASKET
NO. OF ITEMS: 0
VALUE: £0
