GeomarketinG for retail - Geomarketing
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Geomarketing
Geomarketing
for retail
Geomarketing drives
retail success
Successful retail requires prudent choices Our experts have decades of experience
when selecting locations and communicating in providing retail consultancy across the
with target groups. For stationary retail, it's full spectrum of expansion, marketing and
equally important to objectively evaluate controlling endeavors.
conditions directly on site in order to lay the
foundation for success over both the short We bring clarity to your market by assessing
and long term. the performance of your branch locations
according to objective criteria. We also help
Geomarketing brings the regional character- you identify lucrative areas for expansion
istcs of your market into sharp focus and and carry out on-site evaluations of the
answers all of the important "where" ques- turnover potential of prospective locations.
tions: And we also offer support for your market-
ing tasks through target group data that
»» Where are ideal conditions for new
locations?
helps you better understand your target
group and tailor your communication efforts
»» Where are promising regions for
acquiring new customers?
accordingly. Our market data gives you a val-
uable benchmark for objectively evaluating
»» Where are locations that are under-
performing?
the performance of your branch locations.
Contact us to find out more about how we
can help you optimize your branch network
and steer your business toward greater
success.
Pinpoint the best locations
for your expansions
Want to make more informed location de- Module 2 – Analysis of location potential:
cisions? We help you analyze your existing Determine suitable regions for expansion
branch network and find suitable regions We determine turnover potential for your
for expansion. And we also carry out on-site prospective locations using the identified
appraisals of real estate offers. We show you success factors. Our data experts calculate
exactly what conditions allow your locations potential for every region of your target
to thrive, and reveal the average turnover market, including a postcode-by-postcode
you can generate at new locations. analysis and an evaluation of the competi-
tion. How you benefit:
Three-tiered offering »» receipt of a highly effective benchmark
for evaluating your locations
for finding successful
locations:
»» ability to focus your expansion endeav-
ors on areas with high potential
Module 1 – Analysis of success factors: Find
»» reduction in the number of necessary
on-site evaluations
out what makes your locations tick
You can't select optimal new locations until Module 3 – Location evaluations:
you fully understand what makes your cur- Real-estate turnover assessments
rent locations successful (or not so suc- Our appraisers evaluate prospective rental
cessful). We identify the crucial factors that objects on site. We provide an analysis of the
determine the turnover volume generated by macro-and micro-environment and a turn-
your sites. This gives you an objective basis over projection. We'll also show you promising
for evaluating your existing sites as well as locations for your business in a given munici-
prospective new locations. pality and assess the turnover prospects.
Reach your target groups
more effectively
It's important that you tailor your marketing Target group scoring:
strategy based on the characteristics of your Where can you acquire new customers?
target group. We use our target group data Our data experts use your target group pro-
to deliver a precise profile of your customers. file to calculate a target group score. This gives
We then show you where they live and how you penetrating insights into your market
much purchasing power they have at their and reveals which street segments have high
disposal. concentrations of potential customers. We can
also calculate this target group score for an
This allows you to optimize all of your market- entire country, allowing you to work with the
ing efforts, from prospectuses and POS data at the regional level of your choice, includ-
promotions to advertisements and product ing postcodes and catchment areas. You can
samples. The result is more efficient and ef- also use this target group score to enrich your
fective communication with your customers. own data. This gives you a clear view of the
distribution of your target group, allowing you
Target group profile: to better tailor your marketing campaigns.
Find out more about your customers
Do you have concrete details on your target Turnover potential: What is the
group members? Are they old or young? purchasing power for your product line?
Single or families with children? Do they live Purchasing power for individual product lines
in rural or urban locations? We give you a varies widely from region to region. This means
precise profile of your target group so that your demand potential can differ even in
you can better understand your customers. regions with a similar target group score. In
We also integrate this information with combination with GfK Purchasing Power, we
your customer database. And we give you a determine the target group-specific poten-
detailed report on the key characteristics of tial for your product line at the level of street
your target group. segments and postcodes, allowing you to
tailor your marketing accordingly.Objectively evaluate your
performance
Our market data allows you to evaluate RegioGraph: High-impact map analyses
your entire market according to objective Most company data includes a postcode
criteria and find out how much turnover or reference. This allows you to link your data
demand you can expect. Use this informa- with GfK market data and then display the
tion to assess your current turnover and results on digital maps in the geomarketing
locate regions with untapped potential. Our software RegioGraph. This quickly reveals
regionalized data is available for all muni- important insights into your branch struc-
cipalities and postcodes of a given country, ture and locations. Some questions the
which means you can compare information software answers:
across your entire market. You can also use
our data to analyze your catchment areas. »» What is the footprint of your catch-
ment areas around your locations?
GfK market data for the retail sector: »» How much potential is available in your
catchment areas and market?
»» Retail purchasing power
What is the total potential for retail
»» Toingwhat extent are your sites exploit-
the available potential?
spending?
»» Purchasing power for retail product lines
What is the retail purchasing power for
Use RegioGraph to evaluate the results of
point-of-sale surveys, identify which branch
around 60 product lines? sites are performing best and calculate the
»» Demographic data
What is the demographic profile of your
market penetration of your locations.
catchment area? RegioGraph's high-impact map analyses
»» Retail turnover
How much turnover potential is available
make it easy to communicate market in-
sights and performance results to manage-
for your location at the point of sale? ment, colleagues and partners.How geomarketing helps
our customers
Camel Active uses geomarketing After selecting promising locations
to successfully expand on the basis of data on potential, GfK
The Camel Active brand has been expand- GeoMarketing‘s location and real estate
ing at a breathtaking pace. The company experts visit the locations and evaluate them
relies on geomarketing to tap more market according to additional criteria that can only
potential through the selection of suitable be assessed on site.
new locations.
"The experts' recommendations are also
GfK GeoMarketing calculated the regional always supported by objective, fact-based
market affinity and turnover potential for all evidence," says Schäfer. "And they are also
of Germany on the basis of Camel Active's provided on a tight time frame, which helps
typical customer - men between the ages of us quickly make well-informed decisions."
30 and 40 with significant purchasing power
and an interest in sports and outdoor activi- "GfK GeoMarketing offers essential support
ties. Mark Schäfer, head of the retail division for our expansion planning," says Schäfer.
and location planning, is enthusiastic about "Thanks to this partnership, we're very con-
the revelatory value of detailed, objective fident about our prospects for successfully
data provided at the level of municipalities. securing new locations and markets."
"Regional market data has given us crucial
new insights into the regions in which we're www.gfk-geomarketing.com/camel-active_en
active," explains Schäfer.
Customized data on market potential for the
Camel Active brand is used in various ways.
For example, actual turnover figures of the
existing branch stores are compared with
regional potential to determine how well the
stores are exploiting the available potential.
The data also reveals gaps and areas of un-
tapped potential in the branch network.
Questions?
Find out how geomarketing can help you by contacting us at
T +49 7251 9295 200 or visiting at www.gfk-geomarketing.com.
GfK GeoMarketing GmbH | Werner-von-Siemens-Str. 9
Gebäude 6508 | 76646 Bruchsal | Germany GfK. Growth from KnowledgeYou can also read
