The location of a store is by far the most important element affecting its operation. Whatever your sector of activity, when you choose a location, you choose your potential customers. In this article, our geomarketing experts show you the most important elements in the search for locations for the opening of a store.
Buying online has become commonplace for most households. Around 90% of consumers between the ages of 18 and 65 made at least one online purchase in 2020. Store closures did not generate significant growth in the number of buyers, but they did lead to an increase in the buying frequency, mainly for specific types of products.
Managing a point of sale network is a dynamic and continuous project, requiring a careful eye to be kept on numerous aspects. This year's economic crisis will strengthen the need for profitability, or even restructuring. Recurring questions such as “Where can we open new stores? Where can we increase our market share?” are gradually giving way to thoughts about rationalisation: “What is the impact of a store closure or relocation? How can we maintain good market coverage with fewer points of sale?”.
When looking for data to personalise their offer and communication according to their customers’ needs, many companies set up loyalty card systems. This is an excellent way of harvesting detailed data, which also provides a benefit to customers in the form of points, discounts or other gifts. Analysis of this data and usage in analytical models makes it possible to improve your customer knowledge and is a real gold mine when it comes to segmenting and targeting your customers, and even predicting their next purchases.
We were recently asked to provide more information on Belgian consumers and their purchasing habits. What does the Belgian consumer look like and what drives him? What opportunities does this offer retailers? As a geomarketing expert SIRIUS Insight has a great deal of knowledge about Belgian consumers and their specific characteristics. We crossed this data with the catchment area of the 50 largest inner-city shopping areas in Belgium to get the insights listed below.
Knowing your customers better so that you can attract new ones: that's the essence of customer profiling. Customer profiling is a technique widely used in (geo)marketing, making it possible to precisely target the customers and prospects of most interest to your business. Discover the different profiling techniques and the opportunities associated with them.