In today’s market, retail brands must understand and anticipate what customers want and need. And with social media and online purchasing giants making it easier than ever for buyers to be extremely selective in their purchases, the pressure is mounting for retailers to break through the noise.
So, how does GIS mapping work in retail’s favor when it comes to audience targeting? Here are three ways retailers can leverage GIS for retail selection and reach the right audiences at the right time.
Place Retail Stores Near the Right Customers
Site selection is one of the first things a new retailer must consider. Placing a grocery store on the same block as two booming big box stores may fail to attract the desired customers. With GIS technology, retailers can map potential locations and overlay factors such as local competitors, regional customer demographics, purchasing habits and much more.
Mapping important geographic elements quantifies operations, sites and locations with a powerful database and eye-catching visualizations, helping retailers leverage visibility to choose the best locations near customers and prospects. The role of GIS in site selection allows a grocery business to find potential food deserts, build additional stores, and serve and nurture its target audience.
Identify Patterns that Inform Customer Profiles and Behaviors
GIS technology is not only a visual window into customer data but also patterns and trends. When you examine the geographic elements related to your retail business, you begin to understand not only where your customers are located, but also what they are buying as well as countless lifestyle characteristics gleaned from specific purchases.
This data—when gathered and analyzed using GIS mapping software—helps bring forth insights that retailers can use to create customer profiles or personas. Personas depict and describe your target audience and help fine-tune marketing messages. Learning from existing audience habits empowers you to optimize retail operations and marketing strategies to anticipate and meet customer needs.
Leverage Location-Specific Mobile Data
Increasingly, retail companies are turning to mobile data to help solve their audience challenges. With mobile data, a retailer can peel back the layers to understand where customers are coming from, as well as analyze their behaviors on the path to purchase.
Many retailers use GIS technology and mobile data to connect the dots between multiple factors, such as store inventory, social media interactions, shopper product preferences, traffic patterns and more. By combining geography with consumer and mobile data, retailers unveil opportunities in their approach to marketing strategies, targeted mobile advertising, and the in-store customer experience.
Learn more about how GIS for retail selection can help your business determine where to open new stores, create accurate customer profiles, and ultimately gain a competitive advantage.