Where are all your customers?
- September 27, 2019
are all your customers?
might think that in a global economy, geography doesn’t matter anymore. After
all, if someone can buy your product from Indonesia just as easily as from
Doncaster then surely the world is your marketplace? However, people still have
an affinity to where they live and their cultural heritage. At the most basic
level, it costs time and money to move people and goods around. So location is
important: where you are trading and where your customers live and travel
gain insight into this you can combine widely available and important sources
of information: your current outlets or your customer database, with national
datasets of what kind of people live where.
joining datasets you need a common ‘key’. The most common one in the private
sector is the postcode. The postcode
is a universally used key that identifies down to one of about 15 households
and allows for easy comparison with information about the base population, for
example numbers of people in the 18-35 age range, house type or vehicle
ownership. This approach is often called geodemographics or
is the beginning of understanding who your customers are and where they live.
If you have higher concentrations in some areas you can ask why, then drill
down to look at other variables and factors. Additionally, if you are
interested in access to your services, drive time areas quickly reveal where
your coverage is weak or duplicated. Of course, you can pore over spreadsheets
looking for patterns, but maps have proven to be the ideal way of getting a
handle on multi-dimensional data with a locational edge. They lend themselves
to zoom and search in ways that are now familiar from online mapping and in-car
are powerful instruments of persuasion – to support a case for expansion or
rationalisation, or simply to organise getting your customer-facing people to
the right place at the right time in the most cost-effective way. Not only does
Location with a capital L help describe and understand the on-the-ground
situation, it can be used to show the future by modelling scenarios (filling
that gap, building that franchise) for future business opportunities.
you’d like to learn more about how mapping could benefit your business, drop by
and see us at stand 47 at the Brand Yorkshire Business Conference, or visit our
website to see case studies of the businesses we have helped and the tools we