Where are all your customers? | Brand Yorkshire

Where are all your customers?

Where are all your customers?

  • app_admin
  • September 27, 2019
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Where are all your customers?

You 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 matters.

To 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.

When 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 location intelligence.

This 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 navigation.

Maps 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.

If 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 offer: https://beacon-dodsworth.co.uk/

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