Whether you want to develop your business, roll out a communication campaign or increase traffic in your stores...
Whether you want to develop your business, roll out a communication campaign or increase traffic in your stores, it's important to implement a sound marketing strategy.
However, for this to be truly effective, you need to understand the environment in which your outlet operates, and the players who influence it on a daily basis.
You need to collect and analyze a great deal of qualitative data in order to carry out an advanced study of your store's catchment area. This will give you a better grasp of the socio-economic stakes in the town where you're based, and of the clientele likely to visit one of your physical outlets.
When it comes to defining the geographical area for one of your retail network's centers, there are many factors to take into account. For example, you need to consider the size of the urban area, the infrastructure (roads, airports, train stations, etc.), the attractiveness of your location, the competitive environment and the socio-demographic data of your prospects.
Once this data has been collected and the analysis carried out, it will be possible to represent your outlet's catchment area using isochronous and isometric curves. The areas delimited by these curves are represented reciprocally on isochronous and isometric maps.
An isochronous curve can be used to define a geographical area in which potential customers are located, delimited by a time interval linking prospects to a specific location.
This concept is based on the travel time required for an individual to reach your point of sale, whether by foot, public transport, bicycle, car, etc. More generally, this time is calculated in minutes and corresponds to the customer's journey by car. More generally, this time is calculated in minutes and corresponds to the customer's journey by car.
The catchment area is thus made up of numerous isochronous curves, which explains the non-circular shape of its surface. The different infrastructures and access roads vary in terms of transport time.
As mentioned above, there are many ways to plot your catchment areas, and although isochronous and isometric curves both produce a reliable, detailed map, they don't take the same parameters into account.
Unlike the isochronous curve, the isometric curve is based on the necessary travel distance between a customer and your point of sale. This enables you, for example, to target individuals who are less than a kilometer from your store, and more easily entice them to visit.
The Ramp is the #1 solution for managing local digital advertising for network retailers and FMCG brands.
By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.