Strategy by zone

💡You can export all analyses via the Export button (top right). Each analysis can be exported individually via the ‘...’ at the top right of each one.

   1. Analysis Objective

The aim is to help you implement actions for each zone within your catchment area by recommending a strategy adapted to each one. Use the overview to visually identify the recommended actions, then refine your action plan using the detailed table below.

     2. Methodology and computation

We combine origin and penetration analyses to develop recommended strategies.

The data is updated once per month, on the 8th, for the last month.

Origin corresponds to the total number of visits made by visitors from a given geographical area to your centre. Recurrence is taken into account: If someone comes 3 times during the month, he will be counted 3 times (if he comes several times during the day, he will be counted only once).

Penetration corresponds to the number of unique visitors from a geographical area who have visited your centre. Recurrence is not taken into account: If someone came every day of the month, we will only count him once.

💡More information about our methodology: Origin and penetration algorithm

 

     3. How to read and interpret the analyses?

💡Find information on how to configure analyses here: Tabs, filters and competitors.

Here are some use cases and advice on how to use this analysis effectively.

For retailers and shopping centres:

• Understand where your visitors come from and see the size of your catchment area from one period to another (key periods such as the summer and winter seasons).
• Diagnose areas that are growing or declining in terms of the number of visits or visitors.
• Create targeting lists based on a recommended strategy for more effective targeting.
• Adapt your communication by zone and measure its impact.
• Export the analysis as an Excel file and create targeting lists.

Strategy by zone - Overview

The map shows you the recommended strategies by zone in your catchment area.

Here are the 4 types of strategy and their definitions:

• Fidelization: Zones where there is a chance to strengthen loyalty by increasing the frequency of visits.
• Reclamation: Zones where both visits and visitors numbers have decreased, requiring an effort to recover the lost public.
• Growth: Zones with a high potential for new visitor attraction and increased engagement.
• Recruitment: Zones where it is possible to increase the number of visitors through the recurrence of existing visitors.

Strategy by zone - Details

In this table, we show you the evolution of visits and visitors, your competitive position, your top competitors, and the recommended strategy for each area.

💡Use the filter selector in this table to filter more precisely according to your criteria.

• Visits and evolution of visits: The first columns correspond to the origin and its evolution between the 2 periods analysed.
• Visitors and evolution of visitors: The next 2 columns correspond to penetration and changes between the 2 periods analysed.
• Competitive position (based on penetration) :
  • Leader: You have the best penetration in this zone and no real competitor (if a competitor is present, it will be indicated in the "Top competitor" column).
  • Challenger: One of your competitors is the leader and you are the challenger in this zone (coming in 2nd position or after, depending on the competitors indicated).
• Top competitor : Your main competitor in this zone.
• Evolution of visits and visitors: Corresponds to the evolution in origin and penetration for the top competitor.
• Strategy: the one we recommend per zone, based on the analysis of the first 4 columns (visits, evolution of visits, visitors and evolution of visitors).

Interpreting each of the recommended strategies

FIDELIZATION

Situation: The number of visits (origin) is decreasing and the number of unique visitors (penetration) is stable or increasing.

Interpretation: You are still attracting visitors but your number of visits is decreasing, which means that you are losing recurring visits. This may be due to your customers escaping to your competitors' sites.

Recommended strategy: Work on building customer fidelization to increase repeat visits.

RECLAMATION

Situation: The number of visits (origin) and the number of unique visitors (penetration) are decreasing.

Interpretation: Your number of visitors as well as your visits are decreasing, which means that you are losing not only visitors but also repeat visits from those who still visit your centre. This may be due to visitors escaping to your competitors.

Recommended strategy: Work on winning back these customers to get them to come back and increase the number of visitors and their number of visits.

RECRUITMENT

Situation: The number of visits (origin) is stable or increasing and the number of unique visitors (penetration) is stable or decreasing.

Interpretation: Your visitors are loyal but it's always the same people who come to your site, which means that you're not attracting new visitors.

Recommended strategy: Work on recruitment to acquire new visitors.

GROWTH

Situation: The number of visits (origin) and the number of unique visitors (penetration) are stable or increasing.

Interpretation: Your customers are loyal and visit you regularly, which means that you are already well established in this area and that there is still room for improvement.

Recommended strategy: Work on expansion by exploiting the full potential of this area by attracting potential customers who don't yet come to you.