Retail Feasibility

When identifying potential new markets, the optimal location will deliver success. Maximise profitability by understanding potential market size, disposable income levels, geodemographic profile of potential retail locations, and location of competitive activity.  Use the power of location intelligence to enhance the decision making processes within your organisation.  Contact us for a strategic brainstorming session.

Uses for Geodemographic Profiles

The Geodemographic profile is a tool used as a predictor of purchasing behaviour that performs part of an organisations marketing and operational toolkit.

The marketing or advertising department will use the profile to determine when and where advertising should take place in order to achieve maximum results. The demographic makeup of the market should guide advertising content as well. In addition, localised marketing strategy can be customised per retail outlet. Companies with internal customer data can use geodemography strategically when overlaying customer data on top of market data. Understanding the differences between current customers and the total market provides marketers with the ability to target content specific campaigns at customers vs potential customers from the point of view of growing market share.

Operational departments will use profiling to better understand cannibalisation between stores, as well as to identify locations for new outlets. Any feasibility study or impact analysis should include the geodemographic profile for the catchment or geographic area, as a predictive modelling tool. Geodemographic profiles are useful to merchandisers as a guideline for what ranges to stock per individual outlet.

Caution! Geodemographic profiles of large geographic areas are generally too broad for business application. Its important to understand the local geographic area well enough in order to use the profile as a micro marketing tool. If the area being analysed is too large, any useful data trends or anomolies will be averaged out.

A brief guide to Geodemographic Customer Profiling

A geodemographic customer profile is a geographic marketing term used to describe the demographic grouping of customers who fall within a pre-defined geographic area, such as a retail location’s catchment area.

The profile should include the demographic fields that are relevant to the brand or product that is being marketed within the geographic area. Therefore a profile for a childrens’ clothing store would include age and life stage classifications in order to understand what portion of the target market are potential customers. Commonly used demographic fields include age, life stage, gender, education level, income groups, occupation types, dwelling types, or LSM fields. The segments chosen are also dependant on the available geocoded or spatial demographic database, ie if geocoded Census data were being used to generate the profile, then the demographic fields would be limited to the available geocoded data from the Census survey.

The resulting profile provides the breakdown of the population within the geographic area per segmentation field. For instance, the gender profile for the majority of geographic areas is 50% male and50% female. Clearly, gender is not particularly useful as a geodemographic segment.


Approximately 85% of all databases have a geographic element. Geocoding is the process of assigning latitude and longitude (x;y coordinates) to individual records of a database based on locational data such as physical adresses. Through this process is geospatial analysis enabled.

A geocoded database can be analysed within the electronic geospatial environment against other relevant sources of information based on geography.  This functionality is what we refer to as location intelligence.

As with all systems, technological or otherwise, the quality of the output is directly correlated with the quality of the input.  The unfortunate bald fact of the matter is that in South Africa,  compromised levels of literacy among the operational staff compliment means that organisational data that is collected at the operational level is often not clean, or easily geocoded.   This is why it is important to assess data collection processes, and if necessary structure them.  This may mean providing operational staff with predefined drop down boxes for the capture of physical address data.

In the meantime dirty data can be cleaned, and geocoding levels adapted to enable the geocoding of less-than-clean data.  The important thing is that organisations dont ignore this source of valuable organisational insights, as its in the internal data that streamlining, cost saving, and wastage eliminating potential is found.

Information: the Hidden Asset

We are operating in the Information Age. Within your organisation exists the information required to enable insightful strategic planning. Most often, organisational data exists in inconsistent, and non-user friendly formats. Additionally information gathered at the operational level is often dirty, non-verifiable or unverified, duplicated or irrelevant to management processes.

Spatial Insights will scope your organisational activity and identify opportunities for data and systems development. We can assist you to assimilate, clean and deduplicate your information, and render it useful to you.

This process is critical, in order to ensure that your “universe” is accurately taken into consideration, thereby enabling effective decision making.

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