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Catchment
Analysis
Understanding the area around your outlets is a vital part of property research when making location decisions.
Where are the best places to open branches and which part of the catchment area has the most potential customers?
Different parts of the country have different populations and parts of the same town often have very different areas. By understanding the types of people in the local market and the shape of your existing catchment areas you can avoid property in poor locations and maximise the performance of your existing outlets.
Define your area
SPA can define the area of interest in a variety of ways.
Got Customer Postcodes?
If you have your own customer postcodes, you can use these
to examine the extent of your catchment area. This enables you to look
at the characteristics of the areas from which your customer base is actually
drawn:
| Customer
Locations: Leamington Spa Branch |
click
on image to enlarge
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Look
at a map to see where
your customers come from.
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Leamington
Branch Customers by Distance |
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Examine
customer
distribution by distance
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No Customer
Data?
Don't
worry if you haven't got any customer data. Using our experience of differing
market sector, SPA can define appropriate areas for you. Areas can be
defined by distance or drivetime from a particular point, by postal geography,
TV regions, Radio areas, or SPA can custom build an area from one you
have drawn on a map. This area can then be analysed in terms of Census,
MOSAIC or Market Research data.
Understand the
local market
SPA can produce a whole range of different reports to help
you understand your local market:
click on image
to enlarge |
A
Census Area Profile Report shows the age structure and social
class profile of an area, how many households, how many pensioners
and how many children, how many detached houses and how many car
owners. A host of census variables can be examined
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A MOSAIC Area Profile Report
splits the local population into one of 61 types, such as Tower Block Living or Provincial Privilege . These 61 types are organised into 11 broader groups. MOSAIC Area Profiles are particularly useful when combined with your own Customer Profile.
Note example shown is of old MOSAIC SPA does have new MOSAIC and is working on example updates. |
click on image
to enlarge |
There
are many more catchment area reports to choose from - business mix, retail
profile, food & drink, lifestyles, sport & leisure ..... What are you
after?
Target your effort
As well as looking at the catchment area totals, SPA can
provide reports that rank the Postal Sectors that make up the catchment
area. You can then target your marketing effort on Postal Sectors likely
to produce the best results.
Avoid poor locations
The catchment areas of new sites can be analysed to check whether they contain the right type of people, avoiding property locations with insufficient, or the wrong type of, population.
To discuss how Catchment
Area Analysis can help you get the most out of your business email
SPA or call on 01926 334978.
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SPA
Marketing Systems Ltd
Leamington Spa, Warks, CV32 6PT
Tel 01926 334978
Email:info@spamarketing.co.uk or Contact us
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