Custom Business Mapping
Our confidentiality policy prevents us from sharing our client’s maps, but we’d like to prove we make the best maps in the business. To show you what we can do, we will be pleased to provide you with complimentary map samples based on your data. Contact us to learn how we can take your business analysis beyond charts, tables, and reports.
Sales Maps Reveal Cannibalization
A major appliance retailer collects customer transaction records for a set of stores in a sales district. The sales department uses this data to generate sales performance reports on individual stores, but wishes to learn more about how individual stores interact with one another.
The client provides us with the transaction data and street addresses of their stores. We map each store and plot every sale as a single “pin-point”. Next, we color the individual sales according to the store where they originated, and delineate the effective trade areas of each store. Our maps show several areas penetrated by multiple dealers. Interestingly, many of the stores with overlapping trade areas are among the worst performing stores in the sales district – not surprising considering that they are fighting over the same customers.
Our analysis does not tell the client which stores were poor performers – they already knew that from their performance reports. However, mapping their data brings out a critical geographic factor lost in the tabular reports – many of their stores are too close to one another. The client can now take steps to eliminate redundant stores.
Competitor Map Reveals Market Opportunity
A convenience grocery chain is concerned about revenue growth in a mature Rust Belt market. Flat population growth means they cannot employ their traditional strategy of simply following new housing development.
Using published and primary data sources, we compile a competitor census for the market. We map this data set along with the client's own stores. The map shows that there are actually several sub-markets within the larger market that have been overlooked by all competitors. Next, we overlay the trade areas of the client's stores to find which of these overlooked sub-markets can support a new site without cannibalizing an existing store's customer base.
The client can plan a "fill-in" strategy to maximize their revenues in this market. Our analysis lets the client exploit these areas before their competitors. Being first lets them choose the best location within each sub-market, leaving their competitors to fight over the remaining inferior sites if and when they arrive.
Maps Bring E-Business to Life
An auto manufacturer is having a difficult time convincing some of its dealers to take internet sales leads seriously. These dealers think customer emails are a nuisance, and are usually just customers shopping many dealers for the lowest price. The manufacturer wants to show skeptical dealers that customer emails are an excellent opportunity for capturing customers.
Using data collected from the client's web site, we create several metro-market level "pin-point" maps showing the locations of customers who requested product information and dealer contact. We then color these potential customers based on the dealer they wish to hear from. The maps show that the vast majority of web shoppers requested contact from the dealer in their immediate area - a finding that refutes dealer’s claims that web shoppers consider price only.
Once dealers see that most of their web-generated leads are in their own backyard, they will be more willing to respond to requests for information. Better treatment of serious prospects means increased sales - which benefits dealer and manufacturer alike.
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