La Rédaction CoSpirit
It’s not contradictory to be an American multinational technology company and be interested in local communication. The numerous Google functions that enable shops to optimize their local presence on the internet is a proof: the Mountain View based company is very interested in local communication and has perfectly understood the importance for points of sale. Candice Malini, Retail Industry Manager for Google, explains.
Électro Dépôt, specialist in low-cost household appliances and multimedia products, set up in the summer 2014 a study of the catalogue distribution zones using the CoSpirit M3 cartographic tool. Maureen Govart, the brand’s Communications Manager, explains the impact on the shop’s support.
Virginie Steinbach is the communication manager of the Emova Group, owner of the famous flower whops Monceau Fleurs and Rapid Flore. She talks about the studies carried out with the CoSpirit teams, especially in terms of leaflet distributions and catchment area.
As budgets decrease retailers want communication zones – the areas where printed advertisement are distributed – to be more and more precise and regulated. It’s important to select zones that guarantee a good return on investment (ROI). However retailers need information to be able to optimize their communication zones and, more particularly, to understand wherefrom the customers come.
Knowing if printed advertisements are correctly distributed is a major concern for retailers, considering the huge amounts spent every year. There are many control systems adapted to the context and to the specificity of each retailer, but they all have the same goal: to provide operational elements in order to improve the quality of distribution. Besides optimizing the investment dedicated to the making and distribution of printed advertisements, the main objective remains to increase the number of visits to shops and therefore increase sales revenue.
Geomarketing is a powerful tool for brands. It enables to carry out studies about development potential that will help the deciders identify the most interesting zones to open new points of sale, before the upcoming retail location studies. How? What are the criteria that count the most?
For many retailers print advertising represents the biggest chunk of their media budget. In 2014 in Europe more than 110 bn copies of print advertising were distributed at a total cost of almost 4 bn euros! Consequently, distribution controls constitute a natural move for deciders who’ve got more than a few reasons to start. Here are the 5 main reasons!
Either as a result of personal initiative or distribution by associations or city councils, the last few years have seen an explosion of the number of “No Junk Mail” stickers appearing on mailboxes, indicating that people don’t wish to receive unsolicited marketing mail.
Check store availability of a product and find it elsewhere if needed; get in touch with the store to make sure that the product is available; use Google Maps to reach your destination ; get an accurate idea of the price of the product in other stores before reaching for your credit card… the use of mobile devices is becoming essential in the consumer’s purchasing process. And as you probably know Google, the search engine industry heavyweight, follows user behavior very closely. Furthermore, this behavior is studied and analyzed and allows them to come up with such indicators such as: 30% of requests made on mobile devices are driven by a local interest. This kind of statistic must be looked into!
The CPI, or competitive pressure index, is a statistic used to measure in an objective and reliable way the competitive pressure applied on a point of sale in a given area. The CPI can also be used to compare shops. But how is it calculated? What can we learn from it? Mag de la Com’ gives you all these answers by answering 4 main questions: