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.
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.
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.
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:
French advertisers spend 30 billion euros on communication every year, of which 10 billion euros of this goes on local investments. This comes as no surprise when you know how powerful local communication can be in persuading customers to visit your selling points. What are the best practices in terms of local communication? What is at stake? Your brand notoriety is not the only factor influencing store traffic anymore!
Invest in your local community; deploy your best sales staff; understand local communication media and concepts; monitor your competitor’s use of these concepts; have a global real-time grasp of activity, and of course, always stay ahead of those who want to conquer your catchment area… There are many issues that CoSpirit will help you address with this web magazine.
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