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.
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.