Understanding the right audience for every store
For a sports retailer with multiple store locations, effective marketing was about targeting the right customers in the right areas. Without a clear view of customer distribution, spending on marketing campaigns often led to uneven sales performance. The retailer needed catchment analysis to map customer behavior, identify high- and low-performing areas, and maximize store penetration with strategic targeting.
Turning location insights into marketing power
With Netscribes’ catchment analysis solution, the retailer gained a data-driven approach to store-level marketing. The analysis helped identify top-performing areas within each store’s catchment zone, allowing the business to focus campaigns where sales contribution was low. Additionally, by mapping the availability of nearby sports facilities—such as gyms and swimming pools—the retailer could promote relevant sports equipment to highly engaged audiences.
By categorizing customers based on their residential pin codes, our solution provided deeper insights into purchasing behavior. We segmented sales data by catchment zones to provide a clear breakdown of revenue patterns across different locations. The retailer integrated these insights into an advanced analytics framework, fine-tuning marketing investments and driving higher conversions.
A data-driven approach to catchment analysis
To implement an effective catchment analysis, customer mapping was conducted to establish precise store catchment areas. This dataset was then used to build an analytical model that delivered key business insights. The approach provided a unified view of regional sales trends, highlighting gaps in store penetration and untapped customer potential. By leveraging this intelligence, the marketing team could execute hyper-targeted campaigns that directly addressed demand fluctuations in different catchment areas.
Read more: Data-driven expansion strategies
Explore the full case study
Discover how the retailer:
- Used catchment analysis to pinpoint high- and low-performing areas for targeted marketing.
- Mapped sports facilities to increase relevant product sales.
- Built a data-driven marketing strategy to improve store-level sales performance.
Download the case study now and see how location intelligence can drive smarter retail marketing!
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