Using insight of the catchment population to make best use of the marketing budget
Issue
To increase retail spend in the client’s Centre by use of its advertising budget in a targeted and effective manner and ensuring continued ‘best use’.
Solution
FSP identified the Centre’s most valuable shoppers based on an analysis of the average spend per visit and the number of visits by postal sector.
Research was carried out into the extent of media reach to this type of customer, particularly those who were not currently shoppers at the Centre.
The resulting information was used to re-balance the advertising budget, which historically had been focused on the catchment periphery. New advertising campaigns were targeted at shoppers with higher potential who were geographically closer to the Centre.
Results
Post advertisement campaign segmentation and analysis proved that a marked rise was seen both in shopper numbers and retail spend. This rise was significantly more than in comparable Centres. Continuing evaluation ensures that advertising placement can be adjusted as required.
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