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Data analytics solutions for the retail and advertising sector
How many customers enter my stores and those of my competitors? Who are they, and what are their sociodemographic characteristics and interests? Which other stores do they visit and how frequently? How long are people exposed to an outdoor space, and how often do they pass by? Have the campaigns launched actually increased foot traffic to stores in the surrounding areas?
In today’s retail and advertising sector, decisions such as opening new stores, planning advertising campaigns, defining target audiences and optimising the offering cannot rely on intuition alone. Available data is often insufficient: traditional sources such as surveys or loyalty cards frequently provide a partial view, are not always up-to-date, are difficult to compare over time, and are limited to what happens only within one’s own spaces.
The benefits of geomarketing data analytics solutions
Our commercial data analytics solutions provide a clear and always up-to-date picture of visitor flows, consumer behaviour and the attractiveness of stores, retail chains and commercial areas.
By integrating anonymised mobility data with other proprietary sources (digital transactions, weather conditions, and other territorial variables), it becomes possible to evaluate the performance and commercial potential of an area, monitor visitor trends and measure the effectiveness of promotional or advertising campaigns.
This data-driven approach allows for a detailed understanding of visitor profiles, identification of recurring segments and interests, and optimisation of acquisition and loyalty strategies, supporting strategic decisions based on objective evidence.
We design fully customisable solutions for brands, shopping areas, advertising agencies, investors and developers, providing an accurate reading of the reference market and its real potential.
Who can benefit from retail and advertising data analytics solutions, and which needs do they address
Retail chains and large-scale distribution (GDO): visitor analysis, attractiveness and competitive landscape
- Measurement of own stores’ performance and competitor analysis
- Study of visitor characteristics and customer journeys
- Support for expansion or downsizing of the sales network
Shopping areas: visitor and advertising campaign analysis, and increasing commercial property value
- Analysis of visitor sociodemographic characteristics and interests
- Validation of the success of hosted events
- Support for planning advertising campaigns
Advertising agencies and media owners: insights into the actual audience and evaluation of outdoor campaign effectiveness
- Identification of high-potential areas for targeted advertising
- Quantification of pedestrian and vehicle flows
- Evaluation of average exposure time to outdoor spaces
Key insights and indicators to improve performance and investments
Store visits analysis to measure flows and visitor characteristics
- Temporal trends in visits
- Visitor profiling to identify specific segments (by gender, age, interests, purchasing power) and tailor services and communications
- Study of visitor loyalty and other areas they habitually visit
Event and advertising campaign analysis to evaluate commercial initiatives with a data-driven approach
- Increases/decreases in visits following an advertising campaign
- Analysis of visitor origins (home and work areas) to optimise flyer distribution
- Study of footfall and exposure times to billboards
Sales network evaluation to support expansion or resizing of stores
- Estimation of real and potential catchment areas
- Competitive landscape analysis of the area
- Study of overlaps between stores
Reduction of vacant units and increase in commercial property value to align supply and demand and attract new brands and investors
- Monitoring visitor presence and comparison with similar areas
- Surplus/gap analysis to identify under- or over-served sectors
- Analysis of visitor interests
Retail and Advertising case studies
Retail brands, shopping centres, investors and advertising agencies have already adopted our solutions to optimise sales strategies, store openings, media planning and performance evaluation.
By combining mobility data, behavioural analysis and commercial KPIs, our projects have delivered concrete insights into catchment areas, campaign ROI, high-potential zones and customer behaviour.
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