Vision Express expands its store and customer network
with Prospex mapping software
The challenge
Vision Express wanted to expand their portfolio of stores and customers, but to find out where to locate new stores they needed to understand the consumer characteristics of their existing store catchments.
The solution
After investigating a number of GIS suppliers, Vision Express chose Beacon Dodsworth’s Prospex mapping software and P² People & Places people classification. 
Supply Chain and IT Director, David Hart said “We chose Prospex because it offered us the best complete solution in the market and importantly allowed us to integrate this valuable new insight into our existing CRM system and processes. Our view is that Prospex is the best engineered solution for the price on the market”.
Using Prospex and P², Vision Express identifies the similarities in their customers' characteristics and lifestyles. These are then compared with population profiles of other areas to work out suitable store locations.
As well as the demographic breakdown of the area, Vision Express plots their existing store locations, other opticians and other points of interest such as transport networks and local amenities. This aids in planning new store locations and in comparing customer profiles store by store to tailor their marketing accordingly.
Vision Express also analyses the geodemographic breakdown of even smaller catchment areas using a Beacon Dodsworth macro. This macro automatically creates drive time catchments at output area and super output area level, providing more detailed analysis.
The benefits
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"Beacon Dodsworth’s dedicated support means any queries or difficulties we have get resolved straight away. As always, it's best to have the experts available to help." David Hart, Supply Chain and IT Director, Vision Express |
Vision Express avoids wasting marketing spend by creating tailored marketing campaigns specific to each store profile, reaching real prospective customers.
They easily import their own sales and customer data into the software, analyse it and export it out to use in their other databases.
They have the expertise of market analysts at their fingertips with the dedicated support provided by Beacon Dodsworth consultants.