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.
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
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.
About P² People & Places
Find out more about P2 People & Places and how the classification was developed
Download the P2 brochure
Compare people classifications
Read about the academic research conducted with P2
