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How You Can Learn More About Your Customers Using MVPLUS
21st March 2022
One of the key applications of GMAP’s MVPLUS software is to help our clients to understand their customers, which can inform their strategic business decision making.
Do you have postcode data for your customers? If so, MVPLUS can be used to:
- Audit and validate your customer postcode data
- Understand where your customers are located
- Determine how far customers travel to each of your sites
- Establish the nearest store to your customers, including online customers
- Analyse who your customer is and what characterises them
- Identify where there are more of your customer types
Audit & Validate Your Customer Postcode Data
When working with large postcode datasets, such as customer files, it can be hard to determine Postcodes that are out of date, incorrectly formatted or altogether wrong. Postcode data that is incorrect can cause records to be analysed incorrectly.
When importing data, MVPLUS efficiently validates postcodes and flags those that need attention, as well as attempting to formats postcodes that are incorrectly formatted. Postcode validation is not geographically limited, MVPLUS can be tailored to any market across the world.
The following video explains how you can validate the postcode data of your online or instore customers, and why it is important to do so:
Knowing where your customers are located can help you understand any missed local opportunities, and how to address these. This knowledge could be applied to your location planning decisions, as well as marketing or promotion activities.
Customer postcodes can be quickly and easily loaded in MVPLUS, where they will be geocoded and turned into a point on a map, which can be visualised and analysed as required.
Watch below to understand how MVPLUS can enable you to understand where your customers are.
Determine How Far Customers Travel to Each of Your Sites
Observing how far your customers travel to your sites is key in evaluating the viability of new locations, estimating cannibalisation, and understanding the audience new locations could reach.
If you know which site in which a customer is associated with, MVPLUS can instantly calculate customer-to-site drivetimes. From this, you can create drivetime catchments around current and proposed sites to understand the geodemographic characteristics.
The video below shows how to quickly learn how far each of your customers travel to your sites, and how this insight can be applied to your decision making.
Establish the Nearest Store to Your Customers, Including Online Customers
Knowing the nearest store to your customers can be useful for multiple reasons, for both your instore, and online customers. You can redirect customers when you close or relocate a site, tailor your marketing campaigns, or tailor offers and promotions based on proximity to stores, as well as understanding your different channels such as click and collect.
In MVPLUS, the proximity tool allows you to quickly find the nearest object or objects to a point, such as the nearest site to a customer. The following video demonstrates how to do this, and examples of how this analysis can be used further.
Analyse Who Your Customer Is & What Characterises Them
Understanding who your customer is, their lifestyle, age and income characteristics can be useful for targeting your marketing communications and finding look-a-like prospects.
In GMAP, geodemographics are a prominent way in which we provide or add value to our client’s data, albeit in projects or enabling them to self-serve. The CAMEO Geodemographic Classification is a key dataset we use to help our clients to understand who their customers are in the UK and internationally.
A key feature of MVPLUS is that it allows customer postcodes to be quickly loaded and tagged with a geodemographic group, or classification, to produce a profile that describes your customers in terms of age, income group and lifestyle characteristics.
Identify Where There Are More of Your Customer Types
Understanding who your customers are allows you to target more of the same types of people when considering your location planning and marketing activities, including target mailings.
In MVPLUS once you have produced a detailed profile report which identifies geodemographic groups and categories which respond to your offer, you can then use MVPLUS to locate where there are more of this type of customer. This might indicate a potential area for new site location, or where to focus your direct marketing or advertising budgets. To find out more about using geodemographics in MVPLUS, please get in touch at info@gmap.com.
Get In Touch
MVPLUS is used by clients across multiple sectors, including but limited to retail, automotive, leisure, property and transport, as well as multiple functions, including Location Planning, Property, Marketing, Logistics and Finance. To find out more, or for a demo of MVPLUS please get in touch at info@gmap.com.
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