How to integrate data into a local marketing strategy for a retail network? What does a data-driven approach bring? Learn about various potential strategies, tools and good practices to take full advantage of data for your local business…
Global or local marketing strategy for network of brands?
Benefits of a global strategy ,
- ensure the stability of the brand image,
- Harmonize the highlights and provide the franchisee with various associated assets (views, text, key messages, tools, etc.).
- Leverage the marketing expertise and global market knowledge centralized at the headquarters,
- Take advantage of more substantial means and resources with manifold effects,
- Be based on global vision with feedback from entire distribution network.
Limitation: A global strategy does not always make it possible to adequately adapt to local specifications.
Benefits of a targeted local marketing strategy ,
- communication adapted to the local market and its specialties,
- Localized product offerings as per the specifications of the region to maximize turnover,
- Taking advantage of the relational fabric and building a loyal local community,
- Better consumer engagement with the brand.
In short, local or global, it is up to the head of the network to inspire the brand with a strategy for adoption and guidelines for implementing it, while the franchisee has the challenge of implementing it in the way most relevant to their region. Is.
Role of data marketing in local strategy
To implement the local strategy, harnessing data is an essential resource in the retail sector.
to choose its location
Where to open store? In which catchment area? The choice of location is an important moment. The success of the store will largely depend on this. Thanks to geo-deciding tools, you can determine the ideal location to set up a point of sale. It is remarkably possible to visualize a network of shops on a map, to locate the catchment area and potential locations.
The data also makes it possible to analyze the potential of a geographic area:
- Nearby competitors,
- unique consumer profiles,
- Business attraction of the district
- Overlap with other stores in network and zoning.
Data as acquisition lever
Data improves your customer knowledge, ie:
- Recognize and understand customer behavior on digital channels or not,
- anticipate and prevent behaviors,
- fix local prospecting,
- Create tailored operations based on customer profiling.
Personalize your local communication
This makes it possible to better optimize customer knowledge communication operations, adapt national operations to the specifications of local customers, and choose the most appropriate levers for the region according to customers. How ? By analyzing socio-demographic, transactional, behavioral and marketing data. As a result, franchisees increase their local visibility and maximize consumer engagement.
to optimize the customer experience at the shop
Bringing customers to the store and keeping them up with the times is a challenge in itself. Collecting in-store data through a variety of tools and technologies, along with general data analysis, enables the deployment of personalized and seamless experiences for customers. Points of sale are increasingly connected and the data potential is enormous for:
- Analyze pain points in the customer journey.
- Offer promotions tailored to the customer’s profile.
- Inventing new shopping experiences.
10 Best Practices for Performing in Local Marketing
- make one audit review of your customer base and acquired knowledge,
- trust one the division Regular customers (for example RFM) to build their offer
- beyond that information (customer data / market data),
- For making predictive scoring To target high potential customers,
- Use data visualization Know where customers are coming from, who they are and draw target areas for next actions straight from the map.
- try it retargeting To re-target Internet users who have already visited the website to convert them into customers (this can be geo-targeted)
- don’t forget mobile approach To contact local customers. It bridges the physical and digital worlds, for example via geo-targeted SMS or beacons;
- work on it natural context Required to appear in searches of Internet users locally. The brand gains visibility thanks to Google’s My Business listings or the creation of localized content;
- to integrate social advertising in your strategy to target specific areas.
- Read white book on local marketing.
Unsplash. Photo by on Geojango Maps