1) Identify attractive
areas for new sites
Customer profiles using
Claritas’ MicroVision® segmentation system allow JCI to measure
dollar demand and customer household potential in any geographic area.
Using Claritas’ iXPRESS® software, this can be shown in map or report
form. Additionally, they are able to import their customer database
into iXPRESS and overlay the maps of potential customers with the geographic
distribution of existing customers. This allows them to quickly identify
underserved trade areas and unrealized market niches.
2) Evaluate the potential
of new sites
Claritas’ Site Potential
Models allow JCI to evaluate the sales potential of prospective new sites.
The models run under different scenarios involving site and shopping center
characteristics to evaluate specific properties of interest. Using
the models, JCI is able to evaluate sites in new areas and to determine
relocation opportunities for existing sites.
3) Benchmark the
performance of existing sites
Under-performing centres
are not necessarily those with low sales volumes, but those whose sales
don’t meet their potential. The models are used to evaluate how well
existing centres are performing relative to individual potential.
This allows JCI to quickly prioritize centres in need of assistance in
terms of marketing, staffing, or location. It also allows them to
determine those over-performing sites, so the secrets of their success
can be studied and integrated into the operations of the company.
4) Measure the potential
of JCI’s markets
The customer profiles
allow JCI to measure the overall demand and customer potential of large
markets such as metropolitan areas. They can then determine the potential
number of centres each market can support, enabling JCI to plan for future
expansion and prioritize market investment opportunities.
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For more information
regarding Claritas’ analytical services or products, please call
877-255-1105 or visit
us at www.claritas.com
[Using iXPRESS and the analytical tools created by Claritas, JCI is able to examine the distribution of customers around centres and compare this with the potential number of customers they could be capturing. ]