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LEISURE DB
WHO AND WHERE ARE YOUR CUSTOMERS, REALLY? Do you truly understand which types of consumer your boutique studio appeals to, and how well you’ve penetrated the relevant audiences in a realistic catchment area? Step forward Leisure DB’s customer analysis reports...
Understanding who your customers are and where they live – i.e. how far they’re travelling to reach your site – is a vital first step in maximising your marketing budget. If you know that 75 per cent of your customers live within two miles of your studio, for example, you also know that any marketing pushed out beyond this radius is likely to generate lower levels of interest, lower penetration rates and reduced returns. So it’s surprising – and concerning – how many operators tell us “we know we have customers who come from xyz area”, only for us to find, when we map their customers, that this is the rare exception rather than the norm. This is where Leisure DB’s customer analysis reports come in, providing absolute clarity on where your customers are coming from. The report also provides invaluable insight on who your customers are, with demographic data that highlights the population groups within your catchment to whom your studio appeals – and, just as importantly, those to whom it does not. In short, it is a springboard to smarter marketing strategies, helping you understand where budgets are best directed, who to speak to about which aspect of your offering, and so on. Let’s take you through the steps to creating this go-to resource. #1 Defining your actual catchment Step one is to determine your real catchment area, and it starts with your customer data. We map your studio and your customers’ home postcodes and run a report to determine how far – in miles – members travel to get to you. Let’s say, for example, that 75 per cent of customers live within two miles of your studio. Quite possibly this is the perfect catchment, but there are other considerations; the obvious one for London’s boutiques is the daytime population of the area, i.e. the commuting workforce.
But there could be other considerations. Is there a little corner of the catchment that’s heavily populated but more conveniently served by a number of competitive studio brands? Conversely, is there a cluster just outside that two-mile radius that isn’t served by a competitor, from where customers are already coming? Is there a river or railway line with no nearby bridge to cross it? Anything like this, we can factor in and manually adjust the catchment. #2 Identifying your areas of strength Our next step is to cut the data so we’re only looking at customers who live within the defined catchment area. We then turn to Experian’s Mosaic consumer classification system – 15 groups that break down into 66 types for a clear picture of who lives where in the UK – to understand more about who the customers are, in demographic terms. We create a Mosaic profile of your catchment and a Mosaic profile of your customers and compare the two. This shows how well your studio penetrates each Mosaic group and type, and how your site indexes for each compared to the total catchment population. Anything indexing over 100 means you perform particularly well for that Mosaic group/type, and our reports then detail who they are demographically: age, life stage, affluence, home ownership, types of property, whether they have children, how they holiday, shop, consume social media and so on. We deepen your understanding of your key audiences and empower you to speak to them in ever-more relevant ways, shaping your marketing to drive penetration rates even higher among these high-indexing groups and types – your low-hanging fruit.
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LONDON BOUTIQUE STUDIO REPORT 2023
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