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#3 Options for additional insight But what about any areas of underperformance – any prominent Mosaic groups and types in your catchment among whom you’re under-represented? There can be a number of reasons for this, with local competition an obvious one. That’s why we strongly recommend a competition map as part of any customer analysis report – an accurate, up-to-date snapshot of the competitive sites in your catchment, which delivers another layer of understanding around why people are (or aren’t) choosing your studio. We also recommend a Mosaic map, which shows where in your catchment you’ll find each Mosaic group – a great complement to your site’s Mosaic profile and customer dot map, and a helpful part of the jigsaw when looking to understand why you attract customers from certain parts of your catchment and not others, especially when also viewed alongside a competition map.
#4 Complementary reports Where underperformance can’t be easily explained – Mosaic groups and types represented in abundance in your catchment, not yet served by a competitor, with no obvious mismatch but still not attracted to your studio – further investigation is in order. It could simply be down to marketing. Have you ever directly addressed these groups and/or types with messaging so relevant, so appealing, that they feel compelled to explore what you have to offer? A Leisure DB age report can help. Segmenting and quantifying your catchment by age band and gender, it’s particularly useful if you have products you know will appeal to a specific target audience. Meanwhile, although primarily produced for fitness memberships, Leisure DB can also create segmented profiles if a site has distinct customer databases – for different class types, for example.
Mosaic Map
Competition Map
We’re here to help you better understand your customers, and where they are, to enable targeted marketing and decision-making in your business.
Find out more at www.leisuredb.com
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LONDON BOUTIQUE STUDIO REPORT 2023
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