A grocery store near Eglinton and Yonge in Toronto wanted to understand the geographic concentration and demographic profile of consumers around its store during the day so that they could tailor product offerings and communications more effectively.
The objective of analytics was to identify and map the store’s trade area and perform consumer profile analysis.
We set up a geo-fence around the store. Using Streetlight’s mobile GPS data, we extracted all origin Dissemination Areas (DA) in Toronto from which at least one consumer entered a geo-fence around the store during the day. Thereafter, by linking the DAs to 6-digit postal codes and weighting the count of consumers, we were able to:
The following map shows the concentration of consumers who were near the store (in the geo-fence) for some time during the day. Evidently, this is very different from the traditional circular and driving time trade areas.
Compared with Toronto’s average consumers, people who were near the store during the day have more likely the following characteristics.