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•Contributing Editorial: Closing The Loop Between Real Estate, Marketing And Merchandising

By Devon Wolfe, Managing Director of Strategy and Analytic Services, Pitney Bowes MapInfo

Often times the real estate, marketing and merchandising departments within a retail organization operate in silos, at best duplicating efforts centered around customer analytics and at worst embarking on divergent or contradictory paths.

It seems intuitive that having a clear picture, or profile, of the core customer is key to the success of any retail organization. How can you beat the competition and best meet the needs of your customers if you don't have a solid understanding of "who" and "where" they are?

Customer profiles can range from relatively simple "plain vanilla" demographic profiles such as "single household, home owner, income $50K plus" to multi-faceted profiles that include not only demographic attributes but also psychographic and lifestyle variables. Two customers who appear very similar based on demographic attributes alone may turn out to have very different lifestyle and consumption patterns. In reality, one may be an ideal prospect to shop at your store or patronize your restaurant, while the other has a very low likelihood to choose your brand.

Click Here To Download:
•Contributing Editorial: Closing The Loop Between Real Estate, Marketing And Merchandising