In Quick Service Restaurant (QSR) business, using consumer survey to know customer behavior in the local market is important. Take Greater Taipei area (North part of Taiwan) for example, most customers come into stores by public transportation. However, it’s on the contrary in southern Taiwan. So the store catchment area in Greater Taipei is smaller than other cities.
With the increasing popularity of mobile devices like smartphones and pads, many companies began to use mobile devices to conduct consumer surveys. It could integrate multimedia file such as pictures, videos to the questionnaire. Adding elements like GPS location and photo taking function to make the survey result more accurate. Efficient ways of utilizing web mapping in the survey to let customers pinpoint “Where are you come from?” to identify the service area of each store. Retail and QSR can use these customer location data to improve their service coverage analysis and DM effectiveness analyses.
Last year getchee helped a Taiwan famous QSR retailer in channel planning to conduct Geo-insight survey in both current stores and pre-opening stores. Collected customer location data enabled the QSR retailer to better understand local consumer behavior. Store catchment and penetration rate in different catchment area gave the regional manager critical insights into micro market. The study of store cannibalizations, green-field market, and customer share of each new branch improves the store network expansion process.
(Customer cluster map shows population density )
Geo-Insight Survey put control of survey project back in to retailers’ hand and helped them cut down cost and time spend on survey projects by 40%. It could also help survey managers improve the quality of their surveys by reducing fraud risks. Mobile devices could transfer the digital data instantly for immediate analysis. The most important is the use of electronic maps to identify location without revealing personal address can protect the anonymity and confidentiality of participants. Participants would be more willing to answer questions honestly which helps retailers to get more precise information for data analysis.
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Fast fashion brands on the China market experienced rapid expansion and have become one of the most aggressive market stakeholders. According to getchee’s research, total store numbers for 4 major fast fashion brands, including ZARA, H&M, UNIQLO and GAP, had reached 600 by November 2014. CBRE analysts further indicated that 40 percent of stores are opened in the past 18 months.
Decentralized Development : Opening new stores in decentralized retail facilities
After penetrating stores in the CBD/most busy malls of tier 1 cities such as Shanghai, Beijing, Guangzhou and Shenzhen. Fast fashion brands faced limited supply of retail facilities, increasing rent and competition in original core area. With improving public transportation system, demographics move from city center to suburban areas to get better leverage. Opening new stores in decentralized retail facilities is now the main trend of fast fashion brands in China market, it is called “decentralized development”. Selecting a new location where could reach turnover is not an easy job as before. Team of real estate must integrate information from multiple dimensions to have a more comprehensive understanding.
In previous years, team of real estate works closely with estate agents to reach local knowledge. He/she also relies on variety of survey results from different sources and unequal standard to make right decision. This was both time consuming and expensive. In 2013, getchee presents a brand new concept of mobile process integration, which is not only a mobile survey platform but becoming the solution for visualizing network, predicting revenue and developing roadmap.
Below are five ways how getchee help to optimize business processes and accommodate business needs with mobile integration.
1: Boost team efficiency and information security
To ensures roles of team members and establishes communication standard between different perspectives. Therefore encouraging team efficiency. Mission dispatching system helps administrator protects know-how & core experience when working with third-party agents.
2: Embed into existing business process
All fast fashion brands could say something about their key considerations to open a new store. Mobile solution does not work like a replacement solution to existing experiences & processes, but linking every role more closely therefore saving more costs.
3: Encourage customer profiling
Through mobile integration, fast fashion brands could receive preferences and spatial information from customers simultaneously. Furthermore it gives fast fashion brand the capability to translate this knowledge into additional profit (by targeting) and keep valuable customers.
4: Find out potential site faster
Different from qualitative observations usually adopt by estate agents, getchee combines quantitative (e.g. residential population within 1-km circle) and qualitative measures (e.g. intensity of retail synergy or accessibility) to help executive members have a more clear picture and comparison between different potential sites.
5: Connect local knowledge to location intelligence
Through a narrow-down expansion plan, mobile integration plays the most significant role on collecting & intensifying local knowledge. Location intelligence platform, such as Kiwi, would make you have sense which area is suitable for opening a new store based on potential perspective. getchee provides different angles to look at business needs, such as customer preference, property leasing price and quality of location.
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