New Customer Mapping Tool on ParableConnect

In our continuing mission to help store owners serve their customers as efficiently as possible, we launched a new tool at UNITE.

The ParableConnect website now includes census-tract (CT) data for each store. This data is general consumer info, based on the areas where each store’s customers live. We’ve pulled a few things out of the CT data that highlight key features of the community around each store.

One goal with this info is to help the store owner understand their potential customer base. You’ll see an example below which shows demographic information that we pulled from the CT data.

This store’s customers do not necessarily average 42-years old. However, looking at the areas where their customers live, the average community member is 42.

Some of this information is just fun to look at, but there are also takeaways that a few retailers are looking to implement. For example, when looking at these numbers at UNITE, a couple stores were surprised at how high their Spanish-speaking population was. As a result, they decided to go home and look at increasing the size of their Spanish category.

The second part of this new ParableConnect tool features a visual map of where each store’s customers live. The images below show the heat map which allows store owners to see the density of their customer base throughout their area. Light blue is fewer customers, deep red is a lot of customers.

The plus and minus buttons in the top left let them zoom in and out of the map to see either more or less detail. And they can move the map around by clicking and dragging.

It was fun to watch retailers as they explored different areas of their community and discovered pockets of customers they didn’t know existed. One manager who used their local “clipper” magazine to reach new customers found an outlying city full of existing customers. When they returned home they were going to find a way to get into the “clipper” magazine in that city as soon as possible. Their reasoning was that if they already had a bunch of customers driving to their store from that area, there are probably a lot more who would as well.

Our purpose is to continually provide tools that enable owners to create more opportunities to grow their business. So we’re looking forward to hearing more stories like this.

Erik.ernstrom@parable.com

805-329-4005