Retail

PCensus for MapInfo makes it easy to measure market penetration.  The following is an example for grocery stores.

Here's How:

Use PCensus to analyze grocery stores in a market area;  in this example, Boulder Colorado.  MapInfo Professional lets the user mark the store locations with company logos to enhance the appearance of the finished map.

The next step is to add customers to the map.  This information can be obtained from a company's point of sales records, linked to club card memberships.  Each customer record is represented as a red dot on the screen, based on their street address or ZIP+4.

Using PCensus' import feature, this customer data can be linked to an existing PCensus database, such as the Claritas Consumer Facts database.  Once in PCensus, this combined data set allows the user to create new variables and custom reports.  The report shows actual sales, potential sales and market penetration for specific food items.  Study areas can be chosen for this analysis based on circles, polygons, drive-times and ZIP codes.  Using a Safeway store site in Boulder, a custom PCensus profile report follows:

A further step could be to display this information colored or shaded by block group on a map.  PCensus provides shortcuts to easily create this thematic map.  Display features in MapInfo allow the user to further customize the mapping (label stores, add street names, change thematic ranges and color schemes.