How to attract customers to your catchment area?

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For several years, online commerce and purchases have grown significantly.

However, the French buyer remains attached to physical points of sale . 71% of French consumers made their purchases in stores in the 2nd quarter of 2022 1 .

Are you wondering how to attract customers to your catchment area ? Develop your drive-to-store? Implement a suitable local marketing strategy? All the answers in this article!

1. What is a catchment area?
2. Local digital marketing to attract customers to the store
3. Offline local marketing: a traffic generator
4. The importance of local personalization
Conclusion


catchment area maps

1. What is a catchment area?
The catchment area is the geographic area where your buy france cell phone number list brand's main customers come from. It contains geographic, social and competitive data.

It is presented in concentric circles calculated by isochronous curves (travel time to get to the store, 15 minutes by car) or isometric curves (distance, 5 km).

Its study will allow you to determine the level of attractiveness of your store as well as the preferences and habits of your consumers. And thus offer them adapted local marketing that will encourage them to come and see you!



local digital marketing

2. Local digital marketing to attract customers to the store
The development of the web brings strong competition to point of sale networks. But it is also a tool that allows you to increase your visibility . By deploying a local web-to-store strategy , this channel becomes an ally of choice to attract customers to the store!

Local SEO
To improve your local visibility, you must first focus on SEO (Search Engine Optimization), or natural referencing in French .

This is what will allow your store to appear in the first results on Google, thus capturing the Internet user and then directing them to your establishment.

According to a study that analyzed 5 million Google searches, 75% of clicks are made on the first 3 results 2 . Hence the interest in being well referenced!

Local SEO involves :

localized long tail keywords ( “Banking agency on the outskirts of Rennes”)
Google maps
Google my business
the quality of customer reviews and the regularity of responses


Presence management
A large proportion of consumers go online before making a purchase at a point of sale: 46% of Google searches are aimed at finding a local business 3 .

Mastering your local presence allows customers to easily find you and all the information they are interested in (opening times, address, reviews, services, etc.).

We advise you to have your Google My Business files up to date and to be geolocated in Google Maps for each of your establishments. Also, don't forget to respond to all the reviews left by your customers.

Updating all this data can be time-consuming, especially when managing multiple points of sale. But don't worry, thanks to a presence management solution you can centralize and multi-broadcast in a single click!



presence management store Atol

Example of a Google my business profile – Atol les Opticiens



Geolocated online advertising
Another way to attract customers to your catchment area is to invest in geo-targeted advertising .

They allow you to reach your target audience by personalizing your communication.

If a customer from Rennes sees your ad for “ Italian restaurant in the western district of Rennes ” in their news feed, they are very likely to go to your store if they want pizza!

These geolocated digital advertisements can be configured via Google Ads , Social Ads (social networks), or even Waze Ads .



geolocalized advertising Waze ads

Example of a Waze ads



Social networks
Being present on social networks allows you to build a community around your brand and thus increase its likeability.

It is necessary to post content regularly and play on proximity with the consumer. Local adaptation helps increase engagement and web-to-store .

Competitions (photos, scratch cards, slogan ideas, etc.) are powerful tools because they entertain Internet users. The winnings can be vouchers , like the example of Top Office.



digital marketing competition

Top Office competition on Facebook
15 euro vouchers valid in stores


Local direct marketing
The goal is to attract customers to the store through promotional offers, exclusives, rewarding loyalty, etc.

These offers are sent by text message, voice message, email, newsletter , etc. and personalized to a specific point of sale.

For example: " To thank you for your loyalty, your Sephora store located in the city center of Rennes offers you... " Did you know that marketing platforms allow you to centralize this type of message nationally so that it can then be personalized locally?

The local digital marketing strategy is deployed via many tools. This may seem tedious, but rest assured, digital marketing platforms exist to save you time and manage your performance across your network!



offline marketing

3. Local offline marketing: a traffic generator
Of course, you should not neglect local offline marketing , which is complementary to your digital strategy.

Local communication
Local communication can be deployed on all types of advertising media that can be found in your catchment area. Promotional panels, tarpaulins, advertising posters, kakemonos, coverings, etc. Anything that will catch the eye of prospects and make them come to your store.

These local communication campaigns must be personalized at the point of sale, as in the example of Mc Donalds directional posters.

Also think about events, trade fairs or fairs in your region, and hand out some goodies.



local communication example mc donalds
Mc Donalds directional billboards



Human relations
We must not forget that to attract customers to your catchment area, they must have a pleasant experience in store and want to come back!

Build customer loyalty with a friendly welcome , professional advice or even warm merchandising . 20% of your customers represent 80% of profits 4 , identify them and think about pampering them!

In addition, a satisfied consumer will tell two other people 5 . Positive word of mouth is therefore essential to increase in-store traffic!



Boulanger's store locator

Mc Donalds directional billboards



banner customization

4. The importance of local customization
To attract customers in your catchment area, you must therefore develop a digital and offline marketing strategy. But above all, you must personalize it locally .

Why personalize your local marketing?
When it comes to encouraging customers to visit your physical stores during sales, geolocation advertising is a great way to differentiate yourself from other stores near your catchment area .

A marketing plan and communication adapted to the local scale will gain in relevance and will have a better impact on your targets.

The advantages of local proximity marketing :

5 to 8x higher ROI thanks to personalized communications 6
7-8x more in-store traffic through targeted content publishing 7
100% increase in 2021 for Google searches containing the keywords “near me” 8
50% of local searches contribute to a point-of-sale visit within 24 hours 9

How to customize?
Local marketing can be centralized and communicated on behalf of the points of sale. The headquarters has the power to locally personalize each campaign, harmonize the presence on social networks, mass update establishment files, group customer reviews, etc.

Communication can also be delegated to points of sale . The headquarters shares chartered communication kits and a content library with its network. The establishments respect your brand image while adapting to the local context.



Conclusion
To attract customers in your catchment area, you need to carry out a precise study of your perimeter to adapt your marketing to consumer expectations.

It is then necessary to rely on a complete and locally personalized digital and offline marketing plan to increase its impact.

To save time, customize on a large scale and increase management performance, you can rely on a local marketing platform that brings together all of these features.

This will allow for greater local customization , which is the key to generating customer interest and bringing them to the point of sale!