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| Author: | Johnson, M. |
| Title: | The application of geodemographics to retailing: meeting the needs of the catchment. |
| Journal: | Journal of the Market Research Society
1989 : JAN, VOL. 31:1, p. 7-36 |
| Index terms: | MARKETING RESEARCH DEMOGRAPHY RETAILING |
| Language: | eng |
| Abstract: | The role of geodemographics in retailing is discussed. Its contribution to retail segmentation, store ranging and customer service is examined. An overview is presented of the status of the new thoughts in UK retailing, drawing on interviews with some of the country's leading operators. New systems incorporating geodemographics are analysed. A case study is included featuring a specialist chain. It illustrates the contribution of market research to advanced technology in computerised space management systems. The second case study illustrates how in a technological environment manufacturer and retailer can work together to identify opportunities for targeting local differences. |
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