• In countries where the Retailer’s brand was well established, location details from customer databases were shared with GMAP. Using the CAMEO Geodemographic Data, GMAP created a rich geodemographic profile which detailed the types of people currently in the database and acquiring the Retailer’s products.
• Countries in which the Retailer have more recently expanded lacked the mature customer database from which to create the profile portrait of customers. Therefore, GMAP translated the profile from mature markets to target a similar customer audience within developing markets, applying the CAMEO International coding.
• Once the key target consumer groups were identified, the prevalence of these groups within small geographical areas was used to create a Consumer Index score in both mature and emerging growth markets. This index was used by the Retailer’s analysts as the foundation upon which further insight analysis was built.

The Conclusion

The Sport Fashion Retailer’s Property Insight Team can complete sophisticated, smart, scientific site development analysis to support the rapid international expansion of their fashion and sportswear brands. GMAP’s development of the Consumer Index scores across both mature and growth markets enables the Retailer to consistently apply their analytical approach across all markets. They continue to regularly purchase CAMEO Geodemographic Data from GMAP and GMAP re-run the Consumer Indexes for different markets as the Retailer continues to expand globally. 

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