By analysing the siting of editorial branches, and plotting distribution routes and target zones offering new potential, GeoConcept has helped improve the tactical siting of the paper’s promotional posters.

This kind of analysis is based on calculations that tap into a vast amount of statistical data, including data about each area covered by the various editorial branches, population concentrations and the distribution system itself. The capillarity of the network has greatly increased with, for example, 27 different posters being localised every day for the seven editions of the paper in the Alpes-Maritimes area.

Sales were reduced catastrophically (by 50%) in Nice with the arrival of the tramway in the town. A methodical analysis was undertaken: plotting the tramway route, as well as the alternative load relieving routes, on a Navteq base map of the town center.

All sales outlets directly concerned by the tramway were geocoded on a map, and this was then followed up with a statistical study aimed at identifying the sales points that were suffering most.

Areas of influence around each sales outlet were identified, and then the number of homes included in these areas counted. Teams were then put in place on the ground to distribute a large number of postcards (offering price reductions or other incentives) encouraging readers to return to the sales outlets with reduced frequentation. Sales then rose by 20%.

At Nice Matin, our geomarketing tools have helped steer the best possible course in the face of a problematic marketing scenario. Performing in-depth sales analyses, studying the factors of influence, and setting development priorities… these are just some of the tasks they were able to resource using GeoConcept.

Another line of enquiry in the geomarketing domain has recently been undertaken using the Dispatcher solution. Studies of the paper’s distribution rounds were mapped so as to be able to analyse the existing routing structure, measure its strong and weak points, with the ultimate aim of optimising the routing network as a whole.