We can collect survey data even from people who don't visit our store! Based on the collected results, we can implement promotional strategies tailored to our customers' lifestyles!

We can collect survey data not only from customers who use our stores, but also from those who don't visit! By analyzing the results, we can identify the lifestyles of people living in the surrounding area and implement effective promotional strategies!

Background leading to the use of Geo-Research Geo-Research

■Challenges
At Inageya, we conduct various analyses every year by directly asking our customers to participate in surveys and by using card data. From the analysis of surveys we have conducted so far, we have found that "it's close" is one of the top reasons why people use supermarkets. So, what are the reasons why people don't use supermarkets even if they live nearby? We wanted to understand this and were looking for solutions.

■ How I learned about Geo-Research
Our digital specialist in sales strategy was introduced to GeoTechnologies, Inc.' services by NTT DATA Japan Corporation, with whom we have a long-standing and friendly relationship. people flow data Intrigued by behavioral analysis, I developed a point-earning app that allows you to accumulate points simply by moving around. Trima" and utilize the location information of the survey participants Geo-Research Geo-Research We were introduced to a survey service called "Geo-Research," and learned that it can also collect survey responses from people who do not visit the store.

We decided to adopt "Geo-Research" because it allows us to receive feedback not only from our regular customers but also from such individuals, which we believe will provide valuable insights for improving and enhancing our services.

Selection criteria for survey participants

In conducting this survey, we selected the Niiza Nodera store as the target store based on the situation of competing stores and other factors. We also designed questions that simply focus on the reasons why the store is not being used, based on surveys we have conducted in the past. On the other hand, there was a possibility that questions that we had habitually thought up would be biased towards those reasons, but since NTT Data had staff members who were knowledgeable about the supermarket industry, we received their cooperation and created a total of 20 questions that were easy to answer and not leading questions.

We also set the criteria for selecting the subjects to be surveyed.

To target not only regular customers but also those who do not regularly use our services, who live or work in the vicinity of our stores, we have set the following geographical extraction conditions.

■ During a specified period, customers stayed within a 2km radius of the target store for 10 minutes or more.
■ No one stayed inside the target store for 30 minutes or more during a specified period (because anyone staying for 30 minutes or more may be an affiliate of the store).

Furthermore, since the "Geo-Research" survey panel is assigned a total of 13 attributes, including "gender," "date of birth," "occupation," "place of residence," "married/single," and "household income," the "attribute extraction conditions" are as follows:

■Women in their 20s to 50s

I have set it up.

Map of the area within a 2km radius of Inageya Niiza Nodera store. Rectangle of Inageya Niiza Nodera store.

*Source: MapFan

What did the survey results reveal?

The survey was conducted over one week, and we were able to collect responses from 501 people who met the above conditions and monitor profiles and resided in Tokyo or Saitama prefectures.
When we analyze the aggregated results for several questions, we can see that...
Distance to the store
• Time of access
And so, the connection to convenience becomes clear.

for example,

- Although they live near the store, they may work in the city center during the day.

↓↓

I usually do my grocery shopping at the supermarket late in the evening after returning home from work.

↓↓

Therefore, I end up shopping at supermarkets near my office or near the train station.

↓↓

When you're going to eat immediately after getting home, supermarkets with a wide variety of prepared foods or products that are ready to eat right away are appealing.

This trend emerged, but rather than trying to achieve results by putting in effort on weekdays, the stores decided to take the opposite approach, focusing on weekend promotions that targeted the desired age group, as customers are more likely to be in their neighborhoods on holidays and weekends.

Since we anticipate that many customers will visit our store with their families on holidays and weekends, we implemented campaigns that would allow families to have an experience together. For example, campaigns such as "If you come shopping this weekend, you can participate in an event" or "If you purchase this eligible product, your family can enjoy a camping experience."

Furthermore, since Inageya is actively working to reduce its environmental impact, we have also included questions related to food waste.

As a result, we have found that there are customers who are interested in food waste, so we would like to implement campaigns that encourage customers to consciously purchase items before they are thrown away, so that they can receive some benefit when they purchase discounted items, for example.

 

About the effects of Geo-Research

The biggest advantage of this survey was that we were able to conduct it not only with customers who come to shop, but also with customers who live nearby but don't visit our store—meaning they might be going to other companies' stores. Furthermore, the results allowed us to effectively implement measures to prevent customer churn.

In the future, if we need to delve deeper into our clients' needs, we would like to use "Geo-Research" as necessary.

We see great potential and necessity in people flow data because it has the strength of making the invisible visible. However, it is also true that a wide variety of people flow data exists, so we want to consider each case carefully, determining whether the data is suitable for addressing the specific challenges we face.

Inageya's website is here.

For inquiries about Geo-Research, please click here.