Customer Profiling
Customer profiling is the first step to future business growth.
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Understanding who is currently a club member or facility user enables more people like these to be found in the local market.
Customer profiling is relevant to both public and private leisure facilities.
We analyse membership data, using the segmentation system, MOSAIC UK, to produce detailed customer profiles.
The customer data is also used to calculate the distance of each customer to the facility, enabling the core catchment to be established, as both a radius and drivetime.
Client Benefits: Full understanding of the type of people who are members of the facility
Catchment Demographics
Catchment demographics indicate the opportunities for growth by showing size of the total residential and workforce market.
Reports show the make-up of the local population by MOSAIC profile, age and gender. Indications of the workforce populations for town centre locations also increase the understanding of daytime usage potential.
Mapping the MOSAIC groups identifies the clusters of those with a high propensity to participate.
Cross analysing customer profiles with catchment demographics enables us to calculate club performance base on current penetration rates.
Client Benefits: Clients will receive a thorough understanding of the size and make-up of the local population and what future potential there is based on the percentage of the local market which has been penetrated.
Competition Reports
Competition reports highlight the strength of competition and quantify the vulnerability of members.
Plotting competitors and planned sites we report on the levels of current and future competition.
Competition reports are available on a site, regional and UK level.
Client benefits: Competition reports deliver detailed competitor intelligence and estimation of the number and value of members at risk.