Software to help forecourts understand their local customer base, and tailor the product range to their needs, is being made available to Palmer and Harvey customers.
The delivered wholesaler, which says it supplies more than 70% of the country’s forecourts, has made InSite Locator software available to its Mace symbol forecourts and to selected independents.
InSite Locator (from IT solutions provider CACI) will enable forecourt retailers to understand and analyse shoppers in their local catchment area, providing information on their socio-economic and ethnic status and their lifestyle, life-stage and purchasing preferences.
This information can then be used by forecourt operators to optimise their range decisions, ensure correct allocation of space to category and improve local marketing tactics and investment decisions.
Martyn Ward, managing director commercial and sales at Palmer and Harvey, said: “Local differences in population can have a huge impact on individual stores. The InSite Locator reports, combined with expert analysis from our business development teams, will ensure forecourts can make informed and relevant decisions.”
InSite Locator can analyse a forecourt’s local catchment area by either distance or travel time and use official Government data. It provides information on a wide range of factors, which Palmer and Harvey’s team can then analyse in conjunction with forecourt operators.
Ward added: “The big supermarket chains have been using detailed demographic data for years to ensure each store carries the right products for its local area. InSite Locator means that forecourts can be equally thorough and professional in their understanding of local shoppers and offer relevant local retailing.”
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