Since more than 2 centuries, Truffaut marks the history of gardening and the passion for nature, constantly creating and inventing to bring the art and pleasure of the garden to everyone.
Positionned in a highly competitive market, the national brand refines its outlet implementation strategy and decides to track the evolution of its catchment areas, launching a postal code survey campaign for its customers. Truffaut sows the first seeds of a real geomarketing strategy.
- 1824: creation of the first Truffaut store in Versailles;
- 57 stores in France;
- 3 areas: garden, pets, home;
- 10 million clients;
- 375,000 m² of sales area;
- 2,650 employees.
A few years ago, the brand decided to focus on larger sales areas (over 6,000 m²) to enhance the scope of its product lines and to offer its customers a unique experience.
The company decided to use the intelligence of a geomarketing solution to be able to do:
- analysis of catchment areas: by measuring the attractiveness scope of existing or potential sales outlets, Truffaut can rely on dependable and concrete criteria to decide for the opening of a new store or extension of an existing one;
- customer studies: by analyzing the behavior and habits of its customers, Truffaut can develop and optimize direct marketing campaigns.
The solution brought by GEOCONCEPT
Geomarketing serving an all-terrain implementation strategy
Truffaut has chosen to deploy Geoconcept Sales & Marketing, a geomarketing tool that has quickly become indispensable for the analysis and development of its network, all formats of stores involved. Thanks to Geoconcept Sales & Marketing, Truffaut can easily drive internally the simulations of outlet layouts and develop a new store base, while managing geographic and regulatory constraints related to each. Once zones are defined, the tool also enables to measure and compare the performance of its existing stores.
Garden recovery, installations in the shopping malls, huge stores... Every implementation project is unique, because of its size and typology and involves specific spatial analyses (notably isochronous studies conducted from French IRIS map data and demographic data). Analysis of the models created from each zone then allows the brand to accurately measure the average control rate of the brand in the garden market.
“GEOCONCEPT helped us over the years to perfect our geomarketing strategy, offering us every software update with the latest innovations in the field. The studies we now conduct are unquestionably valuable decision-making tools for our future locations.”
Fabienne Meunier, Expansion Manager and Network Partners at Truffaut
Better targeting of customers
"Knowing exactly where and who our customers are allow us to improve our communication strategy. Thanks to the GEOCONCEPT solution, we can target precisely in which locations to set up direct marketing operations. It is for us an essential tool for visualizing and analyzing the estate."
Geomarketing for getting to know your customers better and targeting them
Geography makes it possible to considerably enhance your customer understanding. Geoconcept Sales & Marketing enables Truffaut to depict all its customer data (collected via one-off questionnaires, till receipts or directly from 850,000 loyalty cardholders) and to cross-reference them with relevant external data (socio-demographic and behavioral) to define various statistical models and accurate customer profiles.
In this way, numerous customer studies are carried out each year, at national, regional and store level; some of them on a recurring basis, others as requested by managers and regional directors, or else coinciding with special events.
By including a customer-relationship segmentation based on geographical criteria (city-level accuracy), the studies considerably improve customer knowledge. This enables Truffaut to conduct marketing campaigns that are more efficient because they are better targeted.
White paper: Commercial and logistical territory management
Definitions, methodology, analysis… This white paper aims to give you the keys to understand territory management principles and main interest for sales activities.