Retail
Ranking every grocer in the state by the customers it can reach.
Rank-ordered 93 grocery store locations
The challenge
A national packaged-foods manufacturer needed to rank grocers across Michigan to decide where to invest marketing, messaging, and logistics. The available methods ranked stores by household income or by total population, and neither captured the segment they were trying to reach.
The archetype
- Adults 25–64
- household income under $35,000
- households of three or more
Hidden variables
- Household composition
- SNAP participation
Delivered
The client's 93 stores re-ranked by projected reach within dynamic catchment areas, plus cold-snap forecasts on the same tracts.
Used to
Re-set distribution priorities, plan marketing campaigns, and time shipments ahead of demand.