SAD Marketing
Attractiveness Analysis

Who comes.
And above all, who doesn't.

A catchment area includes thousands of prospects. Why do only some walk through your doors? The Client / Non-Client study maps your attraction forces and commercial leaks.

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Customers (42%)
Main motive: Immediate proximity (Primary Zone). High average basket.
Refractory Non-Customers (28%)
Main motive: Brand image perceived as too expensive. Buyers at competing brands.
Unaware Non-Customers (30%)
Main motive: Unfamiliar with the brand (Tertiary Zone). Local visibility deficit.
Methods & sources

Every method to collect customer and non-customer feedback

SAD Marketing mobilises a complete range of sources to give you a 360° view.

On site
At the till, on pedestrian flows, on the catchment
Web
Geo-targeted online surveys
Social media
Social listening and semantic analysis
Phone
CATI surveys on representative quotas
Indirect data
CRM, loyalty, panels, mobile, INSEE
Why this study

These studies allow you to define the right strategy and prioritise your action plan: what to fix first, which segments to invest in, which levers to pull to win back your non-customers.

Profiling and Segmentation

Cross-reference your CRM data with reality on the ground.

Profiling Studies

Define your real personas. Age, occupation, household composition, local consumption habits.

CRM Mapping

We geolocate your loyalty cardholders to measure your penetration rate household by household in the zone.

Attrition Analysis (Churn)

Understand why formerly loyal customers stopped coming (moving, competition, dissatisfaction).

Questions about Customer Insights

Tout ce que vous devez savoir sur nos solutions.

What is a Customer / Non-Customer study?
It is a comparative analysis measuring the perception of your brand by those who visit it (customers) and those who live in the same area but never visit (non-customers).

How do you survey local consumers?
We use a mix of field surveys (exit interviews or pedestrian flows) and geotargeted digital surveys specifically targeting residents within your isochrone zone.

What is the difference between an 'unaware' and 'refractory' non-customer?
An unaware person doesn't visit because they don't know your store (communication or signage issue). A refractory person knows the brand but is deterred by price, product range, or image (concept or positioning issue).

Do you use our CRM or loyalty card data?
Yes, that's the logical first step. We map your loyalty members (addresses) to identify the real origin of your turnover and locate under-penetrated pockets.

What is spatialized penetration rate?
It is the market share you hold by micro-zone (IRIS) or by street. If there are 100 households in a street and 15 loyalty card holders, your rate is 15%.

Do you help identify attrition reasons (churn)?
Absolutely. We conduct targeted surveys on your inactive customers (those who haven't purchased for X months) to understand why they turned to the competition.

Do the studies provide personas?
Yes. We segment your real visitors according to socio-demographic classifications (Affluent, families, seniors) to verify the alignment between your theoretical target and your real clientele.

Do you conduct mystery shopping?
Beyond the declarative approach of customer surveys, we can couple the study with a quality audit (mystery shopper) of your establishments.

What is the standard delivery time?
A complete consumer study involving field work or online questionnaire distribution takes an average of 4 to 6 weeks (collection, statistical weighting, analysis, and report).

What is the rate for a customer marketing study?
The budget varies according to sample depth (e.g., quota of 1000 people or 300) and methodology. Missions are on quote (generally starting from €5,000).

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Push your customer files into SAD Interactive to instantly visualize where your revenue is coming from.

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