From the March issue: Why is Pottery Barn moving to
but not to
Why does Park Slope have numerous Starbucks while there are none in nearby
And why are store clerks in
suddenly asking to know your zip code? The one word answer is psychographics,
an art/science that uses the growing mountain of consumer data now available to
help retailers, and marketers in particular, make decisions about real estate. Analysts
use psychographic information to define consumer categories, which are often
given colorful names such as “Shotguns and Pickups” and “Blue
Blood Estates.” The results are used to decide where to locate stores,
restaurants, banks and even medical facilities.
The science of finding where the shoppers are
March 30, 2008 06:28PM
By Robert Preer
