Mapping drives Cardiff shop launch

A bespoke data and mapping platform developed by BD has enabled media agency Zeffa to optimise marketing plans, including those for the St David’s Shopping Centre relaunch in Cardiff. Using Prospex, combined with P’ and JICREG data, the agency was able to map customer location against outdoor sites, radio and press coverage. Visualisation of campaign plans was an important feature of the solution delivered.

“Prospex has become a fundamental part of our planning and we find our clients love to see something concrete rather than facts and figures presented on a PowerPoint slide,” said James Robinson, account director at Zeffa. To help reposition St David’s as the “fashion destination for Wales”, key consumer segments were targeted using the tool, leading to a post-opening rise in “Designer Junkies” and “Aspiring Spenders” among shoppers at the centre



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