Development of Inner-City Customer Frequencies in Times of Corona

Customer frequency in the city centers has changed significantly in recent months. An analysis of centrally positioned areas at around 125 locations in Germany by Hystreet.com shows a sharp decline compared to the same period in 2019.

Global Mobile Trace data from MBI can be used for comprehensive analyses, also outside the city centers. The data collection and evaluation are carried out GDPR-compliant in aggregated form via mobile phone apps which allow localization via GPS signals when displaying advertisement. By assigning the signals to homezone or workzone based on their time stamp, a clear distinction between residents, employees and actual passers-by is possible.

As a MBI sister company Michael Bauer Micromarketing GmbH for example can use MBI Mobile Trace data to determine the actual visitors to the location based on visitor density. Thus, exact catchment areas can be calculated for more than 10,000 retail centers of various sizes across Germany. By matching with microgeographic characteristics such as information on Socio-Demographics or the Sinus Milieus, retailers can get to know the characteristics of their actual customers and align their product ranges accordingly.

As the Mobile Trace data is available since 2018, this offers the possibility to analyze the effects of COVID-19 before, during and after the corona crisis or at different periods of the pandemic.

Further areas of application for Mobile Trace data are:

• Competitive analyses on customer loyalty
• Optimization of distribution areas for flyers and the placement of out-of-home advertising
• Identification of white spots with the greatest sales potential when planning expansion
• Measurement of the effects of a settlement (e.g. discounters) on visitor flows in the central supply area

For more information on our Mobile Trace Data, please contact our Sales Team.