What Is Store Profiling?

Our blog article explains what store profiling is, and how it can benefit retail marketing spend.

Store profiling is the process of gathering detailed information about each store in a retailer’s estate, and adding it to a database for future use in retail marketing campaigns.

To avoid waste and reduce costs, retail marketers can benefit from knowing the exact details of each store in their retail estate. They often need to know information such as:

  • location
  • size
  • how many windows, bollards, etc.
  • number of locations for banners, fixtures, fittings
  • what types of fixture
  • store locations and regions
  • whether it’s near competitors so that relevant messaging can be displayed.

How do you profile a store?

First, we conduct an audit of your store estate. This can be done in a few ways, or a combination:

  • Use a third-party retail specialist to conduct audits in person.
  • Send out a survey to your in-store staff - with defined questions, photo uploads, and restrictions that can be placed, e.g., drop-downs, fixed fields, etc.
  • Use your existing data and then vet it with stores.

All of this data is then stored. Using our MauveTech platform, all of this data is stored in one central location. When you send a distribution out, it’s driven by the data. When we print a campaign, we’ll send out the right amount of POS to the right stores.

How do retailers use it?

Toolstation use the MauveTech marketing resource management (MRM) platform to make sure that only the exact marketing materials are sent out to each store. This minimises Toolstation’s marketing costs as waste is significantly reduced.

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