Mapping app helps Crust rule supreme22/08/2012
The starting point
Multi-award winning franchise, Crust Gourmet Pizzas, approached MapData Services in January 2009, seeking an innovative way to manage its franchise territories. Firstly, they required a way to effectively analyse and assign sales territories. Secondly, they needed a mapping solution that could integrate with their online ordering system, to ensure that when customers entered their addresses in an online form, the correct details of the nearest store would be returned.
MapData Services used the cloud-based Tactician Online platform to analyse site potential and performance, and to identify and map equitable territories, for each franchisee. Tactician Online is a SaaS (software as a service) platform and enables detailed geodemographic analysis of target regions, taking into account socioeconomic information, lifestyle and consumer buying behaviours.
The bottom line
Crust is now able to assign territories more accurately and efficiently, and is better able to meet its contractual obligations as a franchisor. Because the new system allows Crust to set territory boundaries based on demographic properties, the company can develop more targeted offerings.
From initially using only basic territory maps, Crust has progressed to using Tactician Online to accurately define appropriate territories for new store franchises. Crust has also taken the solution provided by MapData Services to New Zealand, and is reviewing its potential use in Singapore.