Drive location-based growth

The Eighty20 National Segmentation (ENS), draws from multiple data sources, including Credit Bureau data, to create South Africa’s most powerful customer profiling and enrichment tool – mapping over 1,000 external variables (demographics, behaviours, affinities, purchase propensities, and more) to your customer records – securely and compliantly.

The ENS data helps you understand not only who your customers are, but where and how to find more like them right down to Suburb and even Small Area granularity.

Eighty20 tools show shopper behaviour at subplace level

 

Some recent case studies include:

1. How we optimised a FSP’s distribution strategy

Eighty20 worked with a large financial services provider (FSP) to help them strengthen their distribution strategy and reach more of their customer base. With the existing regional office network serving fewer than half their customers, Eighty20 used location data to assess the current footprint and overlayed customer distribution with geographic and demographic insights to reveal key gaps.

Based on these findings, Eighty20 developed a strategy to expand distribution beyond existing locations by leveraging alternative channels such as outlet and partner locations (including grocers and petrol stations), identifying where additional distribution points would have the greatest impact. The result was a data-driven roadmap that expanded the client’s reach and improved access to financial services in previously underserved areas, turning distribution constraints into opportunities.

Identifying underserved locations

2. How we helped a food delivery service to drive growth in key areas

A major food delivery company needed to assess the potential value of expanding further into certain neighbourhoods. Although the company already enjoyed good market penetration, early analysis revealed significant untapped opportunity among more affluent residents – particularly with specific segments and sub-segments of the ENS.

Eighty20 conducted a detailed review of credit and shopping behaviour, benchmarking against the company’s existing customer base to identify priority areas for growth.

This analysis identified growth potential at a subplace level by comparing similar areas that enjoyed higher penetration. Eighty20 was able to pinpoint the most valuable areas for expansion and quantified the revenue uplift the company could achieve. We further identified the key drivers for growth by location, such as, acquisition, frequency and ranging.

Eighty20 persona at suburb level

Working with brands to optimise site selection strategy

Site location decisions are critical and costly. Eighty20’s data-driven site strategy reveals where your target customers live, work, and spend – identifying competitor gaps, cannibalisation risks, and untapped demand to pinpoint sites with the highest probability of success.

Our ENS data enables smarter trade-area definition, accurate sales forecasting, and optimal portfolio allocation. With hundreds of catchment characteristics – everything from family structure to preferred engagements with brands to help you tailor menu offerings, pricing strategies, and marketing efforts to local preferences. Combined with your transactional data, Eighty20’s proprietary AI tools estimate potential revenue before you sign a lease. For multi-site operators, data identifies which locations deserve investment, which need repositioning, and where expansion opportunities exist.

In an environment with shrinking margins, leveraging location analytics isn’t just an advantage – it’s an essential mitigation against the risk of expensive mistakes and it is the foundation for scalable, sustainable growth.

Contact us for more information on how we can help you develop your location-based growth strategy.

---