New Customers, New Faces
Every retailer and restaurant location is built to attract consumers within a certain trade area. This trade footprint consists not only of people who live there, but also those who commute into the area for work. Retailers mostly miss this consumer segment that provides a staggering 72% of new consumers who are not reached by a store's household-focused media. That's a whole new wave of consumers in a trade area every workday just waiting to be invited into nearby stores and restaurants.
Daytime Population Provides New Customer Opportunities
Within a store footprint of five miles, 72% of daytime at-work consumers are new customers not reached by typical targeting of newspaper inserts or direct mail.
Source: US Department of Transportation, Omnibus Household Survey, October 2003