Delivered on August 25, 2025
Corporate Trade Area Analysis Using People Flow Data and More by Giken Shoji
Speaker: Fumiaki Ichikawa, Executive Officer, Giken Shoji International Co., Ltd.
Board Member, LBMA Japan
Affiliation and position information is as of the time of distribution
Location Information Business Seminar held at Kinki University on July 14, 2025
This seminar discussed the business possibilities of utilizing location information data.
We will introduce the content of each seminar in several installments.
Mr. Ichikawa spoke about the use of GIS with location data.
He demonstrated a trade area analysis of the city of Osaka and Kinki University using the ""KDDI Location Analyzer"" provided by his company and KDDI, and gave a detailed explanation of the analysis based on actual commercial use, such as who visited a new store, how often, and how.
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Deepening Customer Understanding Through Location Data
During the presentation, a demonstration was presented that linked KDDI's location information service, "KDDI Location Analyzer," with Giken Shoji International's GIS. This enabled instantaneous analysis of visitor flow by gender, age, and day of the week, as well as repeat visit rates, for specific locations.
For example, an analysis of a shopping mall in Ginza examined the customer attraction power of the discount supermarket "OK Store" that opened in the basement.
- Changes in customer flow: After the OK Store opened, the number of visitors to the entire shopping mall increased significantly, with a particularly notable peak during Golden Week.
- Changes in customer demographics: Analysis by gender and age revealed a significant increase in middle-aged and elderly visitors, who had previously been rare at Ginza shopping malls.
This analysis revealed that OK Store is not just a supermarket; it serves as a "customer attraction device" that diversifies the customer base of the entire shopping mall and attracts new customers.
Data Integration for Deeper Insights
Mr. Ichikawa emphasized the importance of integrating location data with other data to unlock deeper insights that cannot be achieved with location data alone.
・Integration with Official Statistical Data:
By combining official statistical data on residential areas with location information, we were able to estimate visitors' family structure and annual household income. In the Ginza example, we found that many single people, families, and high-income earners visited the store.
・Analysis of Consumption Trends:
Based on data such as the Ministry of Internal Affairs and Communications' household survey, we analyzed visitors' consumption trends. Our results suggest that people who visit the Ginza OK Store tend to prefer "prepared meals" and "eating out," and are affluent individuals who do not hesitate to spend money on transportation and cultural and entertainment expenses.
・Integration with Geodemographic Data:
Analysis of Residential Area Characteristics: We linked location information with geodemographic data, which classifies Japan's regions into 36 types. The study revealed that people who visited Ginza shopping malls tended to live in areas with high incomes, such as "city celebrity" and "luxury residential areas."
Summary
Mr. Ichikawa's presentation demonstrated that location data goes beyond simply visualizing people flow; it is a powerful tool for detailed analysis of customers' lifestyles, consumption behavior, and latent needs.
This offers companies the following benefits:
-Improved business resolution: Understanding customers' "who, where, and why" from multiple perspectives.
-Optimizing promotions: Developing effective promotional strategies tailored to the target.
-Improved business: Utilizing this data to improve store operations and develop new services.
Combining location data with a variety of other data will increase the resolution of customer understanding and enable more precise, data-driven marketing strategies, which will be essential for future corporate growth.