Co-Visits: Unlocking the Full Story of Audience Movement
Fully understanding your audience goes beyond what happens at your store or event. The other places your customers visit are just as important as their visits to your location.
Footfall data reveals who comes to your store and visitor demographics provide you with a profile of those customers. Co-visits go even further to paint a more complete picture of customer actions, connecting the dots between locations, behaviors, and intent.
Co-Visits Defined: Mapping the Customer Journey
Co-visits are overlapping visits to multiple locations by the same individual or audience group. This isn’t simply about who visited your location or a competitor’s store—it’s about the other places they visit. This digital breadcrumb trail gives you insights into a customer’s real-life preferences or habits.
For example, a customer may first visit your gourmet grocery store and then go to the gym across the street for a midday workout, followed by a trip to the local coffee shop before heading home.
Understanding the full journey—beyond just the visit to your store—offers your company the contextual clarity that footfall data doesn’t provide. Learning that your customer incorporates gym workouts and coffee breaks into their routine can help your grocery store adjust offers, tailor digital advertisements, and align your product selection with those nearby businesses.
Sometimes, the most valuable co-visits are the ones you don’t expect. When data reveals surprising overlaps—like home improvement shoppers frequenting RV parks or boutique shoppers also visiting budget grocery chains—those patterns expose hidden motivations that standard segmentation would miss. These unexpected links often spark the most creative partnerships and breakthrough audience insights.
Co-Visits Data: Discover the Complete Picture of Customer Motivations
Co-visit data reveals your customers’ true behaviors and interests. This information helps you go beyond foot tracking to discover key customer information:
- Brand preferences: Co-visits help you uncover the brands your customers favor and which ones they may integrate with your brand in their lives regularly.
- Lifestyle habits: Co-visits provide insights into your customers’ habits and routines, from their dining preferences to leisure activities.
- Path-to-purchase behaviors: When companies track co-visits, they can uncover the steps customers take before, during, and after they make a purchase.
Co-Visit Information: Real-World Applications
Move from passively observing visitor traffic to your location to actively gaining critical insights into customer routines with co-visit information. You can strategically harness co-visit data to make highly informed decisions that increase your company’s profitability and foster customer loyalty:
- Leverage cross-promotional opportunities: The businesses your customers frequent in addition to yours could be excellent potential partners for developing joint campaigns or co-branded products or services.
- Forecast future customer needs: Pinpointing customer trends can help your company predict and fulfill your customers’ future needs. For example, seeing patterns like home improvement store and home decor retailer co-visits can signal an upcoming home renovation project, indicating demand for cleaning services, furniture, or moving services.
- Gain competitive intelligence: With co-visit data, you can see which of your customers are visiting competitor locations, helping you gauge brand loyalty and market share. This information enables you to craft retention initiatives or tweak your strategies to attract customers who are visiting your competitors.
When companies solely focus on traffic to their own store, they’re missing out on an essential piece of their customers’ puzzle. Co-visits help you understand the full story of your customers, drawing connections between locations, behavioral patterns, and purchase intent.
Footfall, visitor demographics, and co-visits are the key data points for truly understanding your audience. By unifying this information, you can uncover the full picture of your customers’ intent, empowering your team to make informed decisions that drive significant business growth.
Analyze360®: Unlock a Truly Complete View of Customer Intent
Businesses will soon have access to a tool that connects these co-visit insights with broader psychographic and behavioral profiles for a truly complete view of intent. Analyze360 uses opt-in mobile time and location data to identify where consumers live, work, and shop.
Here’s how it works:
- Customers opt in: They allow location-enabled apps to share their location.
- They move about: As they go through their day, location data is collected and stored in a database.
- Your business gains valuable insights: By combining movements of 24 million users with consumer data, you unlock powerful insights that help you make business decisions to boost profitability and customer retention.