Consumer Code

In this episode, Nicole Larson, National Manager of Retail Research at Colliers, discusses the retail landscape for 2025, highlighting themes such as cautious optimism among retailers, the impact of consumer sentiment, and the importance of partnerships and alternative revenue streams. She emphasizes the need for retailers to adapt to changing consumer behaviors and the significance of technology and efficiency in driving growth. The discussion also touches on the role of social media influencers in rebuilding trust with consumers and the excitement surrounding innovative retail experiences.

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

"Retailers that are able to have this blueprint and act quickly are going to be at an advantage for the next couple of years as space is probably going to continue to be very tight."

In this episode, Lyden Foust, Brian Strickland, and Dave Huntoon discuss key aspects of market selection and site expansion in retail, focusing on trade areas, customer profiling, and competition. They share insights on using data analytics, including mobile data, to inform strategic decisions and highlight the importance of demographic and psychographic data in understanding customer behavior. The conversation explores retail location strategy, competitive positioning, and site characteristics, offering methods for analyzing trade areas and balancing data-driven insights with real-world observations.

Chapters:

(00:00) Introduction

(07:12) The Site Selection Process

(13:06) Understanding Trade Areas and Customer Profiling

(24:14) The Role of Competition in Site Selection

(30:36) Granular Analysis of Trade Areas

(36:11) Evaluating Market Expansion Strategies

(42:22) The Art of Location Decisions

(50:18) Learning from Outliers

Learn more about Kalibrate

Follow Dave Huntoon on: LinkedIn⁠

Follow Brian Strickland on:⁠ LinkedIn⁠

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

"When you put data up against a gut feeling, the data wins more than 50% of the time."

In this episode, Andrew Neelon, founder of 1REC and SVP of Development & Strategy at Elase Med Spas, discusses the intricacies of retail site expansion and market selection. He shares insights from his experience at Bonobos, highlighting the importance of data-driven decision-making in site selection, the unexpected successes and failures of various locations, and the contrasting dynamics of e-commerce and brick-and-mortar retail. Neelon emphasizes the need for DTC brands to understand unit economics, forecast ROI accurately, and navigate the complexities of staffing and lease agreements. He also challenges conventional wisdom in site selection and advocates for a nuanced approach to understanding customer demographics and market saturation.

Chapters:

(00:00) Introduction to Retail Site Expansion

(03:27) The Evolution of Bonobos: From E-commerce to Brick-and-Mortar

(06:31) The Power of E-commerce Data in Site Selection

(09:15) Unexpected Successes: Case Study of the Shea in DC

(12:27) Lessons from Failed Locations: The Walnut Street Experience

(15:29) Understanding the Economics of E-commerce vs. Brick-and-Mortar

(18:32) Strategies for DTC Brands Considering Brick-and-Mortar

(21:32) Forecasting ROI for New Retail Locations

(24:24) Step-by-Step Process for DTC Brands Entering Retail

(29:04) Navigating the Chaos of Opening a New Store

(29:41) Market Selection: Beyond E-commerce Data

(32:03) Understanding Market Saturation and Competition

(34:24) Scaling Store Locations: The Complexity of Expansion

(38:28) Store Rationalization: Cost Management and Metrics

(44:08) Lease Agreements: Understanding the Financial Implications

(45:07) Operational Considerations in Site Selection

(47:25) The Role of Pop-Up Shops in Market Testing

(50:49) Marketing Strategies for New Store Openings

(52:44) Challenging Conventional Retail Site Selection Methods

Follow Andrew Neelon on: LinkedIn | 1REC | Substack (Clicks to Bricks)

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

"Here's the beauty of demography: it's simple. It's not rocket science. Demographics is definitive."

In this episode, Ken Gronbach discusses the profound impact of demographics on business and marketing strategies. He shares insights from his experiences in the advertising industry, particularly focusing on generational shifts and their implications for market dynamics. Gronbach emphasizes the importance of understanding population trends, labor market changes, and the role of immigration in shaping economic opportunities. He also highlights the significance of geography in market success and provides examples of how businesses can leverage demographic insights for growth. The discussion concludes with predictions for the future, particularly regarding Generation Z and the Americas' economic prospects.

Chapters:

(00:27) Introduction

(06:22) The Impact of Generation X on Markets

(13:01) Understanding Market Dynamics and Labor Needs

(18:21) The Importance of Immigrant Labor in the Economy

(21:36) Geography's Role in Market Success

(23:24) Demographic Trends in Retail and E-commerce

(27:48) Common Mistakes in Understanding Demographics

(32:37) The Future of Generation Z and Market Opportunities

(35:24) Looking Ahead: The Future of the Americas

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: LinkedIn | Instagram

Follow Ken Gronbach on: Website | LinkedIn

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

"Companies like Apple and Google have a clean simple feed for themselves while everyone else is working with the scraps of the data. But what we're able to do with those scraps can be really powerful."

In this episode, Lyden Foust interviews Jack Schroder, Lead Data Scientist at Spatial.ai, to explore the intricacies of mobile location data. They discuss its definition, various use cases, the importance of customer segmentation, privacy concerns, and the sources of mobile data.

Chapters: 

(00:00) Introduction

(01:29) Understanding Mobile Location Data

(02:52) Use Cases of Mobile Data

(06:37) Customer Segmentation and Insights

(08:24) Privacy Concerns and Data Aggregation

(10:49) Limitations of Mobile Data

(15:06) Factors Affecting Data Accuracy

(20:35) Evaluating Mobile Data Providers

(26:03) Advice for Using Mobile Location Data

Follow Jack Schroder on: LinkedIn

Listen to Consumer Code on: ⁠Spotify⁠ | ⁠Apple⁠ | ⁠YouTube⁠

Follow Lyden Foust on: ⁠⁠LinkedIn⁠⁠ | ⁠⁠Instagram⁠

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at ⁠spatial.ai⁠ or ⁠schedule a free 30-minute demo⁠.

"I want data to be in charge of us instead of us in charge of data. Let data speak for itself."

In this episode, Richard Webber—founder of the Mosaic and Acorn geodemographic segmentation systems—shares how OriginsInfo (aka Origins) began. OriginsInfo is a consumer insights consultancy and analytics tool enabling applications and businesses to acquire valuable customer insights purely from a first or last name. Lyden and Richard discuss the role of cultural heritage in geodemographics and how AI could impact the future of the industry.

Chapters: 

(00:00) Introduction

(00:45) What is Origins?

(2:43) How Origins began

(6:57) Targeting cosmetics to ethnic groups

(7:53) Methods for finding the origin of surnames

(11:16) How curiosity leads to innovation

(12:25) Combining PersonaLive and Origins

(13:19) Cultural heritages and professions

(17:05) Data-driven vs theory-driven decisions

(19:31) Letting data be in charge of us

(20:28) Origins and AI

(23:30) The benefits of travel

(24:54) Lyden's journey into geodemographics

(25:54) Conclusion

Learn more about Richard Webber and Origins at ⁠https://originsinfo.com

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: ⁠LinkedIn⁠ | ⁠Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.

"We're here 50 years later and this same type of thinking is still used throughout marketing."

In this episode, Lyden Foust is joined by Richard Webber, the originator of geodemographic segmentation systems, Mosaic and Acorn. They discuss the evolution of these systems, the importance of understanding both human behavior and computer data, and how these classifications have been applied in market research and social planning. Webber shares insights from his early work in Liverpool, the transition to commercial applications, and the role photography played in the development of these systems.

Chapters:

Learn more about Richard Webber and Origins at ⁠https://originsinfo.com

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: ⁠LinkedIn⁠ | ⁠Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.