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POS tool spotlights cities most concerned about flu
January 31st, 2013
RALEIGH, N.C. – In terms of flu-associated product sales, Huntsville, Ala., tops the list of cities most concerned by the severe flu season, according to MaxPoint's latest Interest Index.
The digital retail sales and marketing firm said Thursday that by analyzing billions of in-store purchases and online data points with its Digital Zip technology, the 10 cities "most interested in all things flu-related" are Huntsville, Ala.; Knoxville, Tenn.; Greensboro, N.C.; Greenville, S.C.; Des Moines, Iowa; Rochester, N.Y.; Birmingham, Ala.; Boise, Idaho; Augusta, Ga.; and Milwaukee, Wis.
For the January Interest Index, MaxPoint scored each neighborhood across hundreds of online topics related to consumer interest in the flu virus, including pneumonia, flu shots, body aches, flu remedies and urgent care centers. In addition, the company evaluated neighborhoods' purchases of flu remedies, such as facial tissues, hand sanitizer, chicken soup, TheraFlu, Tylenol Cold and Flu Severe, and cough drops.
Flu-related products in shoppers' baskets also included antibacterial home spray, aspirin, orange juice, Airborne, vitamin C, Zicam, Vicks DayQuil Cold & Flu and digital thermometers.
"Flu activity is heightened across nearly every state in the nation right now, making this a great time for advertisers to promote products that appeal to flu-ridden and flu-fearing shoppers," MaxPoint chief operating officer Gretchen Joyce said in a statement. "By targeting these shoppers on the neighborhood level, brands advertising flu remedies can find the most-qualified consumers for specific products, thereby increasing in-store foot traffic and purchases."
MaxPoint's Digital Zip gauges data on a neighborhood level across the United States, including such information as offline point-of-sale data, social media, videos, music, local web pages and online magazines.
The company added that shoppers buying flu-related items in the top cities tend to share certain characteristics. On average, they are 36 years old, own their homes, and make between $50,000 and $60,000 per year. Most of these shoppers have at least a high school education and have children. And those concerned with the flu also tend to search for similar subjects online and make comparable in-store purchases.