High-penetration wards
Many of your customers already live here. Focus on repeat purchases and basket size, not discounts.
→ Keep customers coming back
Customer penetration by ward · Local marketing solution
Pick the wards
Pick the wards
your marketing budget should reach — with data
See where your customers live on a ward (phường) map. Focus marketing only on the wards you're missing. Then prove the net effect in numbers against similar wards.
- 3 levels of analysis
- Ward · H3 · Apartment
- Pilot on your own data
- 8–12 weeks
- Net lift without seasonality
- Control-ward comparison
PICK · Untapped
Phú Thuận
- Penetration
- 1.53 / avg 2.40
- Extra orders possible
- +42/day
- High
- Medium
- Low
- Untapped
- Selected
- · Sample data · not actual results
Why ward by ward
Still spending your marketing budget
Still spending your marketing budget
on everyone at once?
Shoppers now pick nearby stores in apps and on maps, not from flyers. Split wards by penetration rate (the share of residents who are your customers), and you can see where the budget should go.
Untapped wards
Close by, but few residents are your customers. Your first target for new customers.
→ Focus on new customersDistant wards
Outlying areas with high delivery costs. More orders mean bigger losses, so they stay out of promotions.
→ No promotion budget
The LocalPick solution
See, pick, act and prove —
See, pick, act and prove —
in one flow
Diagnosis → selection → execution → measurement, all on the same map.
Penetration diagnosis
Maps your customers' share of the population by ward, H3 grid cell and apartment complex.
Learn more →Target ward selection
Finds untapped wards that underperform for their population and calculates the daily orders you are missing.
Learn more →Campaign execution
Runs coupons, push messages, local ads, on-site marketing and promo items for each target ward × customer stage.
Learn more →Performance measurement
Compares the wards you ran with similar control wards to measure the net increase, without season or market effects.
Learn more →
PICK · Missed orders, in numbers
“If this ward ordered at the city average,
“If this ward ordered at the city average,
how many more orders would we get each day?”
We calculate each ward's Opportunity Gap (missed orders) to rank where the budget should go.
Ward population City average penetration Current orders Extra orders per day
- UntappedClose by, low penetration → win new customers
- RisingPenetration trending up → basket size, repeat purchases
- SaturatedTop penetration → recommendations and new products, not discounts
- DistantHigh delivery cost → no promotions
Opportunity Gap calculator
Sample data · not actual results- Ward population
- 48,500
- Current orders per day
- 74
- Penetration (per 1,000 people)
- 1.53
City average: 2.40 orders per 1,000 people per day
Extra orders possible per day
+42orders/day
Untapped · focus on new customers
ACT · Local marketing
Only in the wards you picked —
Only in the wards you picked —
online and on the ground
Keep the channels you already use. Add a ward code to each one to count results separately.
Local targeted ads
Radius targeting on super-app, messenger, social, search and map ads reaches residents of target wards only. Customer lists are not uploaded.
- Method
- Radius targeting · ward-level reach
- Effect
- Focused ad spend · new customers
Delivery & sales channels
Run banners and vouchers on the delivery and online grocery apps you sell on, with the same ward criteria.
- Method
- Channel banners · ward vouchers
- Effect
- First-order conversion · more orders
On-the-ground marketing
Place flyers, bike roadshows, apartment lobby boards, elevator screens, transit and outdoor ads along the daily routes of target wards.
- Method
- Daily-route placement · QR sign-ups
- Effect
- Ward awareness · offline results measured
Promo item kits
Add ward codes to roadshow giveaways and first-delivery welcome gifts, so first orders and repeat purchases are counted per item.
- Method
- Ward code on each item · in the first delivery
- Effect
- Repeat purchases · compare items
Ward-only coupons & push
Send first-order coupons, app push and email that only the target can use, with delivery-ward and customer-group conditions.
- Method
- Ward × customer rules · app push · email
- Effect
- Coupon redemption · return visits
Ward × customer matrix
Combine “which ward” with “who in that ward” to choose a sharper target with the same budget.
Ask us in a consultation →
Campaign example · Phú Thuận
8 weeks in one ward, online and offline together
Sample data · not an actual schedule
Media locations and rates must be confirmed with each media owner.
-
Weeks 1–2
Awareness
Build ward awareness with digital billboards, elevator screens and bus ads.
-
Weeks 3–6
Focus
Run digital radius ads, delivery-app vouchers, flyers and lobby boards together.
-
Weekends
On-site
Bike roadshows visit apartments and markets for on-site QR sign-ups and giveaways.
-
Weeks 7–8
Repeat
Send first-order customers a second-order coupon and a welcome gift.
PROVE · Proof of results
Not “sales went up,”
Not “sales went up,”
but “the campaign raised them”
Compare wards that ran the campaign with similar wards that didn't, and filter out season and market effects.
- Target vs control wards
- 5+ similar, non-adjacent wards on each side
- Baseline → run
- 4-week baseline, then 6–8 weeks, difference-in-differences
- Customer holdout
- 10–20% of the target receive nothing, for comparison
- Cost efficiency
- Cost per new customer and per order, by channel
- Target wards
- Control wards
- New customer index (baseline = 100)
Comparison
Analysis tools and ad channels exist,
Analysis tools and ad channels exist,
but few connect them in one flow
Organized by general service type; it does not refer to any specific company. As of November 2026.
| Category | Typical trade-area analytics | Delivery & ad platforms | LocalPick |
|---|---|---|---|
| Data | Estimated foot traffic and card spend | In-platform behavior data | Your actual orders + public population data |
| Unit of analysis | Trade area, store radius | Radius and ward-level ad targeting | Ward + grid + apartment complex |
| Key metrics | Foot traffic, estimated sales | Impressions, clicks, conversions | Penetration, Opportunity Gap, trend |
| Execution | Some coupons and app push | Their own platform's ads only | Coupons, push, local ads, on-site and promo items together |
| Measurement | Coupon sales totals (no control group) | In-platform conversion reports | Net lift vs control wards |
| Operations | None | None | Same map as delivery tiers, zones and new-store planning |
Data & security
Start with the data you already have, handled safely
What we need
Order and delivery data (by delivery ward) and store locations. Population statistics and boundaries are included.
Aggregates first
Analysis uses ward and grid totals only. Areas with few orders are hidden automatically.
Nothing leaves your systems
Customer lists stay inside your own systems. They are not uploaded to ad platforms.
Separated per client
Each client's data is stored separately, never mixed, in line with local data protection rules.
How to start
Start small, confirm the effect, then expand
Pricing depends on the number of stores and scope. We share it after a consultation.
Pilot
Price on request
- Penetration diagnosis for 1–3 key stores
- Target and control ward selection, plus 1 campaign
- Results report and roll-out proposal
Subscription
Price on request
- Penetration map and untapped-ward dashboard
- Segment and campaign management with measurement
- Regular trade-area reports
Dedicated build
Price on request
- Direct integration with your systems and data
- Custom metrics and a dedicated cloud environment
- Operations support after launch
- Data review
- Penetration map
- Pilot campaign
- Results review
- Roll-out
How to win each ward around your stores —
let's look at it in the first meeting
Leave your name, company, work email and message. We'll reply by email and set up a meeting.