Lowe unveils software to enable real-time planning in rural markets

The agency claims that the software assists marketers in identifying the markets with the most potential across rural India. Developed by Linterland, Lowe’s rural communication division, ‘Linscan’ incorporates mobile technology to enable real-time surveys and planning. Its main functions are to inform brands about where and how to reach potential target audiences, and the optimum way to address them.

Linscan is a web-based geographic information system (GIS) tool that can be replicated across international geographies. It is based on geographically coded census information that can be updated when new data become available. It also facilitates the mapping of sales data.

According to a statement, the technology “enables companies to do market prioritisation at a very micro level through quantitative and qualitative analysis of markets, plan distribution points across geographies, [and] identify the right kind of media options that will lead to very cost-effective marketing initiatives”.

Kevin D’Souza, executive director of Linterland, noted that with the dynamics of rural markets changing constantly, it is important for marketers to be updated before implementing a strategy. Implementing the wrong strategy, the agency asserted, will noy only be costly but also risk leaving consumers with a negative impression over the long term.