TRY DEMO APP

IKEA's marketing team uses TravelTime to create a drive time map

by Evelina Bezubec
on Oct 9, 2019

A drive time map is a great way to visualise how easily potential customers can reach a store location. By setting a maximum travel time limit, it’s possible to see all locations that fall within the catchment area.

Analysing and targeting based on catchment area is typically done using a straight line radius circle. The problem here is that it doesn’t understand that we’re at the mercy of the roads around us. Drive time catchment areas take into account traffic, one way streets, traffic lights and expected delays. This means that the shape is never a perfect circle and it’s always unique to the start location selected. A distance radius shape and a drive time map will look completely different.

IKEA needed to view a drive time map showing all the places that are reachable within a 20 minute drive from the Ballymun store in Dublin, Ireland. The final map is displayed below.

Drive time is a great indicator of how convenient it is to access the store. Accessibility will impact the behaviour of the visitor. For example, someone that lives close-by may wish to visit the store more regularly. They may spend small amounts frequently as they collect day to day essentials. People that live a longer drive away, may visit specifically due to a particular furniture need. They’re less likely to only select small items when at the store.

This information is important to the IKEA marketing team because they can tailor the advertising messaging for each of these groups of customers. People that live within a short distance can be targeted with ads showing smaller day to day essentials, and those with a longer drive can see different advert content.

Drive time maps

IKEA chose to select a drive time of 20 minutes, but it’s possible to select any time frame from 1 minute to 4 hours. It’s also possible to add more than one shape on the same map to see how coverage changes when using multiple travel times.

The TravelTime team made the custom shape in-house and exported it as a KML file. A KML file is just a file format that is readable using mapping programs. For this mapping project, we used a free tool called Google My Maps that allows people to make their own custom maps.

By importing the TravelTime KML shape, it is possible to view this area on an interactive map. It’s also possible to edit the colours and background of the map.

 

If you wish to request your own custom map, let us know.

Related

Isochrone analysis made easy

Isochrone analysis simplified. Learn how to use isochrone analysis in mapping. Improve customer service, logistics or plan an office relocation using isochrones analysis techniques. Save time and costs, and retain staff using the TravelTime platform.

Niharika Sisodia Mar 25, 2019
READ

Isochrone API tutorial: see how far you can travel within a time limit with Leaflet & TravelTime API polygons

How far you can travel within 'X' minutes using different modes of transport? This isochrone API tutorial helps you make travel time maps. Use the TravelTime API for smart location intelligence.

Niharika Sisodia Feb 26, 2019
READ

Isochrone map design inspiration

Perfect your isochrone map design. Use these tips to make your isochrone map easy to understand. Improve user experience by creating a simple and aesthetically pleasing isochrone map.

Niharika Sisodia Feb 7, 2019
READ

How far can I travel in 15 minutes or 1 hour? This map shows you.

How far can I travel within a time limit? Make a map to show you where you can reach within a certain travel time. Change the mode of transport and time of day. Add up to three starting locations and filter the intersection between them.

Niharika Sisodia Nov 21, 2018
READ

Create your own driving commute distance map in the USA & beyond

Create a commute distance map and drive time map. View potential areas to work on a commute distance map. Search by travel time instead of distance.

Niharika Sisodia Oct 25, 2018
READ

Map circle distance or map drive time distance

Map circle distance using the TravelTime radius map tool. Compare distance to travel time. Create your own travel time map using the TravelTime Platform.

Niharika Sisodia Oct 23, 2018
READ