Once you open location tab, it will pin to your store location based on what you have filled in during the sign up process.
The "Range" button help you set the range based on which you are targeting to find customers in the vicinity. As you increase the range so does the search parameter increase, to show you how many more customers are within the set range who you can target and attract to your store. Customer are denoted by a "Red Pin" icon which will show up on the map based on the range you have set.
Once you have an understanding of the customers within the set range from your store location, you can utilise the "Insights" tab which will give you information on the (Age group, Gender & Top/Loyal Customers) in the area. This data will reflect based on the users who have signed up with you and part of your database via the ModenX application, as well as those who have their location services on.
This will help you directly send personalised targeted messages to your customers under the "Live" messaging feature in the messaging tab. Head over to the messaging FAQ to understand better.