In this webinar, we explore how geospatial data & analysis can help retailers better understand market dynamics and consolidate opportunities. You can watch the recorded webinar at: https://go.carto.com/webinars/retail-site-selection

1. Using Location Intelligence to
Drive Post-Pandemic Retail
Site Selection
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This webinar is about to start at 11AM ET // 5PM CET
Use the Q&A Panel for questions, comments or feedback
Recording will be emailed within 1-3 business days after the webinar

2. Using Location Intelligence to
Drive Post-Pandemic Retail
Site Selection
Follow @CARTO on Twitter

3. Using Location Intelligence to
Drive Post-Pandemic Retail
Site Selection

4. CARTO — Unlock the power of spatial analysis
Introductions
Jamie Woolley
Product Marketing Manager at
CARTO
Argyrios Kyrgiazos
Data Scientist at
CARTO

5. CARTO — Unlock the power of spatial analysis
Agenda
1. Post-pandemic Retail: Key trends and challenges
2. Location Intelligence approaches, tools and data
streams to improve Retail Site Selection decisions
3. Practical examples of how Spatial Data Science can
optimize Site Selection strategies

6. CARTO — Unlock the power of spatial analysis
Download our
latest report
● Produced in collaboration
with Retail Gazette
● Retailer case studies outlining
responses to the global
pandemic
● Key recommendations to
optimize network planning
decisions
https://go.carto.com/ebooks/retail-site-selection

7. CARTO — Unlock the power of spatial analysis
POLL 1
Reduction in the number of stores/outlets?
Increase in the number of stores/outlets?
Store numbers to stay the same?
How do you expect brick & mortar retail networks to change in 2021?

8. CARTO — Unlock the power of spatial analysis
Retail’s Perfect Storm

9. CARTO — Unlock the power of spatial analysis
The pandemic has accelerated
changes in consumer behaviors
● Unrelenting move to online purchases
● Shift to localism, as remote working becomes the norm
● Consumers looking to browse and be inspired on the high street,
and then purchase online
● Growth in mobile ordering, contactless pick-up experiences, and
concern for in-store safety
● Stores acting as “mini warehouses”, serving more local online
shoppers

10. CARTO — Unlock the power of spatial analysis
How have retailers
responded?
● Decision in 2020 to expand
convenience-led formats, while closing up
to 400 traditional stores
● ‘Starbucks Pickup’ stores in dense markets,
including New York City, Chicago, Seattle,
and San Francisco
● The company’s mobile app is seen as
integral for order ahead and rapid
collection
● ‘Starbucks Delivers’ concept grows, via a
partnership with Uber Eats

11. CARTO — Unlock the power of spatial analysis
● New stores being opened across the US
and UK, offering visitors “just walk out”
capability
● Amazon customers to check in with
their app, pick their products, and leave
the store without visiting a checkout
● A visible example of how physical retail
is being digitized and how shops can
play a connected role in an increasingly
online environment
How have retailers
responded?

12. CARTO — Unlock the power of spatial analysis
● The UK’s Next opened pickup-drop-off
hubs in two car parks owned by
grocery chain Morrisons
● The pods allowed supermarket
customers to also collect or return Next
purchases, as part of the same
shopping journey
● The pilot scheme in two locations
covers an gap in Next’s UK store
coverage
How have retailers
responded?

13. CARTO — Unlock the power of spatial analysis
Retailers are building a more informed
strategy for their estate by incorporating
Location Intelligence techniques and tools to
make better decisions relating to site
suitability.

14. CARTO — Unlock the power of spatial analysis
POLL 2
Own store performance, sales data?
Consumer demographics?
Consumer spend, mobility or behavioural data?
Which data sources do you typically use to drive site selection decisions?
A combination of all of the above?

15. CARTO — Unlock the power of spatial analysis
Spatial Data Sources
Behavioral
Geosocial Segments: behavioral segments based
on the analysing social media feeds with location
information
Behavioral Audiences: audiences derived from
online behaviors
POI’s
POIs: database with the location of
businesses and other points of interest
categorized by classes and industry groups.
Demographics
Sociodemographics: basic
socio-demographic and socio-economic
attributes estimated at current year and
projected 5 years into the future
Geographic Insights: providing sales-based dynamics
of a location with indices measuring the evolution of
credit card spend, number of transactions, etc.
happening in a retail area over time
Financial
COMMERCE
PEOPLE
Physical Digital

16. CARTO — Unlock the power of spatial analysis
● Given the speed of change in consumer
behavior, it is critical that modern and
updated data streams are utilized
● These datasets can include information
on credit card spend, human mobility
patterns, weather, road traffic patterns,
and social media sentiment
Enhanced Spatial
Datastreams
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17. CARTO — Unlock the power of spatial analysis
● Credit card spend is an increasingly
accurate snapshot of where consumers
are spending
● Key for understanding consumer
behaviors and how those evolve over
time and space
● Evaluate site expansion or consolidation,
by analyzing how economic trends and
consumer spend will affect brick and
mortar revenues
Consumer Spend
Data
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18. CARTO — Unlock the power of spatial analysis
● Today, retailers can leverage dynamic
human mobility data round their
locations
● The data can reveal insights into the
visitors demographics, the number of
visits and dwell time
● Cross referenced with Point of Interest
data, it can give a comprehensive picture
of human mobility in a given location.
Mobility Data
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19. CARTO — Unlock the power of spatial analysis
● Retailers can use geosocial, or
behavioral data, to analyze the
relationships between social media
behaviors and sales
● Analyzing segments of geosocial data in
relation to physical assets can provide
key insights for site expansion and
consolidation
● New consumer behaviors can be
surfaced based on the differing interests
within the same demographic
Behavioral Data
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20. CARTO — Unlock the power of spatial analysis
Introducing CARTO for Site Selection

21. CARTO — Unlock the power of spatial analysis
Identify performant areas
in new territories based on
store performance in a
similar locations
Twin Area
Analysis

22. CARTO — Unlock the power of spatial analysis
Explore expansion
opportunities in the target
territory where key
business indicators are
favourable
White Space
Analysis

23. CARTO — Unlock the power of spatial analysis
Predict a new store or
branch’s potential based on
modeling revenue
predictions from existing
top performing stores
Simulated Store
Analysis

24. CARTO — Unlock the power of spatial analysis
POLL 3
Twin area analysis?
White space analysis?
Other techniques?
Which analytical approaches do you employ to drive
site selection decisions?
A combination of all of the above?

25. CARTO — Unlock the power of spatial analysis
Beyond Site selection
➔ Combine with advanced
predictive analytics
➔ Exploit advanced mathematical tools
to built on top of site selection and
location data
Optimize Distribution
Network
Predictive
Analytics
Geomarketing Customer / Outlet
Segmentation

26. CARTO — Unlock the power of spatial analysis
Optimise Supply Chain Distribution
Network
● Strategic Planning: Facility location, transportation and distribution
network design
● Tactical planning: Demand forecasting, last mile distribution areas design
● Operational planning: Routing

27. CARTO — Unlock the power of spatial analysis
Optimised network
Network analysis

28. CARTO — Unlock the power of spatial analysis
Enriching Point of Sales data and
Predictive analytics
● Identify geo-factors driving sales
● “Exploit” this information for targeted promotions in locations based on
area characteristics
● Planning geo-marketing accordingly

29. CARTO — Unlock the power of spatial analysis
Geodata Predicting Liquor
Consumption

30. CARTO — Unlock the power of spatial analysis
Customer segmentation : e-commerce
➔ Optimise areas of allocation for business developers (BDs) - distance,
capacity, etc.
➔ Optimise routing planning
➔ Identify “right” promotional tactics for each customer depending on the
service area
➔ Planning geo-marketing to achieve a higher reach
WHO? WHY? WHERE? HOW?

31. Thanks for listening!
Any questions?
Request a Site Selection demo at CARTO.COM
Argyrios Kyrgiazos
Data Scientist // argyrios@carto.com
Jamie Woolley
Product Marketing Manager // jwoolley@carto.com