Geomarketing for retail


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Geomarketing for retail

  1. 1. © The Center for Spatial Research, 2012 “The detailed geomarketing researches for effective expansion of Retail in Russia” Experience of geomarketing researches in Russian cities since 2003 years
  2. 2. About The Center for Spatial Research Established in 2003 in Saint-Petersburg, Russia, the Center for Spatial Research (CSR) today is one of the leading providers of geomarketing and spatial products and services in the Russian market. Industries being served are: • Retail (Malls, Grocery sores, Pharmacies, DIY, Electronics, Garden Centers) • Fast-food chains • Real Estate and Development (Residential and Commercial) • Banking and Finance • Health Care and Wellness (Medical Centers and Clinics, Fitness and Wellness Centers) • Municipal Territory Planning • Telecom • Insurance © The Center for Spatial Research, 2012
  3. 3. CSR Clients and Projects 60 B2B and B2G clients, more than 50 geomarketing researches, 12 GIS/geodata support for More than Marketing Department: International projects with: Germany, Finland, Czech Republic, USA © The Center for Spatial Research, 2012
  4. 4. Products and Services for working in Russia NEW!! Geomarketing Research and Reports Geomarketing reports for your strategic and/or day-to-day aims! Analytical geoinformational B2B web-service «» Geimarketing Software (GIS) and Geodata in GIS - format © The Center for Spatial Research, 2012 Use geoanalysis and rare geodata functions directly from your office! Digital format for your geoinformation systems!
  5. 5. Geomarketing for Retail. Questions • • • • • • • • • Which cities, regions shall be primarily targeted at? How many spots in a city shall be open? What is the best place in the city for it? How to improve the network in the city in view of changing competitive environment? Which format does this certain territory require? How do various trade points, subdivisions of the network work? Why do some of them show good results and others – bad? How to expand the network? Where to put new stores to increase business efficiency to the maximum extent? What is a turnover forecast for the chosen location? © The Center for Spatial Research, 2012
  6. 6. Retail market segments: Geomarketing research answers these questions by finding most appropriate territories for new stores with the help of intersection of geo-factors concerning:  Consumers’ behaviour  Competitors  Development of territories • • • • • • • • • • • DIY Household appliances Food retail Cell phone stores Fuel stations, dealer auto centers Bank retail Pharmaceutical and medical retail Mail services Fast food Insurance services Audio/video and others © The Center for Spatial Research, 2012
  7. 7. Geomarketing Research The application of advanced GIS and thoroughly elaborated methods allows the Company to provide in-depth geomarketing research, including Site Selection Research Network Optimization Store Performance Evaluation Revenue Distribution and Forecasting Demographic Profiling Target Customer Profiling Spatial Interaction Modeling In the past 8 years CSR has done more than 50 geomarketing research projects © The Center for Spatial Research, 2012
  8. 8. Geomarketing for Development Objectives: • pre-project marketing research for an object concept validation based on economic indicators • project validation to find financial resources and to bring investors into a project Examples of development projects: • Trade, business center • Logistic complex • Mixed-use complex • Sports and entertainment center • Residential estate • Garden center • Furniture center and so on © The Center for Spatial Research, 2012
  9. 9. Geomarketing for Development Geomarketing research meets the assigned tasks by means of analysis of the market environment of a prospective object, taking into consideration as follows: • Trade (resource) areas • Allocation of competitors, including allocation by goods segments, features • Turnover forecast of the object in the prospective area • Forecast of prospective consumers within the object area • Density of population • Location of population with higher income • Subway passengers traffic, pedestrian traffic • Car traffic • Saturation with areas by segments • Planned objects and objects under construction • Transport accessibility of objects under construction • Development of residential and non-residential construction in the next 5-10 years, risks analysis Соотношение приростов жилой и нежилой недвижимости (прогноз с 2006 - 2008 г.г.) % 14 12 10 8 6 4 2 ожидаемое кол-во нежилой недвижимости 0 5 мин ожидаемое кол-во жилой недвижимости 5 - 10 мин Удаленность на транспорте от ТРК © The Center for Spatial Research, 2012 10 - 15 мин
  10. 10. Geomarketing Research. Methods Center for Spatial Research has successfully accomplished geomarketing research for many domestic and international companies planning to expand their business in Russia and other former Soviet Union republics. CSR is able to overcome the great insufficiency of data in Russia by having a strong capabilities and proven techniques of data collection and data aggregation.   Field research  GIS tools application  Wide network of partners and data suppliers Indicators modeling through indirect data Implementation of geomarketing research tools allowed CSR’s clients to execute various site selection and network development projects, while saving both time and money. © The Center for Spatial Research, 2012
  11. 11. Geomarketing System (Geomarketing Software), Desktop GIS viewer For convenience of solving day-to-day tasks related to using geomarketing research results we offer an electronic index map with all geodata and models in the form of desktop software based on the geoinformational system (GIS). • Professional geomarketing systems GMS-pro • GMS-lite Geomarketing systems for geodata review ESRI CIS (Moscow) is the official distributor of ArcCIS Desktop software on the territory of the Russian Federation © The Center for Spatial Research, 2012
  12. 12. Geomarketing System (Geomarketing Software), Desktop GIS viewer GMS-lite contains the following features: • Fix up of corporate data to the map • Advanced spatial analysis • Index map with designs and layers • Spatial navigation (zoom in, zoom out, remove, entire map) • Measurement of the track and the distance • Search by a layer (for example, search for an address) • Organization of layers on the viewer of the map for formation of a map image (on/off) with a design of map keys approved by the Customer on the project stage • Creation of a transparent layer • Getting information on an object on the map (certain layers, visible layers) • „Highlight' – a mark of an object on the map as well as filling in of an arbitrary form • Saving of a fragment of the map and necessary layers in the fragment in graphic format Along with GMS-lite features GMS-pro contains popular features for working with corporate data (fix up, analysis) as well as for integration with internal informational systems of the company.
  13. 13. Data and Geodata CSR offers a range of unique sets of geographically referenced data for Russia and Ukraine for precise geomarketing research, logistics, asset management and location intelligence.  Population demographic data  Population density  Income, wealth and spending data  Transportation flows  Consumers flows  Public transit allocation  City infrastructure  Road networks  Retail and business locations  Real estate (existing and planning)  Postal codes, city and region boundaries (more 30 000 points on Russia map)  Detailed city maps (more 65 city maps)  and more… Geodata is provided in Arc GIS, Map Info and kml formats. © The Center for Spatial Research, 2012
  14. 14. Data and Geodata, Levels of Geography CSR is the only supplier of geomarketing data at block level (65 cities) in Russia. the methodology of creating boundary files of postal codes in Russia Municipality District 15,000-70,000 residents State or region: 4,000,000+ residents (Moscow, Saint Petersburg) About 1,000,000 residents (11 cities) 500,000 – 1,000,000 residents less then 500,000 residents © The Center for Spatial Research, 2012 City – Administrative Regions 150, 000 – 300, 000 residents
  15. 15. Geodata in CSR The Center For Spatial Research specializes primarily in detailed study of the city, for that reason we use detailed city maps, constantly collect data, convert them in geodata for your GIS • • • • • • • • • • • Saint-Petersburg (more than 200 layers) Moscow (more than 100 layers) Moscow region (more than 30 layers) 11 cities of the RF with population over 1 mln. people (4 main layers: a map, detailed population, car traffic, trade objects) 36 cities more, with maps, detailed population, trade objects Total: 65 maps for Russian cities Geodata with statistical indicators on the map of Russia Geodata of postcode areas’ contours by big cities Map of Ukraine Database of postcodes for more than 30 000 population clusters fixed to the map of Russia and Kazakhstan It is not always possible to analyze proper statistics and collect data in Russia. In such cases we use spatial modeling – designing of models by indirect indicators, for example: – – – – A A A A probability model of higher income population distribution model of business activity (working population) model of attraction of population or certain groups of consumers model of pedestrian traffic and so on. © The Center for Spatial Research, 2012
  16. 16. GEOINTELLECT.COM - Analytical geoinformational B2B web-service for detailed geomarketing research ONLINE © The Center for Spatial Research, 2012
  17. 17. - Analytical geoinformational B2B web-service CSR has released the new unique product for the Russian market «Geointellect» – analytical geionformational B2B web-service , which gives business users an opportunity to perform geomarketing analysis of the major Russian cities. • • • Territory planning and management • • • Business assessment and competitive analysis Site selection and trade area analysis New and existing locations analysis (stores, warehouses, competitors, customers, etc) Ad campaigns planning and assessment Maps and reports to enhance marketing decisions Advantages: • Single purchase, no need to get license for multiple users • • Detailed and updated city maps are included • • • Frequent data updates No need to look for and purchase valuable and rare geodata. (CSR collects and aggregates various data and geodata since 2003) Exceptional customer support Affordable price © The Center for Spatial Research, 2012
  18. 18. - Analytical geoinformational B2B web-service Select features by point Primary Functions • Data and geodata visualization (population demographics, income data, traffic flows, retail networks, etc) – offered at different geographic levels • Select features by point (detailed information for point object and its vicinity) • Select features by radius (summary statistics and/or detailed list of objects within a specified radius/ Zone) • Report compilation and more… Advanced Functions • Additional data and geodata • Advanced trade area analysis Report • Potential revenue calculation for the area depending on various factors (location, competitors, traffic flows, etc) • Build-in functions for model programming (ability to create new geodata and perform advanced spatial analysis) • Ability to upload geodata and more… © The Center for Spatial Research, 2012 Select features by radius/ZONE
  19. 19. Geodata Samples For the efficient analysis «Geointellect» is equipped with a set of easy-to-work-with tools and a large database (200+ layers) of data and geodata which are constantly updated. Sample of grocery retail geodata for Saint-Petersburg (Russia): • • • • • • • • • • • • • • • • • • • • • • • • St. Petersburg general map Population data. Population dynamics for 5 past years. Economically active population in city districts (25-49 years old), number of people by age groups (children, pensioners, active population): 0-4, 5-9, 10-14, 15-24, 25-49, 50+ Number of households New city areas: Houses built in 2003-2008. Density and distribution in municipal districts Average monthly salary Purchasing power. Standard class import cars (density of standard class car owners) Purchasing power. Business class import cars (density of business class car owners) Traffic flows. Average daily traffic at the main streets Traffic flows. Model of attraction Grocery hypermarkets (footage, parking) Service areas of grocery hypermarkets Service areas of grocery hypermarkets: number of population in service areas Automobile trade zones of grocery hypermarkets. Competition in interchange zones Shopping malls. Product tenants Main chain sypermarkets Address list of main chain supermarkets by city district Main chain discounters and convenience shops The density of main chain supermarkets The density of main chain discounters and convenience stores Number of supermarkets, discounters and convenience stores per capita by municipal districts Pedestrian approach (radius) to main supermarkets, discounters and convenience stores. Uncovered territories Service areas: density of main chain supermarkets, discounters and convenience stores Transport infrastructure development. Distance (radius) from the subway stations (existing and under construction) © The Center for Spatial Research, 2012
  20. 20. High School of Geomarketing in Russia (for Professional Analytics) 1. 2. 3. 4. «Geomarketing. Using GIS in Retail and Development of Real Estate» (102 hours) «Geomarketing in Health» (10 hours) Seminar and webinar «Geomarketing in Bank retail. Branches and self-service devices network planning ( 24 hours) Seminars including MBAprograms in HES Together with High Economic School of The Saint-Petersburg‟s State University of Economics and Finance © The Center for Spatial Research, 2012
  21. 21. Your best decision is our care! The Center for Spatial Research Contact person for clients from Sweden and Finland:Juha-Pekka Nenonen © The Center for Spatial Research, 2012