Geomarketing

The analysis of diverse information in the spatial section can be demanded for the strategic tasks solution at the company. Where a new subsidiary can be opened? Does the retail network work effectively? How to optimize the logistics? Where can we place object of commercial real estate? Such questions arise at distribution networks, banks, transport companies, developers, public catering networks and other representatives of trade and services sphere. Besides these most active geomarketing services consumers, spatial planning can be interesting for the sphere of telecommunications, industrial production, social sphere. Geomarketing can be also used by government institutions at strategic planning of territories development, and also at the solution of investment appeal improvement questions of the region in general or of a certain city.

Geomarketing represents the analysis of factors from the existential point of view. It allows to isolate the target audience on a certain territory, to predict the turnover, to find the best object location, to estimate the efficiency of outdoor advertising, to find out whether competitors draw over the clients.

Considering that it is necessary to analyze a large amount of diverse information, geographic information system becomes the most convenient tool. Information on the arrangement and characteristics of the objects is stored in the geographic information system. The system integrates information from any sources: as from open official, and the data, collected and processed by the company independently, including data from corporate systems.

Specialized geographic information systems used in geomarketing possess a wide tool kit for the analysis of spatial interrelations.

The largest Russian FMCG segment distribution networks ("Perekrestok", "Pyaterochka", "O'Key", Prisma, "Lenta", "Azbuka Vkusa"), banks (Sberbank, Home Credit, UniCredit Bank), distribution networks of the DIY segment (Leroy Merlen, Stroydepo), networks of drugstores ("Pervaya Pomosh", "Petersburgskie apteki"), networks of public catering (KFC, "Teremok"), representatives of services sector (World Class, "Planeta fitnesa"), transport companies (Russian Railway) use geomarketing tools in their work.

In the short term the role of geomarketing will increase. It is promoted by the active distribution of mobile devices expanding the data set which can be used in geomarketing for more exact definition of the target audience and its requirements.