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Marketing strategy is concerned with the optimisation of sales-orientated activities from geographical and topical standpoints. Both spatial (barriers, accessibilities, catchment areas, travel times, distances) and topical (potentials such as residents, households, existing customers, competitors, purchasing power, etc.) figures are weighted and incorporated into the simulation process. The results are realistic, optimally distributed sales territories.

The benefits are obvious:
  • more even distribution of resources
  • fair distribution of a sales territory in terms of potentials
  • Cost savings through optimised travel routes




Efficient and objective organisation of sales and marketing. Massive time and cost saving. Closer customer proximity.

Distance matrices


A distance matrix depicts the spatial distance between m and n points. Either linear distance (simple case) or the actual distance due to calculation in street networks may underlie the ascertained distances.

Distance matrices play a significant role in expansion models, accessibilities or mobility behaviour.

Various data sources can be used as a starting point for calculating distances. Calculation between customer data (e.g., from store cards) and POS locations is classic. Should no personal data be present, aggregated and anonymised data from mobile telephone networks (radio cells entered, length of stay in the radio cell) can be used as a starting or end point of a distance matrix, for example. This method is obvious for estimating the expected customer flow at an existing or planned shopping centre, for instance.



Advantage:
Distance matrices are a significant source of information
  • in the area of operative location planning
  • sales force planning and
  • sales region planning
Distance matrices are also used in handling service cases.

Spatial analyses


Example of spatial analyses that are only soluble with GIS:
  • Select all placard locations that are no further than 500m from a cinema!
  • Select all construction blocks in which the proportion of single households is smaller than 30%!
  • How many companies are there within 100m of a branch location, sorted by industry sector?
  • Select all barbers/hairdressers and hand each one our sales territory number!




Advantage:
Example of spatial analyses that are only soluble with GIS:
  • Select all placard locations that are no further than 500m from a cinema!
  • Select all construction blocks in which the proportion of single households is smaller than 30%!
  • How many companies are there within 100m of a branch location, sorted by industry sector?
  • Select all barbers/hairdressers and hand each one our sales territory number!