Geomarketing for retail

© 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

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


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

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
«Geointellect.com»

Geimarketing Software
(GIS) and
Geodata in GIS - format


Use geoanalysis
and rare geodata
functions directly
from your office!

Digital format for
your geoinformation
systems!

Geomarketing for Retail. Questions
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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?


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
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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


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

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

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


10 - 15 мин

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.

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Field research

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GIS tools application

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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.

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

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.

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.

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

City – Administrative
Regions
150, 000 – 300, 000
residents

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
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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:
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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.


Geointellect.com
GEOINTELLECT.COM - Analytical geoinformational B2B web-service
for detailed geomarketing research ONLINE


Geointellect.com - 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.

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Territory planning and management

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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:

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Single purchase, no need to get license for
multiple users

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Detailed and updated city maps are included

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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


Geointellect.com - 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…


Select features by radius/ZONE

Geointellect.com. 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):

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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)


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

Your best decision is our care!

The Center for Spatial Research

Contact person for clients from Sweden and
Finland:Juha-Pekka Nenonen
http://www.milacom.fi

Geomarketing for retail

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