By Rob Collins
In this information age, where data drives decision-making, Business Intelligence is key to the health and vitality of a business. Much of this information is utilized to determine the bottom-line of operational factors such as what products are being sold, if the business has the appropriate amount of employees, how much is being spent over a particular time period at a particular site, and quite possibly who are the customers. Most often underutilized, and in many instances overlooked, is the where aspect. The site itself may be under scrutiny, it could be too small, have poor visibility, it may have limited parking, may be either freestanding or in a shopping center, and it may not be on a highly traveled street. There was a time when more franchises or sites had the “Field of Dreams” mentality - “If we build it, they will come” would mean more business for a company, but with our tightening economy and more intelligent consumers who are creatures of habit; this is a great opportunity for a business to rethink their locations in respect to their existing sites, the competition, and most importantly, the customer.
“Location, Location, Location” – you have heard that old adage by real estate agents for years and it holds very true in its importance in any business. Geographic Information Systems, also known as GIS, has proven to be an extremely valuable tool for Market Research and demographic analysis. Would you want to build a high-class spacious development of “martini ranches” in a heavily industrialized area, a children’s day-care center in a retirement community, or would you build a mega-sized shopping mall on an ice shelf in Antarctica? The answer to those questions are no, no, and absolutely not. The advantage that GIS can bring to you is the integration and analysis of various sources of data into one system with a visualized result. This can be an extremely helpful tool in determining new markets to expand to, or even potential contraction and consolidation within a store chain. Let us take a hypothetical store chain, X Store to illustrate the point.
The customers
X Store has been a local chain for the past decade. They are now in a position to expand to new markets, but only want to do so where there is a competitive advantage and where they will still be in close proximity to similar clientele. To determine their existing customer patterns, X Store has stored all of their point-of-sale (POS) data in a large database, which includes the customer’s name and address. The locations of each of these customers can be created and pinpointed on a map, through the process of geocoding, an algorithm that provides a Latitude-Longitude coordinate point to a street address, which is one of many features of a GIS. Nationwide street centerline data is often provided within Business-centric GIS programs such as ESRI’s Arc GIS Business Analyst and REGIS (Real Estate GIS) by SitesUSA, an add-on to MapInfo Professional.
Now that we know where all of X Store’s customers and stores are located, we can do an analysis of commuting patterns, drive time from the customer to the site, and target areas that may need more advertising attention. We can also determine the proximity to major transportation thoroughfares, such as highway interchanges and junctions. Through the creation of customer scatter grams from geocoding their addresses, decision makers can determine market reach, competitive businesses, prevailing demographics, and which stores may be under-performing or even possibly over-performing due to factors beyond internal operations. Much of the existing and forecasted demographic data is now available at the Census Tract, Block Group, and even the ZIP Code level. Lifestyle demographics, such as Community Tapestry segmentations in ESRI Business Analyst and Business Analyst Online and MOSAIC in REGIS, such as spending patterns based on age, income-levels and media preferences, can be summarized at these levels.
Have you ever wondered why they sometimes ask for your ZIP code at the department store? Well now you know!
The competition
In order to gain some sort of competitive advantage, it would be extremely useful to know where the competition is located. Business GIS packages, such as Business Analyst and REGIS have this information from sources such as infoUSA, and the Directory of Major Malls, already built into the system, and can be queried out by either the name of the business, size of the business, or even the type of business by North American Industry Classification System (NAICS) or Standard Industrial Classification (SIC) code.
Commercial real estate companies often utilize GIS to display sites that are currently for sale or lease. The street addresses from all of the aforementioned sources can be entered into a database and subsequently geocoded into a displayable map layer.
The results
Now that we’ve created coverage maps of the existing customer patterns, demographics, stores, competitor locations and existing sites, we can analyze the proximity and relationship to one another. Through these analyses, one can determine the best possible locations to add a new store. This capability also opens the door to potential new customers. GIS is also helpful in determining the most efficient supply-chain management. A more accurate depiction of what types of customers seek your business is now discovered. There is now a target for your business to market as a result of a thorough location analysis.
Many have said that a picture can tell a thousand words, a map containing vital Business Intelligence can tell executive decision makers a much more detailed story. The where aspect plays a vital role in determining why things may be happening within a business.
About the author:
Rob Collins has 15 years of applied Geographic Information Systems experience having worked as the Market Research Analyst for the former Fay’s Drugs chain of super-drugstores in the Northeast, in recent years as the Market Development Manager for AAMCO Transmissions in Horsham, Pennsylvania, and most recently as a GIS consultant to Hand & Stone Massage in Toms River, New Jersey. Mr. Collins has also been involved in several government related GIS contracts such as the creation of a bio-security GIS which tracked the location of the food supply chain for the New York State Department of Agriculture & Markets from the source (farms) to the distribution points, processors and to market. He is currently seeking GIS-related employment in the Philadelphia area and can be contacted at
RMCollins@aol.comInterested in exploring Franchise Ownership? Visit:
http://www.OpenAFranchise.com.