Using GIS To Better Understand Local Markets

By Simon Thompson, Esri Inc.

Markets vary by what is already available: what they can support economically, the types of people in the catchment, and the predominant lifestyle or culture of the area. GIS provides a better understanding of the specific demographics, needs, and preferences in individual market areas and helps everyone involved in the retail life cycle make more profitable decisions. The biggest ROI from GIS comes from improved localization of four key business functions: real estate, merchandising, marketing, and supply chain.