Géomarketing

The Géomarketing belongs to a discipline which develops around the SIG (Geographical Information systems): decision-making aid geoanalytic or géoanalyse. The Géomarketing is related to the Marketing and consists in analyzing the behavior of the economic individuals by taking account of the concepts of spaces.

Among the applications of the géomarketing, one counts the studies of market radiuses (zone of commercial attraction of an sales outlet), the studies of commercial Localization, the studies of potentials, the sectorization, the optimization of the means of direct marketing (mailing, phoning, ISA…), optimizations of networks, etc

The Saxon anglo use the " term; Hiring Intelligence" Business; , which appears more suitable when the step relates to marketing; however the discipline applies as well to the installation of the Territoire within the framework of economic surveys socio.

Choice of optimal commercial locations

Whatever the type of activity commercial considered, the choice of a good localization is undoubtedly one of the most important decisions that a manager must take. The site of the sales outlet is indeed an investment fixed on the long run and its good or bad choice will feel on the level of the sales, the market share and the profitability of the activity in a all the more important way as the local level of competition is high.

The process of opening of one or several retail businesses usually breaks up into four fundamental decisions. The company must initially determine on which market she wishes to be established. It is then necessary for it to specify the number of sales outlets which it intends to open according to its financial capacities and of the rate of saturation of the market. Then, the company must examine the possible localizations and retain after a thorough study that which seems to him most suitable. Lastly, it is a question of specifying the size of the store and its characteristics (installation, decoration, set, merchandizing,…).

The theories of the Localization attempt to solve the third point and try to model through more or less elaborate mathematical concepts commercial space to detect possible establishment appropriatenesses there.

Models of localization

There exist two big families of models of localization represented by:

gravitating models and of space interaction,
models of localization-allowance.

Whereas the gravitating models derive from physical models by postulating a reciprocal interaction between sales outlets and customers, the models of localization-allowance seek to optimize the localization and possibly the number of sales outlets by minimizing the costs of displacement of the customers.

Problems of localization the multiple constrained decision maker to find the answer to four questions of which:

on which markets is it necessary to be established?
how much sales outlets is it necessary to create?
how to evaluate the possible localizations? will
which be the size and the characteristics of the stores and the sites selected?

To facilitate the search for establishment, various model baptized models of localization-allowance were developed. The fundamental question raised by these models is of knowing how to supply or serve as well as possible a vast geographical surface starting from a limited number of sales outlets.

The model localization-allowance

The models of localization-allowance generally gather five basic components of which:

the function objective: it is a function which thus possibly integrates the concept of distance separating the consumers into the potential sites from the points from offer that a measurement from their attractivity. It thus quantifies the total accessibility of the points of offer with respect to the customers or even a measurement of the economic viability of the sites.
points of request: they represent the level of the request concerning a whole of goods or services concerning a certain geographical zoning being able to be an area, a city or a district. The points of request correspond in general to cells densément populated where a purchasing power interesting for the activity considered resides.
potential sites: they are the possible localizations in terms of land availability, cost, accessibility.
the matrix of distance or time: this matrix gives an account of the geographical or temporal distance separating the potential sites from the points of request. More precisely, these distances can be measured out of blocks of houses, distance in kilometres as the crow flies, term of pedestrian advance, times of control according to the customers considered and the means invested to determine it.
the rule of allowance: this rule specifies the potential sites how will be allocated at the points of request. One can for example consider in the simplest case that each customer will attend the sales outlet nearest to his residence, the rule of allowance being then the geographical proximity. It is possible to plan more complex rules to know for example than the frequentation of such or such sales outlet will depend on the season and will refer on another site to other moments of the year.

Thus, taking into account these five factors entirely describing a model of localization-allowance given, commercial space can be appreciated in the form of a network made up of nodes characterized by a certain request and/or being able to accommodate a point of offer, the segments binding the nodes of this network representing the distances. With this network a function objective must be nevertheless associated which, generally expressed in mathematical form, specifies the manner according to which the customers will choose such or such potential site.

The last projections of the models of commercial establishment associate a model of localization-allowance (p-median, p-centered, model quadratic,…) with filters of treatment of the signal allowing a preliminary delimitation of the market radius which is the geographical area concentrating the essential share of the customers. This type of elaborate model comprises 4 phases. Phase 1 of géocodage consists in exploiting a database of addresses of potential customers or realities and representing these localizations on a chart. The cartographic representation obtained watch coarsely geographical areas where the customers by the strong density of the points concentrate accumulating there. Phase 2 corresponds to the delimitation of these dense zones customers and thus to the market radius. The distinction of the surfaces of chalandise is largely facilitated by treating as a preliminary the chart with a filter which tends to smooth contours and/or to weave connections between the closest geographical areas. The surfaces of chalandise appear then, with contours Nets and can then be delimited by the operator of convolution. One calculates in the phase the 3 coordinates of the centres of gravity of each surface delimited in the preceding phase so as to model a traditional model of localization-allowance: the nodes of the network will be represented by the centres of gravity and the segments by the road distances or an indicator of distance (temporal, kilometric, generalized…). In phase 4, the network will be solved on the basis of model p-median thanks to the traditional algorithms of resolution and improvement (algorithms of vicinity, genetics, blur, multipliers of Lagrange so as to find the localizations optimal for the commercial sites.

Software of géomarketing

The géomarketing uses two types of Logiciel S:

1° of Géolocalisation/géocodage. These Logiciels is tools which gather and restore geographical data. This software is used much on Internet. A simple approach is to look at the Adresse IP and to determine with which country, organization or anybody this one was allotted, then to deduce the localization from it from the user. Other means use the Adresse MAC, the Meta-donnée S of images or the credit cards used.

2° Of the Geographical space analysis or Information systems (S.I.G.); Three “Historical” editors share the market in France thanks to the solutions:

Arcview of ESRI Inc. (Environmental Systems Research Institute, Inc.)
GeoConcept
Mapinfo

At the era of the change of the tools of writing of software, appear modern tools based on the analysis and optimization under constraint and either only on the collection of more or less relevant data. Charts & Données of Articque thus makes it possible within a framework of office automation to apprehend the main part of the relations between its product the consumers and the territory.

And recently Microsoft with the atlas Mappoint general public for which exists a myriad of more or less complete additional applications, such as for example:

K-Analyzes

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