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Geomarketing Overview

Geomarketing Overview

Make smart decisions – be geotastic

Location, location, location. Getting it right is a critical business decision. Our geomarketing approach objectively evaluates the location-specific factors that impact the success of business sites, shops, sales territories, target groups, chain store and distribution networks – so you can maximize new opportunities and secure a more favorable market position. 

Whether it’s managing operations, perfecting category management and new product launches,  succeeding in sales or optimizing marketing campaigns, you need to get the most from your resources. Our geomarketing suite of solutions have been designed to help you target your efforts as efficiently as possible.

Geomarketing products

Geomarketing software RegioGraph: Work with your data directly on digital maps

RegioGraph offers a wide range of analysis and planning tools to solve your location-related challenges.

  • Restructure your sales territories.
  • Find promising regions for new locations.
  • Leverage market data insights to guide your multi-channel campaigns.

View the regional distribution of your data, gain insights into your market situation and discover untapped potential. Present insights on customized maps and share the results online with the TeamConnect add-on.

Find out more about why RegioGraph is an award-winning software for location analyses here.

Online application RegioGraph LocationAdvice: Analyze locations on digital maps while on the go

Today’s successful companies must continually analyze locations and then use the resulting insights to make more informed decisions. RegioGraph LocationAdvice lets you carry out comprehensive location evaluations on-the-go. Quickly and easily share insights online with colleagues.

Learn more about how you can carry out pro-level analyses of locations and their surroundings while on-the-go here.

Geodata: Turn data into market insights

Regionalized market data such as GfK Purchasing Power gives you detailed insights into your markets, target groups and available potential. Spot otherwise hard-to-see trends and relationships by analyzing, aggregating and comparing data on potential in conjunction with your own company data on digital maps.

Find out about how we can help you tap more market potential here.

Geo+BranchNetworks: Find the best locations for your store network

Location decisions require a solid strategy that’s responsive to changing market realities. Each individual site must be successful on its own and reinforce the effectiveness of your retail network as a whole.

Learn about how you can structure an effective and efficient branch network here.

Geo+DistributionPartners: Choose an optimal distribution partner network

Your success depends on the efficient exploitation of potential by each of your sales partners. But measuring this performance across your entire network requires an intimate understanding of the interplay between market conditions and location attributes.

Find out how you can optimize your distribution partner network and tap more potential here.

Geo+MarketShares: Benchmark your turnover against local potential

You know your own turnover, but do you understand how these figures compare to the actual market potential? To succeed in a complex market, you need to know how well you’re exploiting the regional potential for your product or service. Geo+MarketShares provides an objective benchmark for gauging retailer and sales performance.

Learn more about how you can efficiently manage your markets and take advantage of available potential here.

Geo+SalesTerritories: Create a better sales structure

Field sales is cost-intensive. But if managed expertly, it’s also a major turnover and growth driver. To ensure sales effectiveness, you need to align your sales structures with current market and company realities.

Learn more about how you can optimize your sales territory structure and achieve your company goals here.

Geo+TargetGroups: Pinpoint your regional target groups and product demand

Knowing your target groups is a cornerstone of success. But this is increasingly difficult given complex markets and diverse consumer behavior. Limited marketing and sales budgets mean that every dollar must be strategically invested to drive your business.

Find out you can solve these challenges and better understand the distribution of your existing and prospective customers here.

What users are saying about RegioGraph

“We use RegioGraph Planning on a daily basis. The location analysis and market research division at EURONICS responsible for maintaining a clear overview of our retailer network as well as competitor locations. To do this, we import our locations into RegioGraph to geocode and integrate this data in our map materials. This geodatabase serves as the foundation of our analyses of locations and distribution areas, among other things.”

Wolfram Gräber, Tobias Schlegel, location analysis and market research division of EURONICS Deutschland eG

marketingIntelligence_Geomarketing2

https://geodata.gfk.com/availability/cresta-zones/

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Related Insights

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    How auto brands can build loyalty with crisis-addled intenders

    In the midst of the virus crisis, car purchases represent an enormous – and sometimes deferable – expense for cash-strapped consumers. In recent AutoMobility™ research, GfK found that roughly four in ten intenders plan to delay their new car purchases or leases – largely unchanged since March, with some variations by category. Yet cars also offer familiar, highly personal mobility at a time when most people feel uncomfortable with public transportation. In a just-released GfK Consumer Pulse study, 57% of those who plan to travel during this year’s fall and winter holidays said the car would be their mode of transport – compared to just 35% for planes and 6% for trains. Car brands in chaotic times How can auto makers maintain their strong brand loyalty and trust among intenders at a time when finances and so many other areas of life are in extreme flux? Many manufacturers have stepped up with a variety of offers to help intenders get over the “hump” of a new-car commitment. GfK AutoMobility™ research in August found that 20% of Luxury intenders and 11% of Non-Luxury said that a special financing or payment offer had convinced them not to delay their car purchase. The most effective of these recent incentives has been 0% interest for the length of the vehicle contract, cited by 47% of those who chose to go ahead with a purchase. And auto brands have also built loyalty by providing support in the form of advertising and messaging that speaks to consumers’ key concerns and issues. Near the beginning of the summer, GfK noticed five major categories of messaging in COVID-related brand ads on social platforms: • Empathy & understanding • Social responsibility • Brand promise • Customer experience • Product promotion In most cases, auto brands were emphasizing the good they are doing or the deals they were offering to cash-strapped consumers. Gradually, companies transitioned to more creative extensions of COVID themes – such as Honda’s “virtual meetups” using the #CarsInComments hashtag, or Chevrolet’s virtual backgrounds featuring their latest models in scenic settings. In contrast, auto brands today are gradually returning to business as usual; but we still see manufacturers returning to themes that have been resonating and creating loyalty with consumers for the past six months. Hyundai’s “Un-Adventurers” video series – which follows journeys with people who have never left their home states – appeals to the lockdown mindset of people sheltering from COVID-19. Lexus offered another take on the adventure theme, asking, “When it’s time to venture out, where will you go?” – urging owners to outfit their vehicles for different trips and hobbies. In today’s turbulent market, auto brands need to make the right moves to win loyalty -- disarming skeptical consumers and maintaining trust that has been won over years and decades. More than anything, this requires vigilant monitoring of intenders’ changing concerns and needs – research and observation that is frequent and thoroughly vetted. With this guidance, auto brands can step beyond unpredictable crises and speak to intenders at a highly personal level – deepening loyalty in difficult times. Article by Julie Kenar -- SVP on GfK's AutoMobility team

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  • 10/06/2020

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    Track the changing needs and views of tomorrow's auto buyers

    With consumer confidence shaken, what messages are still relevant to today’s auto “intenders” – tomorrow’s most likely car buyers? How can auto makers encourage wary shoppers to make a purchase? And how can they build brand loyalty in the midst of so much uncertainty?

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  • 10/05/2020

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    GfK presents with A+E, Constellation Brands at TMRE

    Sessions focus on segmentation, using trend insights to set programming strategy

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