GeoMarketing is an application of location intelligence - GeoMarketing is the integration of GIS into all marketing aspects including sales and distribution. Widespread in Europe, the word GeoMarketing is not commonly use in the US. Why? Is this the same expertise and same business in the two continents? We have made our investigation and there are many differences between GeoMarketing in Europe and USA.
The approach is one of them: European companies tend to utilize GeoMarketing from a bottom-up approach to pilot day-to-day operations and to provide greater efficiency in responding to the changing spatial nature of customers’ behavior. North American companies on the other hand, mostly apply a top-down approach by implementing geomarketing to steer strategy. Those two tactics have their strengths and weakness. Through the presentation of real case studies, two European and two North American companies will demonstrate and explain the best practices, ROI and benefits of their geomarketing implementation and application.
Example Case study
How Carrefour successfully implemented GeoMarketing to better understand and Target its Customers
Carrefour, the world's second largest retail group, has implemented a new bottom-up approach to GeoMarketing by providing store managers with the dynamic geographic sales information needed to efficiently respond to the changing nature of customers. The geomarketing platform provided the capabilities that Carrefour required to add the "where" factor to its business intelligence.
By developing this solution as a bottom-up approach to GeoMarketing, Carrefour has gained greater efficiency in responding to the changing spatial nature of customers behavior. Through network analysis of trade areas, mailing areas, competition analysis, customer locations, and advertising, as well as natural business language based spatial queries, and geo-reports that tie into enterprise data systems, Carrefour has now access to a spatial platform for Carrefour to provide the "where" factor to its business intelligence systems.