Location-Based Marketing by Gérard Cliquet & Jérôme Baray

Author:Gérard Cliquet & Jérôme Baray [Gérard Cliquet]
Language: eng
Format: epub
Publisher: Wiley-ISTE
Published: 2020-06-16T00:00:00+00:00

The market research process to locate a point of sale can be broken down into 10 steps, given that many networks work in multiple locations:

– a general study of the various markets envisaged following the opportunity study at both regional and national level;

– the choice of the national, regional or even local market;

– the delimitation of market areas within the selected market;

– the choice of potential market areas;

– the definition of a methodological approach for studying market areas;

– data collection within each defined market area;

– data processing, if possible, by geomarketing software (GIS);

– the analysis of information, if possible, using an attraction model;

– scenario simulation when using an attraction model;

– the choice of market area.

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