Geomarketing broadens the horizon

There are plenty of definitions of geomarketing, and all of them describe the topic correctly. In the past, the world was much more localized and most people could not travel. There were relatively few places where a manageable number of goods were exchanged. As a result, marketplaces developed along trade routes and only the basic needs of most people were met. Today, the world has become much more complex. Many people can afford to follow their own special interests and preferences. They live where they want, travel where they want, consume what they like. Depending on the aspect, they result in diverse spatial structures and patterns that can be analyzed with the help of geomarketing. In short: gain valuable insights into the spatial distribution of your customers and sales.

If you ask yourself where you can open up new markets and sales regions with which products and whether it makes sense to introduce a product variation depending on the region - adapted to local tastes and target groups - then you are already in the middle of geomarketing. Nobody needs fridges in Antarctica, but do you know where fridges in NRW make no sense? Geomarketing knows.

Spatial (regional) price differentiation can certainly make sense. A rental car at the main train station is probably more expensive than somewhere else in the city. Different prices are therefore always related to customer demand and the competitive situation. The petrol station market shows us this every day. Points of interest and top stores (companies such as Saturn, Primark, etc.) automatically provide frequency information that supports an analysis with different consideration factors in pricing. Geomarketing recognizes the profitability of customers in the form of customer types, allowing them to be differentiated from one another and target groups to be better segmented and identified.

Goods and services must somehow reach the customer or consumer. The focus here is often on the geographical analysis of sales channels. Classic disciplines are location searches and the analysis of potential specialist retailers and competitors. Customer service and direct sales must also be organized. The management of franchise operations, authorized dealers and the entire logistics process usually cannot do without geographical analysis, which brings us back to geomarketing.

Good communication measures are used to arouse the interest of potential customers. Relevance is crucial here, which often requires corresponding purchasing power. By optimizing these measures, scattering losses are minimized. After all, the affinity for luxury cars is more likely to be higher in district X than in district Y. Questions such as where the right poster locations are, where inserts in brochures make sense or where a promotion at the point of sale is suitable are also classic geomarketing issues. Spatial aspects are required here - and spatial usually means geo-knowledge applied to the marketing mix at the same time.