Geomarketing and retail location

Jérôme Baray ()
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Jérôme Baray: ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université

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Abstract: Geomarketing revolutionizes retail location strategies by leveraging Geographic Information Systems (GIS) and geolocation technologies, shifting from traditional intuition-based approaches to precise, data-driven decisions. It enhances retail visibility, customer engagement, and operational efficiency through detailed spatial analysis, sales forecasting, and consumer behavior understanding. By integrating spatial analysis with the retail marketing mix, it underscores the critical role of 'Place' in optimizing retail strategies. Despite challenges in data management and technology integration, the future of geomarketing looks promising, with artificial intelligence and machine learning poised to further advance spatial analytics and decision-making processes in the retail industry.

Keywords: geomarketing; retail strategy; geographic information systems (gis); spatial analysis; consumer behavior; location optimization (search for similar items in EconPapers)
Date: 2024-09-01
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Published in Elgar Encyclopedia of Services, Edward Elgar Publishing, 2024

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