Location Intelligence, developing effective strategies based on geospatial data analysis, has proven to be a determining factor in enabling retail, consumer goods and financial businesses to make strategic, real-time decisions.
But yet, most companies ignore or underestimate the power of Location Intelligence. In fact, many ask, “Why should I use geospatial data if I just sell shoes or coffee?”.
Location Intelligence: changing perspective to accelerate business growth
Visualizing data at a territorial and geographical level offers companies a new, unexpected perspective to discover an infinite number of actionable insights for their business development. The top include:
- What’s the territorial context of the selected business? What services, shops or businesses are located around it and which type of customers frequent them?
- What’s the popularity and perception of different neighborhoods or areas around a city? How does traffic, sustainability and safety impact a territory?
- What’s the customer experience like at individual stores, and how does that compare against competitors?
- Which areas have the highest growth and investment potential?
- Based on your target market, which areas are worth investing in to open a new store or business?
These insights and many other datasets can only be obtained with a Location Intelligence analysis. Of course, having a map in front of you rather than an excel file or report is a much more tangible and compelling way to make data-driven decisions.
Campari, JLL and other organizations taking advantage of Location Intelligence
Though many companies are hesitant or dragging their feet to embark on the Location Intelligence journey, some protagonists across the retail, real estate and consumer goods sectors have decided to test out these new datasets. The result? Driving business revenues and overcoming the competition were quick to follow.
Campari Group: leveraging Location Intelligence to conquer new markets
The Campari Group, the well-known beverage brand that includes spirits such as Aperol, Crodino, Cinzano and of course Campari, has relied on the Location Intelligence of The Data Appeal Company to study new markets and decide where to expand select brands.
In rich detail, Data Appeal has identified and analyzed the “casual Italian Restaurants” across several international destinations including NYC, Chicago, Miami and Los Angeles (USA) as well as select territories throughout England, Austria, Switzerland, Belgium and Argentina.
For each dining establishment, contact information, market positioning, Sentiment scores and diffusion with respect to competitors in the same area were extrapolated.
As a result, Campari achieved their territory expansion in a more strategic and targeted way, identifying exactly where to expand their sales network and increase brand awareness.
(A real example of the Location Intelligence data that Data Appeal provides. This map contains a collection of the top 500 points of interest related to food and beverage in Milan, filterable by category, sentiment, popularity and perception of safety).
JLL: Location Intelligence is the secret weapon to targeted real estate investments
Jones Lang LaSalle (JLL), one of the largest international real estate agencies, has been collaborating with The Data Appeal Company for over three years to analyze and evaluate which territories have the highest investment potential.
One of the main objectives of JLL is to enrich their database related to property and business value throughout the United Kingdom, especially within the food and beverage sector, where much of their portfolio is focused. Therefore, the agency is always on the lookout for comprehensive, accurate and real-time data.
As a result, Data Appeal provides JLL with a customized online platform to access all data relating to bars, cafès, restaurants and F&B establishments throughout the UK. Subsequently, JLL constantly has all the fundamental evaluation parameters at their fingertips during the real estate investment phase.
Within the platform, JLL can access:
- The amount and concentration of restaurants, bars, cafès, etc. for specific neighborhoods and cities of interest
- Contact information, services provided and numerous details for each business (exact address, long/lat coordinates, VAT number, telephone number, website, parking, Wi-Fi, etc.)
- Accurate data on the overall online reputation and popularity for each business with a 4-year history
Philip Morris International: Location Intelligence to redefine and boost marketing activities
The PMI cigarette company has leveraged Location Intelligence to support its Our World Is Not an Ashtray initiative, which promotes and raises awareness on the environmental impact of cigarette butt littering.
Thanks to geospatial analysis, Philip Morris International has identified the places with the highest presence of cigarette butts. For these locations, the group promotes cleanup groups and campaigns about how to dispose of cigarette butt litter properly.
Starbucks: Territory and site selection to effectively open new points of sale
In recent years, Starbucks, arguably the most well-known chain of cafès in the world, leveraged Location Intelligence to identify the most tactic locations to open new stores.
Starbucks has strategically selected sites frequented by people with a certain family income and where traffic exceeds 30,000 vehicles per day, as well as other attributes of their interest.
The cafè conglomerate has also evaluated the competition at a geographic level and cross-referenced the data with customer purchasing behaviors to make the site selection process the most effective.