Geomarketing consists in analysing consumer and company behaviours while considering the spatial dimension, so as to improve the management of opportunities and business threats linked to the physical location. It is a decision support tool, aimed at orienting strategic and operational decisions depending on the different contexts in which the company operates.
Unique local demand, competition and purchasing power characteristics require a market approach based on customized strategies. Potentials estimates, sales predictions, marketing actions planning and sales network management are only some of the numerous activities which geomarketing can contribute to, thereby responding to the needs of all types of companies, with no distinction of sector and size.
The value added derived from the geographical component comes from linking internal information sources and external ones of the company, via the exact geo-referentiation of the statistical units on the territory, in the place where the data of interest for the analysis can be noticed on a geographical/spatial basis. And from efficiently summarising these sources via easy-to-understand and impressive graphical representations. This union enriches the interpretation of the studied phenomena by, on the one hand, allowing certain aspects which would otherwise have been ignored - as they are difficult to identify - to crop up, and on the other hand, it allows the company to learn of potentialities which would be unexpressed is we were to limit our vision to a non-differentiated one at the micro-territorial level.