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Supercharging retail sales through geospatial analytics
March 2019 | | McKinsey | By Rob Hearne, Alana Podreciks, Nathan Uhlenbrock, and Kelly Ungerman.

A retailer can now use geospatial analytics to understand the interactions between its online and offline channels. With these insights, it can create a higher-performing retail network.
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Is our outlet store in San Francisco hurting foot traffic and sales at our full-price store two miles away? Or is it doing the opposite—attracting new customers and making them more likely to visit both stores? How are our five Manhattan stores affecting our e-commerce revenue? Are they making consumers more likely to shop on our website or to search for our products on Amazon? If we open a new mall store in the Dallas metro area, what impact will it have on sales at our existing stores, at our department-store partners, and online?

The answers to these kinds of questions are increasingly crucial to a retailer’s success, as more and more consumers become omnichannel shoppers......most retailers don’t give adequate thought to the cross-channel impact of their stores. They rely on gut feel or on high-level analysis of aggregated sales data to gauge how their offline and online channels interact.....there’s a way for retailers (and other omnichannel businesses) to quantify cross-channel effects, thus taking the guesswork out of network optimization. Through advanced geospatial analytics and machine learning, a retailer can now generate a detailed quantitative picture of how each of its customer touchpoints—including owned stores and websites, wholesale doors, and partner e-commerce sites—affects sales at all its other touchpoints within a micromarket......US retail sales are on an upward trajectory.....despite the growth of e-commerce, the vast majority of these purchases still happened in brick-and-mortar stores. .....So why have US retailers closed thousands of stores in the past year, with thousands more closures to come?....Because the consumer journey is changing!!......Consumers are transacting in different channels....engaging across multiple channels, often simultaneously rather than sequentially. It’s critical for omnichannel retailers to have a detailed understanding of the interplay between online and offline touchpoints, and between owned and partner networks.

Quantifying cross-channel effects

the starting point is data......from a wide range of internal and external sources. Inputs into a geospatial model would ideally include not just transaction and customer data but also store-specific details such as store size and product mix; site-specific information such as foot traffic and retail intensity; environmental data, including local-area demographics; and anonymized mobile-phone location data.......A simulation model can then quantify the sales effect of each of the retailer’s customer touchpoints on its other channels within a local market. The model must be sophisticated enough to simulate the upward or downward revenue impact of adding or removing a particular touchpoint.

Geospatial analysis reveals that the consistency and magnitude of cross-channel effects vary significantly across channel types and markets.
analytics  bricks-and-mortar  cross-channel  customer_journey  customer_touchpoints  data  e-commerce  foot_traffic  geospatial  gut_feelings  location_based_services  McKinsey  moments_of_truth  omnichannel  privacy  retailers  store_closings  security_consciousness  site_selection 
march 2019 by jerryking
Is It Smart to Choose a Location That Another Business Quit? - WSJ.com
MAY 11, 2009 | Wall Street Journal | by ROB JOHNSON. Is it
smart to venture into a spot that a previous business abandoned—a spot
that may be carrying a bit of baggage?Investigating the reason for the
last tenant’s exit is essential. Among the right questions: Did new
competition play a role? Did customer traffic in the neighborhood
decline, and why? Are there structural or serious maintenance issues in
the space, and if so can they be corrected before a new lease is signed?
Further, does the location have any negative image from the previous
business that could turn off potential customers?
small_business  real_estate  location  foot_traffic  restaurants  questions  site_selection 
may 2009 by jerryking
Hallmarks of an entrepreneur striving for gold
02-Aug-2005 | Financial Times pg. 8 | by John Mullins.

Entrepreneurs can succeed in difficult industries, but they must – among other things – be able to:

· Identify the critical success factors specific to their particular industry;

· Assemble a team that can deliver on these factors.

(1) Which decisions or activities are the ones that, if carried out wrong, will have crippling effects on company performance?
(2) Which decisions or activities, done right, will have a disproportionately positive effect on performance?
(3) In terms of skilful team-building, what skills do you have? Need?
disproportionality  entrepreneur  industry_expertise  ksfs  linchpins  jck  life_skills  online_travel  questions  rate-limiting_steps  site_selection  skills  skiing  Starbucks  start_ups  teams  think_threes  tourism 
march 2009 by jerryking

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