The Power of Place: Advanced Customer and Location Analytics for Market Planning

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9780975405208: The Power of Place: Advanced Customer and Location Analytics for Market Planning

Retail-based businesses are facing turbulent times. With intense pressure from competition and sophisticated new information technologies, devising successful growth strategies is difficult to say the least. Driven by the need for greater precision and certainty, retailers are seeking new tools and advanced decision-support systems are becoming the norm for retail location strategy. However, if used incorrectly, these systems can create confusion, disappointing results, and even inaccurate conclusions. This book offers guidelines for retail decision makers and analysts who are ultimately responsible for delivering good recommendations to top-level management. Its chapters will help you identify customer segments that are critical to your business, including their value, purchase behaviors, and current levels of penetration; identify which markets offer the greatest opportunities for growth and expansion; identify over-saturated markets; measure potential effects of same-store cannibalization; and minimize risk associated with real estate investment.

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About the Author:

Keith Peterson is President of Integras, a division of Claritas providing research and consulting services to retail and financial services clients.

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Published by Integras (2004)
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Keith Peterson (Editor)
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