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GIS in BusinessGIS in BusinessPresentationPresentation
Retail Information Systems Class
October 29, 2003
Colleen M. ScheldeESRI Inc.
Presentation AgendaPresentation Agenda
I. Background information on ESRI and ESRI BIS
II. Definition and examples of a Geographic Information System (GIS)
III. Components of a GIS
IV. How Business benefits from GIS
V. Where and how can GIS fit in a Fortune 1000 Retailer?
Who is ESRI?Who is ESRI? Founded in 1969
Corporate Headquarters in Redlands, CA
World Leader in GIS
300,000+ Client Locations Worldwide
2,750 Full-Time employees
11 US Regional and 20 International Offices
1,200+ Business Partners
Worldwide revenues exceeded $469 million in 2002
Zero Debt and 20% Annual Growth
34th Largest Software Company
Who is ESRI BIS?
• A Division of ESRI
• Acquired by ESRI in January 2002
• Provides specific marketing application products and services including:
- Customer profiling and segmentation - Custom target analysis - Demographic data reports and maps - Direct mail campaign implementation - Media Planning - Merchandise mix analysis - Site evaluation and selection - Target marketing
Definition of Geographic Information Systems Definition of Geographic Information Systems (GIS)(GIS)
Formal DefinitionA GIS is a collection of computer hardware, software, and
geographic data for capturing, storing, updating, manipulating, and displaying all forms of geographically referenced data.
General DefinitionA GIS is a computerized tool for solving geographic problems.
Spreadsheet
Geographic Analysis of Spreadsheet data
Example of an Analysis in a GISExample of an Analysis in a GIS
Store/Customer Locations (points)
Store Trade Areas (polygons)
Streets and Rivers (lines)
Land Features (lines)
Counties/Zip Codes/Census Tracts (polygons)
Demographic Data and Customer
Data (attribute data)
Components of a GISComponents of a GIS(Points, Lines and Polygons)(Points, Lines and Polygons)
Why Does Geography Matter to Business?Why Does Geography Matter to Business?
• Nearly 80 percent of Business data has some reference to geography – i.e. address or ZIPCode
• Location, location, location…Identifying the best market and the right location can mean the
difference between a winner or a poor performing location
• Prospecting for MORE CUSTOMERS similar to your best customer profile means potential increase in profits
• Competitive market analysis
• Precise target marketing
Geography Matters to BusinessGeography Matters to Business
Identify your best customers Target those customers
Locate the right site
=
Increased ROI
Where and how can GIS fit in a Where and how can GIS fit in a Fortune 1000 Retailer?Fortune 1000 Retailer?
Supply ChainOperations
IT/IS Department
Real Estate/Store Development
Marketing/Advertising
Merchandising RetailOperations
FacilitiesManagement
• ArcLogistics Route
• ArcGIS
• ArcPad
• RouteMAP IMS
• ArcGIS
• ArcSDE
• ArcReader
• ArcGIS Publisher
• ArcView Business Analyst
• ArcGIS
• ArcIMS
• ArcPad
• ESRI BIS Data
• ESRIBIS.com
• ArcView Business Analyst
• ArcGIS
• ArcIMS
• ArcPad
• ESRI BIS Data• ESRIBIS.com
• ArcView Business Analyst
• ArcGIS
• ArcIMS
• ArcPad
• ESRI BIS Data
• ArcView Business Analyst
• ArcGIS
• ArcIMS
• ArcPad
• ESRI BIS Data
• ArcGIS
• ArcIMS
• ArcSDE
• ArcPad
Supply Chain OperationsSupply Chain Operations
• Locate distribution centers (DC)
• Deliver and route from DC to store locations
• Reduce product cycle time
• Enable just-in-time scheduling
• Minimize overtime
• Schedule and manage your fleet
• Provide dispatcher summary reports
IT/IS DepartmentIT/IS Department
• Web based store locator
• Manage spatial data
• Integrate with corporate databases
• Spatially enable all departments
• Facilitate spatial data sharing and exchange
• Enterprise mapping and analysis
Real Estate/Store DevelopmentReal Estate/Store Development
• Evaluate Sites
• Analyze your competition
• Profile Customers
• Manage Store Portfolio
• Define traffic patterns
• Evaluate market potential
• Analyze trade areas
• Forecast and model sales
Marketing/AdvertisingMarketing/Advertising
• Evaluate advertising effectiveness
• Focus advertising campaigns
• Define targets
• Analyze markets
• Develop targeted promotions and campaigns
• Understand customer spending
MerchandisingMerchandising
• Rank store locations by type and merchandise mix
• Analyze market demographics
• Evaluate, cross sell and up sell opportunities
•Analyze trade area
• Segment customers by lifestyle and product category
• Model store customer databases
Retail OperationsRetail Operations
• District/Zone map changes
• Analyze markets
• Penetrate markets
• Profile customers
• Forecast market potential
• Score and predict consumer buying behavior
• Integrate in-store, catalog, and Internet market analyses
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