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GIS in Business Presentation

GIS in Business Presentation. Retail Information Systems Class October 29, 2003 Colleen M. Schelde ESRI Inc. Presentation Agenda. I. Background information on ESRI and ESRI BIS II. Definition and examples of a Geographic Information System (GIS) III. Components of a GIS

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GIS in Business Presentation

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  1. GIS in Business Presentation Retail Information Systems Class October 29, 2003 Colleen M. Schelde ESRI Inc.

  2. Presentation 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?

  3. 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

  4. 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

  5. Definition of Geographic Information Systems (GIS) Formal Definition A 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 Definition A GIS is a computerized tool for solving geographic problems.

  6. Example of an Analysis in a GIS Spreadsheet Geographic Analysis of Spreadsheet data

  7. Components of a GIS (Points, Lines and Polygons) 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)

  8. 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

  9. Geography Matters to Business Identify your best customers Target those customers Locate the right site = Increased ROI

  10. Site Prospecting

  11. Demographic Report

  12. Radius Ring Analysis

  13. Drive-time polygon analysis

  14. Desire Line Analysis

  15. Customer Profiling

  16. Customer Prospecting

  17. Thematic Map Analysis

  18. Population Density

  19. Cannibalization Analysis

  20. Store Portfolio Analysis

  21. Lease Renewal Analysis

  22. Special Projects

  23. Where and how can GIS fit in a Fortune 1000 Retailer? Supply Chain Operations IT/IS Department Real Estate/ Store Development Marketing/ Advertising Merchandising Retail Operations Facilities Management • 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

  24. Supply 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

  25. IT/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

  26. Real 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

  27. Marketing/Advertising • Evaluate advertising • effectiveness • Focus advertising campaigns • Define targets • Analyze markets • Develop targeted promotions • and campaigns • Understand customer • spending

  28. Merchandising • 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

  29. Retail 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

  30. Facilities Management • Map headquarters • Map departmental areas/ • zones • Map and locate • - Restrooms • - Emergency Exits • - Fire extinguishers • - Conference rooms • - Public telephones • - Stairs • - Elevators • - Parking • - Printers • - Copiers

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