Improving Omnichannel Sales through Geospatial Analytics

Have seen and developed geospatial analytics for single and groups of locations.  Typically for the case of adding stores.  But this is different and quite intriguing.   An examination of Omnichannel that includes the aspect of geospatial specific data.    Now can we include the likely process (journey?) of such consumers?   And is that further useful?

 Supercharging retail sales through geospatial analytics in McKinsey

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.

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.
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. Guessing wrong can lead to lost sales and expensive real-estate-investment mistakes. Yet 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 with each other, and they assume that cross-channel dynamics are the same in every market—when, in fact, every single customer touchpoint affects the rest of the retail network in its own unique way, depending on a vast range of factors. .... "