Argonos Geop
Geomarketing with AI: plan where your next store or branch opens
Where should your next store or branch open? Argonos Geop (formerly Articque) puts your customers, your outlets and the population of each area on a single map. It is the geomarketing enabler of the Argonos platform. An AI assistant helps you prepare your data. You then test the opening before you decide on it.
- 5 min Per feasibility study, compared with several days in other software
- +30% Sales effectiveness with map-based targeting
- 40% Time saved on creating reports and maps
Definition
What is geomarketing?
Geomarketing is the analysis of a company’s data according to where it is located, using location data and socio-demographic data. Geomarketing software such as Argonos Geop puts this analysis in the hands of business teams, through a no-code web interface. It helps you decide where to open, whom to target and how to organise a network. Customers, outlets, competitors and population appear on the same map. The Argonos Geop design studio offers more than 50 modules to locate your data and display it on dynamic maps. Geomarketing in this sense differs from location-based advertising, which uses mobile geolocation to serve ads.
6 geomarketing studies you can run with Argonos Geop
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Analyse a catchment area
A catchment area is the territory a store draws its customers from. Argonos Geop maps it from real drive times and shows who lives there, with what income. It then shares out the area’s potential between the stores that serve it. You can analyse a catchment area before opening or relocating a store.
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Choose the location of a new site
Test several addresses before you commit. For each one, you compare the population served and the competitors nearby. You also see the expected revenue and the effect on your other sites. You can then choose a site on the basis of costed scenarios.
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Spread your branches across the territory
Network planning covers the way your branches or stores are spread across a territory. The map shows saturated areas and those short of points of contact. You can then plan the network from your customers’ access times.
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Find the areas where you have no outlet
A white space is an area where demand exists but where none of your outlets is located. Argonos Geop isolates these areas on the map and ranks them by potential. You can then spot retail white space and draw up a list of possible openings.
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Measure competition between your own stores
Cannibalisation occurs when 2 of your outlets share the same customers. For each site, you see the sales it takes from the others. Measuring cannibalisation before an opening saves you paying twice for the same customers.
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Target the areas with the highest potential
Argonos Geop ranks municipalities and neighbourhoods by how closely their residents resemble your best customers. You then direct local campaigns and your sales reps’ visits towards these areas. This is the principle of targeting by potential.
Built-in data
Which data does Argonos Geop work with?
Argonos Geop geocodes your addresses to place each customer and each site on the map. It works at municipality level and, in France, down to IRIS neighbourhood units. Access time and isochrone calculations use the road network. An isochrone marks out the area you can reach within a given time.
Calculation tools and simulation in Argonos Geop
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Compare scenarios for opening or closing sites
Add a site, close one or redraw a territory. For each option, Argonos Geop recalculates the potential and the expected revenue, and you compare them.
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Estimate the customer base of each store
The Huff model (1963) estimates the share of customers a store attracts according to its size and its distance from them. Argonos Geop includes this model, along with Reilly’s law of retail gravitation, to calculate the potential of each catchment area.
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Draw balanced sales territories
Algorithmic territory design shares municipalities out between your sales reps according to travel time and potential. You then set targets and visit routes on this basis, and track sales territory management results territory by territory.
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Run a study without a GIS analyst
With the Wizards, guided assistants, a regional manager can run a catchment or feasibility study in 5 minutes. The assistant then generates the study report or the local market report.
By sector
Geomarketing in your sector
The problem
Each new shop or dealership takes several days of area analysis. Sales targets often rest on past sales, without taking local potential into account.
With Argonos Geop
Balanced sales areas
Territory design balances your dealership or shop networks on travel time and achievable revenue. The profile of the local population also goes into the calculation. Each site’s targets then reflect its real market.
The problem
Branch networks have often grown one addition at a time. Some branches share the same customers, while other areas have no point of contact at all.
With Argonos Geop
Branches placed without cannibalisation
Simulate demographic change with Argonos Geop to position branches and ATMs without cannibalising the network. Insurers overlay climate risks on insured properties, so they can send loss adjusters out within hours.
The problem
Health and environmental data circulate as spreadsheets and PDFs. Elected officials, staff and residents cannot see where the gaps are.
With Argonos Geop
Health atlases published online
Publish interactive web atlases with Argonos Geop on medical deserts or on where patients come from. Access rights separate what the public sees from what your teams see. You can analyse your data on the map without exposing all of it.
