[EN] The retail distribution sector is facing a difficult time as the current
landscape is characterized by ever-increasing competition. In these conditions, the
search for an appropriate location strategy has the potential to become a differentiating
and competitive factor. Although, in theory, an increasing level of importance
is placed on geography because of its key role in understanding the success of
a business, this is not the case in practice. For this reason, the process outlined in
this paper has been specifically developed to detect new business locations. The
methodology consists of a range of analyzes with Geographical Information Systems
(GISs) from a marketing point of view. This new approach is called geomarketing.
First, geodemand and geocompetition are located on two separate digital
maps using spatial and non-spatial databases. Second, a third map is obtained by
matching this information with the demand not dealt with properly by the current
commercial offer. Third, the Kernel density allows users to visualize results, thus
facilitating decision-making by managers, regardless of their professional background.
The advantage of this methodology is the capacity of GIS to handle large
amounts of information, both spatial and non-spatial. A practical application is
performed in Murcia (Spain) with 100 supermarkets and data at a city block level,
which is the highest possible level of detail. This detection process can be used in
any commercial distribution company, so it can be generalized and considered a
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