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In
today’s fiercely competitive environment, retailers and
distributors of consumer goods must use every advantage
to acquire and retain customers, plan market expansion
and contraction, locate profitable sites, stay abreast
of changing consumer tastes, and act faster than the
competition. Geography fundamentally influences and
connects culture, business, society, and lifestyle.
Geography answers many business and marketing queries.
Over 70% of all decisions made in retail
marketing and distribution has to do with geography.
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Consider the following self-evident, axiomatic
statements:
Customers buy from shops that are near their homes.
Shops serve a certain area around their location.
Distribution is cost effective when trucks follow
logical routes.
The
operative words in these statements are 'near', 'area',
and 'routes'. Each of these words has a spatial meaning,
that is, they refer to a geographical relationship.
It is only normal then that the business software that
is used to manage sales and distribution should be able
to deal with the concept of geography.
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Some
of Our Customized Services for the Retail Industry in
Nigeria are: |
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Sales
territory map showing gap in the marketplace. |
Market Territory
Planning & Optimization:
Some of our retailing clients have created a
distribution network of dealers ranked into Major, Minor
and sub dealers. Sometimes, it is expedient to create
sales territory for these dealers. STL can help to
define and map out sales territory for major, minor and
sub dealers in a retail distribution network. Using the
power of GIS and digital maps, STL can identify
territory overlaps or gaps in the marketplace. This type
of analysis can help retailers develop the optimum
territory definition to achieve the best market coverage
and assist in helping it to assess the sales potential
of each territory for targeting setting. |
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Benefits to your business include:
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Flexible analysis of multiple
datasets and improving decision
making
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Putting
a potential site into visual context
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Understanding the impact of
competitors’ stores in the area
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Identifying profitable new store
locations to maximise return on
investment
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Setting
accurate revenue and profit targets
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Accurately understand the potential
revenue and profit and market share
achievable
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New
Store Location, Strategic
Business Planning & Network Change
Recommendations
When you are
looking at programmes of network
distribution expansion,
refurbishment, rationalization of
consolidation in a highly competitive market
like Nigeria, it is important that you get
your location decisions right. Using
powerful mapping modeling technology STL can
help retailers model different network
scenarios and understand the financial impacts
of any decision
Click
on Enlarge Map: This
map shows the combined coverage of
Intercontinental Bank and Mr. Biggs
outlets within Lagos. Entering into
a strategic alliance with Mr Biggs,
Intercontinental Bank PLC can roll
out “off-site” ATMs in each of
Mr. Biggs’ outlets. This will
accentuate the speed of ATM rollout
and allow for Intercontinental Bank
to pay specialized attention to
areas that are not currently served
by Mr. Biggs.
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Using Geo graphy to Analyse Sales:
For
any city within Nigeria that a retailer operates in,
for which it has sales data available, STL can help
in understanding and benchmarking its best
performing outlets and more importantly explain why
they are performing so well using the power of GIS.
By
benchmarking each of the dealers within the
distribution chain against those that are performing
the best STL can identify
the critical success
factors that can be focused on to improve the
performance of its worst performing dealers. STL can help retailers evaluate site
attractiveness and the strength of local
competition.
Sales analysis of Sub-dealers
Network in Ikeja. Map shows the
volume of sales in naira produced
in graduated color showing dealers with
the highest sales in dark patches and
dealers with the lowest sales in light
color. This map makes it easier to
identify the location of sub-dealers who
have high sales returns.
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Click here to get
street level driving direction to the location of over
25,000 businesses around Lagos. MapNTL.com -STL's
most comprehensive online map portal that enables
visitors to find business location information in Lagos,
navigate through accurate digital street map of Lagos,
and get driving directions quickly and easily. Companies
who are interested are allowed to show the location of
their businesses free of charge on MapNTL.com.
MapNTL.com
provides direction to the following business categories
in Lagos |
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Restaurants |
Banks & ATMs |
Hotels |
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Shopping Malls |
Petrol Stations |
Open Markets |
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Competitive
Analysis:
Understanding how competing
brands position themselves can allow
retailers to learn from their mistakes and
successes, and act in a distinctive and
powerful way. More importantly by understand
where the competitors
are located can provide a powerful tool to
stay ahead of the competition. STL can map
the location of any of our clients'
competitors to assist them to position
themselves better
Map
showing the comparative location of Access Bank
and Intercontinental Bank in Lagos
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STL’s Professional services
Each of these analyses above can
be provided as either a consultancy service or
can be performed in-house using MapInfo
Professional software –a professional mapping
and business making tool based on the visual
power of GIS and map.
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Consultancy Services:
For
those companies that would prefer to out-source either a
single project or a long-term strategic venture STL can
help too. STL can either carry out project-based
consultancy assignments or second staff to a clients'
premises to work on-site. Projects are typically bespoke
and tailored to each client's commercial requirements.
In-House Empowerment Services:
STL empower our customers to perform
their own market analysis and modeling if they have the
in-house resource and skill to do so. MapInfo
Professional software is provided on license as a
desktop application. Unlimited training and a team of
dedicated technical helpline is also provided. |
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