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Leveraging locational insights within retail store development? Assessing the use of location planners’ knowledge in retail marketing

Wood, SM and Reynolds, J (2012) Leveraging locational insights within retail store development? Assessing the use of location planners’ knowledge in retail marketing Geoforum, 43 (6). pp. 1076-1087.

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Abstract

The retail geography literature has long recognised the importance of spatial and catchment analysis to inform decision-making relating to store development. However, less attention has been directed to store development “in practice” and, more specifically, how location research and geographical knowledge is leveraged across the wider retail business – in particular informing the marketing function. Through the use of a semi-structured interview and focus group methodology involving approximately 40 location planning, property & marketing analysts, we find that while some larger retailers have established close links between store development and marketing functions in the exchange of catchment, customer, competitor and loyalty card data to inform local marketing, product ranging, promotional mailings and post-opening store performance reviews, this tends to be the exception rather than the rule. We suggest there is a need for location planners to develop their intra-organisational legitimacy to engender a culture of knowledge-sharing and challenge the departmentalised, silo cultures that exist within some retailers in order to better leverage geographical insights and assist in the realisation of appropriate customer propositions and marketing strategies.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
AuthorsEmailORCID
Wood, SMUNSPECIFIEDUNSPECIFIED
Reynolds, JUNSPECIFIEDUNSPECIFIED
Date : 2012
Identification Number : 10.1016/j.geoforum.2012.06.014
Related URLs :
Additional Information : NOTICE: this is the author’s version of a work that was accepted for publication in Geoforum. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Geoforum, 43(6), November 2012, DOI 10.1016/j.geoforum.2012.06.014.
Depositing User : Symplectic Elements
Date Deposited : 20 Feb 2013 09:59
Last Modified : 23 Sep 2013 19:31
URI: http://epubs.surrey.ac.uk/id/eprint/693264

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