Making the right choice of commercial point or not can be the difference between the success or failure of a venture, whatever the segment or size. This is because the dynamics of the location will directly impact sales and brand visibility. 

Therefore, this is an issue that goes far beyond being on a “busy” street, or “far from the competition”. 

Making the right decision, keeping the risks to a minimum, will depend on an in-depth analysis that takes into account several factors. And since we don't want to leave anything to chance, the geolocated data will be our guide throughout the study. 

Before thinking about location, understand your business 

The choice of commercial point is not an isolated decision. 

First of all, it is necessary to understand in depth the particular characteristics of your business, what it offers and for whom. 

The concept of the 4 Ps of marketing can help with this analysis: 

You 4 Ps of Marketing describe the four main tools a company can use to influence consumer demand and create value for its customers. Are they: Product, Price, Place (or point of sale) and Promotion.

Each of these elements has an important role to play in a business's marketing strategy, including the choice of location.

Product: Here we will consider the characteristics of the product or service offered by the company. The choice of commercial point will undoubtedly be influenced by this pillar, as some offers are more suitable for certain regions. 

After all, you wouldn't open a bikini factory in Alaska, would you? 

Price: How much does the product or service cost to the final consumer? This pillar is crucial for 2 reasons. First, because the amount you will pay for a certain point needs to be compensated at the end of the month. Second, because it is necessary to guarantee that people who pass through that place will have financial conditions and a tendency to feel desire for what is being offered. 

Promotion: the plan of marketing and advertising of the company influences the choice of location indirectly, but constantly. After all, it is necessary to generate desire: the right people need to pass by your business and feel tempted not only to enter, but to buy. 

Square: Here we are already talking directly about the point of sale, the location of the business. Thinking about issues such as accessibility, daily traffic, visibility and competition is essential for a strategic choice. 

There is no point in having a store with a great structure if no one can get there, or it is hidden and without visibility. 

The ideal place is where your customer can easily find you 

The main factor that makes a certain location bad for your business is the low concentration of the target audience in the surroundings. 

That is: places of passage or difficult access for them. 

For this reason, defining the target audience is an essential step in choosing the commercial location, as it allows the company to identify the most suitable location for its potential customers. 

First, define who your business serves, mapping characteristics such as: 

• age range 
• Gender 
• Average income 
• Consumption potential 
• habits
• needs
• Preferences 

Finally, make a pre-selection of places with a high concentration of this public, and a high daily flow of people.

Attention to particular needs 

In addition to data and external factors, it is necessary to contemplate your particular situation. That's because there's no point in choosing the perfect commercial spot if your company can't afford it, or if it doesn't meet specific characteristics that are essential. 

Would you open a chocolate shop in a place where the sun shines all afternoon? Or a decoration items business, with a neat window, and a bus stop right in front? 

All this needs to be considered in order to avoid surprises. 

Unraveling a complex ecosystem 

As you may have noticed, a decision of this magnitude is not something simple to execute, requiring:

• Access to up-to-date and georeferenced market data
• Ability to interpret its dynamics and interaction 
• Establishing a customized priority ranking 
• Mapping available and accessible options ($$$) 

Basically, for those who decide to do it themselves, it's a given, a spreadsheet and a meeting that never seems to end. 

At Links, we know that your time is too precious to be spent in a non-strategic way. Therefore, our geospatial technology and specialists map, collect and analyze all relevant data for you, delivering you a selection of commercial points with the most chances of success for your specific case.  

In practice, you end up having more options, among which you can decide in less time.

All this with the security of knowing that, whatever your choice, it has been based on data errecommended by professionals specialists in the area. 

Do you want to know more about our commercial point mapping? 

Schedule a meeting with us.