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Retail attraction revisited: From gravitation to purchase flows, a geomarketing application

Abstract : Retail attraction evolves with increasing consumer mobility. This article develops a method for analyzing purchase flows based on the use of localized databases, in order to estimate opportunities for sales outlets to capture customer stocks and flows in a market area. This method facilitates the evaluation of actual rather than speculative purchase behavior from a limited number of explanatory variables. It leads to new possibilities for evaluating purchase behavior induced by changes in the offering. The method is compared to traditional attraction models and shows greater reliability of results in measuring the attraction of outlets. It highlights the complementarities in local markets between territories and retail leakage phenomena. The method is an aid to decision making regarding the choice of location, size, format and product mix of stores.
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https://hal.univ-lorraine.fr/hal-03113780
Contributor : Michele Heitz <>
Submitted on : Monday, January 18, 2021 - 3:40:42 PM
Last modification on : Friday, February 5, 2021 - 3:08:59 AM

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Jean-Pierre Douard, Michèle Heitz, Gérard Cliquet. Retail attraction revisited: From gravitation to purchase flows, a geomarketing application. Recherche et Applications en Marketing (English Edition), SAGE Publications, 2015, 30 (1), pp 118-137. ⟨10.1177/0767370114549907⟩. ⟨hal-03113780⟩

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