Advantages of Using Geoanalytics for the Development of Retail Chains: Global Experience and Prospects for Ukraine
DOI:
https://doi.org/10.32515/2663-1636.2025.13(46).2.215-223Keywords:
geoanalytics, retail trade, retail chains, geographic information systems, business analytics, digital transformation, artificial intelligence, machine learning, competitivenessAbstract
The article is devoted to the study of the advantages of using geoanalytics for the development of retail chains, taking into account global experience and the prospects for its application in Ukraine. The relevance of the study is determined by increasing competition in the retail market, the growing cost of mistakes in selecting unsuitable locations, the development of new retail formats, and the need to implement modern information and analytical tools to enhance the validity of management decisions.
It is substantiated that traditional approaches to location assessment, which are based on a limited set of indicators and largely depend on subjective judgments, do not ensure the required level of accuracy under modern conditions. The main approaches to understanding geoanalytics in foreign scholarly publications are analyzed, and its role is identified as a tool for selecting the location of retail facilities, forecasting sales, assessing the competitive environment, monitoring transformations in the retail market, and supporting strategic planning for network development. It is established that geoanalytics makes it possible to take into account a wide range of spatial, demographic, infrastructural, competitive, and behavioral factors, thereby ensuring higher accuracy in assessing location potential and the performance of retail outlets. It is proved that the use of geoanalytics contributes to saving time in location analysis, reducing investment risks, increasing the flexibility of network development, optimizing the placement of stores and dark stores, and strengthening the competitiveness of retail chains. It is substantiated that for Ukrainian retail, the implementation of geoanalytics is a promising direction of digital transformation that requires adaptation of global experience and broader use of geographic information systems, artificial intelligence, and machine learning.
Prospects for further research are related to the development of models for assessing location efficiency for different retail formats, refinement of the system of factors used in geoanalytical modeling, and formulation of practical recommendations for the implementation of geoanalytics in the activities of Ukrainian retail enterprises.
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