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Postal Technology International Awards 2012



Retail Innovation of the Year: Geovista Standortcheck by Deutsche Post DHL

Location is a key success factor when opening a new retail outlet and previously only geomarketing experts using complex GIS-systems could answer the question of whether the chosen location was the right one. In addition the data necessary for this kind of analysis had to be licensed individually, and consequently it was not possible to conduct a reliable location analysis without special knowledge and licensing expensive data. Therefore external business consultants or market research institutes had to be involved.

Deutsche Post DHL’s Geovista Standortcheck online geomarketing tool was developed to make location analysis easier and enable entrepreneurs and franchises to forecast retail sales volumes. The company noted that software as a service (SaaS) solutions were becoming increasingly important in the geoinformation industry, and the use of SaaS had increased greatly in the SME market. These businesses had a real need to catch up with the rest of the industry but were being hindered by the lack of an affordable solution. Deutsche Post DHL decided to develop a product line under the Geovista brand in order to meet the SME demand, resulting in Geovista Standortcheck.

According to Deutsche Post, by using Geovista previously complex and individually conducted analysis can now be standardised and automated. The Standortcheck location analysis web service includes competitor analysis and predictive modelling techniques, and can be used intuitively without any geomarketing expertise. Calculations and the production of a 30-page results report can be processed and produced extremely rapidly.

Claudia Losse, vice president of innovation at Deutsche Post DHL, explains, “The Geovista Standortcheck provides a description of the economic environment around the location that is to be evaluated. It also gives a potential forecast providing information on the overall and specific customer potential for the location, the overall industry specific potential sales volume as well as the specific potential sales volume of the location. The Geovista Standortcheck also provides information on parking, infrastructure such as public transportation and frequency generators such as ATM machines, pharmacies and restaurants.”

The Geovista Standortcheck was launched online in March 2012 and although the company is yet to have any case studies to present, almost 20 units have so far been sold. “All users we talked to so far were surprised by the fact that our ‘easy to use’ claim is really true,” says Losse. “Furthermore they were also impressed by the value for money. We also had the Geovista Standortcheck examined by experts in the expansion departments of large retail chains. We were proud when they confirmed the high quality of our analysis and data.”

There are three variants of the Geovista Standortcheck product – basic, premium and premium plus – which cost E180, E450 and E750 respectively. The product is currently restricted to Germany but the company hopes to expand it to other countries.

The company is also launching the Geovista Cockpit web-based self-service visualisation software solution in the near future, which promises to be an affordable and easy-to-use service. Losse adds, “In our next release we are planning to integrate the ‘daylight population’ on a very granular level, which means that we will be able to include the information and take into consideration whether the location is in a working area or in a residential neighbourhood and how many potential customers are around during the day. So far this information is not available in Germany.”

Retail Innovation Innovation of the Year:

  • CubeLogic Dimensional Scanning Unit
  • eKrypto PINsign PIN Pad
  • Geovista Standortcheck by Deutsche Post DHL
  • Postal Vision 5000i kiosk by Hytech International

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