From the outset, their marketing teams homed in on ways to increase their network’s performance : Where are we delivering ? Where can we deliver ? What is our market share ? Where should we locate our storage centres ? How can we optimise costs ?

These are the questions staff in charge of the geomarketing application are asking every day.

Different key steps punctuate the work programme using the GIS :

 position concrete depots within an area, and map the quantities of concrete sold in each region (in square metres) ;
 geocode customers to give an accurate picture of their geographical distribution ;
 depending on the characteristics of the public sector works programme or the company concerned, the potential and market share for the study area are calculated and mapped using virtual layers to show the different criteria.

The natural sequel to this is that maps used systematically are used to illustrate the regular sales and marketing reports produced, and are then rigorously subjected to detailed geomarketing analysis.

The democratisation of cartographic data and INSEE qualifying data has also, moreover, made it possible to produce ever more detailed and pertinent studies while exploiting the geographical dimension with GeoConcept.