StoreFinder
Introduction
The starting point of our project stems from years of experience, leading us to the conclusion that databases containing demographic information about retail locations are often inaccurate, incomplete, and not updated with the frequency required by today’s fast-moving economy. Stores may open and close within months or quickly change their intended use. Relying on these databases to conduct research can therefore jeopardize the success of such efforts.
Where are the retail businesses?
This highlights the need for a different approach. Identifying all retail outlets—existing or potential—in a given area by reinterpreting the traditional "door-to-door" method can be an excellent starting point to obtain reliable, high-quality demographic databases suitable for market research, statistical analysis, and more.
This conviction, combined with the effective use of new technologies, forms the foundation of the idea and project we present today.
The "StoreFinder" Method
StoreFinder is a working method that combines, customizes, and improves modern mapping and geocoding technologies, optimizing them for the specific goal of retail location mapping.
The developed software integrates a tool for generating optimized routes, a customized navigation system, and an interface for entering the demographic data of the identified retail outlets. It also incorporates data from Google Maps, Google Places, and Google Street View.
Collected Data
StoreFinder allows the generation of interactive 2D or 3D maps where retail stores are displayed using colored markers, each linked to its respective demographic details (store type, brand, number of windows, address derived from geographic coordinates). Unlike regular mapping systems, these markers are precisely geolocated at the exact entrance of the store.
Types of Retail Locations
StoreFinder enables the identification of all types of retail locations, with a margin of error of 1–2%, primarily due to its visually driven approach. Stores located on upper floors or hidden from view may not be detected.
How It Works
The retail identification process is divided into three phases:
Phase 1 – Optimized Route Generation
Using a custom-built tool, CityExporter, we select the area of interest (city or district) and generate an optimized route.
Phase 2 – Virtual Navigation (StoreFinder by Office)
The route is then navigated virtually using Google Maps and Street View. During this phase, red markers are placed on visible retail locations. Positioning is done using a "point and click" system, which ensures precise geographic coordinates, more accurate than using the address alone.
Phase 3 – On-the-Road Navigation
After completing the virtual navigation, a final map is generated and used through a customized navigator for field verification. The operator confirms each marker: validating the store, updating its details, deleting it if the store no longer exists, or adding new ones not previously identified. While virtual navigation cannot guarantee full coverage, it drastically reduces time by pre-identifying most retail locations for quick confirmation or adjustment.
We found that the discrepancy between virtually identified and physically confirmed stores ranges from 5% to 10%.
Next Steps
The full three-phase test was completed in the municipality of Orbassano. In Alghero, only the store census has been conducted so far, but the "Every Dealer" survey will soon follow. This survey will also be carried out in other locations across Sardinia.
Results – Municipality of Orbassano
561 stores identified
201 stores not in target
329 stores in target
31 stores closed
Results – Municipality of Alghero
748 stores identified
643 stores in target
86 stores closed
19 supermarkets or hypermarkets detected