Geomarketing study: Sberbank branch network optimization

Oct. 13, 2010 - PRLog -- The Center for Spatial Research (CSR) has successfully elaborated the project of geomarketing evaluation of the Sberbank Baykal Division’s (http://www.sbrf.ru/en/) branch network in one of the cities of Irkutsk oblast in Russia.    

The main goals of this project were:
1. to evaluate the spatial distribution of Sberbank locations in the city for  the further optimization of the branch network
2. to define attractive areas for the network expansion and opening of the new branch

In order to meet these goals CSR has solved the following tasks:
- Assessed the geographical location of Sberbank branches in order to identify "problem" areas of the city, within which there is insufficient or redundant number of bank locations
- Assessed “problem” branches - branches which are inconveniently located
- Defined the most suitable areas for the new branches
- Evaluated three scenarios of the bank network development: optimization of the exiting network, opening of the new branch without network optimization, network optimization without opening of the new branch
- Provided Sberbank managers with geomarketing research techniques and showed them how to work in ArcGIS  

For solving these tasks CSR has applied various data (bank indicators, bank standards and ratings, mathematic models) linked to service areas geographical units:
- number of residents per bank teller
- branch workload
- buying potential of the service areas
- public transit routs
- ATM locations
- ATM and bank terminals sufficiency per block
- competitors locations
- other

During the project elaboration the methodology of defining and ranking suitable zones (zones that are most appropriate for opening of the location)  was applied and showed good results.
As the result of this geomarketing research Sberbank Baykal Division has obtained the report with recommendations on optimization of the branch network as well as thematic maps showing the most suitable sites for the new locations.
 
For more information on CSR go to http://csrgeomarketing.com/

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The Center for Spatial Research provides geomarketing research and consulting services applying modern (GIS). Our areas of expertise include site selection, trade area analysis, outlet network optimisation, location intelligence, geodemographics, etc.