| 04/2009 | Bruchsal, April 22, 2009 |
Festo, a supplier of pneumatic and electrical automation technology, uses RegioGraph to evaluate numerous external sales force variables: The company uses the RegioGraph add-on "VarioPlan" to create and optimize sales areas while preserving existing relationships with key customers... more Contact: Sonja Makilla, Tel. +49 (0)7251 9295185
Where in Germany are local marketing campaigns likely to produce the greatest response? The GfK Demographics dataset provides valuable information concerning the distribution of the population according to various criteria. This allows you to concentrate your sales and marketing efforts in regions whose inhabitants fit your target group profile... more Contact: Alexandra Deutsch, Tel. +49 (0)7251 9295170
GfK GeoMarketing real estate and retail expert Olaf Petersen presented his evaluation of German retail locations at the 2009 retail real estate convention in Wiesbaden, Germany. He argued that city center locations in Germany generally offer favorable retail growth opportunities. "Retail trade is currently benefiting more than ever from centralization", commented Olaf Petersen in reference to the good performance of retail venues in Germany's major city centers. "The trend toward centralization is driven by the natural desire among consumers to have access to a large variety of retail, gastronomic and service options as well as opportunities to meet up with others amidst a pleasant environment." Turnover and retail floor space in city centers have both risen since 2003: Turnover grew by more than three percent between 2003 and 2008, while retail floor space increased by seven percent in the same period. This reverses the negative trend between 1992 and 2003, during which city center retail turnover sank by approximately five percent. Petersen's assessment of the turnover and retail floor space development in city centers was based on data encompassing all 81 German cities with more than 100,000 inhabitants. GfK GeoMarketing real estate consultants regularly evaluate retail location criteria such as overall turnover, available retail floor space and yield per area through hundreds of annual on-site location and real estate appraisals. The current growth rate in eastern Germany's large cities is particularly striking, noted Petersen: Between 2003 and 2008, GfK GeoMarketing recorded a turnover growth rate of 8.8 percent and a retail floor space increase of 26.2 percent in these areas. Petersen predicted that city center retail venues will continue to enjoy "relatively stable market positions and rent levels" in the coming years. He was particularly positive about the growth potential of retail shopping destinations with catchment areas encompassing over 250,000 people. His forecast for secondary locations was not as optimistic: Petersen indicated that more central retail sites are drawing customers and retailers away from less optimally situated areas as a result of their more varied and attractive qualities. This is a trend apparent across all of Germany's major cities. By contrast, retail venues on city outskirts can achieve considerable success depending on the market potential of the area in question. Petersen mentioned former rail, postal and industrial locations as particularly interesting sites in this regard. However, he strongly emphasized the importance of precisely assessing the actual potential of these locations as well as their degree of integration into the surrounding infrastructure. About Olaf Petersen Contact: Oliver Giehsel, Tel. +49 (0)7251 9295165
The CRESTA map reveals worldwide zones of elevated natural disaster risks as determined by the CRESTA (Catastrophe Risk Evaluating and Standardizing Target Accumulations) organization. The 2009 maps are now available and feature significantly more detail, with coverage of more than 21,600 zones (compared to 5,316 in the 2006 CRESTA map)... more Contact: Thorsten Lauszus, Tel. +49 (0)7251 9295145
Which areas of Germany’s retail market are performing well despite the economic downturn? This month’s exclusive download provides the answer along with two insightful maps depicting GfK point of sale turnover figures for Germany and Europe-wide retail purchasing power as a share of general purchasing power. Contact: Oliver Giehsel, Tel. +49 (0)7251 9295165
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Geomarketing applied: Optimize sales force with RegioGraph
Top earners, singles, parents: Locate your key target groups 
Germany's city centers: Good retail growth opportunities
CRESTA 2009: New worldwide CRESTA zone maps 