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Maptitude Mapping Software

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Retail Site Selection Mapping

Maptitude makes it easy to use maps to analyze and understand the best locations for retail site selection, hotel site selection, or any other facility placement problem. Maptitude is a powerful combination of site mapping software and geographic data that provides everything that you need to make informed decisions.

In addition to the latest demographics, Maptitude includes substantial social, housing, and income data, along with easy-to-use suitability analysis tools that will allow you to better understand the relationships between your demand, supply, and competitor locations.

In addition to the site selection tools below, Maptitude has extensive functionality for Marketing and Sales Mapping including travel time rings.

GIS in Retail Site Selection Process

The retail site location process is not simply a matter of identifying available properties. It requires a series of analytical steps that GIS software is ideally suited to help answer:

  • What amenities, attractions, and services are in the surrounding area
  • What is the demographic profile of the market area in terms of education, employment, and buying power (Figure 1)
  • What competitive or complementary retail is in the immediate area (Figure 2)
  • Are there better locations available in the market area such as within a 15-minute drive time ring
  • How accessible is the site from major roads and population centers

Site Location Analysis:

Territory VideoCASE STUDY:
How CKE manages franchise territories with Maptitude

With Maptitude you can create a circular service area that encompasses a set of points such as addresses. You can then choose to weight the center location by a field in your point layer such as demand (Figure 3).

For example, if you are considering relocating a store, you can create a trade area around your customers and weight the center by their sales volume to determine a new candidate location. Alternatively, you may have a database of client employees. You can then use Maptitude to see the best central location based on the density and distribution of the addresses. These could be weighted by seniority, allowing you to better explore potential site locations by considering staff characteristics.

There is also a Maptitude Site Location Wizard plug-in tool for site selection analysis. The Site Location Wizard provides a powerful yet simple to use site selection tool that guides you through the entire site selection process from model creation to site prediction.

In addition, street-based tools allow you to create drive-time rings that give you an additional method for assessing the accessibility of a site. You can use the rings to determine areas that are underserved or to determine how many of your customers would benefit from a new site with shorter drive times (Figure 4).

Facility Location Analysis:

Facility  location problems involve choosing the best location for one or more facilities from a set of possible locations (Figure 5). These tools are available at additional cost. Please contact Caliper Sales at +1 617-527-4700 or Sales@caliper.com for more information.

This toolset can address virtually all types of location problem. Potential applications include exploring new franchise locations, corporate office relocations, and branch optimization. For example:

  • You want to determine the number of facilities that are required to guarantee a certain level of service.
  • You may also need to account for financial or operational constraints, such as a maximum number of facilities you are able to add, or a fixed budget for adding facilities.
  • Revenues and profits depend on the choice of facility locations. In these cases, you need to balance the cost of adding a facility with the potential revenue benefit.
  • You want to maximize the distance between facilities and the population they serve. For example, to minimize proximity to a competitor. Landfills and power plants are also often located relatively far from major population centers.
  • You want to consider the presence of existing facilities. The locations of these facilities obviously affect the choice of locations for new facilities. In addition, you may want to consider both adding new facilities and closing one or more existing facilities.


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Facility Site Selection Highlights
  • Perform site selection and analysis
  • Find the best facility locations
  • Analyze trade areas and potential sites
  • Choose the best location for one or more facilities
Analyze demographics, facility locations, and competitors with Maptitude site selection analysis tools

FIGURE 1: Perform site selection analysis using the included data to analyze the demographics about any number of sites to find the ones with the most desirable characteristics.

Maptitude map showing GIS retail site selection process to assess competitive retail, accessibility, and disposable income

FIGURE 2: By using GIS in the retail site selection process you can assess a site's competitive pressures, accessibility, and market potential.

Weighted center tool in Maptitude site selection mapping software

FIGURE 3: Find a weighted center of service for a collection of locations to identify valuable sites.

Use Maptitude for retail site location to assess the accessibility of sites and the benefits they bring to your customers.

FIGURE 4: Use Maptitude to assess the accessibility of sites based on drive-time to make informed site selection decisions. This retail site location map shows the customers that are within a 20-minute drive of two store locations.

Determine which sites are best fitted to meet a level of service or profit

FIGURE 5: Facility location models can identify efficient sites, taking into account both existing facilities and candidate locations.

Maptitude received an average rating of  4.8 out of 5 based on 107 user ratings.

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