Every municipality should have a plan for commercial activities, useful for example when assessing municipal tax rates, but that is only one of the areas where geomarketing can be an indispensable GIS tool.
Think about identifying the catchment areas of each commercial activity, determining not only the geographic area influenced by the business under examination, but also the type of customers, the age range, and their interests.
Once these data have been obtained, strategies can be implemented, in agreement with the merchant, to improve the business impact on the territory, increasing not only visibility but also the quality of services and revenue.
Geomarketing is certainly a new frontier, and the proof lies in the fact that multinationals such as Facebook and Google are investing heavily in this field.
Of course, traditional geomarketing services can be supported or replaced by dedicated applications, but they too base their operating principles on GIS methods.