There is a joke that says that certain cities are first gear, when you connect the second they are already over

‍

Such a small city, the kind that you can barely engage second gear when passing by car, is a Geocell, an integrated market segment.

‍

The people there are similar in several ways, as well as in their consumer needs.

Some businesses operate in balance meeting local demand. More sophisticated needs are met by larger cities in the region.

‍

This would be an easy market to study, so much so that local merchants were able to understand for themselves the business opportunities available.

‍

A small city is delimited, it has an end and we know the effort to reach neighboring consumption centers.

‍

But what about larger cities, those that take hours to fully cross?

‍

‍

‍

It is in this urban complexity that Geomarketing presents its greatest value.

‍

Businesses have their scale of action, which is why they need to understand the city on that scale, it needs to be divided into parts.

‍

This is one of the most elegant challenges in Geomarketing, establishing criteria for integration and division between spaces, what we call Geocells.

‍

We are often led to think that neighborhoods play this role, but this is a mistake, several neighborhoods can be integrated or disintegrated into Geocells.

‍

The spatial segmentation view seeks spaces where people have approximate profiles, similar buying habits, and probably share common beliefs.

‍

Reach geographically defined groups

‍

In terms of Geomarketing, the division of the city into Geocells, population pockets, market zones, center and periphery divisions seeks an understanding of how these spaces could respond to certain offers.

‍

This division also simplifies the analyses, you only need to analyze your competitors within this context, as well as to thoroughly understand the consumers only in this location and not in the entire city.

‍

Geocells can be similar to each other, even if they are far apart.

‍

With this view, it is possible to reach new geographically defined groups.

‍

Remember, your business may be unique, but people's needs are common.

‍

And that's good, as it points to pockets with potential consumers and increases your profits.