📊 The Future of Location Data + Franchising Lessons
In this month’s newsletter:
Inside a Retailer’s Bold Move to Turn Rejected Sites into New Opportunities
Recently, several PiinPoint team members joined a LinkedIn community that’s gaining traction: the Corporate Real Estate Opportunities Forum. This group, managed by John Thys of Driven Brands, serves as a space where he shares weekly site listings with members, creating a unique opportunity for retailers to collaborate in ways rarely seen in the industry.
The group is designed to foster collaboration, share opportunities for site dispositions, and even help brands partner up to secure prime real estate that might otherwise be out of reach for a single tenant. In an industry where site selection has historically been a closed-door process, this initiative is breaking new ground by encouraging retailers to work together.
🔍 Data Transparency & Trust Matters
In December, we launched the Data Trust Series, a webinar series uncovering the data sources and partnerships that power PiinPoint’s location intelligence platform.
Our latest partnership with Applied Geographic Solutions, Inc. brings higher-quality, more up-to-date US demographic data to the PiinPoint platform. Unlike standard US Census data, AGS’s data provides deeper insights with greater accuracy.
Mark Your Calendar:
Missed our webinars in December & February?
Gain actionable insights from transparent, high-quality data.
Rapid Reads: Jim’s latest insights
The Future of Location Data: Trends, Challenges, and Opportunities
In a recent conversation with ChainXY’s Chief Revenue Officer, Oszkar Breti, we explored the evolving landscape of location data and Points of Interest (POIs)—how they are collected, processed, and ultimately used to drive smarter decisions.
Whether you’re a retailer, franchisor, or commercial real estate professional, the accuracy and depth of location data play a critical role in shaping market strategies.
Here are the key insights from our discussion:
1. Data Quality and Trust Are Non-Negotiable
The most critical aspect of location intelligence is data integrity. Businesses make major investments based on location data, so confidence in its accuracy is essential. Where the data comes from, how frequently it is updated, and how it is verified all impact its reliability.
👉 Takeaway: Not all data sources are created equal—before using POI data, scrutinize its quality and lineage to ensure sound decision-making.
2. Beyond Big Brands: The Power of Small and Mid-Market Chains
Many datasets focus on large, well-known brands, but mid-market chains and independent businesses shape local markets in meaningful ways. Recognizing their impact gives companies a more complete picture of market potential and consumer behavior.
👉 Takeaway: A broader dataset that includes small and mid-sized businesses creates a more accurate, localized analysis of trade areas and competitive landscapes.
3. Market Trends Are Reshaping Location Intelligence
Consumer habits, economic factors, and urban development shifts are constantly influencing the relevance of POI data. Organizations need to proactively track these changes to anticipate market shifts and uncover new opportunities before competitors do.
👉 Takeaway: Stay ahead by continuously evaluating market trends and adapting site selection and expansion strategies accordingly.
4. The Value of Historical Data in Forecasting
Looking at historical POI data reveals patterns that help predict the future. Whether responding to macroeconomic fluctuations, regulatory changes, or shifts in consumer preferences, businesses can use historical insights to model potential outcomes.
👉 Takeaway: Leveraging historical trends alongside real-time data strengthens forecasting capabilities and risk assessment.
5. Frequent Data Updates Matter More Than Ever
The competitive advantage of using POI data comes from how fresh and accurate the information is. Data that is outdated by even a few months can lead to flawed decisions—especially in fast-changing industries like retail and hospitality.
👉 Takeaway: Regularly refreshed data is essential for accurate site selection, competitive analysis, and investment decisions.
Applying These Insights to Your Business
To make data-driven location decisions, consider these best practices:
✅ Validate the quality and sources of your location data before making strategic choices.
✅ Look beyond big brands to include independent and mid-sized businesses in your market research.
✅ Monitor market trends to anticipate shifts and uncover opportunities before they become mainstream.
✅ Incorporate historical data into your forecasting models for a more complete view of market dynamics.
✅ Ensure your POI data is refreshed frequently to reflect real-time market conditions.
The Future of Location Data
As location intelligence continues to evolve, the businesses that embrace high-quality, diverse, and frequently updated data will gain a strategic edge. Whether expanding into new markets or optimizing existing locations, data-driven insights will be the key to success.
📺 Want to dive deeper? Catch the full replay of my conversation with Oszkar here: Watch the webinar.
Key Insights From My Conversation With Global Pet Foods
I had the pleasure of hosting a live webinar with Daniel Allicock, Franchise Sales Manager at Global Pet Foods, as part of our Franchise Market Planning Masterclass series. If you missed it, here’s a quick recap of the top takeaways and why you should catch the full conversation.
Location: The Make-or-Break Factor in Franchise Success
One of the biggest themes was how location plays a crucial role in a franchise’s success. You can have the best product, pricing, and brand recognition, but if your target customers can’t find you easily, growth will be an uphill battle.
Daniel shared a compelling case study of Sulirmaos Smokehouse, a restaurant that initially hit a growth ceiling due to an off-the-beaten-path location. But after relocating to a high-traffic area, the business saw an immediate surge in visibility and success—proving how a strategic site selection can transform a business.
The Data-Driven Approach to Market Expansion
Expanding into high-potential territories requires more than gut instinct. Throughout the webinar, Daniel emphasized the importance of using data to guide franchise expansion decisions. Whether analyzing demographics, trade areas, competition, or foot traffic patterns, a data-backed approach ensures franchisors make informed, scalable investments.
A few key takeaways:
Final Takeaway: Just Start
Daniel left us with one simple but powerful piece of advice: Just start.
“Utilizing all available data and resources might seem overwhelming at first, but the more you engage with these tools, the easier it becomes. The investment in insights is minimal compared to the cost of a bad location decision.”
This conversation was packed with insights, real-world examples, and best practices for franchise market planning and territory expansion. If you’re looking to optimize your site selection strategy, this is a must-watch.
What’s Next
Coming Up Next:
If you'll be attending, book a meeting with us ahead of time to discuss how our solutions can support your real estate strategy. If you missed us at our recent events, there’s still time to connect! Schedule a meeting today, and we’d be happy to chat.
Until next month…
That’s it for this month’s PiinNews!
Stay tuned for more exciting updates in the months ahead, and thank you for being part of the PiinPoint community!