Retail Systems Research (RSR) just released a great new report, “Location Intelligence in 2025: Motion in Motion.” It’s the latest in a series exploring how consumer-facing businesses are using location technology to drive results.
RSR’s research, based on responses from over 100 decision-makers across retail and manufacturing, reveals a striking divide between “Winners”—those outperforming their peers—and “Others.” Once again, there is a clear correlation: Companies that treat location as a strategy, using spatial data to make smarter, faster, more localized decisions, are pulling ahead. Those still struggling with fragmented data and siloed analytics are falling behind.
Here’s what sets the Winners apart:
- They use location intelligence to understand context. They’ve moved past “dots on a map” and into dynamic spatial analysis. They’re mapping customer behavior, identifying where competitive pressure is impacting performance, and decoding the complex dynamics across markets that influence sales, logistics, and operations. Geographic information system (GIS) technology enables these insights by layering internal data with external signals like demographics, mobility, and psychographics.
- They’re localizing at scale. Instead of rolling out one-size-fits-all strategies, Winners tailor their offerings to match local preferences and consumer demand. With GIS, they analyze, visualize, and respond to subtle differences at a granular level—quickly and confidently.
- They’re using local data to build more accurate models. Whether optimizing locations, forecasting demand, or planning expansion, Winners use spatial analytics to test strategies before committing. ArcGIS supports this with powerful modeling tools that blend geography with business logic.
- They’re collaborating across companies to share location-based insights. This is the breakthrough. Winners have learned to share data across organizational lines. They’re building ecosystems where brands, suppliers, and partners exchange spatial intelligence to improve outcomes for everyone. GIS becomes the common language that connects organizations—enabling joint planning, shared visibility, and faster response to market shifts.
This isn’t just theory—it’s a critical success factor. According to the report, 98 percent of respondents (both manufacturers and consumer-facing businesses) see the value in collaborating across the divide to “develop better category plans.” The data also shows that sharing geospatial insights allows organizations to “collaborate more effectively with partners.” In a dynamic market, location intelligence plus collaboration isn’t optional—it’s essential.
The report makes one thing clear: Companies that aren’t investing in location intelligence are flying blind in a landscape that’s constantly shifting. The best strategy starts with a map. And the smartest organizations are using GIS to draw theirs—together.
