Real-World Trade Areas Unveiled at ICSC RECon

ArcGIS Online Provides Data and Analytics from eSite and TomTom to the Retail and Real Estate Community

May 14, 2013

Real-world trade areas provide more accurate insight.

Redlands, California—Esri announces that it is teaming up with strategic partner eSite to bring unique trip and traffic flow insights to the ArcGIS platform. The insights are derived from eSite tools using origin and destination data from TomTom, the leading provider of navigation and location-based data, and will be delivered through Esri's ArcGIS Online. Retailers, merchandisers, restaurants, banks, and others, will be able to define real-world trade areas and market potential for their stores, restaurants, clinics, branches, and facilities. To see this exciting new location analytics tool, visit Esri booth #933 during RECon.

The trip data exposes the origin and destination for any consumer trip to or from a trade area. When combined with Esri Location Analytics, these new eSite tools will allow retailers to move beyond inferred trade area demographics to do the following:

  • Filter data by parts of the day, a full day, or week
  • Better understand where their potential customers come from and where they go
  • See how potential customers interact with their stores as well as their competitors' stores

Now, instead of relying on typical residence-based trade area reporting, end-to-end market modeling and forecasting will be based on fact, not intuition.

"We are pleased to work with Esri and TomTom to provide access to this data for location-based customers," said Tom Blazer, CEO of eSite. "TomTom is the world's leading supplier of location and navigation products, and Esri is the only vendor that provides a complete platform that allows us to deliver our data solution to desktop, mobile, server, and cloud users."

"TomTom is always excited to see our products used in new and innovative ways," said Dan Adams, vice president of Location and Live Services, TomTom. "This collaboration extends the use of our origin and destination information to a new audience, providing them with trade area information never before available."

"This is a breakthrough in retail analysis," said Simon Thompson, Esri's commercial industry director. "Most location-based businesses have very little customer data. With this data, retailers have real trips to their store's trade area from real shoppers. Retailers can easily see who core shoppers are, find more like them living both inside and outside their trade area, and understand what drives them."

To set up a meeting to talk about how Esri and eSite can help your business understand and use location to understand customers better, visit

# # #

About eSite, Inc.

Founded in 1998, eSite is one of the first business intelligence companies to create location-based analysis tools combined with consulting services for national brands. With a focus on spatial analytics, the company makes it easy for national retailers, restaurant chains, health insurance providers, convenience stores, and others, to evaluate their current real estate portfolio and find their best locations. eSite customers include Charming Charlie, Harley-Davidson, and The Container Store, which utilize eSite's user-friendly tools and round-the-clock analysis to abate the risks inherent in making location decisions. For further information, please visit

About TomTom

Founded in 1991, TomTom (AEX:TOM2) is the world's leading supplier of in-car location and navigation products and services focused on providing all drivers with the world's best navigation experience.

Headquartered in Amsterdam, TomTom has 3,500 employees and sells its products in over 40 countries. Our products include portable navigation devices, in-dash infotainment systems, fleet management solutions, maps, and real-time services, including the award winning TomTom Traffic.

TomTom is one of the world's leading companies with an advanced cloud-based Location Based Services Platform environment that allows developers easy access to TomTom's map content and software services. With this new Location Based Services Platform, developers are equipped with the content and tools to create location-enabled applications for various markets, including consumer, enterprise, and governmental. As a pioneer in the growing location-based services market, TomTom offers a Global Geocoder web service that offers batch geocoding in 52 countries. For further information, please visit

Press Information:
Karen Richardson, Esri
Tel.: 909-793-2853, extension 1-3491
E-mail (press only):
General Information: