Retail and Fast Food Sector Drive GapMaps Growth in Indonesia

GapMaps, an Australian cloud-based mapping software specialist that assists organizations with the provision of network strategy and location information planning, continues to expand their international presence which now spans 21 countries including Indonesia.

Although the retail sector has been impacted by COVID-19, they have adapted to new patterns of customer demand and built new channels of marketing. In Indonesia, GapMaps sees fast food delivery channels experiencing strong growth, creating a demand for data and insights that enable brands to better plan and capture the potential of this growing market.

“Since 2018, we have added five new markets every year and have seen double-digit revenue growth year-on-year,” said Anthony Villanti, Managing Director and Founder of GapMaps.

“We have experienced this growth thanks to the ease of use and the sophistication of our mapping software, which uses the latest demographic, government and industry data to help clients choose the right physical store that suits their business needs.

"Currently, there are around 500 brands that use GapMaps in sectors that require a physical location, such as fitness centers, gas stations, grocery stores, fast food restaurants, shopping centers, and convenience stores," added Anthony.

Tim Shaw, Director of Market Planning for GapMaps, said, “Several global brands who are our Australian clients have suggested that we enter new markets so they can use GapMaps overseas. That was one of the main reasons when we decided to expand our business.”

As Indonesia gradually reduces COVID-19 restrictions, GapMaps observes and monitors an increase in pedestrian activity in crowded centers, shopping centers, and other retail areas.

"There is interesting variability in the COVID-19 recovery process," added Tim. “We expect there will be variability between countries due to differences in lockdown restrictions and when those restrictions are relaxed or removed. Instead, we saw significant variation in the speed of recovery – between large, small and central shopping malls; there is an inconsistency in large urban centers when compared to urban centers and smaller areas.” The team also said that brands' ability to access this insightful information allows them to more effectively manage their network of physical stores during the pandemic recovery process, as well as to plan for a 'new normal' business standard in a post-pandemic world.

GapMaps' clients contributing to international growth are brands such as Domino's, KFC, Starbucks, Burger King, Subway, and McDonalds. Eat'n'Go, franchisees for Domino's, Cold Stone and Pinkberry in Kenya and Nigeria, leveraged data insights provided by GapMaps.

“GapMaps has the unique ability to create quality location insights and data in some countries where access to data is very difficult,” said Pat McMichael, Group Managing Director and CEO of Eat'n'Go.

“The quality of their data and their easy-to-use platform has allowed me to introduce world-class market and network planning processes to businesses where the processes they previously implemented were quite simple.”

Growth Strategy 

“In addition, when GapMaps sees a significant growth opportunity somewhere, we proactively enter the market and build a local client base,” added Tim. “The combination has proven to be a good business growth strategy.”

“In Indonesia and other Southeast Asian countries, fast food restaurants are one of the fastest growing sectors. Although population growth has slowed over the past few years, consumer growth rates have reached four times the overall population growth rate, driving global brand investment in store and shopping precincts.”

Access to demographic data in some markets is a challenge in itself given the reliance on more than a decade of census data. The data are often too broad and not suitable for local catchment analysis to support site-related decisions.

“With GapMaps, we can analyze disparate demographic, industry and local government data to generate detailed insights, often researching up to 100 – 250 meter swaths to determine the optimal store catchment area,” said Tim. “It gives customers the same market planning process and experience that GapMaps uses in Australia.”

Sector Expansion 

"Besides retail, GapMaps will expand into several other key sectors they have supported in Australia such as nursing homes, medical and health, as data in international countries can be accessed more easily," added Tim. “For now our focus in Indonesia is on the retail and food delivery sectors, where we can provide immediate added value to our clients.”

“While the pandemic has affected retail categories such as food and hospitality, it has also created an environment in which global and local brands are using this time to reorganize, rethink and reassess their network planning strategies and decisions regarding their physical store placement, in preparation for post-mortem. -lockdown."

A GapMaps Advisory team has also been formed to support customers in all markets. The team, consisting of the personnel who built the GapMaps platform, provides consulting services, in-depth data analysis and research to assist clients with new insights, strategies and business plans.