A case for spatial decision‐support systems in retail location planning

Despite some significant success stories, there has been only a slow diffusion of awareness of the benefits and application of site evaluation techniques in general, and the application of geographical information systems (GISs) in particular. Four types of factors that have hindered the development of the use of GISs as spatial decision support systems (SDSSs) are outlined: the balance between costs and benefits; the historical development of location and locational marketing strategy within retail businesses; establishment of the role of GISs as SDSSs; and an appreciation of the competitive advantage to be gained by appropriate use of GISs. Argues the latest generation of GISs boasts a number of features that are likely to make them more user friendly and easier to integrate into the total information systems environment within an organization. However, effective use of GISs as SDSSs also depends on full integration of GISs into the armoury of decision‐support tools used by retail managers.