Geomarketing as an important element of a food retailer's business model : a managerial view

The aim of the study is to explore how geomarketing becomes a key element in managing the business model (BM) of an established retailer on the food market. The survey sample comprised 244 stores, whose managers were questioned by means of a semi-structured interview in 2021. Cluster analysis was used to assess 40 statements from the managers about the BMs of the current store. The resulting clusters indicate, among others, that large retailers devote more and more attention to the analysis of a territory, and their decision-making deepens even more due to the use of a multi-format strategy on the food market. The article contributes to the discussion about the market within geomarketing research in terms of both theory and practice at a time when the population’s income is expected to decrease due to several crises, for example, health-economic and energy, on the food market.