CASE
Russian retail
Maps were used in a strategic planning session with a group of Russian retail experts to stress test their strategies against the coming threat of 'next generation' retailers like Amazon and Alibaba. The aim was to identify how things will change and where the strategic options for competing against fast-moving giants are.

The needs of a key customer segment were identified and the current state of the Russian retail to meet those needs was mapped out.
Climate patterns were used to anticipate how the retail landscape would change when the likes of Amazon of Alibaba entered the market more fully. This revealed options the more nimble Russian retailers could consider in response:

  1. Fulfilment-as-a-Service
  2. The Russian Comparison Platform
  3. The Future Shop.