About GENI

GENI stands for Georg Nippgen, founder and managing director of GENI. As a student in Heidelberg (mathematics) Mr Nippgen was working as a commentator on the chess world championship between Karpov und Kortschnoi for the local Rhein-Neckar Zeitung. The chief editor used „GENI“ as acronym for him. When founding GENI Consulting in 1992 Mr. Nippgen came back to this and used his old acronym.

A second hobby of Georg Nippgen is bridge. In 1990 he won the world championship in Geneva.

Short history – from 1981 up to now

1981

Order by the leading German DIY-chain: “Development of a sales calculation model for DIY-stores”

ApproachResult

Phase 1
First try: Count the potential around
Second try: Free potential approach

negative
Phase 2
Organisation of interviews of customers / traditional way
negative
Phase 3
Organisation of interviews of customers and non-customers / focus on behavior (no opinions, wishes or the like)
positive

Phase 4
Development of a behaviour-based gravitation model

  • determining the catchment area
  • determining realized absorption figures
  • determining DIY-affinity

positive

1983

Order by the leading German building material supplier: “Development of a platform for the operational business with focus on “sales management” and “organisation of logistics and delivery”.

  • geocoding of customer data and potential
  • geocoding of acquisition areas
  • fixing of truck routes

1986

Location analyses / DIY Swiss

1987

Order by a food retailer / large formats: “Development of a model for sales calculation.”

ApproachResult
  • customer surveys / focus on purchasing behavior

positive

  • potential classification of affinity categories (food retail big formats)
positive


  • development of a gravitation model food retail / big formats
positive

1989

Setup of an internal database

  • potentials and affinity categories DIY, food retail / big formats
  • competition DIY, food retail

1991

  • Founding GENI Consulting
  • Extension of the internal database with a GIS component (based on MapInfo Professional)

1992

GENI customer request to access the system

1993

  • Founding GENI Software GmbH
  • Setup of the GENI system for the Netherlands

1994

The system is labelled MarISGENI (Markt-Informations-System)

1997

  • First version of MarISGENI-Poland
  • Integration of the navigation net in MarISGENI

1999

Order of McDonald’s Germany

2000/2001

Organisation of interviews in McDonald’s restaurants Enlargement of the definition of “potential / traffic generators”

2001

MarISGENI-version for McDonald’s Germany

MarISGENI-version for WalMart Germany

Founding GENI Polska / headquarter Warsaw

2002

MarISGENI version for Eastern Europe / Shopping Centers

2003

MarISGENI version for the branches „Cash & Carry“ and „Drugstore“

Upgrade of MarISGENI with knowledge modules

2004

Order by the market leader „C&C“ for 4 countries

Development GENI-Grid (1km²) for all countries

2005

Order by the market leader „C&C“ for additional 19 countries

2006

MarISGENI Knowledge version for Russia, Ukraine, Turkey

2007

MarISGENI Knowledge version for Japan

MarISGENI Knowledge versions are available for

  • DIY
  • FMCG (Fast Moving Consumer Goods / food retail)
  • Wholesale C&C
  • QSR (Quick Service Restaurants)
  • Shopping Center

2012

MarISGENI Knowledge versions for USA and Canada

Industry sectors DIY, Food Retail, Shopping Center

2016

MarISGENI-Knowledge version for „Health and FitnessCenter“

2001 - 2018

Annual updates of MarISGENI versions

General Approach

Phase 1:
Generate knowledge

  • Focus „behavior“
  • Industry sector-specific affinity categories
  • Enlargement of the definition of “potential”

Phase 2: 
Organisation of branch specific calculation models based on GENI gravitation model

Phase 3: 
Adjustment of calculation parameters

  • by Industry sectors
  • by company

Phase 4: 
Generating MarISGENI Knowledge version