GIS tools were used to geocode Sobeys data and to study the distribution of customers who have used Air Miles cards at the Greenwood Sobeys store during the first 38 weeks of operation. From this, a narrowed area of study was determined for further analysis. In depth research would result in several maps useful for determining the final Greenwood Sobeys market trade area. Within the scope of this project, Sobeys primary data was given geographic referencing and rendered on maps. Calculations for department and store level performance were shown at the postal code level based on Greenwood Sobeys primary data. Maps were produced to show results aggregated by postal code for: totals of sales, number of transactions, and number of unique customers. In addition to Sobeys primary data, secondary census data at the Dissemination Area level was incorporated in the project. socio-demographic census data was presented as polygons in the Greenwood Sobeys market trade area. Numerous thematic maps were produced which provide knowledge and enhanced understanding of the Greenwood Sobeys market trade area. If Sobeys were to implement GIS technology, there are a vast number of ways in which adding spatial reference to their existing data warehouse could be used. This project deals with data from one store, and for a short period of time, with a scope appropriate based on the data provided. Much attention was given to understanding the nature of the data, as it was compiled into master tables. Note that a nearly infinite number of approaches could have been taken in presenting the compiled information. For example, focused analysis of simple ratios or rankings could each be considered through looking at the data and comparing differences between postal codes and departments. In short, this document is an overview of general approaches which Sobeys decision makers may find useful to enhance the understanding of their data by using current GIS technology. It is recommended that Sobeys consider adding GIS staff and resources to apply current technology to get the most out of their vast data warehouse.