This gets tired quickly, and is not always effective as a way of analyzing data. With all your data translated to grids, you get the chance to build multi-variate analysis using data from a variety of sources. So a concept like sales potential can be calculated to include the influences of both market desire, proximity, competition and more. The traditional way to handle data in a business GIS is to have it reside at the level in which it came to the map. But data has impact on areas around the point of entry.
Malls have influence on the retail geography of an area.
Spatial Analyst allows you to set this data free, and broadcast the impact of the data across the grid to the extent desired. So a household's buying power can be felt a mile or two away from the household's actual location.