Location Analytics

Building a market map or trade area network defines the size and shape of the trade area. Our solution is a national breakthrough market optimization model for Canadian retail businesses. Its our proprietary data driven solution to location analytics. It connects detailed competitor and consumer spend data within a comprehensive layered trade area algorithm to pinpoint and rank the best retail opportunities currently invisible using conventional methods. 

Key Features.

  1. Asset Optimization: Compare and rank all retail opportunities by individual sites, existing and new in Canada.
  2. True Test of Performance & Market Potential: Measures internal against external market.
  3. Geographic Context and Insight for consumer marketing and analytics. Mobile consumer purchase geography is complex. For example, loyalty program & mobile location data.
  4. Analytic Feed for other models and data mining (i.e. setting branch targets).
  5. Dashboard Delivery: Tableau best-of-breed visualization, discovery and sharing
  6. Demand Data: Our partnership with Manifold Data Mining gives us access to a mountain of consumer demand data to populate our trade area framework: Geo-demographic, household spending, consumer product and media usage, consumer purchase behavior, shopping patterns, psycho-graphic and lifestyle cluster data all created at the 6-digit postal code level. 

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 Why it works?

  • Layers allow the model to quantify the complex nature of consumer purchase behavior. Each layer represents a specific value proposition where consumers purchase goods: super-regional, regional, community and neighbourhood centers.
  • Accuracy: The model imposes accuracy with a system approach that completes supply & demand by individual trade area while accounting for surpluses and leakages between trade area types. 
  • Easy calibration: This point can't be overstated. Calibration is the key to accuracy and this model can be calibrated at different levels of detail...ranging from using total system sales (1 number) to using detailed point of sales data. It's calibrated by adjusting flows between trade areas and adjusting the size of the trade areas using secondary trade area buffers.
  • Adaptable: The number of layers in the model depends on the number of value propositions. It means that new layers can be inserted to include unique retailers like Costco and Outlet Malls.
  • A complete supply and demand by trade area allows the accurate performance measurement and comparison of facilities seamlessly between existing and new potential sites...ensuring that no opportunities are missed.

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