LOCATION PLANNING & ANALYSIS
Location planning is the process to help evaluate the impact of location on the consumer buying process. No single location is the same as another. It’s obvious but it’s surprising how often brands and retailers don’t account for this fact.
‘S2 helped define the consumption opportunity for Powerade, enabling ranking of outlets to prioritise equipment placement and field sales resourcing for the sampling programme. The success of this project resulted in a major national roll out across the UK with an emphasis on locations with the highest ranked customer profile.’ Brand Manager, Powerade
Our location planning services span competitor analysis, franchise territory selection, customer profiling and targeting, acquisition and retention, commercial property evaluation and new site or site closure impact strategies.
Store location planning and analysis is a means for businesses to analyse store performance and understand contributing factors on the buying process for that store.
The simple mantra of getting your products into the hands of the right people, via the right outlets, in the right locations is essential to driving return on your marketing spend.
As location analysis provides information on who is within your target catchment, you can evaluate how your store is performing based on the size and potential opportunity in the surrounding area.
A more informed understanding of consumers is not just about where people live. It’s also about where they work, how they travel, where they socialize, their affluence, lifestyles, ethnicity, spending habits and the on and offline retail environments in which they choose to shop. ‘Location’ is a key driver of this process.
Getting your products into the hands of the right people, via the right outlets, in the right locations is essential to driving return on your marketing spend.
Our location planning services include:
- Store and estate segmentation to differentiate range, pricing and promotional activity across multiple on and offline channels.
- Identifying external footfall triggers using proximity data on transportation links, places of interest, education establishments, major venues and shopping centres.
- New store openings and closures and estate acquisition or disposal strategy.
- Stores reviewed by shopper and local community environment by blending sales and volume performance data with external consumer, workplace, on line, mobile and retail demographics defined in S2’s ‘Total Picture’ ™.
- Analysis of existing stores and locations to reduce effect of cannibalisation.
- Competitor estate and store analysis.
CASE STUDY EXAMPLE