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RetailVision Catchments

The RetailVision Catchments model is a measure of retail centre potential which helps you identify the extent to which each UK retail centre penetrates its local market.

• The model is built by combining:
  
  
• RetailVision Locations data (including the locations of circa. 200,000 UK retail outlets)
• RetailVision Centres database (including retail centre attractiveness weightings and demand estimates)
• Advanced drivetime technologies to replicate shopper patterns
• Gravity modelling techniques to analyse consumer flows
• Actual observed customer flows for calibration purposes sourced from an anonymous retailer syndicate (covers >95% of the top 500 centres, >77% of the top 1,000 and >40% of the entire centre database)
  
  
• Flexible outputs allow the model to be applied in a number of different ways to different retail network planning and market analysis projects.
  
  

• Between builds, retail weightings can be adjusted by the user inline with outlet openings or closures to keep abreast of changes in the extent of retail catchments, as they happen.

Retail Centre Catchment Definitions

Identifies the Post Sectors / Output Areas that contribute shoppers to each centre.
Provides Post Sector / Output Area level digital boundaries and directories for over 4,800 overlapping retail centre catchments.
Enable users to visualise the extent of centre catchments through a series of centre catchment maps which can be created in MICROVISION or other mapping packages.
Help users distinguish the primary, secondary and tertiary catchments around each centre. Each Post Sector / Output Area in each catchment is categorised by its Catchment Type, defined by the percentage of population flow that it attracts.

Retail Centre Catchment Flows:

• Also available as an output is the flow data used within the model, which tracks consumer flows from each Post Sector / Output Area to each retail centre.

• Analyse the effects that store closures and openings would have on the overall catchment flows by modifying centre strengths and regenerating catchments.

Retail Centre Catchment Statistics:

• Demographic statistics are available for over 4,800 retail centre catchments.

• Use MICROVISION to produce reports and thematic maps detailing the demographic and
  socio-economic breakdowns of each retail centre catchment.

• The following Retail Centre Catchment attributes are available:
  
  
  • Household & Population Counts
  • Gender
  • Age
  • Ethnicity
  • Employment Status
  • Car Ownership
  • Social Class
  • House Tenure & Type

• A number of further measures are also available for an additional license to provide extra insight into the demographic and socio-economic characteristics of each centre catchment:

Application of RetailVision Catchments

• Comparison of your existing centre locations against the national ranking enables you to benchmark performance and identify those centres with the most potential.

• Potential new locations can be identified that will give maximum coverage of the UK both in terms of shopper flow and market potential. By creating catchment maps for each current location network gaps can be highlighted.

• Retail centre catchment changes can be monitored and analysed simply by updating retail weightings within the model as soon as a change in a centre takes place, e.g. an outlet opening or closure.

• Sales patterns can be analysed by incorporating your own sales data into MICROVISION
  and comparing current penetration rates against those of the retail centre as a whole.

• By accurately defining each retail catchment, areas can be identified which don’t currently contribute to store sales, and these can be focussed on with local marketing initiatives.

• The centre catchment statistics can help you understand the needs of the local population, enabling you to implement store/outlet optimisation strategies in areas of product ranging, resource allocation and store environment planning.

• Examine the relationships between centre catchment attributes and sales revenues to find catchments with similar profiles to your best performing stores and develop analog sales predictions.

• Assess whether existing outlets are located in the best areas to capitalise on high levels of shopper flow.