Catchment area analysis

A catchment is the area customers can reach a site from within a set travel time. Location Intelligence calculates it along driving or walking routes, so its shape follows the streets around the site.

Set the travel time

1. Click Travel time in the bar at the top of the map.
2. Choose Drive or Walk.
3. Choose 5, 10, 15, 20, or 30 minutes.

The default is a 10 minute drive. The same setting applies to the site you are assessing, your branches' catchments, the scan for opportunities, the share of demand your branches reach, and the overlap between your branches.

If a site assessment is open when you change the travel time, the shaded catchment updates straight away. The figures in the assessment keep the previous setting until you assess the point again.

See your branches' catchments

Turn on Customer ranges under Map layers. Each branch's catchment is drawn at the current travel time, and catchments appear one by one as they finish calculating.

Assess a site

Search for a place, click a point on the map, or click a district in the Expansion ranking. The Site assessment opens in the work panel, and the site's catchment is shaded on the map. The assessment shows:

• A score out of 100 with a short explanation. A badge next to the score sums up the result from the score, the cannibalization risk, and the share of demand that is new.
• Cannibalization risk: the share of the new site's sales that would come from your nearby branches instead of new customers. Lower is better.
• Where competitors are included in the model, a bar that splits the site's expected demand three ways: taken from your branches, won from competitors, and new demand.
• Your stores affected: each branch that would lose demand to the site, how far away it is, and the share of its demand that would move. Click a branch to show it on the map.
• Revenue at risk and Projected revenue, when you have entered monthly revenue for your nearby branches. The projection says how many branches it is calibrated on, and shows a range when there are two or more.
• What drives the score: each factor scored out of 100, with the share of the total score it carries. Factors without data are left out.
• More detail where data covers the point, such as local market signals, parcel and zoning detail, district property prices and recent sales, peak hours nearby, passing traffic, Data sources & freshness, and an Assessment summary.

Click Save this site to add the site to Shortlist.

Model the size of a new site

Under Model store size (optional), enter an expected Monthly revenue (SAR) or Floor area (m²), then click Apply. The assessment runs again with that size. If you leave both blank, the site is modeled as an average store.

Assess one of your branches

When the point is on one of your branches (within about 150 metres), the assessment measures that branch. Branch redundancy is the share of its demand your other branches would recapture without it, and Branches that would absorb its customers lists them.

How cannibalization is calculated

Location Intelligence uses a drive-time gravity model. It takes the order demand of the districts around the site and splits each district's demand between your branches, nearby competitors, and the new site, based on how attractive each store is and how long it takes to drive there. Demand the new site takes from your branches counts as cannibalization. Demand it takes from competitors, or that no store captured before, counts as new.

• Business type sets how quickly demand falls off with travel time. Customers travel less far for a cafe than for an electronics store.
• A branch's monthly revenue or floor area sets how strongly it pulls customers. Without them, the model estimates its pull from its rating. To enter them, click the pencil button next to the branch under Your sites in Network.
• When the gravity model was used, the section is marked Drive-time model. Where there is no district demand to work from, the share is estimated from catchment overlap instead.

How much demand your branches reach

At the top of Find next, a coverage figure shows the share of demand in the area that falls inside your branches' catchments at the current travel time. Demand is weighted by each district's order volume. Below it, Best site to add names the saved site that would add the most new reach. With several saved sites, the panel lists them as Best sites to add, in order. Click a site to assess it.

Overlap between your branches

1. Open Network.
2. Click Show overlapping branches.

The map zooms to the branches that overlap, highlights them, dims the rest, and draws a line between each overlapping pair. The Branch overlap panel lists Overlapping branches as pairs, with the share they have in common and the distance between them. Click a branch name to show it on the map.

The pair figures are a quick estimate from the distance between the two branches and the current travel time. Below the pairs, the panel runs the drive-time model for each branch. It counts how many branches are Distinct, have Some overlap, or have Heavy overlap, and shows each branch's Shared demand and the branches it Shares customers with.

Click Show overlapping branches again to leave this view. The Network report at the top of Network also shows how many branches are Overlapping and the Avg overlap between pairs.