Defining Catchment Areas: 6 Questions Retailers Need to Ask
Identifying your catchment area is essential, whether you're a brick-and-mortar retailer, an omnichannel or an e-commerce business looking to open a physical outlet. So what is a catchment area? It's a geographic area from which a business attracts a population that uses its services. In other words, the area that "catches" your existing or prospective customers. A catchment area can be refined based on several different factors. For instance, it can be based on distances or travel times from sales outlets to target customer locations or on key demographic characteristics such as household type, age, gender or socio-economic background.
Bombarded with so much information, more and more retailers are now looking for an easy solution that will help them mark out the right catchment area. Thankfully, the days of making sense of impenetrable facts and figures in Excel spreadsheets are gone. Instead, for retailers, location intelligence is the new paradigm. The CleverMaps platform is a decision-support tool that visualizes your catchment area using easy-to-read maps. Not only does it define the catchment area for your existing stores, but it also forecasts the ideal regions of interest for your up-and-coming outlets. So how can retail professionals get the most out of their catchment areas? We've come up with four helpful questions:
1. Who are your customers, and where do they come from?
We've learned that your business catchment area should ideally be populated by consumers who will purchase your products. Most retailers obtain their customers' details and addresses from data collected through loyalty programmes or from their transaction databases, including online/e-shop orders and in-store purchases. Thanks to map visualization, you can view the distribution of these addresses at different levels of granularity within your catchment area and better understand what types of customers you are attracting.
2. What is the market share throughout the network?
Visualization of the market penetration
3. What is the market share of my business compared to the competition?
4. Are there stores within your network cannibalizing each other?
Competition within the same or similar catchment can be even worse than from the real competitor because it means the same or an equal number of customers and revenue for double the cost. Location Intelligence solutions allow you to compare the catchment areas of your stores, identify the dominant catchment for each and measure the overlaps. This gives you accurate information to help you make sounder business decisions and keep your network intact.
White Spaces Analysis in CleverMaps