Origin

     1. Analysis Objective 

The origin analysis showcases where the visitors of your address, store, shopping centre, or shopping area live or work. You will know where your visitors come from and establish the real catchment area of your asset. 

This analysis will enable you to better understand your visitors and one of your competitors, optimise your catchment area, and measure the impact of your action plan on it.

     2. Methodology and Computation

• The origin corresponds to the number of visits made to the address or area analysed from each city or neighbourhood over a month, as a percentage or absolute value (with the possibility of distinguishing between residents and workers in the area).
  For example: an origin rate of 70% for Bordeaux means that people from Bordeaux represent 70% of visitors to the area/address analysed.
• The indicator takes into account the recurrence of unique daily visits during the week. If a person comes 3 times during the month, they will be counted 3 times (if he or she comes several times during the day, he or she will be counted only once).
  The analysis shows 80% of the cumulative origin of visitors. For greater precision, we exclude: residual origin, minimum rates, dispersed, exceptional and inconsistent origins.
• The data is updated once per month, on the 8th, for the previous month.

💡More information about our methodology: Origin and penetration algorithms

     3. How to use it

Features: 

• Compare up to 3 competitors on top of your asset
• Month, year, or custom comparison mode
• Dynamic map
• 2 views: Residency & Workplace 
• Export in PDF or Excel

You can analyse your catchment area for a unique location or compare it to another one.

To start an analysis: 

• Select your asset (you can analyse a unique location).
• For comparison mode (1): add a second asset by clicking on the box below the main one.
• Analysed period (2): Select between month, year, or custom, and define a base and a comparison period.
• Origin type (3): Filter on residency or workplace origin.
• Origin scale (4): define a scale at the city or neighbourhood level.  
• The analysis is displayed in percentages but you can also see the absolute values (5).

     4. How to read it

Example: A rate of 7,7% means that out of 100 visits to your area/store/address, 7,7% were made by people living in Trie Château in February 2024, i.e. X visits made by residents of this city.
On the map, a solid-coloured area indicates a leading position, a hatched area indicates that visitors go to you and your competitors.

Here are some use cases and advice on how to interpret this analysis effectively.

For retailers: 

• Understand where your visitors come from and see the size of your catchment area from one period to another (key periods such as the summer and winter seasons).
• Understand the difference between workers and residents to meet your targets (restaurants, concepts, etc.)
• Diagnose areas of growth and loss in terms of repeat visits.
• Create targeting lists to target more effectively and increase the frequency of your visitors.
• Adapt your communication accordingly and measure its impact to increase visitor frequency.
• Carry out a detailed analysis of the catchment area for your shops and concepts by place of residence or place of work.

     5. Frequently Asked Questions

When I try to make a comparison with the previous year, why don't I have any data?

You may not have data for one of the asset analysed if it was created after the period you wish to analyse. When a request is made to create a polygon, we start collecting data from the month following its creation. For example, if the polygon is drawn in February, data collection begins in March and the data will be available in April. This process ensures that we have accurate and up-to-date information for the new polygon.