1. Analysis Objective
The target population represents, inside your own catchment area, the customer base that is not touched by the brand you are evaluating / that is not inside the catchment area of the brand.
It represents your potential customers that are uncovered by the brand you are evaluating.
2. Methodology and Computation
For each neighbourhood, we compute the penetration of the shopping centre and the maximum penetration of the other shopping centres AND neighbourhoods where the brand is located
If the difference is greater than zero, we sum the remaining untapped population.
3. How to read it
For each column, you can click on the title to sort the brands in ascending or descending order.
Understanding the target catchment population is essential to assess the brand's potential reach and market saturation. By deducting the catchment areas of existing stores from the shopping centre's overall catchment area, we can identify underserved or untapped regions that hold potential for attracting new customers to the shopping centre. This insight helps identify brands that have the opportunity to tap into a new pool of visitors and prove that you will not cannibalise existing stores of the brand.
➡️ If a brand has a target population of 40, 000 visitors, it means that from your whole catchment area 40, 000 visitors are not inside one Zara store's catchment area. It corresponds to the visitors of your catchment area who are not affected by the catchment area of the analysed brand.
Comments
0 comments
Article is closed for comments.