Traffic market shares

This second tab allows you to analyse your shop by comparing it to your competitors.

💡You can export all analyses via the Export button (top right). Each analysis can be exported individually via the ‘...’ at the top right of each one.

OVERVIEW OF YOUR TRAFFIC MARKET SHARE

    1. Analysis Objective

This first analysis allows you to observe the evolution of your traffic market share between 2 periods compared to the competitors of your choice. Based on the cumulative traffic of your centre and your competitors, you can see the market share of your centre compared with your competitors.

Here are some use cases and advice on how to use these analyses effectively.

For supermarkets and shopping centres:

• Measure the impact of significant events: Measure the impact of your competitors' visitors on your shop during a store change or closure.
• Identify seasonality and peak periods: Analyse changes in market share according to peak periods.

     2. Methodology and computation 

• Total number of unique visitors per day: A person is counted if he/she stays more than 10 minutes in the area.
• The data is updated once per month, on the 8th, for the last month.
• We calculate the sum of all the visits made during the period to all the assets selected (in the filters), then the total visits per asset: we obtain the percentage of visits for each.

💡More information about our methodology: Quantification algorithms

     3. How to read and interpret the analyses?

💡Find information on how to configure analyses here: Tabs, filters and competitors.

Evolution chart

• The graph shows your market share in terms of total visits compared with that of your competitors and enables you to analyse changes between 2 periods.
• Move your mouse over the areas to see the total number of visitors.

Comparative view

• The table gives you a comparative overview of your market share of total visits compared with your competitors between the 2 periods, as well as the evolution (in points) for your centre/store and your competitors.
• Observe whether you have gained or lost market share and in relation to which competitor.
• This will enable you to identify the distribution of overall traffic.

Example: Between March and June 2023, 19 out of 100 people visited Brico La Rochefoucauld, 51 visited Castorama Angoulême and 30 visited Brico Angoulême.
Between March and June 2024, Brico La Rochefoucauld's market share increased by 14 points, from 19% to 33%. At the same time, Castorama Angoulême lost 9 points and Brico Angoulême lost 3 points over the same period.

EVOLUTION OF SHARED VISITORS RATES WITH THE COMPETITION

     1. Analysis Objective

We compute the proportion of shared visitors between your store/centre and your competitors to give an idea of the cannibalisation that exists between them.

Your centre/store is taken as the reference and will be the common denominator for this analysis. The analysis enables you to compare the evolution of shared visitors with your competitors, to assess the level of competition in your catchment area and to measure the impact of your action plan.

Here are some use cases and advice on how to use these analyses effectively.

For supermarkets and shopping centres:

• Identify the proportion of visitors who go to your store/centre and to your competitors.
• Measure the impact of significant events: Measure the impact of visitors to your shop from your competitors when you change store name or close.
• Identify seasonal patterns and highlights: Identify the times when the proportion of joint visitors is high.

     2. Methodology and computation 

• The data is updated once per month, on the 8th, for the last month.
• Shared visitors = number of visitors who visited two areas during the same period / number of visitors to the asset analysed.
• One person is counted once per day.

💡More information about our methodology: Shared visitors algorithm

     3. How to read and interpret the analyses?

💡Find information on how to configure analyses here: Tabs, filters and competitors.

Observe the percentage of visitors who went to your store/centre and to your competitors during the same period.

Example: Over the period March to June 2023, 16% of my visitors also went to Castorama Angoulême.
Over the same period in 2024, the percentage of shared visitors fell to 14%, a drop of 2 points against Castorama. This means that a smaller proportion of people visiting my shop also went to this competitor.

INFLUENCE IN TERMS OF PENETRATION RATE OF COMPETITORS ON YOUR CATCHMENT AREA

    1. Analysis Objective

This map enables you to analyse the penetration rate in the cities in your catchment area and the collective catchment areas of selected competitors. Take a visual look at the proportion of people living in a city/neighbourhood who visit you and/or your competitors.

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

For retailers and shopping centres:

• Analyse the influence of competitors on my store's catchment area.
• Visualise the areas where you are the market leader compared with the competition.
• Pre-identify the areas in battle with the competition.

     2. Methodology and computation 

• The penetration rate corresponds to the proportion of inhabitants (unique visitors) of a city or neighbourhood who came to the area analysed over a month.
  For example: a penetration rate of 70% for Bordeaux means that 70% of Bordeaux residents visited the area/address over the period analysed.
• This is the number of unique visitors from a city or neighbourhood who visited the area analysed at least once.
• We do not take account of multiple visits: we talk about unique visitors. If a person visited the point of interest analysed every day of the month, we will only take them into account once.
• Penetration rates are displayed for all neighbourhoods/cities included in the catchment area, which corresponds to 80% of the area of origin.
• The data is updated once per month, on the 8th, for the last month.

💡More information about our methodology: Origin and penetration algorithms

     3. How to read and interpret the analyses?

💡Find information on how to configure analyses here: Tabs, filters and competitors.

Within your catchment area, observe for each city/neighbourhood, the percentage of residents who go to you, your competitors or both.

• The coloured pins represent your centre and your competitors.
• Move your mouse over the areas to see the distribution of penetration rates between you and your competitors.
• Solid coloured areas represent areas where only you or one of your competitors is present (without cannibalisation).
• The darker the coloured area, the higher the penetration rate.
• Striped coloured areas represent areas where you and your competitors (one or more) share customers (collective catchment areas). The dominant colour indicates the store/centre with the highest penetration.

Example: Chazelles is a collective catchment area where your store and your competitors share customers. 29% of Chazelles residents went to Brico La Rochefoucauld and 19% to Castorama Angoulême. Brico La Rochefoucauld has the highest penetration in this city and is the market leader.

TOP ZONES BY DECREASE IN PENETRATION VS COMPETITION

     1. Analysis Objective

This analysis shows penetration in the form of a table, enabling you to analyse the areas with the biggest fall or rise in the number of visitors for the selected period, compared with your competitors. You can also see where market share has been lost or gained.

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

For retailers and shopping centres:

• Understand the penetration rate of residents of a city or neighbourhood who visit your store.
• Analyse your competitors' catchment areas to understand your impact and their impact over time.
• Identify the cities and neighbourhoods where you are losing customers to your competitors and the areas where you are gaining customers, so that you can set up targeted campaigns.

     2. Methodology and computation 

• The penetration rate corresponds to the proportion of inhabitants (unique visitors) of a city or neighbourhood who came to the area analysed over a month.
  For example: a penetration rate of 70% for Bordeaux means that 70% of Bordeaux residents visited the area/address over the period analysed.
• This is the number of unique visitors from a city or neighbourhood who visited the area analysed at least once.
• We do not take account of multiple visits: we talk about unique visitors. If a person visited the point of interest analysed every day of the month, we will only take them into account once.
• Penetration rates are displayed for all neighbourhoods/cities included in the catchment area, which corresponds to 80% of the area of origin.
• The data is updated once per month, on the 8th, for the last month.

💡More information about our methodology: Origin and penetration algorithms

     3. How to read and interpret the analyses?

💡Find information on how to configure analyses here: Tabs, filters and competitors.

For each city/neighbourhood, observe the change in the penetration rate between the 2 periods, identify the areas where you have gained or lost ground, and then compare the change with your competitors.

• Analyse the change in the number of visitors in points between the 2 periods compared for each store, in the column of the same name.
• The oldest period will always appear first, and the change is calculated from the oldest to the most recent.
• The redder the box, the greater the loss of visitors. Conversely, the more the box is green, the more the total number of visitors has increased between the 2 periods.
• You can sort the data in each column in ascending or descending order.

Example: Between June 2023 and June 2024, Brico La Rochefoucaud gained 5 points in the city of Ruelle-sur-Touvre, rising from 3% to 8%. At the same time, Castorama Angoulême lost 8 points and Brico Angoûleme lost 7.

Although Brico Angoulême remains the leader, with a penetration rate of 20% in June 2024, Brico La Rochefoucaud has lost population to Angoulême in the space of a year.

Over the same period, Castorama has also lost ground. Brico La Rochefoucaud seems to have win visitors to these 2 competitors.