Optimising The Location Network

• Presentation of the project data (sector, business type, sales area, supplementary utilisations, parking space availability, etc.)
• Location description (description of the planned location and the relevant situation in the surrounding area) on the basis of up-to-date, on-the-spot surveys
• SWOT analysis with detailed analysis of the location features for the planned utilisation
• Description and evaluation of the competitive situation in the catchment area with a presentation of the relevant data for each competitive location and an appraisal of their competitive strength on the basis of up-to-date on-the-spot surveys
• Delineation and zoning of the potential catchment area, and determination of the relevant socio-economic data (population, purchasing power level, purchasing power potential, etc.)
• Forecasting, including the development of population and purchasing power within the catchment area
• Analysis of the possible sales to be expected at the planned object
• Summary of analysis of the market and location situation

The difference between a short location check and a market and location analysis may be seen in the following points:

• A detailed description and evaluation of the competitive situation is carried out only for the local catchment area; other competitive locations are listed, but are not described or evaluated in greater detail
• No forecasting of the development of population and purchasing power within the catchment area
• Generally concise, less detailed presentation

• Short description of the macro-location, i.e. the town, municipality or region (position in the area, traffic connections, town-centre function, etc.)
• List of the potential competitive locations within the area under study
• Delineation and zoning of the potential catchment area, and determination of the relevant socio-economic data (population, purchasing power level, purchasing power potential, etc.)
• Summary and recommendations on how to proceed further

If need be, the respective logistical locations can be integrated into the analysis as well. In the basic package of a branch network analysis, all locations and areas will (among other factors) be identified which

• still have sufficient potential, which round out or systematically complete the existing location network and are therefore suitable for further expansion
• already display high location density, so that any further densification would lead to "cannibalisation effects", or which
• may already be displaying marked "cannibalisation effects".

Founded on the basic package presented above, a detailed analysis of market penetration can be carried out at a local, regional, national and international level, including sales data or information on the geographic origin of customers at the individual locations. As well as key figures and benchmarks for each store branch, important information for marketing planning can (among other things) be deduced from these.

Each competitive location is thereby evaluated on the basis of a specific criteria table, and also examined with regard to its specific strengths and weaknesses.
Based on such a competitive analysis, the opportunities and risks within this competitive environment can be evaluated, specific approaches can be developed for successfully cultivating the market, and the possibilities of developing a USP (Unique Selling Proposition) for an existing or planned location can likewise be deduced.

In keeping with the specific task assignment, a coordinated catalogue of questions is developed in cooperation with the client. On this basis, a well-grounded, representative consumer or customer survey is carried out. This may - according to what is needed - be carried out in one of the following forms:

• Face-to-face interviews (e.g. at the point-of-sale)
• Questionnaires
• Telephone interviews
• Meetings of "focus groups"

The results will be printed out in an annotated report containing not only tables and diagrams, but also, above all, detailed explanations, comments and conclusions. If desired, the results can of course also be presented and elucidated verbally in front of a select group.

The compilation of customer origin data may, for example, be carried by ecostra out through

• Face-to-face interviews (e.g. at the point-of-sale)
• Car number plates in the car park, or on access and exit roads

A survey of car number plates thereby not only presents the most cost-effective approach to conducting a study, but at the same time can, for example, be carried out at competitors locations, enabling the integration of data about the competition in the analysis. On the other hand, the point-of-sale survey also enables analysis of market penetration at a very small-scale level, coupling the shopping receipt with customer origin.

If desired, specific cases from the current day-to-day work of the participants can be worked on as examples. According to choice, the seminars can be booked as one-day events (9 a.m. to 5 p.m.) or as half-day events (9 a.m. to 1 p.m. or 1 p.m. to 5 p.m.). The participants at the intensive seminars receive a conference transcript documenting the lectures and the presentations given by ecostra, as well as a compilation of the relevant expert literature on the chosen subject.

Lecture topics include:

• The 1a location is top! Is everything else a flop? Do secondary shopping areas still have a chance?
• The future of trade in the city. Trends, experiences and measures.
• Aspects of location evaluation and selection in the context of branch network densification and optimisation in the retail trade
• Shooting through the market at 1,000 volts. New winning concepts in trade
• Go east! Property development in Central & East European Countries
• The city center as an investment grab?
• Conquering and defending market positions - future-oriented location development in trade
• Factory Outlet Centers - location requirements - how they work, and experience of the effects on retail trade structures, labour market and tourism, etc.