The optimising of sales of consumer packaged goods is often driven by location, both in terms of which retail outlets to target and, in-store, how the goods are merchandised.

Catchment Definition and Profiling

Catchment definition allows us to link a set of residential areas with a particular retail outlet based on the shopping trip making behaviour of residents.  Using spatial modelling, for instance, it is possible to identify the census output areas associated with each major grocery store.  This enables manufacturers to understand the drivers of market share geographically.

Catchment profiling allows us to determine how aligned the customer base of a particular retail outlet is to the target customer group for a particular product.  Creating catchment profiles allows us to target the best stores where the customer base has the highest propensity to purchase.

Basket Analysis

Analysis of how customers shop a store reveals the degree to which any two or more products are linked.  This can then inform the placement of product within each store.  Ideally a product should be placed in the "hotspot" which has the highest concentration of products which are most strongly linked.