Location check

For many industries – especially for retail – the choice of location is a central success factor. Those are successful who can quickly and flexibly adapt their corporate strategy to the market and the competition. Decisions on location must therefore be carefully backed up – preferably on the basis of sound data on target groups and the competition. Another factor is that the constant changes in the market environment and in patterns of demand that make it necessary to continually monitor the suitability of the location for the company’s concept. The FairControl Location Check investigates all the relevant locational factors and allows you to professionally plan your location decisions.

Goals

  • Development of a sound basis for your location decision making and marketing planning
  • Investigation of the suitability of the location with a view to your company’s concept
  • Optimal orientation of your product range and shop concept towards your target group, your catchment area and the structure of passers-by
  • Analysis of the competitive situation: Targeted search for niches and growth opportunities, as well as for ways of standing out from the competition
  • Determination of your current and anticipated future market potential

Study Contents

  • Traffic situation:
    How can the location be reached by customers? How good are the (public) transport connections? Are there sufficient parking spaces?
  • Demographic structure of the catchment area:
    How is the socio-demographic structure in detail (professional groups, age, family status etc.)?
  • Volume of passers-by and the market environment:
    How high is the density of passers-by at the location? Which businesses from other sectors with a high customer volume are there close by (e.g. banks, doctor’s surgeries)?
  • Consumer structure at the location:
    How high is the share of potential customers at the location itself and among the passers-by?
  • Demand potential in the catchment area:
    How high is the purchasing power at your location and in the catchment area? How much do the consumers in your catchment area spend on the products and services you offer?
  • Customer profile:
    Are there special trends in demand or special needs at your location? Where and how do your (potential) customers get their information, which media do they use?
  • Competition:
    Which competitors are represented at your location? How have competitors aligned their product range and how does the pricing look like? Does the competition perhaps offer services or products that you do not have?

INSTRUMENTs

  • Survey: Representative surveys in the catchment area or on-site surveys of passers-by / customers at the location
  • Routing analysis to determine the volume of passers-by and the routes taken by passers-by at the location
  • Mystery shopping at competitors
  • Secondary analyses:
    • to analyse the market situation and the socio-demographic structure
    • to analyse the market situation and the socio-demographic structure recourse to data material, such as the German Federal Office for Statistics and the Institute for Trade Research or other statistics and studies on consumer behaviour