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Household Analysis Tool

Quantify your customer presence in a trade area

Written by Maddie Wolfe

Overview

The "Household Analysis" tool allows you to gain insight on actual customer draw per location(s) found within a particular geography.

First, make sure you have a geography populated on the map. Then, right click on the geography and select the Household Analysis tool. You will notice below there are customers in this trade area from existing sites. The darker "heat map" shows where the larger concentration is coming from (west side).

Counts

  1. Total Unique Households captured within the geography you are measuring.

  2. Total Sales tied to all Households captured in geography you are measuring.

  3. Average Sales per customer Household captured.

Actual

  1. Word cloud of Lifestyle and Demographic traits that describe the makeup of the households captured at an aggregate level.

Segmentation Graph

  1. Bar chart indicating makeup of customer households by segment.

  2. Bar length represents the relative % makeup of the segment in the Study Area

  3. Hover over the bar to see the count of Households that make up the segment

My Locations

Top Store Highlights

  1. Displays the name of the store with the largest count (number) of households captured in the Study Area.

  2. Displays the address of this store.

  3. # Captured: Shows the total number of households captured by the Top Store.

  4. % Captured: Shows the percentage of households captured in the Study Area that belong to the Top Store. Of the total customers captured in the trade area 86.4% of them had transactions at the camp bowie location.

Store Summary

  1. Store column lists all stores to which customers captured in the Study Area belong.

  2. Count column details the quantity of customer households capture compared to the total customer households associated with that store.

  3. Percent column is the percentage of customer households captured in the Study Area that are associated with that store. In other words, # Captured, divided by # of Total, multiplied by 100.

The site at "Camp Bowie" has 1,215 customers and of those 1,051 customers are within this trade area (86.5%). "Parks Mall" has 163 of its 1,098 total customers within the trade area (14.8%). This can be a great way to get an idea of cannibalization for neighboring open sites.

Follow up Reading:

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