First of all, we use the Retail Outlet Explorer to see which towns lack our stores. When these ‘white spots’ are mapped, we determine the catchment area of the potential location. How many inhabitants does the area have? And what will be the influence of this new location on our existing stores?
“When we have selected a potential new location, we ask Locatus to perform a footfall count. The goal is to optimise the estimation of the turnover for this store,” explains Kloos. “At bespoke counts like these, we usually ask Locatus to count on three locations: in front of the potential new store, at a large supermarket in the neighbourhood, and near another large anchor (like the H&M). Often, we compare the results of these counts with footfall numbers of our existing stores.
Radboud Kloos - A.S. Watson Benelux
For an investor like Syntrus Achmea, the long term is crucial. “Because Locatus has been gathering her information in a uniform manner over many years, we are able to follow the developments through time,” says de Baaij. “We can compare the amount of stores and sector division in the various shopping areas. Consequently, we are able to determine quickly whether a certain formula is present or not.
For our decisions concerning acquisitions and sales we are able to effectively zoom in on streets and individual stores. Using the Retail Plans, we compare the segmentation, sector divisions, neighbouring stores, and vacancy. The Retail Risk Index provides an image of the development of the street over the recent past. We use both of these apps to monitor our existing portfolio.
Recently, we have started to use Footfall 24/7 in our shopping centres. We use this to accurately track activity patterns, and implement improvements based on this information.
Joost de Baaij Syntrus Achmea
“As a municipality, we always want to be on top of the situation in our inner city,” says Roelof de Graaf. “We monitor the range of shops here: where can we find the formulas, where the vacancies, which sectors are not represented in our city. This allows us to test our own policies, and the plans of others. The Retail Plans are very useful tools to this effect: they allow you to simply highlight something (for example the independent entrepreneurs) on the map. Additionally, we constantly monitor the footfall flows via WiFi-sensors (Footfall 24/7)."
Apeldoorn is a town with 25 – 30 shopping areas, and every now and then, the municipality receives requests for the improvement of these shopping centres. De Graaf: “The Retail Risk Index helps us to determine whether this shopping centre has a viable chance of success. On the basis of this assessment we can decide where we want to invest (and where not). The decision is then made on the basis of facts – not on vague apprehensions.”
Roelof de Graaf Gemeente Apeldoorn
Locatus has data of all shops, restaurants & bars, and service providers (aimed at consumers) in the Benelux – ranging from supermarket to hairdresser, petrol station to café. And we are expanding into an increasing amount of European cities.
Where should you establish a new store, and where not? Assess the competition, footfall, vacancy, catchment area, and market potential.
Does your store (location) have sufficient potential? Decide and invest on the basis of relevant and reliable information.
How many shoppers visit this location? Which retailers come and go? You are always up-to-date with Footfall 24/7 or Locatus Online.
Locatus has been gathering her own data for over 15 years, and releases this information via online platforms. Our team is committed to high standard data and is very diverse: from data collectors to data analysts or consultants. Read more about the different teams: