Defining the UK's supermarket catchment areas.
ProVision is a 'gravity model' that defines catchments for large grocery stores (supermarkets, superstores and hypermarkets) in Great Britain and Northern Ireland. These catchments overlap because, as in reality, people living in a postal sector will shop at a range of stores.
ProVision calculates 'shopper populations' for each store based on the principles that:
- People are more likely to visit larger, more attractive stores
- Some fascias are more attractive to shoppers than others
- People are more likely to visit stores that are easily accessible to them (based on drive-time).
The ProVision model enables you to:
- See the size and extent of a store's catchment
- Calculate the 'real' number of shoppers that visit each store (as opposed to just the people who live near a store but go elsewhere)
- Predict expenditure for each store
- Understand the demographics of each store's catchment to support ranging and marketing campaigns
- Understand the impact of changes to store networks using CACI's Spatial Modeller software
- Identify 'local battlegrounds' and cannibalisation between store catchments.
