Defining the UK's supermarket catchments.
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 an area 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
