WHSmith (Retail)

WHSmith approached CACI'S Spatial Analysis Team to assist them with their store's development programme

WHSmith needed to understand how their current stores interacted with each other and how to fill holes in their network coverage.

WHSmith uses a bespoke sales prediction model, built by CACI, to help understand the likely turnovers of new stores and the impact these stores will have on their existing portfolio. This capability is all the more relevant given their stated aim of expanding the high street store network and potential move into factory outlet centres and edge-of-town locations.

'What if?' scenarios can be run using Spatial Modeller. The results are then mapped out using CACI's Geographical Information System - InSite - to view the likely catchment of a new store. Demographic reports can then be generated comparing the new store catchment with the national average and with WHSmith average customers. In addition Spatial Modeller identifies likely cannibalisation of the existing portfolio from new store openings, giving a clear view of the real value of a new store.

Spatial Modeller also provides performance measures for the existing store network. A key output from the model is a prediction of 'expected' sales from each WHSmith store based on its current size. This measure reflects the potential for WHSmith in that location, given the current size of store, based on the catchment and retail profile. A benchmark based on external factors is invaluable in measuring store performance.

Dina Dawes, Estates Manager at WHSmith comments;

"We're really happy with the way Spatial Modeller works for us. Sales predictions have been borne out by recent store openings, its easy to use as its part of our existing GIS (InSite) and the outputs can be tailored to meet our requirements exactly."

	Retail Footprint
	Spatial Modeller