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Pan-European Retail Estate Optimisation

Pan-European Retailer Optimises Their Estate By Better Understanding Who Their Customers Are

The Challenge

  • A pan-European fashion retailer was suffering from declining sales across their estate due to significant shifts in both the retail landscape and consumer behaviour.
  • To inform and evidence their strategy, the retailer commissioned CACI to undertake in-depth holistic analysis of their customers, their online sales, and physical store performance.
  • The objective of the project was to quantify the total sales contribution and contribution potential of each store (including online) and provide a set of recommended actions for each location.

The Solution

  • Retail Markets Europe, CACI’s pan-European retail catchment gravity model, was used to understand how consumers interact with stores. CACI also undertook detailed analysis to quantify what factors influence store performance and how each store influences online performance geographically
  • The outputs of this analysis were combined with actual trading data and relevant property data, to understand profitability, performance vs potential, and lease flexibility for each location. This allowed CACI to recommend whether the retailer should close, downsize, relocate, or reinvest in each of their stores, taking into account the impact on digital sales, and the future growth or decline of each market.

The Results

  • This approach delivered the retailer, with a consistent and objective understanding of who their customers are and how they interact with their business.
  • By quantifying how stores influence online sales, it allowed the retailer to evidence and future-proof their view and long-term turnaround strategy.
  • The retailer has holistic and objective data-led recommendations to justify all estate decisions.
  • The retailer was able to prioritise investment into the estate into stores with both growth potential and those with a longer term future.

Further information

Get in touch with CACI today to better understand who your customer is and how they interact with your stores.

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Pan-European Retail Estate Optimisation