Location Planning :
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Estate Expansion

The Challenge

Whistles were looking to embark on the next phase of their UK estate expansion. With 40 standalone stores and a strong brand profile it was important to ensure that each new store opened represented the best possible opportunity for the retailer.

Whistles required a scientific and impartial voice in the site location process to complement the knowledge, insight and brand values held internally. The Whistles’ board identified the choice of location as being paramount to Whistles’ future success and brand strength.

The Solution

CACI worked closely with Whistles’ key stakeholders throughout this project to ensure knowledge from the brand was wholly evident in the deliverables and formed an integral part of the project. As this was to be used at board level, a practical, pragmatic solution was needed. 

CACI first used consumer segmentation tool, Acorn, to identify the Whistles key customer types. 

This profile was analysed in combination the existing estate to identify the key factors driving performance. 

This knowledge was then applied to the UK retail market using CACI’s unique catchment model, Retail Footprint and further tested against proprietary market tools. 

The results of the analysis were a clearly defined and prioritised ranking of locations for new stores. This included providing the associated variables and metrics that influence performance and a Red, Amber, Green, traffic lighting system to highlight key findings.

The Results

Whistles have used the results of this analysis to inform new and successful store openings, having increased the size of the estate by 20% in the first 6 months after delivery of the final project. Investigating locations which may not have been considered otherwise, and also using the analysis to corroborate internal knowledge, the brand continues to expand and trade impressively.

Further information

If you want to hear more about how CACI's Retail expertise can help you with your location strategy, get in contact now +44 (0)20 7602 6000

"We have thoroughly enjoyed working with CACI on Whistles’ location planning project. We chose CACI over other suppliers as they took the time to understand what Whistles required as a customer and they certainly ensured that the end delivery was in line with our expectations. They are very client focused, have great understanding of retail through evident experience in this space and were very responsive to the Whistles requirements."

Phil Mickler
Finance Director
UK Headquarters

Kensington Village
Avonmore Road
W14 8TS View Kensington office map


Results of this analysis has increased the size of the estate by 20%.