• As part of the project, the GMAP team built and calibrated a Spatial Interaction Model (SIM) which was bespoke to the client.
• After GMAP had delivered network plans for each of the three markets, the final calibrated model was built into IMPACT, our cloud-based web application which allows clients to create and run network strategy simulations. 

The Conclusion

With GMAP’s location intelligence tool, IMPACT, the client can run scenarios within minutes to analyse site feasibility, as well as quantify and rank the size of the impact to the existing retail network.

In the markets they are expanding the client uses IMPACT to assess whether by opening a new site, they will cannibalise sales of neighbouring sites. IMPACT is also used by the client when new retail centres open, or when property agents come to the client with potential leases to see if they would be a viable location to add to their retail network.

In their mature home market, the client uses IMPACT to assess the affect if they were to close, say, an underperforming site or a site where the lease is up for renewal. IMPACT allows them to quickly see whether the lost sales are captured by other sites in the network.

IMPACT allows them to get the most out of their location planning projects they did with GMAP, by enabling them to use the model going forward as they implement their retail network plans.

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