We were approached by a supermarket who were concerned about losing their car park due to a council-led redevelopment. An in-street survey had collected data detailing where customers lived and worked, and how much they spent in a typical interaction, but this had not really answered their question. We were approached to simply map the differences between locations of work and homes, understanding travel times to the Supermarket.
Using our travel time analysis tools, we understood the realistic travel times for each customer from their home to the supermarket and from their works to the supermarket. This highlighted the customers who would be most affected by the loss of parking facilities. To add another layer to this, we profiled all their customers based on their home address, allowing us to cross reference travel times, customer affluence and customer value to detail the realistic impact on revenue of losing their carpark.
This highlighted that both affluent households and less affluent households spent £100 a week in the Supermarket. However, more affluent households visited 3 times a week to spend that amount, buying mostly fresh items, whilst less affluent families spent it in one shop. These more affluent households worked closer to the site but lived further away.
This research told the client that they would be most likely to lose the less affluent customers who also have the lowest cost of sale. They were therefore pre-informed to change their product offering to increase the amount of fresh foods offered to cater for the changing market.