Location intelligence specialists, GapMaps is introducing Impact Analysis, a new tool within GapMaps Live to help brands, particularly quick-service restaurants, retail, lifestyle and entertainment venues, evaluate the potential effects of new physical locations on existing networks.
When assessing potential locations for new premises, Impact Analysis accounts for critical external factors such as road networks, physical barriers, drive-time routes, and customer trip patterns. This evaluation equips network planners with detailed projections of how a potential location may influence existing sites to avoid cannibalisation.
GapMaps managing director and founder, Anthony Villanti brings more than 30 years of experience in network planning.
“Throughout my career, I’ve seen firsthand the importance of understanding customer travel patterns for developing sustainable network strategies. That’s why Impact Analysis is a game-changer, removing time-consuming manual processes and offering businesses the ability to quickly estimate how a new location may affect their existing network,” he said.
“For retailers, franchise owners and network planners, location decisions are critical to success. In such competitive markets, there’s no room for suboptimal choices, which can have long-term repercussions on profitability.”
The GapMaps Impact Analysis tool uses mobile device data to simulate customer journeys to current locations, enabling network planners to evaluate the accessibility of new locations for existing customers.
Key capabilities include quantifying the effect a new site may have on nearby established locations, modelling potential sites to assess how each could impact the network, gaining insights into customer journeys using mobile device data, and enhancing data reliability through manual examination of routes, customer flows, and projections.
“Impact Analysis is Ideal for businesses with multiple physical locations that are expanding their footprint, offering essential insights for maximising profitability and optimising network strategies,” Villanti added.