How to Master Retail Location Analysis Using Location Data

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In the world of retail, the importance of selecting the right location for your business cannot be overstated. The process of choosing this location involves a thorough assessment known as retail location analysis. This article explains the process of retail location analysis, unraveling how leveraging location data, specifically foot traffic insights, can significantly enhance decision-making for retailers aiming to expand their physical footprint or optimize existing operations.

Understanding Retail Location Analysis

Retail location analysis, also known as retail site selection, is a comprehensive evaluation process enabling businesses to understand the potential of various geographical areas for their retail operations. It's not merely about finding a vacant spot; it's about discovering a location that aligns perfectly with your business strategy, target demographic, and competitive landscape.

Key Components of Retail Location Analysis

  1. Customer Analysis: Before selecting a location, it's crucial to understand your current and target customers. Who are you trying to attract to your location? Defining your ideal customer paints a clearer picture of general areas or other businesses to pinpoint.
  2. Demographic Analysis: Understanding the population characteristics of an area, including age, income levels, and consumer behavior.
  3. Competition Mapping: Evaluating the presence of potential competitors, their performance, and how your business can offer something unique.
  4. Accessibility and Visibility: Ensuring the location is easily accessible to your target market and has high visibility to attract foot traffic.
  5. Commercial Activity Assessment: Gauging the vibrancy of commercial activity and the presence of complementary businesses in the vicinity.
  6. Regulatory Environment: Learning about local regulations, zoning laws, and potential bureaucratic hurdles.

In the age of data, making decisions based on instincts or superficial analysis is no longer sufficient. This is where Unacast's location data comes into play.

Leveraging Unacast's Location Data for Retail Location Analysis

Unacast is the leader in providing high-quality, anonymized location data, enabling businesses to glean deep insights into human mobility patterns. Here's how Unacast's location data can transform your retail location analysis:

1. Understanding Foot Traffic Trends

Foot traffic data is a gold mine for retailers. Unacast's data helps you understand not just how many people are passing by a location but also their demographic profiles and behavior patterns. For instance, if you're opening a high-end boutique, you'll want a location frequented by an audience with disposable income. Unacast's data allows you to analyze historical foot traffic trends, helping you predict future patterns and choose a location that ensures consistent exposure to your target demographic.

2. Analyzing Catchment Areas

Unacast's data goes beyond the immediate vicinity of a potential retail location. It enables you to analyze the catchment area - the wider area from which a retail site draws its customers. Understanding the characteristics of residents and their movement patterns within this catchment area can provide invaluable insights into the viability of a location.

3. Benchmarking Against Competitors

With Unacast's data, you can monitor how competitor locations are performing in terms of foot traffic and customer loyalty. This benchmarking can reveal the strengths and weaknesses of your competitors' locations, offering a clearer perspective on where your business could fit into the existing retail landscape.

4. Identifying Synergies with Complementary Businesses

Retail success is often interlinked with other businesses in an area. Unacast's location data helps you identify and leverage these synergies by identifying cross-shopping behavior. For instance, a sports apparel store opening near fitness centers or sports complexes can significantly benefit from the related foot traffic.

5. Assessing Impact of Events and Seasonality

Retail traffic isn't constant. It fluctuates based on events, holidays, and seasons. Unacast's data enables you to understand these patterns, helping you choose a location and tailor your marketing strategies to capitalize on peak times while mitigating slow periods.

Best Practices for Utilizing Location Data in Retail Location Analysis

To maximize the benefits of location data, consider the following best practices:

  • Integrate with Other Data Sources: While location data is powerful, integrating it with other data sources, such as sales data, property costs, and economic trends, can provide a more holistic view.
  • Use Historical Data for Predictive Analysis: Analyze historical data to identify trends and predict future foot traffic patterns.
  • Customize for Your Business: Every retail business is unique. Customize the insights derived from Unacast's data to align with your specific business model and strategy.
  • Maintain Privacy Standards: Ensure that your provider’s use of data complies with privacy laws and ethical standards. Unacast is committed to anonymizing and aggregating data to respect individual privacy.


In the intricate dance of retail location selection, every step counts. Retail location analysis is not just about finding a space; it's about discovering a launchpad for your business's success. In this data-driven era, Unacast's location data guides retailers through the fog of uncertainty and competition. By understanding and leveraging the power of foot traffic data, demographic insights, and movement patterns, businesses can make informed decisions, turning locations into lucrative opportunities.

Remember, in retail, location is not just a place. It's a pivotal decision that can define your brand's journey. Harness the power of data with Unacast, and let your business thrive in the right place, at the right time, for the right audience. Book a meeting with us today.


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