The Co-op have over 3,500 stores across the UK, and is the local choice for many. Understanding the primary catchment of stores is a key part of the Co-op being able to accurately forecast new store sales and understand potential cannibalisation.
The Co-op have a team of location planning experts who can create these primary catchments, but this takes valuable time. Using simple distance and market share rules doesn’t work that well for the Co-op; the catchments are too localised and affected by format, location type and competition.
Our challenge was to work with the Co-op team to find a way to automate catchments that reflected what the experts would draw.