Benchmarking Commercial Sites & Retailers Draw …...techniques and modes of organisation. “Codata...

Benchmarking Commercial Sites & RetailersDraw up a Development Plan

2|Lyon - France

“Benchmarking” consists in studying and analysing what already exists in order to draw inspiration from it and make the best of it. Generally, this involves studying and analysing management techniques and modes of organisation.

“Codata Benchmarking” consists in studying, comparing and analysing the existing locations of Retailers and the characteristics of the Commercial Sites in order to draw inspiration from it and make the best of it to improve network performance, refine the merchandising plan of a Commercial Site or complete a study.

The observation of the field reality makes it possible to identify indicators (or “benchmarks”) that will help in making decisions.

■ Draw up a Leasing Plan for a retail unit available

- By searching for Retailers which are not present in a Commercial Site, a municipality, an urban unit, an isochrone or in any type of geometry.

- By searching for Retailers which are present in Commercial Sites which have the same characteristics as the Site in which the retail unit available is located.

■ Draw up a Development Plan

- By searching for Commercial Sites in which a particular activity is non-existent or poorly represented.

- By searching for Commercial Sites in which a particular Retailer is present or absent.

Answering these questions becomes very easy with Codata Explorer and requires nor prior training or the use of complicated softwares.

Through a concrete example, the process of defining a Development Plan is defined in the following pages. We also discuss further answers that can be provided through data import (Xls files) into your own information systems.

Wishing you a pleasant discovery of this Codata Focus,

With kind regards,

The Codata Team

Benchmarking Commercial Sites & Retailers

Draw up a Development Plan

Summary

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Draw up a Development Plan ............................................ 6Definition of a development plan through an example ..............................6

Principles ............................................................................................................................ 6

Development criteria of the Retailer taken as an example ............................................ 6

Characteristics of the Commercial Sites to target .......................................................... 7

Research on the Commercial Sites to target: progressive approach by the combina-tion of search criteria ......................................................................................................... 7

Choice of the Locations .................................................................................................... 7

Research on Commercial Sites to target – Progressive Approach ...............8

Research on the Sites in which there is no Lingerie Shop ......................................... 8

List of the 521 Sites in which there is no Lingerie Shop ............................................. 9

Research on the Sites in which there is no Lingerie Shop run by Retailers ............ 10

List of the 593 Sites in which there is no Lingerie Shop run by Retailers ................ 11

Research on the Sites in which there is no Lingerie Shop run by Retailers but in which at least one of the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara is present ............................................................................................................................. 12

List of the 195 Sites in which there is no Lingerie Shop run by Retailers but in which at least one of the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara is present ................................................................................................................ 13

Research on the Sites in which there is no Lingerie Shop run by Retailers but in which all the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara are present ...................................................................................................................... 14

List of the “0” Sites in which there is no Lingerie Shop run by Retailers and in which all the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara are present ...................................................................................................................... 15

Research on the Sites in which at least one of the Retailers Pimkie, Promod, Ca-maïeu, Nocibé, Séphora, Zara is present and in which all the Retailers Etam, Undiz, RougeGorge, Darjeeling, Hunkemöller, Calzedonia are absent. ............. 16

List of the 194 Sites in which at least one of the Retailers Pimkie, Promod, Ca-maïeu, Nocibé, Séphora, Zara is present and in which all the Retailers Etam, Undiz, RougeGorge, Darjeeling, Hunkemöller, Calzedonia are absent. ............. 17

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Limit the research on Shopping Streets only while keeping the same other criteria ..................................................................................................................... 18

List of the 38 Sites obtained as a result of this research on Shopping Streets only .................................................................................................. 19

Choice of the Locations ..............................................................................20

Use this list of 38 Sites as a search criterion for Locations ....................................... 20

Use this list of 38 Sites as a search criterion for Locations by adding the Retailers mentioned in the example to the search criteria: Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara .................................................................................................. 21

List of the 55 Locations obtained as a result – Ranking by alphabetical order of Sites .................................................................................................................. 22

Display the 55 results on the map .................................................................................. 23

Zoom on a selected Site ................................................................................................. 24

Display the results on this Site ........................................................................................ 25

Analysis and conclusion ..............................................................................26

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Perpignan - New Yorker Nantes - Activities

Bordeaux - CalzedoniaBordeaux - Isochrones

Toulouse - Bershka Strasbourg - Retailers

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Definition of a development plan through an example

■ Principles

• Every Retailer has its own development criteria in terms of surface area, population, environment.

• Every Retailer identifies target customers.

• These target customers are not exclusive to a single Retailer but to several ones.

• Identifying the Commercial Sites in which these different Retailers are present will make it possible to determine a list of Commercial Sites in which to settle in.

• Indeed, it is possible that a Retailer may have made a mistake on an establishment but it is rare that all the Retailers identifying the same target were mistaken at the same time.

• This is the very principle of benchmarking: build on what works, draw inspiration from it and make the best of it to define a strategy. In this case, a development plan for a network of shops.

• Identifying the Commercial Sites in which competing Retailers are absent will make it possible to refine the list of Commercial Sites in which to settle in.

• Adapting the “Retailers which are present – Retailers which are absent ” reasoning in terms of clusters will make it possible to be even more precise.

• Adding other selection criteria will once again make it possible to refine the list of Commercial Sites in which to settle in.

• An analysis of these results will make it possible to set priorities for a development plan.

■ Development criteria of the Retailer taken as an example

• Targeted country: France

• Activity “Lingerie”

• Surface area sought: from 50 to 150 m²

• Type of establishment: city centres and shopping centres

• Population of the urban unit : minimum 40,000 inhabitants

CODATA FOCUS | Benchmarking - Commercial Sites & Retailers - Development Plan

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■ Characteristics of the Commercial Sites to target

• Country: France

• Type of establishment: shopping streets and shopping centres

• Population of the urban unit: minimum 40,000 inhabitants

• Retailers which are present in targeted Sites: Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara

• Retailers which are absent in targeted Sites: Etam, Undiz, RougeGorge, Darjeeling, Hunkemöller, Calzedonia

■ Research on Commercial Sites to target : progressive approach by the combination of search criteria

• The Sites in which there is no Lingerie Shop

• The Sites in which there is no Lingerie Shop run by Retailers

• The Sites in which at least one of the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara is present

• The Sites in which all the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara are present

• The Sites in which at least one of the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara is present and in which all the Retailers Etam, Undiz, Rouge Gorge, Darjeeling, Hunkemöller, Calzedonia are absent

• Limit the search to Shopping Streets only while keeping the same other criteria.

■ Choice of the Locations

• Use this list of Sites as a Locations search criterion by adding the Retailers mentioned in the example to the search criteria: Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara

• Display the results on the map

• Zoom on a selected Site

• Display the results on this Site

• Analyse and conclude


Research on Commercial Sites to target – Progressive Approach

■ Research on the Sites in which there is no Lingerie Shop

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■ List of the 521 Sites in which there is no Lingerie Shop

■ Research on the Sites in which there is no Lingerie Shop run by Retailers

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■ List of the 593 Sites in which there is no Lingerie Shop run by Retailers


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■ Research on the Sites in which there is no Lingerie Shop run by Retailers but in which at least one of the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara is present

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■ List of the 195 Sites in which there is no Lingerie Shop run by Retailers but in which at least one of the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara is present

■ Research on the Sites in which there is no Lingerie Shop run by Retailers but in which all the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara are present

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■ List of the “0” Sites in which there is no Lingerie Shop run by Retailers and in which all the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara are present


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■ Research on the Sites in which at least one of the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara is present and in which all the Retailers Etam, Undiz, RougeGorge, Darjeeling, Hunkemöller, Calzedonia are absent

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■ List of the 194 Sites in which at least one of the Retailers Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara is present and in which all the Retailers Etam, Undiz, RougeGorge, Darjeeling, Hunkemöller, Calzedonia are absent

■ Limit the research on Shopping Streets only while keeping the same other criteria

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■ List of the 38 Sites obtained as a result of this research on Shopping Streets only


Choice of the Locations

■ Use this list of 38 Sites as a search criterion for Locations

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■ Use this list of 38 Sites as a search criterion for Locations by adding the Retailers mentioned in the example to the search criteria: Pimkie, Promod, Camaïeu, Nocibé, Séphora, Zara

■ List of the 55 Locations obtained as a result – Ranking by alphabetical order of Sites

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■ Display the 55 results on the map

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■ Zoom on a selected Site

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■ Display the results on this Site

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Analysis and conclusion

■ Codata Explorer offers multiple possibilities for searching and selecting information to:

• Guide the user in the choice of Commercial Sites

• Allow them to set priorities as part of their development plan

• Allow them to target Axes and streets to settle in

• Feed their analysis and better know the Sites and Axes

• Site Index Card

• Shops Statistics of the Sites

• History of the Shops Statistics

• Thematic Maps

• Agglomeration Maps

• Definition of isochrones and all types of geometries

• Description of the commercial offer for all types of geometries

• And – for all types of geometries – population statistics – income – unemployment and much more

Saint-Étienne - France

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Benchmarking Commercial Sites & Retailers Draw …...techniques and modes of organisation. “Codata...

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