Our client is a specialty retail business in the US. They wanted to leverage advanced analytics to identify optimal locations for setting up new stores. The high-level objective was to pick locations with high consumer spends in the category of focus and adjust potential sales for cannibalization effects due to existing stores and competition. The real estate team and executive management also wanted to understand key influencing factors, both internal and external, that impact store sales.

• The focus was pan-US, but data was sparse in certain states/regions
• Information about competitors was limited to location, company/brand name – posing challenges in demand allocation
• Integrating multiple internal and external data sources at various granularities