Planning where to open a new business location is a high-stakes decision.

To help remove any guess work, Melbourne-headquartered GapMaps, a leader in location intelligence, has introduced ‘Impact Analysis’, a cutting-edge feature within its GapMaps Live platform. This new tool is designed to help businesses quickly evaluate the effects of potential new physical sites on their existing networks.

From quick-service restaurants and retail stores to fitness centres and lifestyle venues, industries stand to gain bespoke insights that ensure smarter location planning, improved customer accessibility, and sustained profitability.

Smarter Expansion with Actionable Insights

When businesses consider expanding their physical footprint, factors like customer travel patterns, road networks, and drive-time routes are often critical but challenging to assess. This is where Impact Analysis comes in. By accounting for these variables, the tool provides detailed projections of how a new location might influence existing sites, helping network planners avoid the costly mistake of cannibalisation.

Anthony Villanti, the Managing Director and Founder of GapMaps, explains the motivation behind the introduction of Impact Analysis.

"Throughout my 30+ years in network planning, I've witnessed how understanding customer travel behaviours leads to sustainable location strategies,” he says.

“Impact Analysis eliminates time-consuming manual assessments, enabling businesses to swiftly estimate the effects of potential locations on their network."

Villanti emphasises how crucial these tools are for retailers, franchise owners, and planners operating in competitive markets. “Poor location decisions can result in long-term profitability challenges, which are difficult to recover from. Impact Analysis mitigates those risks.”

How Impact Analysis Works

Impact Analysis uses advanced mobile device data to simulate customer journeys. This allows businesses to gauge the accessibility of new locations and align with customer convenience.

The key features include:

Understand Impact: Quantify the effect of new sites on nearby existing locations to identify risks of sales cannibalisation.

Scenario Planning: Model multiple potential sites to determine the best fit for the existing network.

Visualise Customer Journeys: Mobile device data pinpoints customer movement between current and proposed locations, offering visual insights with convenience lines.

Manual Verification: Enhance projections with manual checks on routes and customer flows for more accurate analysis.

The Future of Location Planning

For businesses managing multiple physical locations with plans for expansion, Impact Analysis can provide essential insights to build a network strategy that prioritises convenience and ensures profitability.

By harnessing GapMaps' data-driven approach, businesses can make confident decisions and stay competitive in fast-evolving markets.

For more information visit www.gapmaps.com