To be and where not to be

Store location analysis is now almost 10 years old in Tesco. The discipline has grown from an initial exploration of geographical data and sales forecasting techniques to a sophisticated system of market analysis. Retailers have always understood that location is paramount; but in Tesco there has been a desire to understand all locational aspects of store performance, site potential and consumer behaviour to the benefit of the company as a whole. This brief article considers the recent new challenges faced by the company, and considers the research response adopted.