Identifying market potentials set against competitor pressure
IKEA India was looking to understand precise spending on home appliances and furniture category on residential building precision in order to assess their outlet locations’ catchment area sales potential. The company understands that PIN code or city locality– level data does not suffice to achieve here the precision of the sales prediction model output as desired.
The KENTRIX household/residential building precise mapped information about income, expenditure, and consumer lifestyle affinity segmentation was modeled into a geospatial sales value map applying ML-driven calculations fed by consumer profile data in combination with purchase data in the category home appliances and furniture.
Competition sales locations were mapped, and competitor pressure thematic maps were created, overlaying over the potential maps and unfolding the next best location(s) to finalize. Other furniture brands and their outlet locations were rated and translated into a competitor influence map identifying competitor pressure on precise subsets of consumers.
