Locations & Analytics Practice

Shape of Chain: Retailer Location Planning

Javelin Group helps retailers to optimise their ‘shape of chain’ – the strategic development and transition of store estates, informed by a deep understanding of the drivers of variable store performance and the rapid changes that are reshaping the way consumers shop.

Underpinned by our unique insight into Europe’s retail geography, our Locations & Analytics team brings a detailed understanding of retail venues across the region.

This allows us to assess retail store performance dynamics and roll-out potential for retail businesses of all sizes trading in all sectors (e.g. fashion, beauty, leisure goods, bulky goods, foodservice) and across all venue types (e.g. high streets, malls, retail parks, transport hubs and mixed use).

Our work helps retailers to open the right stores (size, pitch) in the right venues, to maximise sales and profit return. We call this ‘shape of chain’. Our engagements cover:

  • Catchment analysis
  • Store performance drivers
  • Sales and profit forecasts in new venues (deploying regression, gravity, scorecard and analogue-based approaches)
  • Roll-out strategy and shape of chain
  • Store portfolio investment prioritisation
  • Micro and macro space planning
  • Optimal local ranging
  • Customer analysis and segmentation
  • International expansion
  • Due diligence of management plans

We also deploy GIS solutions (sales forecasting, cannibalisation analysis, gravity models etc.) and automated management reporting solutions to allow our clients to ‘self-serve’ through a combination of market leading BI tools as well as providing full training and support.

Please see below for store location planning clients, or contact Robin Bevan at robin.bevan@javelingroup.com or on +44 (0)20 7961 3200 to discuss your requirements.

Contact  Robin
Locations & Analytics Practice

Contact Practice Director

Robin Bevan

Director, Locations & Analytics

Robin Bevan runs our Locations & Analytics practice. He has over 25 years’ experience in retail property, including location strategies for retailers, geographic channel strategies for brands, shopping centre strategies for developers and owners, due diligence for private equity investors and commercial space planning for travel hub operators, and has wide international experience, having worked in 20 countries. Robin also leads our Ignite m-commerce initiative, which brings digital into the heart of the physical environment (e.g. shops, shopping centres, travel hubs). A PPE graduate from Oxford University, Robin contributed recently as part of the industry taskforce which published the influential Beyond Retail report for central government.