01
Client context
The retailer planned to open new stores across tier-2 cities.
02
Business challenge
Site choices had relied on rent and availability rather than demand, and some stores struggled.
03
Research objective & questions
Build a demand-based approach to rank cities and sites and recommend store formats.
- Which cities and areas have the strongest demand for electronics?
- How far will shoppers travel, and to which competitors?
- Which format and store size suits each site?
- Why did recent stores underperform?
04
Methodology & approach
- Catchment analysis
- Population, income and housing data around each candidate site.
- Competitor mapping
- Nearby electronics stores and brand outlets.
- Local shopper survey
- Shopping habits and travel distance in each city.
- Underperforming store review
- Interviews with store managers and shoppers.
05
Sample & geography
- ~12 cities screened
- ~30 candidate sites
- ~1,200 shopper survey responses
- Geography — India (tier-2 cities)
06
Key findings
- Underperforming stores were in areas with strong brand-outlet competition.
- Shoppers travelled further for large-format stores with wide ranges.
- Several cities could support only a smaller format.
- Financing and exchange offers drove store choice more than price.
07
Business implications
- Rank sites by demand and competition, not rent alone.
- Use a smaller format in lower-demand cities.
- Lead local marketing with financing and exchange offers.
08
Outcome
The retailer received a site ranking model, catchment profiles and format recommendations.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.