Retail Target: Define Trade Area Settings

Focus is automatically set to the Trade Area Settings tab when the map is initially created. This is where you define the specifics of the trade area analysis you wish to perform.

Trade Area Definitions

Choose from the available trade areas either Radial, Drive Time or Shape.

NOTE:  The Drive Time and Shape Trade Area definition is disabled if you don’t have a subscription to it.

To display the trade area borders on the map the Trade Area check box must be selected. The Trade Area check box by default is selected. To suppress the drawing of the trade area border deselect the Trace Area check box. You may override this default setting by deselecting the Trade Area check box and saving your settings.

Trade Area Model

  • Basic: Allows you to define which standard trade area type to use for analysis and the radius (or drive time) of the trade area.

  • Advanced: Defines the primary trade areas based on a variable trade area model according to the type of trade area, reach, and retailer selected. The Reach and Retailer Types options are disabled if not part of your subscription.

  • Custom: options are disabled if not part of your subscription.

Trade Area Type

For single sites, choose from either Rings or Bands radial trade area.

  • Rings Trade Areas: the data is reported cumulatively, that is, the data from the primary area is also included as part of the secondary data, which in turn is included with the tertiary data. This is the default setting for the Radial Trade Area Definition.

  • Bands Trade Areas: the data is reported discreetly for each area, exclusive of enclosed smaller areas, that is, data is reported for the primary area, then for the “band” span between area circumferences.

For multiple sites, choose from overlapping, non-overlapping and aggregate trade area. For examples of usage of the different trade area types, click here.

  • Overlapping Trade Area: the overlapping data is reported for each affected site. Useful in determining how many customers the sites share. This is the default setting for multiple sites.

  • Non-Overlapping Trade Area: data is reported only once per site. For areas that overlap, a line equidistant from each site redefines trade area borders, dividing common data uniquely for each area. Useful for avoiding duplication of summarized trade area data for multiple nearby stores.

    NOTE:  Free-Form Trade Areas will be treated as overlapping.
    Shape file Trade Areas will be treated as overlapping, and as such this option is disabled.
    Advanced and Custom Drive Time Models will be treated as overlapping, and as such this option is disabled. Non-overlapping drive time is only available for Basic Drive Time.

  • Aggregate Trade Area: data is totaled for all selected trade areas. Any overlapping areas are combined into one. Useful to determine full market potential around a group of stores.

Radius (km or miles)

The Radius (km or miles) will be enabled if the selected Trade Area Definition is Radial and Trade Area Mode is Basic. The units, either kilometers or miles, is determined based on the Map Unit selection made.

Refer to the Map Settings section for details on how to define the Map Unit option.

  • For single sites, you can define up to 3 radii.

  • For multiple sites, you can only define 1 radius.

Click Update Map to apply new settings.

Drive Time Analysis

The Drive Time (min) Settings will be enabled if the selected Trade Area Definition is Drive Time.

  • For single sites, you can define up to 3 Drive Time areas.

  • For multiple sites, you can only define 1 Drive Time area.

The units, either kilometers or miles per hour, is determined based on the Map Unit selection made.

Refer to the Map Settings section for details on how to define the Map Unit option.

In the Drive Time Traffic Settings, you can define, in kilometers or miles per hour (kph or mph), the expected travel speed along roads of a specific type.

The speed conditions reflect the expected travel speed over a road of a specific type and location, not the actual speed limit. The following table shows the default speeds:

Link Type Speed
Rural Local 35
Rural Arterial 50
Rural Freeway 65
Urban Local 25
Urban Arterial 40
Urban Freeway 55

Modify the Traffic Settings

  1. Click the Traffic Signal icon. The Traffic Settings window displays. For detailed description of highway types and traffic speeds click Get Info.

  2. Enter the desired speed for each link type.

  3. Click to close window.

What's Next:

Retail Target: Trade Area Display Options