Exploring store footprint for Briscoes

Briscoes Group Limited was presented with an opportunity to open a new store in Matamata. Being a data driven and forward thinking company, Briscoes approached Datamine in order to gain a better understanding of what impact this would have on sales and other stores nearby.

Datamine used their exclusive Business Insight data source to understand more about homeware spend in the region and assess potential spend should Briscoes open a Matamata store. By looking at the catchment areas of the surrounding Briscoes Hamilton, Te Rapa, Tauranga, Rotorua and Cambridge stores, Datamine could detail any potential cannibalisation of customers with the advent of the new store.

Datamine was able to present Briscoes with an accurate gauge on the market size and potential (in actual projected sales dollars) for a future Matamata store given competitors already in the area and typical market share patterns.

Cannibalisation was quantified and this assessment ranked a Matamata store at the lower end of the total group in terms of likely sales. As such, this has meant a Matamata store is unlikely to reach the group’s internal requirements and following the analysis, Briscoes have decided not to proceed with expansion in this location.

Not only were Datamine easy to work with and providers of an excellent quality of service, they also helped us to avoid launching a store which would have, at best, been marginal.”- Peter Burilin, Chief Operating Officer, Briscoes Group Limited.