NETWORK IMPACT MODELLING · WHAT-IF DECISIONS
Model the network impact before you make the move
Opening, closing, relocating, or a competitor arriving next door: model what any change does to the whole network before a single lease or client is touched.
WHY NETWORK CHANGES SURPRISE
Every change ripples further than the plan
A new site, a closure, a competitor opening: each one moves demand across the map. Plans that treat sites one by one keep being surprised by their own network.
The network reacts as a system
One change shifts visits at five other sites. A business case written for a single location cannot see any of it.
Cannibalisation arrives uninvited
The proud new flagship draws half its revenue from its own sister sites, and the plan only finds out at year end.
Competitors move too
Your plan is static, the market is not. A single competitor entry reshapes catchments overnight, and the response starts late.
Averages hide the losers
Network totals look fine while two regions quietly bleed. Without site-level impact, the damage hides in the average.
HOW NETWORK CHANGES RUN TODAY
Site-by-site business cases
Impact discovered in next quarter’s numbers
Competitor moves tracked in news, not models
Cannibalisation as a post-mortem
Every scenario a new analysis from scratch
WITH NETWORK IMPACT MODELLING
The whole network as one living model
Any change simulated before commitment
Cannibalisation and absorption quantified
Competitor scenarios stress-tested
Scenarios compared side by side, on demand
MODEL · SIMULATE · COMPARE
From a question to a quantified scenario
One modelling workflow. The network becomes a calibrated model, any change becomes a scenario, and scenarios come back quantified and comparable. Ask again tomorrow, the model is still there.
CALIBRATE · YOUR NETWORK
A model that mirrors your network
Your sites, hexagon-level demand and competitors in one model
Calibrated against real performance, not benchmarks
Updated as your network and the market move
SCENARIO IMPACT · NET VISITS
Open: Riverside north
Relocate: Old town
Close: Arcade
SIMULATE · ANY CHANGE
Run the what-if, not the argument
Open, close, relocate or resize, one scenario each
Add competitor entries and market shifts
See impact per site, per region and net
Scenarios run on Network Impact Modelling, part of the Performance solution, stress-tested on national branch and store networks.
SCENARIO S·02 · COMPETITOR ENTRY
Visits at risk, two sites
−6%
Defensive relocation tested
+400 M
Net effect after response
−1%
RESPONSE READY · BEFORE THEY OPEN
COMPARE · AND COMMIT
Decide between futures, not opinions
Scenarios compared on one scorecard
Winners carry their assumptions with them
The model stays for the next question
DECISION · Q3
Open: Riverside north
GO
Relocate: Old town
GO
Close: Arcade
HOLD
TWO MOVES APPROVED · MODEL UPDATED
WHAT THE MODEL WEIGHS
Why the same move lands differently across a network
The impact of a change is never just local. Distance decay, competitor pull and where demand can actually re-flow decide whether a closure is absorbed or lost, and whether a new site adds demand or steals it.
Under the hood is a Huff gravity model on a hexagonal grid of roughly 0.1 square kilometre cells, calibrated on your transactions and visits joined with trusted location data and competitor locations. Each site earns an attractiveness weight from the real environment around it, and demand re-routes by distance decay, so results stay comparable across regions and quarters.
SCORE COMPOSITION
What shapes a scenario result, by market type
Dense market
Sparse market
DEMAND FLOW
How freely demand re-routes between sites
88
84
DISTANCE DECAY
How far customers will actually travel
90
38
COMPETITOR PULL
How strongly rivals capture released demand
62
90
ABSORPTION
What your own sites can take over
80
52
SATURATION
How much headroom the market still has
66
72
RESPONSE
How the network can react to a move
70
55
Dense market: competitor pull decides the outcome
Sparse market: distance decay decides the outcome
SAMPLE WEIGHTS · CALIBRATED ON YOUR NETWORK
THE DIFFERENCE
What changes when moves are modelled first
CAPITAL AT RISK
No surprises after the ribbon cutting
Openings, closures and relocations carry a quantified network effect before capital commits, so the surprises happen in the model.
NETWORK RESILIENCE
Competitor moves stop being emergencies
Entry scenarios are stress-tested in advance, with responses ready before the competitor finishes their fit-out.
PLANNING CADENCE
Answers in days, standing model all year
Because the model lives on, the tenth scenario costs hours, not another consulting engagement.
BEYOND ONE-OFF ANALYSES
A business case for one site cannot see the network
SITE BUSINESS CASES
Good for the site, blind to the system
Each case assumes the rest of the network stands still. It never does, and the error lands in next year’s numbers.
MARKET RESEARCH
Good for context, weak for consequences
Research describes demand as it is. It cannot tell you what your own move, or a competitor’s, will do to it.
POST-HOC REVIEWS
Good for lessons, late for decisions
Measuring impact after the fact explains the loss. Modelling it first is what prevents it.
STATIC GIS STUDIES
Good maps, frozen assumptions
A study models one moment. Networks and competitors keep moving, and the study cannot answer the follow-up question.
CLEVERMAPS
A living what-if for the whole network
Any change simulated on a calibrated model of your network, comparable across scenarios and repeatable every quarter. The heart of the Performance solution.
Network impact modelling is the heart of the Performance solution, built on trusted location data and shared decision logic.
TESTED ON REAL NETWORKS
Proven where networks change fast
FEATURED CASE STUDY
Optimization of branch network using location insights
TETA used location insights and network modelling to optimise its retail network, understanding which stores support each other and where changes strengthen coverage instead of cannibalising it.
RETAIL · DRUGSTORE NETWORK
ALSO AT NATIONAL SCALE
Reducing a branch network by 35% while maintaining client access, with Generali
Read the story →
30-MINUTE WORKING SESSION
Bring the move you are debating
An opening, a closure or a competitor threat: in 30 minutes we will run it as a scenario on a model of your network and show the impact, site by site.