Copyright ©2022 Tango. All rights reserved.
Look Before You Lease: Keys to Site Selection and Renewals
6
Examine the natural traffic
patterns
Knowing where people go is essential. But you also need to
understand how they get there. You can plant your store in
the middle of several points of interest and still not actually
tap into that demand. It all depends on traffic patterns.
If your brand is strong enough, you can reshape the
traffic patterns in the trade area as your store becomes a
new point of interest. But that's like redirecting a river to
get water where you want it. It's always easier (and more
successful) to leverage the existing flow. This is where you'll
once again want to analyze mobile location data. Your
experts in the field can observe and survey a trade area to
help you understand the natural flow of commerce, but
you don't need anyone on site to tap into mobile data. And
even a detailed survey won't show you the traffic patterns
of your target demographics. By combining mobile data
with insights f rom your field team, you can pinpoint the
best locations in the trade area and see whether your site is
actually in position to access the demand.
As with points of interest, traffic patterns should come
into play with renewals. Trade areas change. New roads
redistribute traffic flows. New developments increase
demand and alter peak traffic times. Maybe the river no
longer passes through your site. By reevaluating traffic
patterns, you could save yourself f rom renewing a location
with dwindling potential.
