How to Improve Retail Trade Area Accuracy with Mobility Data

**Human mobility data offers a significant boost to the accuracy of catchment areas compared to conventional drive time trade areas, allowing retailers to better understand their customers and competitors. By analyzing and visualizing SafeGraph mobility data, companies can generate more accurate trade area maps that account for travel time differences and provide valuable insights into customer demographics and behavior. This approach has been successfully applied in the retail industry, with one example using Costco in the Bay Area to demonstrate the power of human mobility data in generating accurate trade areas.