Site Selection for Retailers Using Commercial Hotspot Analysis

In retail site selection, Hy-Vee uses commercial hotspot analysis to identify areas of high commercial activity where their direct competitors are not present, making them potential expansion opportunities. By applying the COMMERCIAL_HOTSPOTS procedure from the Analytics Toolbox for BigQuery, Hy-Vee can find locations with a high level of commercial activity, such as population density and points of interest, that are suitable for new stores. The analysis uses publicly available data from the Iowa Liquor Sales dataset and CARTO Spatial Features dataset to identify areas where there is a significant difference between the value of input variables and the average, indicating high commercial activity. This approach allows retailers to make data-driven decisions about store locations, without relying on predictive models that require large datasets.

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