Understanding cannibalization is vital so that you can maximize the benefits of different businesses operating in the same trade area and minimize the threats. Placer allows you to look at two or more locations to see how much overlap exists between their visitors, and take note of demographic differences between them.

You’ll be able to answer these questions after reading this article:

1. What are trade area overlaps?
2. How can you analyze the trade areas of multiple locations?
3. How can you measure cannibalization between chosen locations?

Get started with the following steps:

Use the Trade Area Overlap function to accurately measure cannibalization between tenants, shopping centers, or other POIs

a. Open the Placer report for your chosen POIs^{Points (Locations) of Interest.}. You can select these POIs from the Explore view by typing your POI into the search bar and checking the empty white box next to your POI in the center of the page or on the left sidebar. The number of POIs selected will appear at the bottom of the left sidebar. Once the POIs are selected, click Open Report. Alternatively, you can open a report for a single location from the Property view and use the + in the header to add locations to the report.

b. Navigate to the Trade Area^{Representation of the dispersion of home and work locations that drive traffic to any venue.} section in the left sidebar, then scroll down to Trade Area Overlap.

c. This feature shows you the overlap in the POIs’ trade areas by land size or population counts. In this example, the trade area of the existing Pet Supplies Plus is 2.4% overlapped with the Madison Yards Shopping Center.

Learn about Trade Area Overlap

d. Navigate to the Demographics section in the left sidebar, then under Audience Profile add the second POI.

‍e. Select one of the datasets from the drop-down menu below the map to view the demographics and details of both trade areas side by side, further clarifying the differences between these two trade areas.

Pro Tip: Customers with the Spatial.ai dataset add-ons can view more detailed differences in these trade areas. Discover more about visitors’ interests, web searches, and shopping habits. For more information on Spatial.ai datasets or to request pricing information, click here.

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