Evaluating store location and department composition based on spatial heterogeneity in sales potential

Auke Hunneman*, Tammo H.A. Bijmolt, J. Paul Elhorst

*Corresponding author voor dit werk

OnderzoeksoutputAcademicpeer review

3 Citaten (Scopus)
74 Downloads (Pure)

Samenvatting

In this paper, we extend a retail location evaluation model with the possibility to include the effect of department size adaptation at the store level. We relate department-level store sales to a store's competitive and demographic environment, thereby providing richer insights into the drivers of department sales than a model of just aggregate sales. Further, we accommodate heterogeneity in consumer characteristics over space by using zip code level data and unobserved spatial effects in department sales by including spatially autocorrelated error terms. Using spatial panel data for 30 clothing stores belonging to one Dutch retail chain, we demonstrate how to use the modeling approach to analyze and predict sales performance of new and existing stores. We show that the predictive performance of our model is superior to that of a benchmark model that does not include spatial autocorrelation.

Originele taal-2English
Artikelnummer103355
Aantal pagina's7
TijdschriftJournal of Retailing and Consumer Services
Volume73
DOI's
StatusPublished - jul.-2023

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