Client: Wizel Property Group
Services Provided
- Network planning
- Market segmentation profile and forecasts
- Housing demand and supply analysis
- Catchment analysis
- Market and competitor research
Background
Wizel Property Group (WPG) was looking to acquire blue-chip retail / commercial sites on behalf of a national client for it’s expansion into New South Wales. WPG asserted that the key market of the client is ‘blue-collar workers. Hence, it was vital that the potential sites of acquisition had a considerable amount of blue-collar population living and working in the area that would ensure the site’s economic viability into the future.
The Project
Demographic Solutions was engaged by WPG to discern 10 or more optimal retail locations across NSW and unlock untapped market potential to set in motion plans for the client’s network expansion.
How was Demographic Solutions Involved?
- In its preliminary analysis, DS conducted a catchment analysis on the client’s existing stores in both NSW and Victoria to understand potential trends and gaps to address when identifying potential sites in NSW.
- Based on a combination of client’s and Census data, Demographic Solutions identified 13 high-potential markets (locations) suited to the client’s target market. This was done so by quantifying overall blue-collar working population in NSW, observing where they live and work and analysing the changes within this demographic over the last decade.
- To understand the potential locations long-term prospects, DS leveraged its wealth of specialised information on future residential development potential to conduct area profiles, identify co-locational opportunities and map blue-collar population growth over the next 10 years in the chosen locations. These insights help strengthen the potential location as a viable blue-chip retail / commercial opportunity.
- After analysing competitor footprint and gauging average travel times, DS further narrowed down recommendations to locations that would be most attractive for a potential location.
Results
- The results were delivered as a PDF PowerPoint report and a presentation was provided to WPG. The results outlined a detailed catchment analysis and assessment of site potential of the 13 proposed retail locations in NSW.
- Blue-collar population profiles and forecasts, spatial analysis and data tables were included for easier understanding.