Local activity

Local activity are locations of which we expect that - given a certain distance - it will lead to cross-visitors. These are visitors the location might otherwise not have attracted as customers. So we refer to locations with cross-visit potential as local acitvity.

All buildings and places where private or public services are provided or where goods are sold, attract destination visitors (e.g. planned visits or buying). Stores might benefit to some extent from those kinds of locations in their surrounding area in the sense that they attract some of those destination visitors as customers.

There are of course a lot of different types of locations (e.g. schools, parks, supermarkets, doctors, banks, airports, etc.). Which types of locations have more cross-visit potential depends on the nature of the activities of the client stores or branches. 

Both the distance and the urbanization of the surrounding area are important factors. The further away the local activity is located from your location, the less you will be able to attract those cross-visitors. In more dense urban areas the willingness-to-travel is lower than in more rural areas. So the higher the population density the more distance will have a negative impact on the cross-visit potential.
 

To summarize, the following factors influence the cross-visitor potential of local activity: 

• the number of visitors the exact local activity attracts in the first place, 
• the type of location (e.g. education, public transportation, etc.) given the client activities,
• the potential for cross-visitors given the distance to the client store and the population density of the surrounding area. 

All these elements are integrated into our local activity methodology to calculate the total number of expected cross-visitors for client stores or branches.