Which Segment Opportunity Should I Explore Further? (Segment Report)

When to use this workflow?

Use this workflow once you already know — typically from the General Report — that a specific segment shows market potential, and you want to understand that opportunity in depth: how much potential is really there and which competitors are already active.

The Segment Report moves you from "there is room for this segment" to "this is why this location is interesting for this segment."

This workflow is useful when you want to:

Deep-dive into one segment's opportunity around a location
Understand how competitive the local market already is for that segment
See how the location compares to the national benchmark
Identify which relevant retailers in the segment are active in the area
Create interest from prospects in that specific segment

If you don't yet know which segment to focus on, start with Which Segments Have Room? (General Report) first.

Before you start

Make sure you have a location added in Location Planning. If you haven't done this yet, see Getting Started in Location Planning.

1. Generate the report

Click on your location marker and select the Reports button, then choose the Segment Report for the segment you want to explore. Choose your catchment area as needed — see the tip in the General Report article if you need a refresher on 10/15/20-minute selection.

2. Read the report

Go to your user menu and download the report when ready.

The Segment Report gives you, for the selected segment:

Which players are already present in the area, and how competitive the local market is
How the location compares to the benchmark
Whether the market context supports a new entry
Whether the location could be stronger than nearby alternatives
Whether the segment is commercially relevant for prospecting

What's next?

Use the Segment Report to support two main types of business case:

New entry. Use this when a retailer isn't yet present in the area, but the market still shows developable room. The argument: "The area has enough market potential, the segment isn't fully developed yet, and this location could be a strong entry point." This is useful when approaching brands looking for expansion — to find which specific retailers to approach, continue to Which Retailers Are Missing From the Area? (Expansion Opportunities Report).

Relocation. Use this when a retailer is already present nearby, but may be in a weaker environment. The argument: "The retailer may improve its market position by moving to a location with better market space, stronger context, or a more attractive benchmark position." To find which nearby retailers this applies to, continue to Which Nearby Retailers Could Relocate to My Location? (Relocation Opportunities Report).