How Holland & Barrett Achieved Retail Expansion Success with Visitor Insights
Making informed decisions about where to open new stores is crucial for success. For Holland & Barrett (H&B), a leading UK health and wellness retailer, the challenge was clear: how to optimise store expansion with precision and reduce the risks associated with poor site selection. Visitor Insights ‘s innovative Terain platform provided the data-driven insights needed to transform H&B’s expansion strategy.
The Challenge: Traditional Methods Fall Short
Holland & Barrett had ambitious goals for growth, but traditional location scouting methods were no longer sufficient. These methods lacked real-time insights into consumer behaviour and foot traffic, making it difficult to identify the best locations for new stores. Additionally, without a clear understanding of the competitive landscape, H&B faced the risk of opening stores in oversaturated markets or areas with low customer demand.
The key challenges included:
- Site selection uncertainty: Traditional methods couldn’t provide near real-time data on consumer movement, leading to potential inefficiencies in store placement.
- Competitive landscape: Without mobility data, it was challenging to determine optimal locations in relation to competitors and market saturation.
Terain’s Street Segment Analysis:
40 metre street segments show pedestrian footfall activity
The Solution: Data-Driven Decision Making with Visitor Insights
To overcome these challenges, Holland & Barrett turned to Visitor Insights’ Terain platform. This powerful tool provided near real-time mobility data, allowing H&B to analyse foot traffic patterns, identify high-demand areas and assess the competitive landscape with precision.
The goals were clear:
1. Optimise store locations: Use mobility data to identify high-footfall areas with strong customer demand.
2. Reduce investment risks: Avoid underperforming locations by leveraging data-driven insights.
3. Enhance competitive positioning: Strategically select sites that would maximise customer engagement and profitability.
By transitioning from traditional methods to a data-driven approach, H&B ensured that every new store opening was backed by solid evidence, reducing financial risks and increasing the likelihood of success.
The Outcomes: A Transformation in Retail Expansion
The results were impressive. By partnering with Visitor Insights, Holland & Barrett was able to:
- Prioritise 315 store refurbishments: Data-driven insights helped identify which existing stores needed upgrades to better serve customers.
- Open 35 new stores: Including 15 concessions, all strategically located in high-demand areas.
- Plan for 50 additional store launches: With confidence, thanks to the detailed insights provided by the Terain platform.
By integrating data into their site selection and network planning processes, H&B not only enhanced its customer reach but also improved operational efficiency. This approach aligned perfectly with the company’s broader transformation goals, solidifying its position as a leading health and wellness retailer.
The Benefits: A Smarter, More Efficient Expansion Strategy
Working with Visitor Insights brought several key benefits to Holland & Barrett:
- Data-Driven decision making: Foot traffic analytics ensured that store locations were aligned with consumer demand, leading to higher sales potential.
- Improved store performance: Strategically chosen sites resulted in reduced financial risk and increased profitability.
- Enhanced competitive edge: By understanding the competitive landscape, H&B could position itself more effectively in the market.
Graeme Cormack, Location Planning Manager at Holland & Barrett, noted:
“Holland and Barrett use Visitor Insights’ footfall intelligence to help focus the network plan, ensuring our existing store portfolio is located in the most convenient locations for our customers and helping to identify new white-space opportunities.”
A Blueprint for Retail Success
Holland & Barrett’s success story is a testament to the power of data-driven decision-making in retail. By leveraging Visitor Insights’ Terain platform, H&B transformed its expansion strategy into a precise, results-oriented process. The company not only reduced risks but also maximised customer engagement and profitability, setting a new standard for retail growth.
For any retailer looking to expand in today’s competitive market, the outcome is clear: data is the key to success. With the right tools and insights, companies like Holland & Barrett can make smarter decisions, reduce risks and achieve sustainable growth.
Visitor Insights and the Terain platform have proven to be invaluable partners in Holland & Barrett’s journey. If you’re ready to take your retail strategy to the next level, it might be time to consider how data-driven insights can work for you.
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