An upscale North African retailer was considering a major expansion in five Egyptian cities. Fraym was asked to:
measure the total market size in five key cities
identify promising white space for new store locations in each city
Fraym built a profile of the target customer using proprietary, subnational consumer and demographic indicators and used this data to assess each city's total market potential.
Construct Target Customer Profile
Fraym used proprietary data about customers in the client's current store catchment areas to build a target profile for new customers. We determined that:
Current customers are more likely to be in the top two wealth quintiles nationally.
Current store customers are only slightly more likely to own more assets than other urban consumers.
Current and prospective catchment areas have similar education levels and households sizes.
Identify White Space with Precision
Fraym estimated the number of target consumers in each city within 5x5 kilometer grids. We used these metrics to determine each store’s carrying capacity and identify optimal locations for new stores.
GDP per capita: $4,150
Owns Car: 23%
Has Bank Account: 15%
Owns Refrigerator: 96%
GDP per capita: $4,550
Owns Car: 24%
Has Bank Account: 26%
Owns Refrigerator: 98%
Fraym found that the five cities could collectively accommodate 28 additional retail locations with at least 100,000 potential target customers per location.
We provided coordinates for pre-screened retail store locations with detailed data about consumer characteristics and spending habits in each prospective store’s catchment area.