Let's assume you are a shoe retailer, as an example.
- Select the Screen Markets to Find Customers button on the home page.
- Next select the market of interest.
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When the market appears, it is divided into nine sections with a large grid overlay. You can select one of the grid cells to quickly zoom to that area of the market or you can analyze the entire market at once by select the "use entire market" option in the top, right-hand portion of the map.
- For faster processing select one of the nine market areas. Now select the brand you want to use for screening.
- In our case we are interested in shoes so select "Payless Shoes" as the brand of interest.
- Remember to screen using brands if you want to find the retail areas with the highest potential for a specific brand. Since we are using consumer panel data, a high potential rating for a retail brand means that many people living in the surrounding trade area prefer that brand.
- The market map that appears will help you quickly evaluate the retail grid zones that have the most potential. Red and purple zones represent the best retail areas (at least in terms of customers living in the trade area who prefer the Payless Brand). If some of the locations you are considering are in a "high potential" retail zone, that is a good reason to take the next step and evaluate these locations in more detail.
- If you find a grid cell or cells of interest simply click on "select grid cells to explore any area in detail." When you finished selecting cells, click on "finished with grid cell selection" and the options to generate reports will appear. Select the reports of interest.