An assessment of the degree to which a new location erodes sales or visits from an existing nearby location of the same brand.
This is one of the more consequential calculations in retail expansion opening a new store two miles from an existing one might grow total brand visits, or it might simply split the same customer base across two locations and shrink both. Factori runs this by comparing visitor overlap and trade-area overlap between the candidate site and existing locations before a lease is signed.
Further reading: Modeling store cannibalization · Retail site selection
