The data-driven process of identifying optimal locations for new stores, facilities, or infrastructure using trade area analysis, competitive benchmarking, and demographic profiling.
A data-led process typically layers trade area modeling, competitor and cannibalization analysis, demographic fit, and property characteristics on top of each other for every candidate location replacing what used to be a largely gut-feel decision (rent, visibility, population density) with a comparable score across sites before a lease is signed.
Further reading: Site selection and location strategy · Site selection analysis
