“GEOMATRIX, is available and operational in Vietnam since 2016.”

Press Release: Moscow, 21/11/2017. RILOS presents Geomatrix, an online SaaS predictive analytics solution for the retail industry in Vietnam.

Since 2008, Vietnam is ranked as the 11th in the Global Retail Development Index (GRDI) and has been one of the top 30 fastest emerging global retail markets, according to a study of management consulting firm A.T. Kearney. Vietnam joined the WTO in 2015 and opened then officially its doors to retail business. By doing this, Vietnam allowed the establishment of 100% foreign capital retail companies. Total retail sales and consumer services were estimated at USD40.6 billion in 2016, up 9.2% compared to the same period last year.

Source: https://www.theseus.fi/bitstream/handle/10024/127500/Nguyen_Phuong.pdf?sequence=1 

1. Analysis of national statistics.

Mostly used by the majority of retailers, is the integration of latest official statistics at the lowest administrative level, for Ho Chi Minh – General Statistics office of Viet Nam. For instance, in Ho Chi Minh, the city is divided 19 Urban districts, as you can see on the map.

The most promising areas with a high population density will be District 1, where you could find 237,156 potential customers.

Administrative organisation of Ho Chi Minh City 2017

2. Analysis of Micro-Zones.

For the analysis of potential locations, in some cities with a lage number of administrative areas (such as London or Paris) it is sufficient to use only national statistics, while in others (such as Ho Chi Minh with 19 districts) it is preferable to use a more detailed analysis. For example, in Ho Chi Minh, after analyzing 67784 residential blocks that were divided into 3128 microzones  with the average population by micro-zone of 2511 people, it is possible to identify the most populated micro-zones with a highest population 19119 people.

This analysis allows retailers to spot the best street retail locations within micro-zones in chosen cities.

Ho Chi Minh Micro-zones

One of the most interesting indicators is the density of mobile devices geo-signals. In each micro-zone we gather data about the number of geo-signals for a specific interval of time, in order to analyze the active population density in our micro-zones.

Ho Chi Minh Micro-zones. Zones are distributed by density of geo-signals from mobile devices

Apart from using only official statistics data for one’s expansion process, we will present two approaches to analyze a new store potential location that can benefit your business in today’s fast-growing city of Ho Chi Minh.

3. The Accessibility Area analysis – a Market size analysis.

In the example, Carrefour Vietman, one of the leading food retailer wanted to find out the best places for a new outlet, which they planned to open in the new areas in Ho Chi Minh. We compared their current locations, and then integrated demographic data, median household incomes, average salaries and accessibility data, limiting the area to 20 minutes by foot.

Report for Carrefour Vietnam, at location 246 Bạch Đằng, Phường 24, Bình Thạnh, Hồ Chí Minh, Vietnam

As a result, there were two suitable areas, which can be compared by the number of permanent population, by the presence of possible competitors and the expected annual turnover, which will eventually allow choosing the best potential location in few seconds to open a new outlet.

Finally we would recommend them to choose between those two locations the one at 246 Bạch Đằng, Phường 24, Bình Thạnh. Despite the greater number of competitors compared to location 3 Cầu Giồng Ông Tố, Bình Trưng Tây, Quận 2, this zone wins by the number of potential customers.

It should be noted that one of the most common mistake in choosing a method of estimating a sales point is to estimate only one location. After all, the ultimate goal of all, even the most complex techniques, is to identify from several different proposals the best object, which has the maximum potential.

Accessibility area report report for Carrefour Vietnam, at location 3 Cầu Giồng Ông Tố, Bình Trưng Tây, Quận 2, Hồ Chí Minh, Vietnam

Accessibility area studies show very pertinent results in order to screen, rank, and select best options between several potential locations. Nevertheless, when arises the need to determinate the potential traffic and turnover of a retail outlet, more robust analytics should be used, such as catchment area analysis.

4. The Catchment Area analysis – commercial conception efficiency analysis.

The zone graphically displays the territory within which you can reach the estimated location for a fixed time, taking into account the traffic jams and the road graph. You immediately see if you can get to the location on foot from the subway, or get by car at rush hour. The system will estimate the number of people permanently residing in this zone and the number of potential customers between them.

Report for Carrefour Vietnam, at location 246 Bạch Đằng, Phường 24, Bình Thạnh, Hồ Chí Minh, Vietnam

All food stores are divided into three status: existing, under construction and projected. This allows us to see not only the current situation when assessing new objects, but also to predict the future. What’s more the system can be customized to your format and vision of the market.

The system allows you to combine on one map data on the density of the permanent population with information about the location of shopping centers and their size. Even without creating additional reports, this makes it much easier to assess the location of objects.

Finally the assessment of project’s potential with the help of gravitational model allows you to get an accurate estimate of the effectiveness of location in relation to competitors and the forecast of potential turnover and attendance of supermarkets, hypermarkets, shopping centers.

5. Discover the video

6. Solution Benefits

Stop loosing you time, assess the location of competitors’ outlets and the distribution of population density in the city, in the region or across the country and benefit from GEOMATRIX: