---
title: Activating data to optimise global retail locations for BAT
---

[**](https://indicia.konicaminolta.com/p/activating-data-to-optimise-global-retail-locations-for-bat#)

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# Activating data to optimise global retail locations for BAT

“This piece of work was foundational to make sure we have the right stores in the right locations, ultimately optimising turnover and profit.”

Rob Allan, Owned Retail Global Lead, BAT

## The Challenge

BAT were investing in their retail estate to establish a firm footprint for their leading vape product. They needed to ensure that this significant investment would deliver a return on key metrics and meet overriding strategic goals. Our challenge was to activate data to unlock growth across the market, predict retail store performance and create a strategic view of future retail estate.

## Our Approach

We collected, integrated and modelled multiple datasets around store location, profitability and cost, customer behaviours and demographics and retail footfall. We activated this data through a sophisticated reporting tool via Google Maps integration. This enabled us to overlay bespoke data sets onto a gridded map and present detailed location reporting in a visual way.

We were then able to quantify expected demand by individual stores and map the target audience for each retail location. This delivered tailored POS placement, product lines and strategy to maximise traffic, generate sales and drive future performance.

## The Results

- Turnover and profit evaluation of almost 13,000 retail sites across 4 markets
- Global optimisation strategy of over 900 stores
- Increase of £500k gross profit predicted
- 3 year multi-million euro risk-removal program
- Analysis of 5 million data areas to identify high value engagement at a local level

![Google Maps Integration BAT](https://indicia.konicaminolta.com/hubfs/Google%20Maps%20Integration%20BAT.png "Google Maps Integration BAT")

![Detailed Location Reporting BAT](https://indicia.konicaminolta.com/hubfs/Detailed%20Location%20Reporting%20BAT.png "Detailed Location Reporting BAT")

## Discover another one of our  success stories

# The Very Group

## [Finding new customers for The Very Group →](https://indicia.konicaminolta.com/case-studies/very-group)

We delivered close to 4,000 new customers for The Very Group's flexible payment scheme in one season's campaign.

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