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Store targeting

Who should each store target?

Piloted in Sha Tin: map everything in one district, then work out who each store should be winning, where the customers are that no store reaches, and which independent shops already serve them. The method is district-shaped, so it scales straight across the rest of Hong Kong — and beyond it.

Central & Western 中西區Wan Chai 灣仔Eastern 東區Southern 南區Yau Tsim Mong 油尖旺Sham Shui Po 深水埗Kowloon City 九龍城Wong Tai Sin 黃大仙Kwun Tong 觀塘Tsuen Wan 荃灣Tuen Mun 屯門Yuen Long 元朗North 北區Tai Po 大埔Sai Kung 西貢Sha Tin 沙田 — pilot districtKwai Tsing 葵青Islands 離島 Sha Tin
Covered Hong Kong's other 17 districts — the same method extends to any of them

Pilot district

Sha Tin

  • One of Hong Kong's largest new towns — roughly 690,000 residents across Sha Tin town, Tai Wai, Fo Tan, Shek Mun, Ma Liu Shui and Ma On Shan.
  • A full cross-section: dense public-housing estates, private towers, a regional mall, wet markets, a science park and a university, so almost every kind of catchment appears somewhere in it.

What we did

01 Mapped the district and who lives in it

6,480 placesevery shop, school, office, clinic, gym and estate in the district
Every competitornot only our own stores — 31 Circle K branches and every rival that serves the same missions
Ratings and review countsthe only public read on how busy a place is and how it is thought of
2021 census dataresidents placed on the buildings they live in, giving 1,800 to 44,000 people within a 400m walk of each store

02 Defined the shopping missions

The twelve reasons someone ducks into a convenience store. Nine are places nearby that create a mission; three are gaps — where the nearest bakery, pharmacy or fresh grocery is too far, and the store becomes the fallback.

Office lunch Fitness & nutrition School & family Nightlife & party Tourism & transit Healthcare traffic Pet supplies Outdoor & leisure Discovery & collectibles · new Bakery gap Health & OTC gap Fresh grocery gap
Discovery & collectiblesthe newest mission — blind boxes, gashapon, trading cards and character or fashion collabs, aimed at the collectors and students who pass arcades, card shops and cinemas
Tagged store by storeeach store inherits only the missions living in its own walking catchment: nearby gyms flag fitness, schools flag the school run, offices flag the lunch trade, card shops & arcades flag discovery — read from the mapped places around it, never guessed
Only where the mission is opena mission counts for a store only when no rival already serves it within walking distance — demand present and supply missing is the opening worth targeting

Then we asked AI to read it

1Who each store should targetthe customers around it, and what to stock for them
2Where nobody is servedpockets of real demand with no store in walking reach
3The independents already therethe non-chain shops serving those customers today

Reports

One per brand, and not the same analysis three times. A convenience store sells to people who are passing; a supermarket sells to people who live there. That changes what counts as demand, so each report is built differently.

7‑Eleven Which passing customer should each store win?
  • Demand read from what surrounds each store — offices, stations, schools, gyms, hospitals — because that is what puts people on the pavement
  • Twelve customer groups scored per store, then what to stock for the top three
73 stores · 15 new-store sites · benchmarked vs Circle K View report →
Wellcome What share of the local basket should each store hold?
  • Demand is census residents, so the question becomes share of a fixed local basket rather than which mission to chase
  • Fresh and packaged solved separately — a wet market takes one and almost none of the other
29 stores incl. Market Place · 186 rival grocery destinations Coming soon
Mannings Health & beauty — who is nearby and who else serves them?
  • Health & beauty is a destination trip more than a passing one, so it sits between the other two
  • Clinics, gyms, schools and older residents are the catchment that matters
Benchmarked vs Watsons Coming soon

Archive

Earlier edition

Macau — 7‑Eleven

47 stores including the Macau Plaza opening, benchmarked vs Circle K. Built before the census layer, so its demand is read from surrounding places rather than from residents.

View