Painting with a Twist selects SiteZeus to help make intelligent growth decisions

TAMPA, Fla. (September 30, 2019) — Smart growth, including managing cannibalization risk is a top priority for any growing franchise. In the real estate world, cannibalization occurs when sales at an existing store decrease because some customers begin shopping at a new nearby store or competitor site. Painting with a Twist will leverage SiteZeus’ location intelligence platform to understand cannibalization in the sip and paint category as it continues to maintain its category-leading status and ramp up franchise development.

Our brand has already achieved a sizable footprint with over 300 locations. As we move to the next phase of growth for our company, SiteZeus will arm us with the tools to make better, data-driven decisions with timely accuracy,”

says Richard Leveille, Chief Development Officer at Painting with a Twist.

SiteZeus’ cannibalization studies allow brands to look beyond traditional trade areas, like concentric rings and drive times. “With mobile location data, brands can now visualize a path to purchase patterns for any location,” says Robert Cherrington, Executive Vice President of Sales at SiteZeus. That data can be valuable in equipping brands with a clear visual on where traffic from any two locations in the same market might have a potential overlap, he adds.

Traditionally, cannibalization studies have looked at loyalty and POS data for existing and newer locations to determine sales impact. These methods only account for existing customers, not potential customers. SiteZeus leverages Mobile Location data, also known as mobility data, as well as Geosocial data to represent both. Brands can now see customers two hours before and two hours after visiting any given location and can visualize potential customers across markets.

This data helps brands pinpoint optimal locations with safe distances from existing stores to prevent sales cannibalization.

Painting with a Twist will utilize the SiteZeus platform to:

• Conduct impact analysis to assess the performance of existing studios and identify opportunities where changes could enhance overall sales
• Help identify optimal locations for new studios, and
• Ensure that new studios are not having a negative impact on sales of existing franchisees