Data Driven Retail Network Prioritization for a National Energy and Lubricants Supplier
ENERGY
Opportunity
A leading energy and lubricants supplier sought to accelerate profitable growth within its retail service network. With a large and diverse national footprint, the company needed a structured approach to prioritize locations with the highest growth potential while managing cannibalization risk.
Action
Denneen and Company developed a bespoke retail evaluation and prioritization framework.
Building a national database of approximately 12,000 retail service locations
Cleaning and augmenting location level data from multiple sources
Designing a quantitative scoring model incorporating demand indicators, portfolio potential, and brand considerations
Applying economic viability thresholds and catchment area logic to manage cannibalization
Segmenting locations by urbanization typology to reflect differing demand dynamics
Outcome
The model identified approximately 2,000 locations scoring above average, including around 500 highly attractive sites. The results provided a clear, prioritized view to guide sales and marketing investment and enabled a scalable approach to ongoing retail network optimization.
