Fetch Analytics

Holland & Barrett Case Study — putting stores where the people are

Case Study · Retail. How Holland & Barrett replaced traditional site-scouting with near-real-time mobility data from Fetch Analytics — sharpening their UK network plan and de-risking a multi-million-pound store expansion using footfall data, catchment mapping and competitor benchmarking on the Terain platform.

The brief — grow the estate without the guesswork

Holland & Barrett set out to optimise store locations using near-real-time mobility data — pinpointing high-footfall areas with genuine customer demand, reducing investment risk by avoiding underperforming sites, and strengthening competitive positioning through smarter site selection.

  • Site-selection uncertainty — traditional scouting lacked near-real-time insight into consumer movement and behaviour.
  • Competitive landscape — hard to judge optimal locations relative to competitors and market saturation.

The approach — from scouting to signal

Using Fetch Analytics' anonymised mobility data on the Terain platform, Holland & Barrett analysed real footfall and competition. Footfall intelligence revealed where genuine customer demand concentrates down to building level; catchment mapping and competitor benchmarking exposed market saturation and white-space; and those insights fed directly into site selection and network planning.

The results — a data-led transformation

Supporting Holland & Barrett's multi-million-pound transformation, Fetch insights helped prioritise refurbishments and identify optimal locations for expansion: 315 store refurbishments prioritised, 35 new stores opened, 15 opened as concessions, and 50 further launches planned.

The outcome — confident, customer-led growth

Data-driven decision making ensured store locations aligned with genuine consumer demand, and strategically chosen sites delivered higher sales potential with reduced financial risk. Graeme Cormack, Location Planning Manager at Holland & Barrett: "Holland & Barrett use Fetch Analytics footfall intelligence to assist developing our network plan, ensuring our store estate is located in the most convenient locations for our customers and helping to identify new white-space opportunities to maximise our physical brand reach."

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