TESELA GEOSPATIAL INTELLIGENCE
Understanding the Visitors Index
A geospatial metric that reveals, zone by zone, how much each area contributes to your establishment’s traffic. By normalising visitor volume on a 0-to-100 scale, the Index makes zones of very different sizes and densities directly comparable — turning catchment differences into clear decisions on where to invest, activate and grow.
How does it work?
The index normalises visitor origins for each store independently. The zone scoring 100 is its largest source in the period. The same zone can show radically different values for each store — that asymmetry is the intelligence that drives decisions.
→ The period is defined by the user: day, week, month, quarter or custom window.
Scale · 0 — 100 · per store and period
050100
0–30
Marginal
No priority activation in this zone
31–65
Relevant
Monitor · consider targeted activations
66–100
Strategic
Activate campaigns · prioritise investment
Origin segments
By Home · Residential origin
Where do the people visiting your store live?
Identifies the residential zone of visitors — which neighbourhoods, municipalities or areas generate the most traffic to your establishment in the period.
- Geolocalised proximity activations in high-index residential zones
- Detect high-catchment areas with no nearby own location
- Personalise messaging based on the residential area profile
Optimal activation · afternoons and weekends
By Work · Workplace origin
Where do the people visiting your store work?
Identifies the workplace zone of visitors — which office districts, business parks or economic activity zones drive traffic to the establishment.
- Geolocalised proximity activations in high-index workplace zones
- Adjust opening hours and staffing to workplace-profile visitor weight
- Design promotions specific to lunchtime and end-of-workday traffic
Optimal activation · office hours and lunchtime
The three analysis models
Catchment
Zones that have generated visits to that store during the period. Index > 0 = belongs to its catchment.
Are you reaching all your catchment zones?
Cannibalization
Zones whose catchment overlaps between stores of the same brand. Visitors shared across own locations.
Is your own network cannibalising itself?
Competitive
Zones whose catchment overlaps with competitor stores. Those visitors also choose other brands.
Who else is capturing your visitors?
Use cases · Shopping Centres
Customer intelligence
Identify the real origin of centre visitors to optimise the tenant mix and offering based on each zone’s actual catchment profiles.
Event activation
Locate the highest by home and by work index zones to activate geolocalised campaigns at the right moment for each visitor profile.
Leasing & performance
Compare each operator’s real catchment with the centre’s to support renewals and attract new tenants with visitor origin data.
The Visitors Index reveals where your visitors truly come from — by residence, by workplace, at the granularity you need and in the period you define. Combined with catchment, cannibalization and competitive analysis, it turns visitor origin into concrete decisions: where to activate, when to communicate and which zones to prioritise.
