In this kind of model, we suppose that the tendency of a customer to go to a store will be proportional to its attractiveness, and inversely proportional to the square of the distance he’ll have to travel to get there.

Attractiveness depends on the kind of business, its importance, the size of the store, the size of the other surrounding stores (shopping center)...

From this model, different methods enable to calculate the catchment area, a business potential for the sales outlet.

The Huff and MCI methods are particularly interesting because they takes into account not only the existing customers, but also the competitive sales outlets to work out the quality of the location and the reachable rate of theoretic penetration.