The MCI (multiplicative competitive interaction) model is an extension to Huff’s model put forward by Cooper and Nakanishi that incorporates several factors conditioning the attractiveness of a point of sale.

These attractiveness factors can reflect customer facilities on offer (the number of parking spaces provided) the environment (the relative density of shops or other facilities in the near vicinity of the point of sale) or they may simply represent the particular attractiveness of a brandname, a supermarket chain, or a corporate identity.