GfK GeoMarketing Map of the Month - September

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Bruchsal, September 10, 2009  

Map of the Month - September

Sales-area productivity in Europe

This month’s map compares the average per capita sales area productivity in Europe (data source and illustration: GfK GeoMarketing).

Sales-area productivity in Europe - GfK GeoMarketing

GfK GeoMarketing real estate consultants regularly evaluate retail location criteria such as overall turnover, available rental floor space and yield per area through hundreds of annual on-site location and real estate appraisals. The resulting data reveal that while Austria, the Netherlands and Germany are top when it comes to per capita sales area, they rank in the lower third of western and northern European nations with regard to sales-area productivity.

"The turnover performance of Europe's retail branches and forms varies significantly from country to country," explains GfK retail expert Olaf Petersen. "These differences cannot be fully understood by simply looking at each country's overall level of retail success. For example, the cost structures (with regard to personnel and retail space rental volumes) and product lines in Norway and Romania show very pronounced differences.”

“In comparing national sales-area productivity performance, it is clear that achieving good turnover results in densely occupied markets such as Germany, Austria and the Netherlands requires a significantly higher degree of location planning and investment. Attractive and strategically located retail offerings are prerequisites for success in these markets. In contrast to England and France with their dominant shopping metropolises of London and Paris," continues Petersen, "retailers in more evenly dispersed retail markets such as that of Germany must pay particular attention to the density and cohesion of their branch networks."

Download the map in high-resolution *.tif format (14.8 x 10.5 cm) here (approx. 0.3 MB).

The map may be freely distributed and reproduced if the following attribution is included: “Illustration: GfK GeoMarketing”.

Additional illustrations can be found in our online press section at


About GfK GeoMarketing

GfK GeoMarketing is one of Europe’s largest providers of geomarketing solutions for customers from all branches of trade.

  • Consultancy and reports Consultancy and reports
  • Market data Market data
  • Digital maps Digital maps
  • RegioGraph Geomarketing software RegioGraph

The company is a subsidiary of the international GfK network. Ranked fourth among the world's market research institutes, the GfK is represented in 100 countries with over 150 subsidiaries and 10,000 employees.

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