Huff model for shopping centre assessment using aggregated mobile phone data

There are several models of gravity, one of which is Huff model. It calculates customer gravity probabilities for existing locations of trade objects. In this study, aggregated mobile data-based approach using Huff model to determine the market share of trading objects is developed. The mobile activity data is used to give a more precise understanding of available number of potential customers in a certain territory of Latvia. By using the mobile phone base station unique number of users per day in 2016 within an area of each shopping centre, it is possible to determine the unique user share and ratio between shopping centres. The use of mobile data, as well as other statistics and real estate appraisal data, provides the opportunity to create universal criteria for location and shopping centre standardization to compare prices for similar real estates in a specific region. The research results have shown that the mobile activity data could be applied in gravity-based Huff model for estimation of retail attractiveness and market share.