First, note that the store is actually a bank branch. While the total distribution and density of customers seems pretty consistent throughout the area, there are some critical differences by product. The trade areas for some products are greatly influenced by geography, while for others there is no spatial component at all.

Checking account customers are an example of strong geographic influence. As transactors, Checking customers come into contact with the branch frequently, and as a result customers tend to choose a provider near where they live and/or work. Typically, 50% or more of the Checking business will be within 2 miles or so of the office location.

By contrast, there is no geographic influence for Credit Cards, which are not really a branch product at all.

CDs and Loans have a geo-component that is somewhat hidden, and it is related to age and lifecycle. For CDs, the geographic distribution of these customers tends to reflect where older, empty nest customers reside (generally in older neighborhoods north of the office); while the Loan customer tends to be younger. Also, because Loan customers transact more frequently than CD customers but not as often as Checking customers, there also is a spatial component to their distribution, but it is not nearly as pronounced as with Checking.

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