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Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
Store locations
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Store locations

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  • 1. Retail Store Location For long this P has been considered as a most important in retailing. Selecting a market area and specific location are two important decisions for a retailer Since 90% of retail sales are made at stores. It is an important part of retail strategy. Location decisions can be complex, costs can be quite high, there is often little flexibility once the location has been chosen. Location of store conveys a fair amount of its image.
  • 2. Retail Store Location… The ultimate goal is maximum customer access Market and location selection depends upon target market Retailer need to understand who its current customers are, who its competitors customers are and who makes up the potential customer bases People who are alike tend to live in neighborhood and have similar behavior and psychographic traits Geographic location matter because cost-effective product delivery and adaptation of websites to fit local market interests/ needs are necessary
  • 3. Importance of Location Good Location CAN Overcome Mediocre Strategy Mix Poor Location Difficult to Overcome Requires Extensive Decision Making Not Flexible
  • 4. Problem with shifting location Heavy Investment New Location May Not Have Same Characteristics Store Fixtures and Renovations May Not Transfer
  • 5. Site Selection Steps Evaluate Alternate Geographic (Trading) Areas Determine Type of Location Select General Location Analyze Alternate Sites
  • 6. Trading-Area Analysis A trading area is a geographic area containing the customers of a particular firm or group of firms for specific goods or services
  • 7. Trading area analysis A trade area should account for more than 50% or higher sales Trade area can be a nation/ single neighbor block Size of area depends on retailer’s objectives, like, how many customers are needed to achieve profitability? What sales is required to achieve breakeven? Ray Kroc of McDonald’s insisted that franchisees live in trading area so they would understand the local market
  • 8. Trading Area Parts Often the trading area is broken down in primary, secondary, tertiary or fringe areas Primary area should produce at least 60% of business, secondary area additional 15-20% and fringe areas the remainder
  • 9. Trading Area
  • 10. Size and Shape of Trading Area Not Concentric Two Stores in Same Area Can Have Different Trading Areas (TA)
  • 11. Trading Area Analysis Benefits Consumer Characteristics Detailed Promotional Activity Focus Determined Proper Number of Stores Calculated Geographic Weaknesses Highlighted
  • 12. Trading Area Influencers Store Size Competitors’ Locations New Stores Residential Housing Patterns Travel or Driving Time Promotion-impact is temporary
  • 13. Factors Affecting Demand for a Trading area Competition Business climate Demographic and lifestyle characteristics Economies of scale versus cannibalization
  • 14. Benefits of Trading Area Analysis  Discovery of consumer demographics and socioeconomic characteristics  Opportunity to determine focus of promotional activities  Opportunity to view media coverage patterns  Assessment of effects of trading area overlap  Ascertain whether chain’s competitors will open nearby  Discovery of ideal number of outlets, geographic weaknesses  Review of other issues, such as transportation
  • 15. DECISION MAKING MODEL FOR TRADING AREA SELECTION
  • 16. The Trading Areas of Current and Proposed Outlets
  • 17. Trading Areas and Store Type Largest Specialty Stores Department stores TRADING AREAS Apparel stores Supermarkets Smallest Gift stores Convenience stores
  • 18. Delineating The Trading Area Of An Existing Store Store records or special study can be used to measure the trading area. Primary, secondary and fringe areas can be described in terms of: •Frequency with which people from various geographic areas shop at a particular store. •The average rupee purchase at a store by people from given geographic areas. •The concentration of a store’s credit card holders from given geographic areas.
  • 19. Delineating Trading Area of New Store Different tools must be used when an area must be evaluated in terms of opportunities rather than current patronage and traffic patterns – Trend analysis – Consumer surveys – Computerized trading area analysis models
  • 20. Computerized Trading-Area Analysis Models Regression Model Huff's Gravity Model
  • 21. Huff’s Law… Huff’s gravity model/ huff’s law of shopper attraction states that consumers will shop at a store more often if the size of the store is increased and the distance to shopping area is decreased. The theory says that because the center is larger, it may have larger/ wider assortment of goods and services Distance has the opposite effect on probability of patronage All things being equal, consumer wants a shopping area close to home
  • 22. Huff’s Law… Huff’s Gravity Model (Huff’s Law of Shopper Attraction n PiJ = (SJ / TiJλ) / ∑ (SJ / TiJλ) Where; j=1 PiJ = Probability of consumer traveling from origin (i) to given shopping center or store (j) SJ = sq. ft. of selling space in shopping location, expected to be devoted to particular product being sold TiJ = travel time λ = exponent reflecting effect of travel time on different types of shopping trips (i.e. one may travel more for medical product) n = no. of shopping locations available
  • 23. Chief Factors to Consider in Evaluating Retail Trading Areas Population Size and Characteristics Total size and density Age distribution Average educational level Percentage of residents owning homes Total disposable income Per capita disposable income Occupation distribution Trends
  • 24. Chief Factors to Consider in Evaluating Retail Trading Areas Availability of Labor Management Management trainee Clerical
  • 25. Chief Factors to Consider in Evaluating Retail Trading Areas Closeness to Sources of Supply Delivery costs Timeliness Number of manufacturers Number of wholesalers Availability of product lines Reliability of product lines
  • 26. Chief Factors to Consider in Evaluating Retail Trading Areas Economic Base Dominant industry Extent of diversification Growth projections Freedom from economic and seasonal fluctuations Availability of credit and financial facilities
  • 27. Chief Factors to Consider in Evaluating Retail Trading Areas… Competitive Situation Number and size of existing competition Evaluation of competitor strengths and weaknesses Short-run and long-run outlook Level of saturation
  • 28. Chief Factors to Consider in Evaluating Retail Trading Areas… Availability of Store Locations Number and type of store locations Access to transportation Owning versus leasing opportunities Zoning restrictions Costs
  • 29. Chief Factors to Consider in Evaluating Retail Trading Areas Regulations Taxes Licensing Operations Minimum wages Zoning
  • 30. Location, Location, Location Criteria to consider include population size and traits competition transportation access parking availability nature of nearby stores property costs length of agreement legal restrictions
  • 31. Destinations versus Parasites Destination stores have a better assortment, better promotion, and/or better image It generates a trading area much larger than that of its competitors Dunkin’ Donuts: “It’s worth the trip!” Parasite stores do not create their own traffic and have no real trading area of their own These stores depend on people who are drawn to area for other reasons
  • 32. Types Of Location Typically a store location may be: 1. Freestanding/ isolated store 2. Part of a planned business district 3. Part of a unplanned business district
  • 33. Isolated Store/ Freestanding Location A freestanding location is a store located along a major traffic artery, without any competitive retailers around. Generally the store is located off the main road, highway or Street Large retailers and medical retailers utilize isolated sites Advantage is limited competition resulting in lower rental It is harder to attract traffic to a freestanding site
  • 34. Planned Business Sites Generally planned business site/ district is centrally managed/ owned The key to successful planned business site is balanced tenant mix which offers complementary merchandise to the consumer Planned business districts are developed to attract consumers from greater distances Have at least one anchor store and enough parking space to attract traffic 3 types of planned business sites are regional centers, community centers and neighborhood/ lifestyle centers
  • 35. Planned Business Sites… Regional centers: attracts customers from an area of 5 to 15 miles Provides general merchandise and is typically enclosed with parking space Malls have balanced tenancy, convenient, free parking and vast selection of stores Generally about 50 stores, besides one anchor store make up regional center Should have about 4,00,000 sq. ft. of gross leasable area (GLA), though most regional centers are larger than this Megamalls/ superregional centers – two of the world’s largest are – the West Edmonton Mall in Canada and the Mall of America in Minneapolis Mall of America took $ 650 mn. to build, has 2.5 mn. sq. ft. of GLA and more than 4 mn. sq. ft. in total
  • 36. Planned Business Sites… Community shopping centers tend to be between 100,000 to 400,000 sq. ft. House a smaller branch department store, large discount store, a category killer or combination of these stores as an anchor Have a diverse tenant mix, that includes banks, pharmacies, hair salons and specialty stores Neighborhood centers are planned shopping districts with a smaller anchor store and focus more on convenience goods
  • 37. Planned Business Sites… Lifestyle centers is a neighborhood center targeted to upper-income shoppers, are typically outdoors with a main street type of ambience, tenants sell nonessential items, building and landscaping costs are higher than other retail developments and parking in front of the stores A lifestyle center is typically one-third size of a traditional regional center
  • 38. Planned Business Sites… Airport malls is a community shopping center located in an airport 2 models for airport malls: Prime model and Developer model In Prime model, the airport is responsible for management of retail facilities whereas, in the Developer model, an outsider company serves as the mall manager and works to draw top retailers to the airport The shops in the developer model are owned and operated by individual retailers, who do their own hiring
  • 39. Unplanned Shopping Sites Unplanned shopping sites result when two or more retailers move into the same area or in close proximity to each other Central Business Districts are city center areas/ downtown areas of city Secondary Business Districts generally a miniature CBD, located around major transportation intersections of cities Neighborhood Business Districts generally relies on convenience products as the main product mix and provides shopping for a neighborhood Strip shopping Districts have stores visible from the road and arranged in a long ‘strip’
  • 40. Choosing Store Locations In choosing store location, retailer should follow these four steps: 1. Evaluate alternative trading areas in terms of characteristics of residents and existing retailers- Market Identification. 2. Determine whether to locate as an isolated store, in an unplanned business district or in a planned shopping center within the geographic area. 3. Select the general isolated store, unplanned business district, or planned shopping center location. 4. Analyze alternate sites contained in the specified retail location type. The choice of the location of the store depends on the target audience and the type of merchandise to be sold.

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