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- 2. Theme/Festival Centers Theme/festival centers are shopping centers that typically employ a unifying theme carried by the individual shops in their architectural design and, to an extent, in their merchandise.
- 3. Larger, Multiformat Developments— Omnicenters New shopping center developments are combining enclosed malls, lifestyle centers, and power centers. Although centers of this type do not have an official name, they may be referred to as omnicenters.
- 4. OTHER LOCATION OPPORTUNITIES Pop-up stores, stores within a store, kiosks, and airports are other location alternatives for many retailers.
- 5. Pop-Up Stores and Other Temporary Locations -Retailers and manufacturers sometimes open pop-up stores, which are stores in temporary locations that focus on new products or a limited group of products.
- 6. Store within a Store Another nontraditional location for retailers is within other, larger stores. Retailers, particularly department stores, have traditionally leased space to other retailers, such as sellers of fine jewelry, furs, or high-end designer brands.
- 7. Merchandise Kiosks Merchandise kiosks are small selling spaces, typically located in the walkways of enclosed malls, airports, college campuses, or office building lobbies
- 8. Airports A high-pedestrian area that has become popular with national retail chains is airports.
- 9. LOCATION AND RETAIL STRATEGY • The selection of a location type must reinforce the retailer’s strategy. Thus, the location-type decision needs to be consistent with the shopping behavior and size of the target market and the retailer’s positioning in its target market.
- 10. • Shopping Behavior of Consumers in Retailer’s Target Market A critical factor affecting the type of location that consumers select to visit is the shopping situation in which they are involved. Three types of shopping situations are 1-Convenience shopping 2-Comparison shopping 3-Specialty shopping
- 11. • Density of Target Market A second, but closely related, factor that affects the choice of location type is the density of the retailer’s target market in relation to the location • Uniqueness of Retail Offering Finally, the convenience of their locations is less important for retailers with unique, differentiated offerings than for retailers with an offering similar to other retailers.
- 12. * Environmental and Sustainability Issues * Zoning and Building Codes 1- Signs 2- Licensing Requirements LEGAL CONSIDERATIONS Legal considerations need to be examined when evaluating different location types.