Beruflich Dokumente
Kultur Dokumente
Retail Locations
McGraw-Hill/Irwin
Retailing Management, 7/e
Retail Strategy
Chapter 5
Financial Strategy
Chapter 6
Human Resource
Management
Chapter 9
Retail Locations
Chapter 7
Site Locations
Chapter 8
Information and
Distribution
Systems
Chapter 10
Customer
Relationship
Management
Chapter 11
7-2
Questions
What types of locations are available to
retailers?
What are the relative advantages of each
location type?
Why are some locations particularly well suited
to specific retail strategies?
Which types of locations are growing in
popularity with retailers?
7-3
Location Strategy
Customer Service
Store Display
Merchandise
And Design
Assortment
Communication Mix
Pricing
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7-5
Eddie Tan/Life File/Getty Images
7-6
F. Schussler/PhotoLink/Getty Images
7-7
Inner City
Main Street
Shopping Centers
7-8
7-9
Rent
Traffic
7-10
Types of Locations
7-11
Convenience
High traffic and visibility
Modest occupancy cost
Separation from competition
Few restrictions
Disadvantages:
No foot traffic
No drawing power
7-13
Advantage to Retailers:
Affluence returned
Young professionals
Returned empty-nesters
Incentives to move provided by cities
Jobs!
Low occupancy costs
High pedestrian traffic
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Advantages
Disadvantages
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Inner City
7-17
Shopping Centers
Shopping Center Management Controls:
Parking
Security
Parking lot lighting
Outdoor signage
Advertising
Special events for customers
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Advantages
Convenient locations
Easy parking
Low occupancy costs
Disadvantages
Limited trade area
Lack of entertainment
No protection from weather
Managed as a unit
Power Centers
PhotoLink/Getty Images
7-21
Shopping Malls
Regional shopping
malls (less than 1
million square feet)
Super regional malls
(more than 1 million
square feet)
The South China Mall in Dongguan, China
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PhotoLink/Getty Images
Advantages:
Disadvantages:
Occupancy costs are high
Tenants may not like mall management control of operations
Competition can be intense
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Challenge to Malls
7-25
Lifestyle Centers
Photo provided by ICSC and used with permission of Aspen Grove Lifestyle Center
7-26
Williams-Sonoma
Victorias Secret
Restoration Hardware
Coldwater Creek
Pottery Barn
The Gap
Eddie Bauer
Banana Republic
Bed Bath & Beyond
Panera Bread
Ann Taylor
Starbucks
Aeropostale
Lifestyle Centers
Usually located in affluent
residential neighborhoods
Includes 50K sq. ft. of upscale
chain specialty stores
Open-air configuration
Design ambience and
amenities
Upscale stores
Restaurants and often a
cinema or other entertainment
Small department store format
may be there
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Outlet Centers
These shopping centers contain mostly manufacturers and retail outlet stores
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Theme/Festival Centers
Located in places of
historic interests or for
tourists
Anchored by
restaurants and
entertainment facilities
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Airports
Resorts
Store within a Store
Temporary or pop-up stores
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Alternative Locations
Airports
7-35
Alternative Locations
Resorts
Captive audience
Well-to-do customer
Customers have time to shop
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Royalty-Free/CORBIS
Alternative Locations
Store within a Store
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Alternative Locations
Hospitals
Royalty-Free/CORBIS
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Convenience Shopping
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Comparison Shopping
Customers have a
good idea of what
type of product they
want, but dont
have a strong
preference for
brand, model or
retailer.
Competing retailers locate
Near one another
Category Specialists
Offer the benefits of comparison shopping
Consumers can see almost all brands and models in one store
Destination stores
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Specialty Shopping
Virtual Shopping
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Environmental Issues
Above-ground risks - such as asbestos-containing
materials or lead pipes used in construction.
Retailers Protection
Stipulate in the lease that the lessor is responsible
for removal and disposal of this material if its
found.
Retailer can buy insurance that specifically
protects it from these risks.
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Signs
Restrictions on the use of signs can also impact a
particular sites desirability
Licensing Requirements
Some areas may restrict or require a license for
alcoholic beverages
7-47