Académique Documents
Professionnel Documents
Culture Documents
Retailing Strategy
Retail Market and Financial Strategy Chapter 5, 6 Human Resource Management Chapter 9
Retail Locations Chapter 7 Site Locations Chapter 8 Information and Distribution Systems Chapter 10
PPT 8-3
Location Chapters
Chapter 7
General Description of the Location Types Advantages and Disadvantages of Different Location Appendix Terms and Condition Involved in Leasing Sites
Chapter 8
Considerations in Selecting Area for Locating Store Issues in Evaluating Specific Sites
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Natural and artificial barriers Visibility Traffic flow Parking Congestion Ingress/egress
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Trade Area
Primary zone - 60 to 65 percent of its customers Secondary zone - 20 percent of a stores sales Tertiary zone - customers who occasionally shop at the store or shopping center
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Sources of Information
Customer Spotting Census Data Geodemographic Information Systems ACORN Information on Competition Yellow Pages
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Customer Spotting
Purpose: to spot, or locate, the residences of customers for a store or shopping center. How to obtain data: credit card or checks customer loyalty programs manually as part of the checkout process automobile license plates
PPT 8-17
Only once in 10 years. Each household in the country is counted to determine the number of persons per household, household relationships, sex, race age and marital status.
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Measuring Competition
Calculate total square footage of retail space devoted to a type of store per household Higher ratios will indicate higher levels of competition
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Breiner Optical
ACORN Neighborhood Lifestyle Clusters for Three-Mile Ring
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Descriptions of Edward Breiner Optical and Four Potential Locations Trade Areas
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for retail chains with greater than 20 stores. Similar to the analog approach, it uses statistics rather than judgement to predict sales for a new store.
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Probability = .48 .48 x 12,000 students = 5,760 customers 5,760 customers x $150 = $864,000
Repeat steps 1 to 3 for the remaining areas and then sum them.
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