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Unit 3 Retail Store & Location
Unit 3 Retail Store & Location
Define Store:
“A store is place , real or virtual , where the shoppers
comes to buy goods & services. The sales transaction
occurs at this junction.”
• The location of retail store has for along time been considered
the most important ‘P’ in retailing.
A bad location may cause a retailer to fail even if its strategic mix
is excellent.. On the other hand , a good location may help a
retailer succeed even if its strategic mix is mediocre.
Books –
Music –
2.74km
2.54 km
1km 2km 3km 4km 5km
Jwellery –
1.5 km
Source : KSA – Technopack
consumer outlook, 2004 Grocery – 4 km
Business Associated Location: These are location where a
group of retail outlets offering a variety of merchandise work
together to attract customers to their retail area, but also
compete against each other for the same customers.two types
includes in ;
• Neighborhood/community/shopping centers:
Neighborhood /community centers usually have a balanced mix
of stores including a few grocery stores , a chemist, a verity store
and a few other stores selling convenience goods to the residents
of the neighborhood.
India to have mother of all malls
• Gurgaon is set to get the mother of all malls — a humungous 40-lakh sq ft sprawling property
that is being touted by its developer DLF Universal as the biggest mall of the world.
The average size of malls here is 2.5 lakh sq ft; this will be 16 times bigger.
The mall —- christened Mall of India -— will be spread over 32 acres and will have parking
space for 10,000 cars.
These ambitious plans have been drawn up at a time when footfalls are down at Gurgaon malls
and rental rates have virtually halved.
But DLF is unfazed. It says Gurgaon with so many malls will soon develop as a mega shopping
district in the NCR region.
What's the basis of the claim that this will be the biggest in the world?
DLF spokerperson Kajal Aijaz said the biggest now is Mall of America in Minneapolis which
has a covered area of 38 lakh sq ft, followed by a mall in Shanghai which is 30 lakh sq ft.
Mall of India would be bigger than these, she said.
The DLF mall — located on the Delhi-Jaipur highway — has been designed by Jerde Partnership
which also designed the mega malls in Minneapolis and Shanghai.
The costs are not known but property consultants said it could be in the region of Rs 1,500
crore.
Selection of Shopping centre / market
• Shopping centers are distinctly different from the other two
major locations -- that is, downtown and local business strips.
The shopping center building is pre-planned as a merchandising
unit for interplay among tenants. Its site is deliberately selected
by the developer for easy access to pull customers from a trade
area. It has on-site parking as a common feature of the layout.
The amount of parking space is directly related to the retail area.
Secondary Business
District
Central Business
District
Factors to be considered in selecting a
shopping center
• Traffic Count : the qualitative information gathered about the
passing traffic should include counting the individuals who seem
to possess the characteristics appropriate to the desired clientele,
judging their reasons for using that route, and calculating their
ability to buy.
• Pedestrian Traffic Count : In making a pedestrian count you
must decide: who is to be counted; where the count should take
place; and when the count should be made. In considering who
is to be counted, determine what types of people should be
included.
• Estimate Of Store Sales :Data from a pedestrian traffic survey
can give you information on whether or not the site would
generate a profitable volume for your store.
Demographics of Competition
population & area
Trade area
Laws & Regulation
analysis
• Trade area analysis:
• A trade area is the geographic area that generates the majority
of the customers for the store.
2 miles Proposed
Store store
location A location
Trade Area Analysis
3& 4 Identify Alternate sites and select the site:
After taking decision on the location and market potential the
retailer has to select the site to locate the store based on these
• Traffic
• Accessibility of the market is also a key factor
• The total number of stores and the type of store that exist in
the area
• Amenities
• To buy or to lease
• The product mix to be offered by the retailer
Retail Location Theories
• Central place theory
• Retail Gravity Theory
– Huff ’s Gravity Model
– Reilly’s Law of Retail Gravitation
• Saturation theory
• Herfindahl – Herschman Index
Central Place Theory
• Theory proposed by Walter Christaller in 1933
Christaller made a number of assumptions such as:
• All areas have an isotropic (all flat) surface
• an evenly distributed population
• evenly distributed resources
• similar purchasing power of all consumers and consumers will
patronize nearest market
• transportation costs equal in all directions and proportional to
distance
• no excess profits (Perfect competition)
Terms in Central Place theory
• A Central Place is a settlement which provides one or more services
for the population living around it.
• Simple basic services (e.g. grocery stores) are said to be of low order
while specialized services (e.g. universities) are said to be of high
order.
• Having a high order service implies there are low order services
around it, but not vice versa.
• Settlements which provide low order services are said to be low
order settlements, Settlements that provide high order services are
said to be high order settlements.
• The sphere of influence is the area under influence of the Central
Place.
Details of the theory
Where
IRS- is the index of retail saturation
H -is the number of households in the area
RE- is the annual retail expenditures for a particular line of
trade per household in the area
RF- is the square footage of retail facilities of a particular line
of trade in the area (including square footage of the proposed
store)
Implications
• It is calculated based on existing retail facilities
and their use
• Low level saturation is indicated by higher IRS –
which means the likelihood of success is higher
• If the market is having too few stores and unable
to satisfy the demands of the customers, the
market is under stored
• If there is too many stores the market is over
stored, unable to give fair return on investments to
the retailer
Herfindahl – Herschman Index
• It is a measure of market concentration
• The Herfindahl index (HI) is a measure of industry
concentration equal to the sum of the squared market
shares of the firms in the industry
• N
• HHI = Σ Si 2
• i =1
Example
• For instance, two cases in which the six largest firms sells
90 % of the sales:
• Case 1: All six firms sell 15% each, and
• Case 2: One firm sell 80 % while the five others sell 2 % each.
• We will assume that the remaining 10% of sales is divided
among 10 equally sized firms.
• The six-firm concentration ratio would equal 90 % for both
case 1 and case 2. But the first case would promote significant
competition, where the second case approaches monopoly.
The Herfindahl index for these two situations makes the lack
of competition in the second case strikingly clear:
• Case 1: Herfindahl index = 6 * 0.152 + 10 * 0.012 = 0.136
(13.6%)
• Case 2: Herfindahl index = 0.802 + 5 * 0.022 + 10 * 0.012 =
0.643 (64.3%)
• The maximum in this case is 1002 = 10,000.
• A HHI index below 0.1 (or 1,000) indicates an
unconcentrated index.
A HHI index between 0.1 to 0.18 (or 1,000 to 1,800)
indicates moderate concentration.
A HHI index above 0.18 (above 1,800) indicates
high concentration.
• A small index indicates a competitive industry with
no dominant players. If all firms have an equal
share the reciprocal of the index shows the
number of firms in the industry. When firms have
unequal shares, the reciprocal of the index
indicates the "equivalent" number of firms in the
industry.
Buying power index (BPI)
Washington-Arlington-Alexandria,
DC-VA-MD-WV Metro 168,382,225,000 4
Dallas-Fort Worth-Arlington, TX
Metro 143,181,142,500 5
Merchandise to be carried
Organisation Structure
Merchandising function
Types of store
• The merchandiser to be carried by a retailer largely determines
the responsibilities of the merchandiser.
• Store design and layout tells a customer what the store is all about
and it is very strong tool in the hands of the retailer for
communicating and creating the image of the store in the mind of
the customers.
• For the retailer, developing a powerful image provides the opportunity to embody a
single message, stand out from the competition and be remembered.
Elements of store design
Ext.
Frontage &
Entrance Display Parking
space
Building
architecture Location
Health &
Safety Store Access
design
Store
‘theme’
Target Merchand
Customers ise Mix
Exterior Store Design & Interior Design
• Exterior
• Location
• Parking
• Ease of access
• The building architecture
• Health and safety standards
• Store windows, lighting
• Interior
• Fixtures
• Flooring & Ceilings
• Lighting
• Graphics & Signages
• Atmospherics
Visual merchandising
“Can be termed as the orderly, systematic, logical and intelligent way of putting
stock on the floor”
• VM is the art of presentation, which puts the merchandise in focus. It educates the
customers, creates desire and finally augments the selling process.
METHODS OF DISPLAYS
• Color Dominance
• Co-ordinated Presentation
• Presentation by price