Store Location – Trading Area Analysis and Site Selection

Abstract

Symbolised by the often cited saying that the three most important success factors in retailing are “location, location and location”, store location is considered to be one of the most important elements in retail marketing strategy, because it is a long-term decision, associated with long-term capital commitment. Site selection is, therefore, associated with distinct planning processes to solve complex location decisions. In this Chapter, the focus is on bricks-and-mortar retail outlets. The different types of retail locations, the main elements of location decisions and techniques for retail site assessment will be discussed.