STORE LOCATION: PROBLEMS AND METHODS 2: Expanding into new geographical areas

Abstract

The first article in this series explained why store location decisions are becoming more difficult. This article, and the next two, look at the pros and cons of various techniques that are now available to help retailers make such decisions. The three articles are presented in the sequence a retailer might follow as part of an ‘ideal’ store location strategy. This article looks at techniques aimed at searching out areas of the country that might have potential for new stores; these are referred to as search techniques. The next article discusses techniques that will forecast the likely turnover of a store on a particular site selected within the area of identified potential; these are referred to as viability techniques. The fourth and final article in the series will, as part of a consideration of evaluation of existing stores, look at techniques concerned with the effect of localised design, siting and perception issues on store performance; we can call these micro assessment techniques. The first part of this article will act as useful background for discussion of all three levels of technique application.

Citation

Bowlby, S., Breheny, M. and Foot, D. (1984), "STORE LOCATION: PROBLEMS AND METHODS 2: Expanding into new geographical areas", Retail and Distribution Management, Vol. 12 No. 6, pp. 41-46. https://doi.org/10.1108/eb018254