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Retail Location
Power centers - This center is dominated by several large

anchors or Category killers.
Neighborhood Centers : They are designed to provide
convenience shopping for the day-to-day needs of consumers
in the immediate neighborhood.
Strip centers - They have parking directly in front of the
stores. They have convenient locations, easy parking, and
relatively low rent for retailers. The strip centers are of
three types.
CBDs ( Central Business Districts ) or Main Street : It is the
traditional downtown business area in a city or town.
Shopping Center - Group of retail and other commercial
establishments that is planned, developed, owned, and
managed as a single property. They are of 2 types , Strip
centers & shopping malls.
Retail Location
Community Centers : It typically offers a wider range

of apparel and white goods than the neighborhood
center does.
Shopping malls - Many different types of stores
providing variety of merchandise along with
entertainment.
Outlet Centers - Mainly manufacturers outlet stores.
Theme / Festival Centers - For tourists or for festivals.
Freestanding Site - Not connected to other retailers.
Retail Location
CBDs and shopping centers draw large number of
people due to their large size.They provide
entertainment facilities.
The Regional & Super regional shopping centers
protect shoppers against weather.
Malls provide the feeling of secure environment. They
also have uniform and long hours of operation.
Regional Centers - Provides general merchandise and
services in full depth & variety.
Fashion / Specialty Centers - Upscale apparel shops,
boutiques, gift shops, restaurants, Drinking
Establishments.
Retail Location
Grocery stores are typically located in

Neighborhood strip centers as they have less
rent & are readily accessible.
Department stores and Specialty apparel
stores prefer CBDs & shopping centers
Category Killers choose power centers or
freestanding locations as they cost less,
have easy access to parking, they compete
on pricing, merchandise and selection.
FACTORS AFFECTING SITE
ATTRACTIVENESS
ACCESSIBILITY –
Road Pattern & Road condition. Natural & artificial
barriers. Customer’s ability to see the store and enter
the parking lot safely. Traffic flow should be balanced.
Direction of traffic flow, amount and quality of parking
facilities.
Impulse merchandise should have better visibility,
Need based stores can be at inferior location.
The stores can also be based on the principle of

Cumulative attraction.
FACTORS FOR SELECTION OF
TRADE AREA
Span of managerial control - Positioning
Economies of scale - Multiple locations to increase the

reach keeping the costs of distribution and promotion
low.
Population’s demographic and lifestyle characteristics
which includes , population growth potential, size and
composition of households, household income.
Business Climate - Employment trend, Business growth

STORE LAYOUT
The store layout should be such that that

it forces the customer to move around the
store to purchase more merchandise than
planned. This can be done by providing
more varieties.
The store layout should be such that the
customer can spend minimum time to
buy the required merchandise.
STORE LAYOUT
The monotony of flat surfaces should be

broken by providing multilevel and
ramps or by varying display heights.
The customer should be provided with

sufficient space to move around
maintaining balance with utilization of
space.
STORE LAYOUT TYPES
Grid layout - It contains long gondolas

and aisles in a repetitive pattern. This is
not good aesthetically but is very
convenient with fixed location for each
item. Space wasted is less.
STORE LAYOUT TYPES
Race Track - This is a type of layout that

provides a major aisle to facilitate
customer traffic that has access to the
store’s multiple entrances.
This layout provides different viewing
angles and the total store is divided into
boutiques.
TYPES OF LAYOUTS
Free Form - here the fixtures and aisles

are arranged asymmetrical. This
facilitates browsing and shopping in
relaxed atmosphere. Here personal
selling becomes more important and the
chances of theft are higher as adjacent
departments can’ easily be watched.
This includes 3 types of display areas.
TYPES OF LAYOUTS
Feature areas include end caps,

promotional aisles, freestanding fixtures
and mannequins and Point-of-sale areas.
Bulk-of-stock area contains the total
assortment of merchandise. It can be on
gondolas or freestanding fixtures.
Walls - Utilizing the walls through racks
& shelves.
STORE LAYOUT
Flexibility - This includes ability to move

store components or ease of modifying
store components.
Space planning - based on assortment
planning. This also should be based on
available fixtures, items to be
emphasized, the reach for the customer
STORE LAYOUT
Impulse Products near the front of the store.

Demand / destination areas will be located off
the beaten path.
Seasonal needs - Near the compatible items.
Departments requiring large floor space will be
located in less desirable space.
Complimentary items should be adjacent.

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Retail Location

Power centers - This center is dominated by several large

Community Centers : It typically offers a wider range

Grocery stores are typically located in

The stores can also be based on the principle of

Span of managerial control - Positioning

Economies of scale - Multiple locations to increase the

Business Climate - Employment trend, Business growth

The store layout should be such that that

The monotony of flat surfaces should be

The customer should be provided with

Grid layout - It contains long gondolas

Race Track - This is a type of layout that

Free Form - here the fixtures and aisles

Feature areas include end caps,

Flexibility - This includes ability to move

Impulse Products near the front of the store.

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