Store Location — Trading Area Analysis and Site Selection

Abstract

Retail location is considered to be one of the most important elements in retail market- ing 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 the 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 loca- tion decisions and techniques for retail site assessment will be discussed.