Choosing a District, Street Choosing a District, Street or Siteor Site

Marketing 11/12Marketing 11/12

Types of districtsTypes of districts

Planned or unplannedPlanned or unplannedMost older cities unplanned, with a general Most older cities unplanned, with a general

store at the meeting of two streetsstore at the meeting of two streets

BypassesBypasses

Highways that form the Highways that form the boundaries of a boundaries of a communitycommunity Allow quick and easy Allow quick and easy

access to other districts access to other districts such as industrial parkssuch as industrial parks

Sometimes communities Sometimes communities may be developed, chain-may be developed, chain-like along length of major like along length of major highwayhighway

Industrial ParksIndustrial Parks

Parcels of land along Parcels of land along bypasses designed bypasses designed for new business to for new business to be located.be located. Planned with room for Planned with room for

industry expansionindustry expansion Lots of water and Lots of water and

power and ample power and ample sewage facilitiessewage facilities

String StreetsString Streets Major streets joining bypasses to centre of communityMajor streets joining bypasses to centre of community

Few traffic lightsFew traffic lights Higher than usual speed limitsHigher than usual speed limits Exceptionally wideExceptionally wide Special entrance and exit lanesSpecial entrance and exit lanes

String street businessesString street businesses Cater to the drive-byCater to the drive-by Inexpensive entertainmentInexpensive entertainment Fast foodFast food Family restaurantsFamily restaurants MotelsMotels Grocery storesGrocery stores Fruit and vegetable storesFruit and vegetable stores

Central Shopping DistrictCentral Shopping District ““Core Area” or “downtown”Core Area” or “downtown”

Oldest part of townOldest part of town Intersection of string streetsIntersection of string streets

Typical businesses:Typical businesses: Specialty shopsSpecialty shops Top-quality furnitureTop-quality furniture High-quality entertainmentHigh-quality entertainment Expensive hotelsExpensive hotels City-center mallsCity-center malls Quality food establishmentsQuality food establishments

Generally appeal to those wanting to purchase shopping Generally appeal to those wanting to purchase shopping good (Expensive, comparison shop) or specialty good (Expensive, comparison shop) or specialty (Unique)(Unique)

Fringe AreaFringe Area

Small district circling Small district circling the core areathe core area

Typical businesses:Typical businesses: Car dealershipsCar dealerships Expensive car washesExpensive car washes Motorcycle dealershipsMotorcycle dealerships Auto and appliance Auto and appliance

parts depotsparts depots Appliance storesAppliance stores

Secondary ArteriesSecondary Arteries

High-speed streets High-speed streets connecting the core area connecting the core area to the outlying planned to the outlying planned shopping centers (Malls). shopping centers (Malls). Link communityLink community Allows for quick vehicular Allows for quick vehicular

movementmovement

Typical stores:Typical stores: Coffee shopsCoffee shops DinersDiners Auto or appliance repairAuto or appliance repair Haircutting shopsHaircutting shops

Secondary Shopping DistrictsSecondary Shopping Districts

Plazas Plazas Usually half way along Usually half way along

secondary arteriessecondary arteries In essence a mini In essence a mini

downtowndowntown Often are Often are branch branch

storesstores of larger of larger downtown downtown trunk trunk storesstores

Planned Shopping CentresPlanned Shopping Centres

Malls composed of a series of Malls composed of a series of independent retail stores located under independent retail stores located under one roofone roofRent small area Rent small area Management offers security, snow removal, Management offers security, snow removal,

parking lots, special eventsparking lots, special eventsNormally have a large anchor store (Zellar’s Normally have a large anchor store (Zellar’s

and clothing or food store)and clothing or food store)Specialty stores between anchor stores (twig Specialty stores between anchor stores (twig

stores…smaller than branch or trunk store)stores…smaller than branch or trunk store)

ResidentialResidential

Homes and apartments of different valuesHomes and apartments of different valuesDifferent areas have different Different areas have different

demographics (e.g. families or retired)demographics (e.g. families or retired)

MiniplazaMiniplazaStrip plaza or MallStrip plaza or Mall

normally have normally have a convenience storea convenience storepizza take-outpizza take-outVideoVideodry-cleanerdry-cleanersmall hardwaresmall hardware

Green BeltsGreen Belts Used in planned Used in planned

communities to act as a communities to act as a noise and air pollution noise and air pollution bufferbuffer

Developed as parklandDeveloped as parkland Often used by cyclists, Often used by cyclists,

joggersjoggers In larger cities may have In larger cities may have

small trailer like storessmall trailer like stores CoffeeCoffee Ice creamIce cream drinksdrinks

District SelectionDistrict Selection Aiming to maximize sales and minimize costsAiming to maximize sales and minimize costs Sometimes may have so much draw that you Sometimes may have so much draw that you

can put your store anywhere. Than you have a can put your store anywhere. Than you have a destination store because customers plan their destination store because customers plan their trip to get theretrip to get there IkeaIkea CostcoCostco Attract customers from within about an hour driveAttract customers from within about an hour drive

May elect to be close to competitors as than a May elect to be close to competitors as than a destination market is createddestination market is created

Sometimes you may find downtown core and Sometimes you may find downtown core and mall equally attractivemall equally attractive

Street and Site SelectionStreet and Site Selection In small town there may only be one possible street suited to the new store.In small town there may only be one possible street suited to the new store. Larger town may have choice of a number of streetsLarger town may have choice of a number of streets Look for a street that is aliveLook for a street that is alive

Air of successAir of success Streets are judged like people by the company they keep (if a lot of going out of Streets are judged like people by the company they keep (if a lot of going out of

business, empty stores, disrepair) lessens chance of success.business, empty stores, disrepair) lessens chance of success. Pedestrian flowPedestrian flow Sunny versus shadySunny versus shady Going to work versus coming homeGoing to work versus coming home Two-way trafficTwo-way traffic Corner lots may be more expensive, but attract customers from more than one Corner lots may be more expensive, but attract customers from more than one

streetstreet Want lots of window space, great for natural lightWant lots of window space, great for natural light Corner entrance may force customers to walk entire length of display windowCorner entrance may force customers to walk entire length of display window

The ideal site isThe ideal site is

Positioned well in relation to competitors and Positioned well in relation to competitors and customerscustomers

Located near stores consistent with the retailers Located near stores consistent with the retailers desired imagedesired image

On a successful streetOn a successful street Available at a cost within the retailer’s budgetAvailable at a cost within the retailer’s budget Suitable for expansion and renovationSuitable for expansion and renovation Near adequate parking facilities and/or is on a Near adequate parking facilities and/or is on a

public transit route (depending on the typical public transit route (depending on the typical customer)customer)

AssignmentsAssignments1.1. Using a series of coloured pencils or markers indicate the following Using a series of coloured pencils or markers indicate the following

on a street map of Quesnel (15 marks):on a street map of Quesnel (15 marks):1.1. BypassesBypasses2.2. Industrial parksIndustrial parks3.3. String streetsString streets4.4. Core areaCore area5.5. Fringe areaFringe area6.6. Secondary arteriesSecondary arteries7.7. Secondary shopping districts (plazas)Secondary shopping districts (plazas)8.8. Planned shopping centers (malls)Planned shopping centers (malls)9.9. Residential areas mini-plazasResidential areas mini-plazas10.10. Green beltsGreen belts

2.2. List 20 stores on the map (5 marks)List 20 stores on the map (5 marks)3.3. With a partner prepare a movie-maker video promoting the With a partner prepare a movie-maker video promoting the

downtown core, the west side, or the south hills shopping areas (20 downtown core, the west side, or the south hills shopping areas (20 marks).marks).

Assignment BAssignment B Using a shopping center in Quesnel or PGUsing a shopping center in Quesnel or PG

Draw a floor plan of centreDraw a floor plan of centre Include the name of the storesInclude the name of the stores What methods have you observed of Mall management trying to What methods have you observed of Mall management trying to

control and direct customer traffic patternscontrol and direct customer traffic patterns What is in the mall that is not true to the community?What is in the mall that is not true to the community? Identify the anchor store(s)?Identify the anchor store(s)? Which stores in the mall directly compete with each other?Which stores in the mall directly compete with each other? Which stores in the mall do not have a logical reason for being Which stores in the mall do not have a logical reason for being

there?there? If you were to open a store in the mall, what kind of store would If you were to open a store in the mall, what kind of store would

it be?... Give reasonsit be?... Give reasonsMark value: 15Mark value: 15