Choosing a District, Street or Site Marketing 11/12

Types of districts Planned or unplanned Planned or unplanned Most older cities unplanned, with a general store at the meeting of two streets Most older cities unplanned, with a general store at the meeting of two streets

Bypasses Highways that form the boundaries of a community Highways that form the boundaries of a community Allow quick and easy access to other districts such as industrial parks Allow quick and easy access to other districts such as industrial parks Sometimes communities may be developed, chain- like along length of major highway Sometimes communities may be developed, chain- like along length of major highway

Industrial Parks Parcels of land along bypasses designed for new business to be located. Parcels of land along bypasses designed for new business to be located. Planned with room for industry expansion Planned with room for industry expansion Lots of water and power and ample sewage facilities Lots of water and power and ample sewage facilities

String Streets Major streets joining bypasses to centre of community Major streets joining bypasses to centre of community Few traffic lights Few traffic lights Higher than usual speed limits Higher than usual speed limits Exceptionally wide Exceptionally wide Special entrance and exit lanes Special entrance and exit lanes String street businesses String street businesses Cater to the drive-by Cater to the drive-by Inexpensive entertainment Inexpensive entertainment Fast food Fast food Family restaurants Family restaurants Motels Motels Grocery stores Grocery stores Fruit and vegetable stores Fruit and vegetable stores

Central Shopping District Core Area or downtown Core Area or downtown Oldest part of town Oldest part of town Intersection of string streets Intersection of string streets Typical businesses: Typical businesses: Specialty shops Specialty shops Top-quality furniture Top-quality furniture High-quality entertainment High-quality entertainment Expensive hotels Expensive hotels City-center malls City-center malls Quality food establishments Quality food establishments Generally appeal to those wanting to purchase shopping good (Expensive, comparison shop) or specialty (Unique) Generally appeal to those wanting to purchase shopping good (Expensive, comparison shop) or specialty (Unique)

Fringe Area Small district circling the core area Small district circling the core area Typical businesses: Typical businesses: Car dealerships Car dealerships Expensive car washes Expensive car washes Motorcycle dealerships Motorcycle dealerships Auto and appliance parts depots Auto and appliance parts depots Appliance stores Appliance stores

Secondary Arteries High-speed streets connecting the core area to the outlying planned shopping centers (Malls). Link community High-speed streets connecting the core area to the outlying planned shopping centers (Malls). Link community Allows for quick vehicular movement Allows for quick vehicular movement Typical stores: Typical stores: Coffee shops Coffee shops Diners Diners Auto or appliance repair Auto or appliance repair Haircutting shops Haircutting shops

Secondary Shopping Districts Plazas Plazas Usually half way along secondary arteries Usually half way along secondary arteries In essence a mini downtown In essence a mini downtown Often are branch stores of larger downtown trunk stores Often are branch stores of larger downtown trunk stores

Planned Shopping Centres Malls composed of a series of independent retail stores located under one roof Malls composed of a series of independent retail stores located under one roof Rent small area Rent small area Management offers security, snow removal, parking lots, special events Management offers security, snow removal, parking lots, special events Normally have a large anchor store (Zellars and clothing or food store) Normally have a large anchor store (Zellars and clothing or food store) Specialty stores between anchor stores (twig stores…smaller than branch or trunk store) Specialty stores between anchor stores (twig stores…smaller than branch or trunk store)

Residential Homes and apartments of different values Homes and apartments of different values Different areas have different demographics (e.g. families or retired) Different areas have different demographics (e.g. families or retired)

Miniplaza Strip plaza or Mall Strip plaza or Mall normally have normally have a convenience store a convenience store pizza take-out pizza take-out Video Video dry-cleaner dry-cleaner small hardware small hardware

Green Belts Used in planned communities to act as a noise and air pollution buffer Used in planned communities to act as a noise and air pollution buffer Developed as parkland Developed as parkland Often used by cyclists, joggers Often used by cyclists, joggers In larger cities may have small trailer like stores In larger cities may have small trailer like stores Coffee Coffee Ice cream Ice cream drinks drinks

District Selection Aiming to maximize sales and minimize costs Aiming to maximize sales and minimize costs Sometimes may have so much draw that you can put your store anywhere. Than you have a destination store because customers plan their trip to get there Sometimes may have so much draw that you can put your store anywhere. Than you have a destination store because customers plan their trip to get there Ikea Ikea Costco Costco Attract customers from within about an hour drive Attract customers from within about an hour drive May elect to be close to competitors as than a destination market is created May elect to be close to competitors as than a destination market is created Sometimes you may find downtown core and mall equally attractive Sometimes you may find downtown core and mall equally attractive

Street 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 streets Larger town may have choice of a number of streets Look for a street that is alive Look for a street that is alive Air of success Air of success 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. 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. Pedestrian flow Pedestrian flow Sunny versus shady Sunny versus shady Going to work versus coming home Going to work versus coming home Two-way traffic Two-way traffic Corner lots may be more expensive, but attract customers from more than one street Corner lots may be more expensive, but attract customers from more than one street Want lots of window space, great for natural light Want lots of window space, great for natural light Corner entrance may force customers to walk entire length of display window Corner entrance may force customers to walk entire length of display window

The ideal site is Positioned well in relation to competitors and customers Positioned well in relation to competitors and customers Located near stores consistent with the retailers desired image Located near stores consistent with the retailers desired image On a successful street On a successful street Available at a cost within the retailers budget Available at a cost within the retailers budget Suitable for expansion and renovation Suitable for expansion and renovation Near adequate parking facilities and/or is on a public transit route (depending on the typical customer) Near adequate parking facilities and/or is on a public transit route (depending on the typical customer)

Assignments 1. Using a series of coloured pencils or markers indicate the following on a street map of Quesnel (15 marks): 1. Bypasses 2. Industrial parks 3. String streets 4. Core area 5. Fringe area 6. Secondary arteries 7. Secondary shopping districts (plazas) 8. Planned shopping centers (malls) 9. Residential areas mini-plazas 10. Green belts 2. List 20 stores on the map (5 marks) 3. With a partner prepare a movie-maker video promoting the downtown core, the west side, or the south hills shopping areas (20 marks).

Assignment B Using a shopping center in Quesnel or PG Using a shopping center in Quesnel or PG Draw a floor plan of centre Draw a floor plan of centre Include the name of the stores Include the name of the stores What methods have you observed of Mall management trying to control and direct customer traffic patterns What methods have you observed of Mall management trying to control 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 there? Which stores in the mall do not have a logical reason for being there? If you were to open a store in the mall, what kind of store would it be?... Give reasons If you were to open a store in the mall, what kind of store would it be?... Give reasons Mark value: 15