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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