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Unit 3: Image Mix

learn why a retailer while making a store location decision has to weigh in not only financial Notes
aspects but also technical, commercial, social and political aspects. Poor location results in
increase distribution cost, poor marketing response and dissatisfaction among employees,
suppliers and customers.
Here in this unit, we will study retail sore-site and design. We will also study Image mix and
further focus on top six elements of Image mix.

3.1 Retail Store—Site and Design

Location decisions ultimately decide the future and overall profitability of the organisation.
A good location may not always success, but undoubtedly it is a must for smooth flow of goods
and day-to-day operations, such as loading and unloading of goods. In this unit, you will learn
how an optimum or ideal location is arrived at.

Did u know? The location of stores is a key concern to any retail organisation, whether it’s
your first store or your one hundredth. Spending time and money wisely in the process of
site selection is critical.
Newcomers to retail often open shop in a location simply because it is the only vacant space
within a stone’s throw of their home or office. Knowledgeable retailers, on the other hand, will
make a thorough examination of possible locations before signing on the dotted line. They
know their investment will be large and they want as reasonable a prediction of success as
possible before making a commitment.

3.1.1 Types of Retail Location

Retailers have many store location factors to consider when choosing a place for their business.
Here are a few of the more common types of retail locations.

Mall Space: From kiosks to large anchor stores, a mall has many retailers competing with each
other below one roof. There are generally 3 to 5 anchor stores, or large chain stores, and then
dozens of smaller retail shops. Typically the rent in a mall location is much higher than other
retail locations. This is due to the high amount of customer traffic a mall generates. Before
selecting this type of store location, be sure the shopper demographic matches the description of
your customers. Mall retailers will have to make some sacrifices in independence and adhere to
a set of rules supplied by mall management.

Figure 3.1: Mall Space-Select CityWalk, Saket, Delhi

(a) Outside View (b) Inside View

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