When retailers decide on location, they have two basic site options: the freestanding store and the shopping center. Briefly describe these location alternatives and discuss the advantages and disadvantages of each location alternative.
What will be an ideal response?
FREESTANDING STORES. This alternative is an isolated, freestanding location that customers will seek out (a destination store). Advantages include low-site cost or rent and no direct competitors close by. Disadvantages are that it may be difficult to attract customers, and there are no shared costs.
SHOPPING CENTERS. These include strip centers, community shopping centers, and malls. An advantage of a strip store is customer convenience. A disadvantage is crowding, lack of parking, and old buildings. Community shopping centers and malls provide several advantages, including a planned shopping environment, anchor stores, good parking, a unified image, and special activities. Disadvantages include expensive leases, common promotional expenses, not attracting customers to a particular store, lease restrictions on merchandise and hours of operation, domination by anchors, and possibility of direct competition within the same facility.
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