Transcript retail location.ppt

Retail Location
Ching Ling Tseng
Cieslinski Joseph William
Yu-Ming Pan
U.S. Retailers to open over
94,000 New location by 2011
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Over 5,400 active U.S. retailers planning over 94,000 new
locations over the next Five years.--- Mar 21, 2007
--13,000 for Fast food restaurants
-- 6,500 for Women’s apparel
-- 6,100 for Fast casual restaurant
-- 6,000 new Coffee/ Juice bars
Retail isn’t what it used to be
*More and more chains move into vacant stores to
save time and money
-Kmart closed hundred of stores
-Winn-Dixie closed or sold more than 300 stores
-Retailer that have outgrown stores move to new
buildings, leaving the old ones vacant
Advantage of Move into an
existing space
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It’s great news when an empty building gets a new tenant.
Some property owner did the retrofit and leased it at a low rate.
Construction of a new building is time consuming and high cost.
Better for the community, creating jobs and increasing property
taxes as well as taxes.
Are We Shopping? Is This A Store?
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How do we know what is inside the store without
any windows?
Hollister: beach shack
Ruehl No.925: townhouse
Martin & Osa: long wooden wall with thin blue strip
Shift among merchants and
consumers
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Retailers typically relied on eye catching windows,
decorated for the season
Chance for this shift increases as the target market
gets narrower
Plate glass windows say hello, as the walls that
replace them say go away!
Either you belong or you don’t
Does it work?
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Retail executives claim that it differentiates itself
from competitors
Curiosity leads you in, if you are who they are
targeting then you will stay
Critics claim that they are shooting themselves in
the foot
“It is fine when an old man walks in and then flees
the store immediately”
Nonstore-Based retailers : iTV
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interactive television
- sometimes called interactive TV / iTV / idTV
- a technology that allows for two-way communication between the audience and the
service provider, such as the broadcaster, cable operator or set-top box
manufacturer, via the TV.
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low interactivity
- TV on/off, volume, changing channels
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moderate interactivity
- simple movies on demand without player controls
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high interactivity
- an audience member affects the program being watched
- such as : Televoting
mass calling TV
radio campaigns supporting popular TV shows
Audience participation for reality TV shows : Big Brother , Pop Idol, I'm a Celebrity Get me out of Here
Audience participation TV programs: "Comic Relief" and "Children in Need"
Nonstore-Based retailers :
iTV provider
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Services include video-ondemand (VOD), "walledgarden" services featuring
news and personal
information portals,
interactive gaming, home
shopping, commerce
applications, and interactive
educational programming.
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A small sampling around the
U.S. in the mid-90
Nonstore-Based retailers :
iTV consumer
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Tired of traditional consumption
- consumers are tending to shop with more
convenient ways, 40% of the consumers
would take the more convenient ways to
shop because of the previous buying
experiment; 62% of the consumers would
decrease the buying desire because of the
uncomfortable services by the sales
personnel.
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Risk of traditional consumption
- some consumers who think shopping
outside would be dangerous and risky.
They think shopping at home is more
safety than shopping out of home.
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Interested in TV shopping
- consumers are not only interested in price
but also in new products and technology
and interactivity.
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More information
- in brick-and-mortars, lack of information
and special merchandisers are the reasons
decrease the buying desire. However, TV
shopping channel used the live show to
promote and teach consumers how to use
the products, deliver all the information
to the consumer.
Nonstore-Based retailers :
iTV example retailer
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Interactive TV Ad for Retailer Boots Helps
Viewers Choose Christmas Gifts
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Walgreens Campaign Taps Interactive
TV
- April 09, 2007
-Walgreens this month is testing
interactive TV with a campaign that
produces coupons for viewers at home
and lets them sign up to receive email.
Resources
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Huntsville times (Alabama) by Marian Accardi – Nov 19, 2006
PR newswire US by Wilton, conn – Mar 21, 2007
http://blog.itvt.com/my_weblog/2005/11/interactive_tv_.html
http://www.brandweek.com/bw/news/apparelretail/article_display.jsp?vnu_cont
ent_id=1003568784
http://www.itvt.com/etvwhitepaper-5.html
http://images.google.com/imgres?imgurl=http://www.tiresias.org/telecoms/grap
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