Sherry Shi

Project Specialist

General Schema of Retail Site Location Assessment_part 2

Site Analysis at the Micro-Scale

site accessment

Fig.  Classification of assessment location explanatory variables


Previously we have talked about what elements to look at when evaluating a retail site in a macro perspective.  (Click to read more) Now we will formulate a location strategy of prospective sites into micro analysis.

 Micro Problem

Micro problem is the other main component of assessing a site location. Retailers have always understood location as paramount, but understanding all aspects of store performance, site potential in addition to consumer behavior demands a great amount of information. This involves an understanding of the geographical, demographic, socioeconomic, and competition data in the area. The figure above suggests a possible classification of assessment location explanatory variables. In opposition to trade zone evaluation (demand and competition), the site and store variables intend to evaluate internal factors or the new store offerings.

The retail sector is going through a restructuring phase, driven by factors such as increasing consumer mobility, increasing electronic commerce, changing household size, concentration of market power, market saturation, and changes in planning legislation. These changes require retail groups to invest strongly in stores of smaller dimension while focusing on a strategy that prioritizes proximity to the target customer and quality of goods and services. This investment has a long – run as well as smaller economies of scale, which forces careful decision-making.


 Also worth reading:
General Schema of Retail Site Location Assessment_part 1 (Decision-Making In A Macro Perspective)

Sherry Shi

Project Specialist

General Schema of Retail Site Location Assessment_part 1

Decision-Making In A Macro Perspective

Crucial aspects for the success of smaller retail stores include location, dimension, services offered, and the targeting of specific market segments. Here we consider a phased decision methodology where we separate decisions about choosing geographic regions from choosing store locations within the region.

Macro Problem

In the first phase, define the Macro Problem based on: strategic policy for a network, zone, or region where new stores will be installed; the number of units to be built; along with implementation timing.

In the second phase, make the final store-site choice by narrowing down a selection of available locations, usually with the help of real estate agencies. For this decision level, the number of commercial and academically published models suggests that researchers feel a need for rational and formal use of information.

The third decision level, concerning store and services design is the level most linked to the concept of service quality and customer satisfaction. Focus on models that take into account store location (level 2) and the physical design of the facility. Furthermore, some application can be extended in the store characteristics and services definition (level 3).

Tab.  Decision levels involved in the expansion strategy of a retail network



Also worth reading:
General Schema of Retail Site Location Assessment_part 2 (Site Analysis at the Micro-Scale)

Sherry Shi

Project Specialist

3 Ways To Evaluate Trade Zones For Extraordinary Business Insight


The concept of the retail trade zones has been used by analysts and practitioners in retail site evaluation and other market studies for a long time. In fact, retail trade zones correlate to urban commercial centers. Retail trade zone analysis and evaluation almost always focuses on locating and describing target markets, an essential action of virtually all business, but there are different ways to do this. Here are 3 ways to evaluate trade zones for extraordinary business insights:

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