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LOCATION STRATEGY
Current amenities available in the identified surrounding/vicinity
Location Features:
a) Location Rentals
b) Electricity, water, community parks, hospitals schools etc.
c) Current Store formats/Sizes
d) Size of commercial/trading area
e) Ease of Personnel Recruitment and their travel
f) Expected similar channel outlets to household ratio
g) Store visibility & accessibility
Reasons for the customer traffic- restaurants, clothing stores, grocery, parks etc.
Location Attractions:
a) Market Size
b) Passenger Traffic due to community services
c) Mass Transport network
d) Competition among similar channels
e) Environment safety
f) Matching formats
Managing multiple stores and warehousing locations
Transportation / Accessibility:
a) Availability of transport
b) Transport cost
c) Ease of accessibility for mass transport
d) Parking facility
e) Number of daily commuters
f) Vehicle traffic density/traffic jams etc.
g) Stiffness of competition
h) Existence of alternative roads
i) Distance to main road, markets, pumps, bakeries, other channel outlets etc.
ATMOSPHERIC STRATEGY
Store atmosphere is all about providing your customers with an enjoyable shopping experience that helps in building an image and in attracting new customers requiring the creative use of the following tools:
Retail space -Task or fun oriented with blues /greens or Red/Yellow respectively
Colour/Theme/dress code of staff
Temperature/Airconditioning and heating,
Scent and store cleanliness
Lighting
Music, sound effects
Shelf styles: Low to high level shelving
Flooring design and colour
Visual merchandising and interior display
Store layout and customer movement avoiding any congestions
Use of Plan-o-grams to make the shelf look attractive
Category location based on the defined role for that category
Use of appropriate signage, graphics photo panels to add personality and beauty to the store image
Sufficient pathways around most fixtures to avoid congestion
Exterior look and window displays
In-store transportation, escalators, elevators etc.
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