Where do cosmetics and jewelry fit in the location
puzzle? Many specialty leasing managers cluster jewelry stores together. Why? The magazines rule applies here—the customer likes choice and is attracted to a cohesive grouping of product. The group of jewelry or related RMUs invites the customer to shop, look for variety and check prices before
Geography matters. You have to look
around and see who is in the vicinity— who your neighbors are and if they are selling similar or complementary products to your offerings.
making a purchase. If you don’t like the competition placed next to you, speak up but remember your business could end up in a less desirable location. Food is another great placement case in point. Most food
outlets are located in the food court. But impulse food items may sell better in another area. These products follow the same logic as gum, soft drinks, chapstick and candy bars that are located right beside the checkout stand at the local grocer. These are impulse products that get dropped into your pocketbook or get carried out to the car as the customer exits. Again, evaluate your
product. Is it an impulse buy or does a customer need time to see and touch it and think about how they would use it? If your business is an impulse product like cupcakes or something that can be grabbed on the go, find a location closest to the doors.
Location basics If you are a kiosk, cart or RMU operator, study the co-tenancy of the inline stores in the neighborhood you want to set up shop in. Selling processed food at the local farmer’s market just won’t cut it and it’s probably not the right place for your business. On the other hand, if your product is a toy for toddlers, find the closest location to the inline children’s store.
Make sure to attract the same customer as the permanent retailer. Ask yourself who your customer is: age, income, ethnicity, and buying profile. Follow the demographics of your product—know to whom you are selling and get in front of them. Ask the center’s specialty leasing manager for demographic data. If unavailable, use the local newspaper or library as a secondary resource. Don’t choose a mall just because it is close to your home and therefore an easier commute. Find the shopping center where you think your customer shops. Observe how people shop before you decide on the perfect
location for your business. It has been well documented by designers that most consumers enter a mall or a store and
Follow the demographics of your product—know your customers and get in front of them.
immediately turn right. Is your business placed on the end cap of that right turn? Value input from different sources. Ask your friends and family where they think your product will sell best; challenge the specialty leasing manager; ask other tenants in the mall; ask the customer and study other products/concepts. Identifying the
right location for your specialty retail business need not be a daunting task. Simply slice and dice the demographics;
review several alternative
locations and if you are still unsure, give retail a go on a temporary, short-term basis. A three-month lease will
give you a good idea if you are in the right place. Thinking about location differently can give you new insights into the process and help find just the right spot for your new specialty retail business.
Duffy Weir is the former vice president and director of Specialty Retail and Marketing at The Rouse Company in Columbia, Maryland. She is now an independent retail marketing and sponsorship consultant, Director of Education and a senior writer for Specialty Retail Report. Weir travels the world searching for what she says “makes marketplaces tick.” She can be reached at
Duffyllc@comcast.net or her office 410.252.8885.
Winter 2012 n Specialty Retail Report
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