shopping center, community shopping center,
regional shopping center, or super-regional
center. Market coverage might be intensive,
selective, or exclusive. Important considerations
in facility design are the store’s exterior position,
architecture, and signage. Store interior space is
divided into sales support and selling areas.
Sales promotion activities should be
appropriate for the type of retailer, image, and
target market, to draw the right people to the site
to make purchases. A combination of all these
positioning strategies should result in high profi ts
with customers returning for repeat purchases.
New trends in retail positioning include
two different drawing cards for shoppers. One
emphasizes retail effi ciency to painlessly satisfy
necessary shopping that consumers consider to
be a chore. The other is based on entertainment
as the destination for consumers, with shopping
included in the experience.
Chapter13.indd 272 Chapter13.indd 272 3/21/2008 3/21/2008