| RETAIL ANALYSIS The face and shape of retailing is changing dramatically throughout the nation. One established retailer in a traditional line is fighting back with its own strategy. Finding itself in the shadow of two major markets and new shopping centers emerging closer and closer to it, something had to be done. First, we identified the store's customer base. The majority of them came from the community itself, a rather small market area about 20 miles west of Lansing. Since sales were slipping, it was clear that customers were shopping out of town. This maps shows the areas reachable within 10, 20 and 30 minutes from the store with the Green, Blue and Red lines. The solid Green, Blue and Red is the drive time areas of the emerging shopping center featuring larger stores with more selection, but limited customer service. Clearly, the store's strategy is to retain customers while seeking new shoppers in areas beyond the reach of the big box retailers. In
the end, the client's strategy was strengthened, invigorated, and focused
in a way that would not have been possible without an approach that
geographically analyzes customers, competitors and opportunities. |
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