Page 439 - Foundations of Marketing

406 Part 5 | Distribution Decisions

stations, and fast-food restaurants.
Which Stores Have the Highest Sales per These retailers consider their target
Square Foot ? markets to be consumers who live
within 2 to 3 miles of their stores, or
$7,000 10 minutes’ driving time. Because
Snapshot Dollars per Square Foot $5,000 within a neighborhood shopping
most purchases are based on con-
$6,000
venience or personal contact, stores
center generally do not coordinate
$4,000
selling efforts. Generally, product
mixes consist of essential items, and
$3,000
the depth of product lines is lim-
ited. Community shopping centers
$2,000
include one or two department stores

$1,000

and some specialty stores, as well
as convenience stores. They draw
$0
Apple Tiffany and Coach Iululemon GameStop consumers looking for shopping
Co. athletica and specialty products not available
Retail Store
in neighborhood shopping centers.
Because these centers offer a wider
Source: Asymco, http://tech.fortune.cnn.com/tag/tiffany/
variety of stores, they serve larger
geographic areas and consumers are
willing to drive longer distances to community shopping centers to shop. Community
shopping centers are planned, and retailer efforts are coordinated to attract shoppers.
Special events, such as art exhibits, automobile shows, and sidewalk sales, stimulate
traffic. Managers of community shopping centers look for tenants that complement the
centers’ total assortment of products. Such centers have wide product mixes and deep
product lines.
Regional shopping centers usually have the largest department stores, widest product
mixes, and deepest product lines of all shopping centers. Many shopping malls are regional
shopping centers, although some are community shopping centers. With 150,000 or more
consumers in their target market, regional shopping centers must have well-coordinated man-
agement and marketing activities. Target markets may include consumers traveling from a dis-
tance to fi nd products and prices not available in their hometowns. Because of the expense of
community shopping
centers A type of shopping leasing space in regional shopping centers, tenants are likely to be national chains. Large cen-
center with one or two ters usually advertise, have special events, furnish transportation for some consumer groups
department stores, some (such as seniors), maintain their own security forces, and carefully select the mix of stores.
specialty stores, and The largest of these centers, sometimes called superregional shopping centers , have the
convenience stores widest and deepest product mixes and attract customers from many miles away. Superregional
regional shopping centers centers often have special attractions beyond stores, such as skating rinks, amusement cen-
A type of shopping center with ters, or upscale restaurants. Mall of America, in the Minneapolis area, is the largest shopping
the largest department stores, mall in the United States with 520 stores, including major department stores like Nordstrom
widest product mixes, and and Bloomingdale’s, and 50 restaurants. The shopping center also includes a walk-through
deepest product lines of all aquarium, a miniature golf course, a seven-acre Nickelodeon theme park, a 14 -screen movie
shopping centers 11
theater, and a hotel, and the complex holds more than 400 special events each year.
superregional shopping With traditional mall sales declining, some shopping center developers are look-
centers A type of shopping ing to new formats that differ signifi cantly from traditional shopping centers. A lifestyle
center with the widest and
deepest product mixes that shopping center is typically an open-air shopping center that features upscale specialty
attracts customers from many stores, dining, and entertainment, all usually owned by national chains. They are often
miles away located near affl uent neighborhoods and may have fountains, benches, and other amenities
that encourage “casual browsing.” Appealing architectural design is an important aspect of
lifestyle shopping center
A type of shopping center that these “minicities,” which may include urban streets or parks, and is designed to encourage
is typically open air and features consumer loyalty by creating a sense of place. Some lifestyle centers resemble traditional
upscale specialty, dining, and “Main Street” shopping centers or may have a central theme underscored by the architec-
12
entertainment stores ture of the area.

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