Textbook Notes (362,798)
Canada (158,054)
RMG 200 (57)
Brent Barr (19)


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Ryerson University
Retail Management
RMG 200
Brent Barr

o Symbiotic store: a store that does not create its own traffic and whose trade area us determined by the dominant retailer in the shopping centre or retail area (aka parasite store)  Level of competition also affects the size and shape of a trade area for particular store Sources of Information Three types of information are required to define trade area: 1. Customer spotting – Retailers must determine how many people are in the trade area and where they live 2. Demographic and GIS (Geographic Information Systems) data – describe their potential customers in an attempt to assess how much they will buy in proposed trade area 3. Internet and Published resources – used to assess competition. In strongly competitive trade areas, a retailer can expect to achieve a smaller piece of total market potential for particular type of merchandise or store Customer Spotting  Spot or locate the residences of customers for a store or shopping centre  Obtained by credit card or cheque purchases or from customer loyalty programs  Another method is to trace automobile license plates but it may be illegal or it needs at least 500 plates to be accurate  Data collected from customer spotting can be processed in two ways: o Manually pltting the location of each customer on map o Buying GIS system Statistics Canada  Census taken every 5 years  Number of persons per household, household relationships, sex, race, age, marital status  “GeoPost Plus” – detailed census information  FP Markets – tables that identify buying indices by province, economic region, census division, urban market, metropolitan area, city and town Demographic Data and GIS Vendors  Demographic data vendors (eg. Claritas, specialize in repackaging and updating census type data in a format that’s easy to understand, easy and quick to obtain, and relatively inexpensive)  Others specialize in geographic information systems (GIS): computerized system that enables analysts to visualize information about their customers’ demographics, buying behaviour and other data in a map format o Analysts identify boundaries of a trade area and isolate target customer groups o Data is collected at point of sale and stores in data warehouses and combined with the type of information that is available from demographic data vendors Measuring Competition  Internet  Urban Land Institute (shopping centres  Yellow Pages  Local newspaper advertising departments  CD-ROM  Municipal and provincial governments  Directories published by trade associations  Specialized trade magazines  Chambers of commerce  List brokers
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