Aman Banka

(03)
Ayush Agrawal
( 11 )
SITE SELECTION FOR C h u m i Ta l u k d a r
(19)

PROJECT Mouli Jain

(27)
Pallavi Aggarwal

(SHOPPING MALLS) (35)

Vi s h a l S h a h
(51)
Sujit Kumar Sahoo
(57)

Tuesday, February 27, 2018 1

 INTRODUCTION

Location is an important decision for a

retailer-why?
Let’s know from some of the biggest names
in mall business
 Yogeshwar Sharma, Select Citywalk
 Siddharth Yog, Virtuous Retail
 Abhishek Bansal, Pacific Mall
 Amaan Fakih, Runwal Group

2
 THE BOSSES’ EXPERIENCE

 Yogeshwar Sharma,
Executive
Director, Select
Citywalk -
“Location of a shopping
mall is of utmost
importance as it is
directly related to the
catchment. The
catchment defines the
type of customers and
their spending habits. It
also helps the mall
developers in selecting
the brands that will
perform well in that
particular location.”
3
 THE BOSSES’ EXPERIENCE

 Siddharth Yog,
Chairman, Virtuous
Retail -
“To create a high
performance retail
environment, the
location is of utmost
importance. The
catchment
accessibility is driven
by the location,
which in turn affects
the footfalls and the
revenue.”

4
 THE BOSSES’ EXPERIENCE

 Abhishek Bansal, Executive Director, Pacific Mall -

“Though physical location of any business is important, it holds
rather more importance in the retail sector as the success and
sustainability of the business is largely dependent on it. You
need to be where your target audience is and if the location is
not favourable then the need to be well connected, accessible
and reachable becomes a prerogative.”

5
 THE BOSSES’ EXPERIENCE

 Amaan Fakih, CEO, Malls at Runwal Group -

“The location is the most crucial factor for success of a
shopping mall. The mall developer decides on the proposition,&
the feasibility of developing the mall in that particular location.
Catchment areas, profile of customers, distance and travel
areas, connectivity, bottlenecks in terms of infrastructure must
be kept in mind while deciding the location of a shopping mall”

6
 IMPORTANCE OF LOCATION

Involves large capital investment

Affects transportation costs
Affects human resources
Affects amount of customer traffic
Affects volume of business

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 STEPS INVOLVED IN CHOOSING A
RETAIL LOCATION

Market identification (which city to enter-

attractiveness of a market)

Determine the Market potential

 Demographic features of the population
 The characteristics of the households in the area
 Competition and compatibility
 Laws and regulations
 Trading area analysis
8
 STAGES OF LOCATION SELECTION

Evaluate
Selection of
Alternate Selection of an area
Geographic a City within a city
Areas

Identification Analyse all

of a specific available sites
site

9
 SITE EVALUATION CRITERIA

Pedestrian traffic Number of people, type of people

Vehicular traffic Number of vehicles, type of vehicles, traffic congestion

Parking facilities Number and quality of parking spots, distance to stores,

availability of employee parking
Transportation Availability of mass transport, access from major highways,
ease of delivery
Store Composition Number and size of stores, retail balance and
affinity(similarity)

Specific site Visibility ,placement in the location, size and shape of the lot,
size and shape of the building, condition and age of the
building
Terms of Occupancy Ownership or leasing terms, operations and maintenance
cost, taxes and other restrictions
Overall rating General location and specific store

10
 TECHNIQUES FOR SITE
ASSESSMENT

Analogue method – Principle behind this

method is that new store sites are compared
to existing ones that have many features in
common with the new store

Knowledge based techniques – Most

important techniques are expert systems or
models developed based on Artificial
Intelligence which simulate store
performance at prospective locations
11
FACTORS AFFECTING THE CHOICE
OF MARKET

Demographics of Competition
population & area

Accessibility & Laws &

Cost Regulations

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DEMOGRAPHICS OF POPULATION &
AREA

13
COMPETITION

14
ACCESSIBILITY

15
COST

16
 COMPLIANCE FROM GOVERNMENT
AGENCIES

Environment impact assessment report

Permission from fire brigade
Permission from state electricity board
Permission from the local municipal body
Occupation certificate
Assessment of property tax
Registration of retailers

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 COMPLIANCE FROM GOVERNMENT
AGENCIES

Laws relating to mall operations

Labour laws
Insurance
Renewal & certification
Taxation & return filing

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SUMMARY OF CHIEF FACTORS TO
CONSIDER

19
 OTHER FACTORS

Mall’s brand power

Tenancy mix of the mall
Technical infrastructure offered by the mall
Mall’s facility management
Mall’s operating hours

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 UPCOMING MALL LOCATION
OPPORTUNITIES

■ Airports
■ Railway station
■ Office buildings
■ Resorts
■ Hospitals
■ Residential complexes

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