How to choose a retail space. Choosing a location and premises for a store: expert recommendations. Abbreviated name in Russian

How to choose a location for a store

Experienced entrepreneurs say that the success of a future store depends on three factors: location, location, location. It is precisely the issues of choosing the location of the future store that we will devote this material to.

There are several approaches to choosing a store. Moreover, for the success of a future enterprise, each one must be taken into account. One, we called it Western, takes into account first of all economic forces: location relative to main transport interchanges, welfare of the area, shopping areas, and so on.

The other, eastern, is more ambiguous. To a rational European it may seem strange at first glance, since the main thing for the prosperity of a store, according to this approach, is the direction of favorable and negative energy flows.

However, it is eastern countries today they are showing the world the wonders of economic development. This means that it is worth trying to take into account a different view of business. We think everyone will agree with us that if there is at least one chance in 100 that using this approach will lead to prosperity, then it is worth using it.

Let's assume that you already have several proposals for store premises that are quite interesting at first glance. The first thing you need to assess first is competition. Are there already similar stores in the area? How many are there? How they plan product range? What are their strengths and disadvantages? Visit them all. Observe for several evenings how trade is going, the behavior of customers, and the degree of their satisfaction. Moreover, it is necessary to visit stores in the evening, when most residents return from work and buy groceries. This will allow you to not only imagine the market size, but also the potential revenue.

The next stage of selection involves developing an offensive map, on which you, as a true commander in chief, will plot the enemy’s positions and outline your own.

As you know, each store creates a zone of influence around itself, which consists of three subzones: near, middle and far. Knowing these zones is vital because they determine the store's future revenue. Thus, according to merchandisers Kira and Ruben Kanayanov, residents of the near zone account for 60-70% of revenue, middle zone – about 20% and distant zone – about 15%.

Typically, the near zone is located within a radius of up to 1 kilometer. To be more precise - a 10-minute walk away. Since a walk through a typical Russian city resembles military throws over rough terrain (you have to cross busy roads, look for rare illuminated paths in parks, go around long buildings, not to mention the numerous trenches left by the workers of the valiant Vodokanal), then in reality the zone of influence resembles a strongly curved ellipse. The average shopping area has a similar appearance, 1-2 kilometers away from the store for pedestrians and 2-5 kilometers for motorists. The long-distance shopping zone is located within 5-6 kilometers for a pedestrian (subject to a convenient location relative to public transport stops). However, these are just approximate zone parameters.

In fact, shopping zones have one significant feature - their radius of action directly depends on the size of the store: the smaller the store, the smaller its zone of influence.

Keeping all this in mind, plot your zones of influence and the zones of influence of your competitors on the combat map. Lots of intersections? Choose the option with the fewest major competitors.

However, one more observation. Not always a large number of direct competitors in proximity is bad. With a really large concentration of stores of the same profile, the “effect shopping center“when, intersecting, trade zones do not cancel each other out, but only strengthen them.

Correctly identifying zones of influence will allow you to obtain several more key factors that influence the future success of the store: the number of residents in the zone of influence and the relative purchasing power of one resident.

So, the shopping areas have been identified, we move on to the next stage - assessing the pedestrian (or vehicular) flow. To do this, just go to the main entrance of the proposed store and count how many people (cars) will pass by within an hour. Such a study needs to be repeated at different times of the day to calculate the average human flow per day. Of course, the best store is the one you pass by every day. large quantity potential clients.

In order to make a final decision on choosing a specific premises, compare such indicators as the possibility of parking (in the number of cars), the length of storefronts, the area of ​​the sales floor, the distance to public transport stops (in minutes walking distance to them).
Well, have you decided on your favorite? If not, read about the eastern approach to choosing a location for a store.

Eastern approach

So, all the calculations have been carried out, but the problem of choice has not been solved. It's time to take an Eastern approach to choosing the best possible store premises.

First of all, carefully examine the street on which the premises are located. It is important that there are no funeral homes, cemeteries, hospitals nearby, railways And nuclear power plants. Neighborhoods with abandoned buildings and landfills are also undesirable. Ideally, the area where the store is located should give the impression of wealth and prosperity. It’s great if the front of the store faces a fountain or park.

But even if everything seems fine at first glance, be sure to inquire about the reason why the previous owner of the store wants to part with it. If he goes broke, it's a bad sign. And if all the previous owners of the store were forced to close the business, you should seriously think about how much you need this particular premises.

It is best if the previous owner sells the store because he is expanding and acquiring a larger premises.

Now go to the main entrance and pay attention to the location of traffic flows.

It is very bad when the building is located at a T-shaped or V-shaped intersection - in this case, a huge flow of negative energy will be directed towards the store. The same flow will be directed towards the store if its façade faces the corner of the building opposite.

Ideally, the building is located at an intersection and the store entrance crosses the corner.

Pay special attention to where the store door opens. The orientation of the door to the southern directions, where the Wealth zone is located, is considered favorable. It is undesirable for the front door to look at two buildings, one of which is located behind the other - such a combination symbolizes theft.

The central entrance should not look at a lonely building towering above its surroundings. This is a symbol of the enemy. It is better to completely abandon this premises for a store if such a building is located to the west of it. This is a clear sign of bankruptcy.

It is a very bad sign if the front door faces a combination of two high-rise buildings separated by a narrow street. This attracts misfortune.

It is also not good if there is a construction site nearby: crane towers create a destructive flow of negative energy.
The store has a beneficial effect on the nearby children's and educational institutions, playgrounds, temples, fitness rooms and swimming pools.

If the store premises are located in a separate building, pay special attention to its shape and roof. It is desirable that the building has a rectangular shape. The roof should also be symmetrical. If it is slanted to one side, then well-being can go downhill.

Now a few words about display cases: in retail outlets, display cases should not start at floor level. When a store is too open, profits will leak out of it. Large display windows can be limited by curtains.
However, it is not recommended to install mirrored windows. They block positive energy.

All retail outlets are favorably influenced by awnings and canopies - they block negative energy.

If, after our recommendations for choosing a store from the point of view of Feng Shui, you do not have a single suitable room, choose the one that is affected by the least number of unfavorable signs. Almost all harmful environmental influences can be neutralized.
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Today, b2b services are actively used in business practice. Any services for a business will be profitable if it really needs them. We understand what is in demand in the market.

One of the most popular segments of the real estate market in our country is commercial real estate. Thousands of square meters are constantly being rented and purchased by business owners, and investors are looking for the most profitable options for investing money.

The concept of commercial real estate combines various office rooms, shops and other retail spaces, areas in new buildings allocated for commercial use, industrial and warehouse premises, etc.

No matter for what purpose you are looking for real estate: to rent or buy, invest cash You must choose very carefully.

It is important to consider certain criteria when choosing a commercial premises. After all, real estate will bring you money or work for the company’s image only if it meets a number of certain requirements, which we’ll talk about.

Property location

The first criterion to start with is the location of the property. Having different infrastructure is important for different types.

So, for example, if you are interested in renting or buying real estate for an office, make sure there are nearby parking lots. The proximity to public transport stops, the presence of grocery stores and cafes will not hurt.

Renting retail space involves a lot of pedestrian traffic; the premises must be visible and easily accessible. For production premises Often a nearby railroad track is required.

When choosing a location, also pay attention to the prestige of the area and the location of the property; the solvency of consumers, as well as the persons who will rent your premises, depends on this.

Having chosen a room, analyze its demand on the market. According to statistics, premises small size surrender much easier and faster than their counterparts, which boast very large areas.

In addition, if you have a fairly large amount of money that you are willing to invest in real estate, it is best to purchase several small premises rather than one large one.

In the event that difficulties may arise from a large room, you can rent out at least one of several small rooms in any situation.

Pay attention to the objects under construction commercial real estate. This is one of the opportunities to make the most profitable investments. If you buy real estate at the very beginning of construction and sell it immediately after the project is completed, you can make a profit of 20-30% of the cost.

In addition, even if you are not interested, renting out premises in a new office building is much more profitable and the demand for them is higher.

At the same time, when considering, do not forget to make inquiries about the developer. The most important thing is to make sure of his integrity, check project documentation, title documents for land, construction permits, etc.

Read the reviews, make sure you get a full impression of the developer’s reputation, and you are sure that you can trust him.

Do not forget that the commercial premises you purchase must be competitive, otherwise it is unlikely to be profitable.

To make sure of this, carefully study the competitive environment.

It is best to choose a small building, or a small room located in a large and busy area of ​​the city. Also make sure that there is no space nearby for the construction of new commercial premises, otherwise new construction could seriously affect the profitability of your investment.

Well, the main thing that needs to be calculated is the profitability ratio of the object. It is calculated based on the cost of the property, the size of its area, and the rental price.

The profit from one square meter of premises should suit you and be at least attractive, while the lower the cost of the same square meter, the better.

The next thing you should agree on with the seller is the price. Study similar offers on the market, the advantages and disadvantages of the premises you are going to purchase.

It is beneficial for you, like any buyer, to buy as cheaply as possible, while the seller will pursue his goal - to sell at the most favorable price for him. It is important to come to a compromise; the final cost must suit both parties.

The next step is to study the real estate documents very carefully. It is at this stage that there is a chance to fall into the trap of scammers and be left both without money and without property.

You must independently, or with the help of an independent lawyer, study the seller’s real estate documents to make sure that he is the legal owner who has every reason to dispose of the property.

He must have all the documents available, and most importantly, they must be properly executed.

Request that you be provided with:

• Information on state registration;
• Technical documentation from BTI;
• A land lease agreement, or a document certifying ownership of the land.

After checking all the documents and preparing the missing ones, you can proceed to concluding a purchase and sale or rental agreement for the premises with the owner.

Shopping centers vs. street retail

DELA.ru continues its joint project with the portal open base commercial real estate in Krasnoyarsk www.knkras.ru - on our website you can find out information about office, retail and warehouse space available in the city, get acquainted with the latest trends in this area and receive professional advice regarding the purchase and rental of commercial premises. In today's article we will talk about choosing the format of a retail space.

Location, attractiveness for the consumer and convenience of the internal structure directly affect efficient operation point of sale. And this, you see, is very important for any owner trading business. We have identified two equivalent alternatives for locating your store - renting premises in a shopping center (shopping center) and street retail. What are their advantages and disadvantages?

Dry terminology

Shopping center, shopping center, shopping center or shopping center(German Einkaufszentrum - “gallery”, “passage”, “shopping and entertainment complex”, “mall”) - a group of retail enterprises managed as a single whole and located in the same building or complex of buildings.

Street retail(English: Street-retail - “street trade”) - a type retail real estate, which are retail premises located on the first floors of buildings, having a separate entrance and their own display windows.

Street retail has existed on earth since ancient times. With the advent of cities, trade appeared, and with the advent of trade, trading shops began to open. As a rule, they were located in the city center, which, in turn, was prestigious, but also influenced the price of land rental. Expensiveness and prestige to this day remain properties that are inherent in street retail. But today there is a serious alternative to it - shopping and shopping and entertainment centers.

Street retail. Good and bad

Brands that care about their image and do not want to change the format usually try to stand out and do not want to fit into someone else’s concept. Therefore, their desire to occupy separate and autonomous retail space is understandable.

Individual stores in the center mean recognition and unique style

Street retail allows you to fully follow this principle. Linking a store to a specific location gives a brand the opportunity to uniquely define its style. Thus, a store opened in a street retail format will in itself be an advertisement for the entire brand. And it doesn’t matter whether the consumer entered the newly opened store or not, because in this case, even an ordinary passerby, paying attention to the sign, will imprint information about the brand in his memory, which is a definite plus for the owner.

In addition, the street retail format is practically immune to the crisis. In this segment, demand always exceeds supply, and, having opened his store on a street with high human traffic, it is extremely difficult for the owner to remain “without pants.”

As for the disadvantages of the street retail format, of course, they also exist. First of all, this is a strong dependence on street traffic. Such stores should be opened only in a busy place somewhere in the city center, or you should find a way to increase traffic in other ways, for example, with a strong advertising campaign, which, in turn, requires significant costs.

Also, street retail is a rather expensive format. Prices for really good places are high and, it must be said, most of them are already occupied, and their owners are unlikely to want to easily lose their assets.

In addition, opening a stand-alone store comes with some other challenges. This includes constant efforts about landscaping, and visits from the SES and others. public services supervision. It is also worth saying that the store owner is less insured against acts of vandalism.

But even taking into account all the shortcomings of the street retail format, its advantages, when used correctly, more than cover them.

In Krasnoyarsk the most interesting places For " street trading» are Mira Avenue and Lenin Street on the left bank and Avenue named after. newspaper "Krasnoyarsk Rabochiy" - on the right.

Of course, there are some nuances here too. So traffic (vehicle and pedestrian) on Mira Avenue from the street. Robespierre to st. Trade unions are declining sharply. The same “disease” occurs at the beginning of Lenin Street (from Karatanov Street to Paris Commune Street (and quite possibly to Surikov Street). Such issues always need to be taken into account. It is best to spend the day near the premises in which you are going to place a store , count passers-by and understand whether this is your target traffic in terms of purchasing power and other characteristics.

Mall or shopping center. All the pros and cons

Shopping centers are convenient for both the buyer and the owner of a trading business. By deciding to rent space in a shopping center, the owner will save himself from many associated hassles and costs.

We should start with the fact that renting premises in a shopping center is much cheaper than renting premises in a street retail format. In addition, all responsibility for security, internal structure, appearance, administrative problems, etc. will fall on the shoulders of the shopping center, not the tenant.

Renting in a shopping center means accessibility and no hassle in maintaining the premises

In addition, we must not forget that the shopping center is a brand that has its own advertising campaign not only for its tenants, but also for consumers, which, in turn, increases traffic to the shopping center, and, accordingly, tenants. And every day the consumer is increasingly inclined to go not to stand-alone stores, but to shopping centers that provide a huge selection brands for every taste.

In a word, the shopping center can be compared to the almighty Atlas, who holds an entire planet of different brands and brands on his mighty shoulders.

This titan takes care of its tenants and tries with all its might to make their lives more comfortable and profitable - the lives of each of them.

And here lies one, but very serious problem - competition literally next door. After all, by gathering 10 stores selling sportswear on one floor, the shopping center literally provokes its tenants into fierce competition, which not everyone is able to withstand with dignity. And if we also take into account that for shopping centers there is such a thing as anchor tenants, then the issue of competition becomes even more relevant and less solvable for many.

Let us clarify that an anchor tenant is an already established and famous brand, that is, a large company that has existed on the market for a long time and has accumulated its clients. Anchor tenants usually occupy about 50-60% of all retail space in a shopping center. Often, large federal players, entering a shopping center, demand that their intersections product groups there were no other tenants. This is why in many shopping centers you won’t find two large stores household appliances and so on. Although there are also large shopping centers that can afford not to accept such conditions from tenants.

One of the latest trends in the market is the specialization of shopping centers in the following areas: children’s (“Emerald City”, “Right”), furniture (“Seven Elephants”, “Continent”, “Republic”), household goods (“Atmosphere of Home”, “Commander”), sports (“Babylon”, “Extreme”). The development of these shopping centers is proceeding at a slower pace - it is objectively more difficult to find tenants that complement each other in the same segment. Moreover, each new shopping center in this format lures away part of the traffic from existing market players.

In case of specialization, the most interesting target traffic is built in the shopping center. But there is also a disadvantage here - when starting up, it is difficult for owners to refuse the tempting offer of a good tenant who is not included in the concept. That is why the concept of a shopping center can change over time.

When choosing a shopping center, you need to familiarize yourself with the anchor tenants - look at their product range. If you overlap with them and your goods are in the same price category, you have practically no chance of winning and long-term existence in this shopping center. The anchor tenant has much more traffic - visitors come to him first. And if they see a similar product there, then they will buy it there. So, differ either in the price category and quality of the product, or in the product itself - change the direction of your activity.

So, welcome to the arena. Mall vs street retail

Let's summarize the pros and cons, adding some more points.

What to choose: shopping center or street retail, depends on the goals and capabilities of the retail business owner

Street retail. Behind:

• Maintaining the uniqueness of your brand.
• Investing in a retail space when purchasing it, rather than renting it.
• Development of “your” consumer.
• Good profitability with the right approach.
• Large attendance with the right choice of location.
• Unaffected by crisis.

Street retail. Against:

• Expensive rental rates and high prices when buying real estate.
• Strong dependence on the professionalism of the business owner.
• Strong dependence on place.
• A “set” of related hassles, such as SES, fire supervision, cleaning, security, etc. (even when renting premises).

SEC. Behind:

• The shopping center takes on all the troubles of landscaping, cleaning, security and other small nuances.
• The shopping center is a brand in itself, and its tenants are advertised along with it.
• Quite reasonable rental rates.
• Large attendance, quite understandable traffic.

SEC. Against:

• Very serious competition.
• About 50% of anchor tenants are out of competition.
• Lack of possibility of purchasing the premises.
• Actions management company(maintaining the stated concept or changing it) may not always benefit you.

That's probably all. So who won? Mall or street retail? Here, as it should be, everything depends on the goals of the owner of the trading business. If it is not possible to invest a lot of money in street retail, then the choice is on the side of the shopping center. If it is important for the owner of a retail business to distinguish his brand from others and develop “his” consumer, then he should choose street retail.

In general, for every “if” there is a certain “then”, and the choice depends on the capabilities and goals of the owner.

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The following methods for effective deployment can be distinguished: retail network which are used by the most successful traders on the Russian market:

• franchising;
• purchasing an existing business through mergers or acquisitions;
• construction of own stores on our own using both own and borrowed financing.

• financial;
• temporary.

If we talk about the second factor, its influence on rapidly developing markets is often even higher than the influence financial factor. If the network did not take any promising position, then it went to competitors and the network lost twice: the first time when it lost its possible income, and the second time when a competitor received this income.

If we rank each of the network development methods by capital intensity, we get the following sequence:

• purchasing a business (the costs are the highest, since in addition to the estimated value of the company’s property, it is also necessary to pay for some intangible assets of the acquired company, of course, if the company is not experiencing financial problems and is not in bankruptcy);
• construction;
• franchising.

• construction (maximum time spent: direct acquisition of land and construction, recruitment, training, etc.);
• acquisition of existing retail assets (time is required to complete the transaction and time to integrate business processes);
• franchising.

1. Networks that are completely owned by the owner, do not outsource logistics and other operations, and own all real estate objects that are used by the network to carry out its activities. In this case, we are dealing with a quasi-vertically integrated company that has margins at its disposal as a real estate owner (stores as real estate), as a retail operator (stores as points of sale and assortment management objects) and as a logistics operator (transportation and warehousing).
2. Networks that are wholly owned by the owner, partially outsource logistics and other operations, and lease all or part of the real estate that the network uses to carry out its activities. In this case, the network does not receive part of the income from outsourcing activities and does not receive income as the owner of the property.
3. A network based on franchising principles. Such a network not only does not receive income as a property owner and logistics operator, but also gives part of the margin on retail operations to the franchisees.

The role of logistics infrastructure in retail trade

The role of logistics infrastructure in retail trade is manifested in the following components:

1. Store location.
2. Selecting the type of premises for a retail trade enterprise.
3. Creation of infrastructure for individual retail outlets (stores).
4. Location and type of distribution center or network centers or simply storage facilities supporting the activities of the retail network.

• availability of convenient access to the location.
• human flow, pedestrian or vehicular, passing near the location of the retail outlet.

Table 1. Real estate requirements for retail enterprises of various formats.

In addition to the fact that the type of premises of a retail outlet is largely determined by the format, it also depends on the type of location of the outlet. The following types of retail outlet locations are distinguished:

• street retail (or street retail) - free-standing stores located in a shopping area or on a shopping street with entrances from the street;
• as part of a shopping center;
• a free-standing store located in a residential area (such as a separate discounter or supermarket located in the center of a residential area);
• a stand-alone store located on a country road or in other parts of the city, which, due to its size, is itself a place of attraction for customers.

Let's consider the general approaches used when choosing a location for a retail outlet.

How do stores usually open? At best - after a simple marketing research. A subjective analysis of already operating stores is carried out, fragmentary information about competitors is collected, a simplified sociographic portrait of the territory is drawn up: a poor area, an elite one... It is determined whether there is a large flow of people in the place where a new one is planned shopping facility. Further, the decision is dictated by intuition and common sense of the company’s owners and its managers.

But several months pass, and it turns out that the revenue is half as much as expected. It’s already too late to change anything: a lot of money has been invested in the equipment and renovation of the store, the rent has been paid a year in advance. Worse, often the firm has no methodology at all that can be regularly used to decide whether to close unprofitable stores.

The problem is further complicated by the fact that there is often a shortage of retail space on the market. You have to quickly evaluate offers coming from realtors, otherwise there is a danger of being left with nothing. There is only one way out in this situation - to use more advanced forecasting methods that help to avoid gross mistakes. One of them is the expert assessment method, which allows you to combine objective indicators and subjective opinions about a retail facility.

Mathematically, the relationship between the characteristics of a retail outlet and its financial result described using a special normalizing coefficient. To obtain this indicator, an expert assessment of already operating chain stores is carried out according to a number of criteria. The subjective assessment—as quantified—is then compared to each store's revenue volume. This can be easily done by dividing the average (for example, average monthly) revenue of a retail outlet by the appropriate valuation value. The resulting number is the normalizing coefficient.

What is the accuracy of such forecasts and what does it depend on? If the standardization coefficients of different stores do not differ from each other by more than 5-10%, you are very lucky: you have acquired an indispensable business tool. In this case, the revenue forecast for new stores that you will have to evaluate will be within the same 10%.

However, the case described above is ideal. In reality, the picture you would like to get can be distorted by a number of subjective factors.

First, you need to correctly select the most important evaluation criteria and find a mechanism that allows you to describe them quantitatively. And this is not always easy. It is one thing to measure the retail space in square meters, another thing is to measure the intensity of the human flow flowing past the shops, or the level of well-being of the residents of the surrounding streets. You will have to show both patience and imagination.

For example, some experts determine the level of “eliteness” of an area in this original way: they count the number of expensive double-glazed windows on the windows and brands of expensive wines on display in the nearest supermarket. The “traffic” of a retail outlet can be determined by simply standing next to it and counting how many people pass by. A manager who knows the basics of merchandising just needs to take a look shopping room to evaluate the convenience of its layout.

To make this work easier, accurately select and quantify evaluation criteria, you can consult with a commercial real estate specialist. If we talk in general outline, That standard set factors influencing the volume of revenue will be as follows:

• store area;
• distance from the entrance to the shopping center;
• the floor on which the store is located;
• convenience of the store's internal layout;
• the location of the shopping center in which the store operates;
• the number of people passing by the shopping center per unit of time;
• convenience of approach and access to the shopping center;
• availability of parking at the shopping center;
• competitive environment in the nearby area;
• sociography of the area.

The range of application of the expert assessment system is not limited to revenue forecasting in retail trade. It can be used to take management decisions in any area of ​​business.

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