site selection

"Retailers make few decisions that are as permanent (and potentially unforgiving) as selecting store locations"  "...the science and art of store location research."  Arthur M. Blank and Bryan J. Fields (The Home Depot) (1)

"A location-retailed error is permanent. While merchandising, pricing, marketing, and management-related problems can be addressed in a relatively short time frame, once a site is selected and a store is built, there is little that the retailer can do". (2)

Buckner said there are distinct factors that fall under the general category of site characteristics: Visibility - Parking - Ingress/Egress - Accessibility - Retail Synergy - Safety/Security. (3)

"It is necessary that the analyst visit all of the major competing stores to observe their operations, physical conditions, and relationship to nearby and adjacent retail and other developments". (4)

The retail business could help us to indicate some key issues that have in common with website on the Internet.

 

Website location

ceramic tile brands

Companies have to be on the first page of Google searching by: porcelain tile, porcelanato, porcellanato, porcelanico, feinsteinzeug, fliesen, fliser, tegels, pavimenti, gres, carrelage, gres cerame, ...etc.

  

Institutional website will lose positions (reason why, read: Building porcelain tile brands on the internet - perceptual map)

 

How much traffic would company actually get if rank on the first page?

traffic by google results position

 

Open an incognito window on your computer and/or mobile device to prevent Chrome from saving your browsing history.

search in your google and in other countries where rank your website.

 

examples:

if you are looking for tegels,  search on google.nl  and see where is tegels.com

if you are looking for kitchens, search on google.com and see where is kitchens.com

if you are looking for porcellanato, search on google.com.ar  and see where is porcellanato.com

 

More articles

Distribution is king: Low price porcelain tile - Wolseley strategy - Saint Gobain strategy

Military strategy at the porcelain tile market

 

Reference:

(1) Buckner, Robert W.(1982-1998)  Site Selection: New Advancements in Methods and Technology. ed: Lebhar-Friedman Books - Preface from: Arthur M. Blank - President - The Home Depot  and Bryan J. Fields - Senior VP-Real Estate - The Home Depot.

(2) Buckner, Robert W.(1982-1998)  Site Selection: New Advancements in Methods and Technology. ed: Lebhar-Friedman Books  - Chapter 1: Store Location Research: Background and Scope. 1

(3) Buckner, Robert W.(1982-1998)  Site Selection: New Advancements in Methods and Technology. ed: Lebhar-Friedman Books. 70-71

(4) Buckner, Robert W.(1982-1998)  Site Selection: New Advancements in Methods and Technology. ed: Lebhar-Friedman Books. 98 

 

other books:

Chetochine, Georges (1994) Marketing Estratégico de los Canales de Distribución. ed: Granica. Barcelona

Berman, Barry - Evans, Joel R. (1998) Retail Management.  ed: Prentice-Hall, inc

Dunne, Patrick - Lusch, Robert F (1999) Retailing. ed: The Dryden Press.

Diamond, Jay - Pintel, Gerald (1996) Retailing. ed: Prentice-Hall, inc