Location-based market positioning a company – A case study of food retailers in Romania. Part I: Literature Review

As customer is the center of retailing there is no doubt about the importance of retail stores’ visibility, accessibility and parking, neighboring of business communities etc., retailers’ long-term performance depending on good location (proximity, appearance, amenities, development, land size), the potential opportunity for a specific retail stores’ site to attract and retain customers, to impact their satisfaction, and even to turn them in promoters thanks to its location being crucial. And on the basis of such a good location, omnichannel marketers can better target consumers in each touchpoint or micro-moment of their decision journey, both ensuring them a seamless improved experience, and influencing their perception regarding retailer brand relative to its competitors, converting this way more prospects into customers. That is why a good estimation of the retail store location is a real challenge. The most significant aspects of location selection will be described and discussed in this paper, followed by a direct comparison alongside with a comparison model, based on three examples of three different retailers, located in three different cities.