Let's assume you are a book store, as an example.
- Select the Screen Markets to Find Retail Areas button on the home page.
- Next select the market of interest.
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When the market appears, it is divided into nine sections with a large grid overlay. You can select one of the grid cells to quickly zoom to that area of the market or you can analyze the entire market at once by select the "use entire market" option in the top, right-hand portion of the map.
- For faster processing select one of the nine market areas. Now select the brand you want to use for screening.
- In our case we are interested in books so select "book stores" as the retail category of interest.
- Remember to screen using synergy if you want to find the retail areas with the highest potential synergy for a specific type of retail concept. A high synergy score for a specific type of retail means that nearby retailers and competitors are likely to be complimentary. In other words, customers that use your retail concept will also use these nearby "complimentary" retail concepts.
- When a collection of synergistic retail concepts are located in the same center or retail area, the drawing power of that center (or its potential to attract customers) is greatly enhanced.
- The market map that appears will help you quickly evaluate the retail grid zones that have the highest synergy. Red and purple zones represent the best retail areas (at least in terms of retailers likely to be synergistic with your book store). If some of the locations you are considering are in a "high synergy" retail zone, that is a good reason to take the next step and evaluate these locations in more detail.
Please note that our retail synergy measures are currently linked to the top locations for major chain retailers in each category. For this reason, most markets will show very few (or "no") red/purple retail grid cells. In the next version of the USRetailCenters.com site synergy will be expanded to a much broader set of retailers and retail areas.
If you find a grid cell or cells of interest simply click on "select grid cells to explore any area in detail." When you finished selecting cells, click on "finished with grid cell selection" and the options to generate reports will appear. Select the reports of interest.