The project requires each student to document and analyse the retail supply (up to a maximum of 100 stores) within the designated cluster of shops. From these data, you can describe the nature of the retail specialization and assess how well the retail mix reflects the image the area wishes to project in making itself a unique and desirable retail destination.
Each Student is required to make at least one site visit to the chosen area.
This study is to focus primarily on storefront retail supply exclusive of the non-storefront services in offices within the cluster.
- Examining “ethnic” shopping areas should note particularly whether or not each business is “ethnic” or “non-ethnic” with ethnicity determined by signage and/or product (goods or services) provided. “Ethnic” shops and services are to be identified by the specific ethnicity or ethnicities of their products and/or the ethnicity/ethnicities they are meant to serve.
Each retail area is, or at least wants to be, a specialized magnet for certain shoppers seeking certain kinds of shopping experiences. Assess the extent to which the retail supply in the cluster reflects that specialty.
Describe and calculate the proportion of business serving an identifiable ethnic group or providing ethnic-specific goods and services to the broader public.
Provide details of the key attractions which serve as magnets for shoppers in the retail area. Note which stores, if any, serve as anchors. Assess how these attractions and anchors help define the specialty of the shopping district.
Describe efforts to enhance accessibility – both mobility-related (parking, transit access, escalators/elevators) and and accommodations for people with disabilities. Note improvements to the physical attractiveness of the shopping district (renewed frontages, urban aesthetics, design features, banners, etc.)
Describe promotional activities meant to enhance the image of the cluster as a specialty shopping district.
The written report will describe in some detail nature of the specialized market focussing on the retail mix, i.e., the nature of storefront retail supply within the chosen retail cluster. Include the detailed analysis of the shopping destination as described above, including an assessment of the extent to which the retail supply in the cluster reflects the desired specialty.
Retail Specialization and Desirable Retail Destinations
Cf Markville Is Commonly Known As The Markville Shopping Centre. The Mall Has Over 60 Stores In Markham, Ontario In Canada. The Mall Is Situated At The Point Of The Intersection Of The Mccowan And Highway 7East. The Shopping Mall Was Developed By The Development Of The Jds And Has Been Under The Ownership Of The Fairview. The Process Of Ascertaining Or Having Proper Confirmation Of The Product Or The Service Into a Final User Or The Consumer May Need Some Emphasis On The Site. The Mall Has Been Useful To The Traders Who Strive To Ensure That There Is The Proper Availability Of The Goods To The Consumers. The Visit To The Mall Was Meant To Highlight Some Of The Activities That Are Found Within The Respective Stores.
- To Identify Some Of The Tools Of The Promotion That Are Used In The Stores Within Markville Shopping Mall.
- To Identify The Most Dominant Business Type Within The Mall
- To Identify Some Of The Strengths Of The Mall That Makes It Preferred By The Customers
The Study Was Limited To The Study Of The Activities At The Markville Mall, Especially Within The Stores. Much Focus Was On The Kind Of Businesses Within The Stores In The Mall Alongside Promotional Activities (Bandey And Rather 2013).
The methodology of the research that was used in the study of the activities within the Shopping center put a lot of emphasis on the activities of the sales and other competitive features of the structure.
There was the development of the research plan on how to collect the required information regarding the contact for the gathering of the relevant data. The collected data was regarded as the foundation of all research work. The collection of the data was regarded to be from two sources that were primary data and the secondary data(Masud, Pfeil, Agarwal and Gonzalez 2017).
The primary data was collected by the direct visit to the Markville Shopping Centre. These data were obtained through:
- Conducting personal interviews
- Questionnaire
- Observation
Prior to the visit to the mall, the secondary information regarding the shopping Centre was collected from the materials like books and also the press release of the Shopping Centre.
- Camera for taking photos
- A pen
- Note book
- GIS map
- Sample stores
- Customers at the site
- Management personnel
The following stores were identified during the field study at the CF Markville Mall.
- A&W
- Adidas
- Aldo
- Altima Markville Dental Centre
- Amaya Express
- American Eagle Outfitters
- Apple
- Ardene
- Aritaum
- Aritzia
- Aroma Espresso Bar
- Banana Republic
- Barber Shop, The
- Bath & Body Works
- Bell
- Bentley
- Best Buy
- Best Buy Mobile
- Bikini Village
- Bombay
- Bourbon Street Grill
- Browns
- Bubble Tease
- Carter'S Osh Kosh
- Caryl Baker Visage
- Churchill'S Cigar And Gift
- Cinnabon
- Claire's Boutique
- Coach
- Continental Currency Exchange
- Davidstea
- Dental: Dr. Amelia Woo, Dr. Derby Wong & Assoc.
- Foot
- Dynamite
- East Side Mario's
- Eb Games
- Ecco Shoes
- Eddie Bauer
- Extreme Pita
- Eyestar Optical
- Fashion Fits Alterations
- Fido
- Flight Centre
- Foot Locker
- Fossil
- Freedom Mobile
- Freshly Squeezed/Yogurt Delight
- Gap
- Gateway Newstands
- Geox
- Gnc
- Good Life Fitness
- Gymboree
- H&M
- Hair Craze
- Hakim Optical
- Harvey's / Swiss Chalet
- Hearing Solutions
- Hudson'S Bay
- Hyba
- In By Surplus
- Indigo Spirit
- Jack & Jones
- Jean Machine
- Jewellery Forever
- Jimmy The Greek
- Joey Markville
- Kamdorbo
- Kentucky Fried Chicken
- Kernels
- Kiddie Kobbler
- Kids Foot Locker
- Koodo Mobile
- Kool Kovers
- L'Attitudes
- L'Oro Jewellery
- La Senza
- La Vie En Rose / Aqua
- Lab Sense
- Laline
- Laura Secord/Since 1913
- Laura/Laura Petites/Plus
- Lenscrafters
- Lids
- Little Burgundy
- Loft
- Lucky Mobile
- Lukfook Jewellery
- Lululemon Athletica
- Lush Fresh Handmade Cosmetics
- M Boutique
- Mac
- Manchu Wok
- Mappins
- Marciano
- Melanie Lyne
- Melonhead
- Mercedes-Benz
- Michael Hill
- Michael Kors
- Minis
- Sub
- Muji
- Natural Solutions
- Naturalizer
- Nespresso
- New York Fries
- Nike
- Nash
- Nutrition House
- Oceane
- Odeon Shoe Repair
- Old Navy
- Osim
- Pandora
- Papyrus
- Peoples Jewellers
- Phone Care Plus
- Pickle Barrel, The
- Purdy's Chocolates
- Quilts Etc.
- Reitmans
- Rogers Plus
- Roots
- Rw & Co.
- Saint Germain Bakery
- Saje Natural Wellness
- Saks Off 5Th
- Scotiabank
- Second Cup
- Sephora
- Shoe Company
- Shoppers Drug Mart
- Showcase
- Shumaker
- Skechers
- Soft Moc
- Spencer Gifts
- Sporting Life
- Starbucks Coffee
- Stars Men's Shops
- Stitch It
- Sunglass Hut
- Sushi-Q
- Swarovski
- Swiss Chalet
- Taco Bell
- Tbooth Wireless
- Telus
- Ten Ren'S Tea
- Thai Express
- The Body Shop
- The Children's Place
- The Face Shop
- Things Engraved
- Thyme Maternity
- Tim Hortons
- Tonyc Studio For Men + Women
- Town Shoes
- Toys 'R' Us
- Trade Secrets
- Transat Travel
- Uniqlo
- Vans
- Victoria's Secret
- Villa Madina
- Virgin Mobile
- Vivah
- Walmart
- Winners-Homesense
- Wirelesswave
- Wow! Mobile Boutique
- Yogen Fruz
- Zara
- Zumiez
- Zwilling J.A. Henckels
The Data Collected Indicated The Following As Outdated Stores;
- Aeropostale
- Aerosoles
- Bay
- Bcbgmaxazria
- Bgs Homes
- Black's
- Bluenotes
- Caldi Leather
- Calendar Club
- Capezio
- Churchill's Cigar Store
- Dental Office
- Express
- Fairweather/Stockhomme
- Forever 21
- Guess
- Hallmark Cards
- Hickory Farms
- Hot Topic
- Crew
- Jacob
- King's Watch Co.
- Le Chateau
- Marlin Travel
- Public Mobile
- Ricki's
- Sears
- Smart Set
- Sony
- Sport Chek
- Strada
- Teavana
- Things Remembered
- Tim Hortons Donuts
- Tip Top
- Watch It!
- Wind
At The Time Of The Study, The Following Stores Were Found To Be Vacant
- Bell
- Town Shoes
- Toys 'R' Us
- M Boutique
Each retail area is or at least wants to be, a specialized magnet for certain shoppers seeking certain kinds of shopping experiences. Assess the extent to which the retail supply in the cluster reflects that specialty.
As a private business progress, a considerable measure of to any clients will be given to individuals who happen to pass by the store. This makes fairs and occasions the ideal place for traders to acquaint the image with a more extensive group of onlookers. High volumes of customer activity at these occasions will give the trader the chance to advance stock or benefits and acquire new clients who generally wouldn't have come into contact with the store(Team 2015). To the extent advancement thoughts for retail locations go, having the capacity to interface with the neighborhood network and have genuine associations with potential clients is an extraordinary method to begin constructing the image. This has been extensively explored by most of the trades at the mall. Those stores that employ this technique are actually doing better than other competitors (Ahmad 2012).
Site Visit to the Chosen Area
Detail and calculate the retail mix within the assigned area, noting particularly the predominant retail categories and types, the nature and proportion of “ethnic” and/or other specialty businesses, the proportion of retail chains or franchises and independent businesses, the vacancy rate, and any factors in the retail supply which makes the retail cluster a “shopping destination.”
The sampling exercise involved selected shops that had indicated a high rate of customer visit in the last two months as per the available records. The frequencies of the visiting customers were translated into the predominant of the business type. The franchised businesses automatically enjoyed good sales and frequent visits due to their popularity. They, therefore, registered high frequency. That business that indicated low frequencies as per the table below were deemed to be vacant
The proportion of stores within each retail category (convenience goods, lower-order shopping goods, higher-order shopping goods, services) shall be calculated and represented in graphics and/or tabular form.
If a predominant business type is apparent (e.g., restaurants, women’s fashion, services, arts, etc.), this should be noted and the proportion of those types of shops calculated.
The Markville mall is a very busy place that allows for very many activities to be carried out. Although nearly every commodity can be found in the mall, the proportions vary. The traders within the structure have studied the purchasing trend of the customers. The statics and attendance record indicates that women more frequently visit the place followed by children and lastly men. Most traders have therefore shifted to the business of the women's ware like clothes and shoes. Out of the 100 stores that were studied,37 of them are occupied with the women’s are. This represents 37%
Calculate the vacancy rate of stores in the area at the time of the visit. Assess the retail vibrancy based on the number of vacancies.
At the time of the study, the following stores were found to be vacant
- Bell
- Town Shoes
- Toys 'R' Us
- M Boutique
If this number of the stores are expressed as a fraction of the total. then the percentage value may be obtained
Total number of the stores under the study=100
Vacant stores at the time of the visit=4
The rate of the vacancy=vacant/total*100
4/100*100
4%
Calculate and report on the percentage of storefront operations which are chain/franchise operations. It is not necessary to determine the ownership type (chain-owned or franchise).
Some of the businesses within the mall have sought certification of operation by the use of the other established businesses. These businesses have been included in the mall as an extension of the of the product provision. Some of these businesses include;
- Adidas
- MERCEDES-BENZ
- MAC
- NIKE
- Apple
- Jack and Jones
- Aldo
- A&W
Storefront Retail Supply vs. Non-storefront Services
Percentage calculation
Total number of the stores=100
Number of franchised business stores=8
% of the franchised=franchised/total *100
8/100*100
=8%
Describe and calculate the proportion of business serving an identifiable ethnic group or providing ethnic-specific goods and services to the broader public.
Marlin Travel has specialized on the Chinese travel.In order to enhance the known travel by the Chinese and the Chinese guests, the Marlin Travel has recently launched the ZHOUDao.This is basically a global China program for training to the employees who would wish to focus on the etiquette of the Chinese, hospitality, and culture. In order to offer the guest home-away-from-home experience, Marlin Travel has even exported some of its staff to China in order to expedite the exercise. In their premise, they have indicated the position for the use of the Chinese television, provision of the Chinese food. Their payment system also accepts the Chinese Union, Pay Card.
The Chinese television channels are also provided within the waiting room for the travelers. Other services include the Chinese newspaper and cuisine(Li 2016). Notwithstanding an appreciated note in Simplified Chinese and in-room courtesies, for example, jasmine tea and a devoted Mandarin-talking TV slot, the organization extended active administrations obliging this gathering this year to incorporate extra conventional breakfast alternatives and a 24-hour translation benefit that Mandarin-talking visitors can access amid their movements. As the quantity of Chinese voyagers is relied upon to keep developing, the assortment of altered neighborliness encounters intended to serve the requirements of this advancing statistic will probably grow with it.
The Fashion Fits Alterations has set section of their workshop in which the Africans dresses are made. Most of the experts have specialized on the large sizes clothes that are preferred by most of the African people. The place has gained popularity among the Africans in the city. Considering that the study only focused on the 100 stores, the percentage of the ethnic stores is calculated as follows.
Total number of stores under study=100
Total number of ethnic stores or businesses=2
% of the ethnic;2/100*100
- 2%
The key attractions which serve as magnets for shoppers in the retail area.
The study that was conducted in the shopping mall highlighted some of the key factors that attract customers to the place. This included the process of interviews with the customers that were found within the place at the time of the study. Some of the factors that were mentioned by the majority of the customers included the following:
Assessing the Retail Supply in the Cluster
Most of the customers described the CF Marksville as a clean shopping mall that is also secured. The cleanliness aspect of the building can be attributed to the proper layout of the structures. Garbage collections and other waste management programs are properly managed in the place. This has kept it free from the damped litter and other characteristic odors. Other than the security personnel that is patrolling at designated points within the premise, the entire mall is under surveillance of CCTV cameras. The environment is generally calm and free from the industrial noise.
The mall is surrounded by very many major roads and served by perfect feeder roads. This has enhanced its accessibility by the customers. This accessibility has also led to improved emergency services like firefighting in the event of fire accidents. The parking lots that are available within the area encourage motorists to do their large volume purchase from the mall. The location of the escalators in certain stores like flight centers acts as the anchor for the entire mall. This is a clear indication that people look for cozy, comfortable and very convenient commercial shopping centers. It was concluded that mobility and also the accessibility of the Mall positively affect or impact the intention of the user to visit the shopping mall.
Most traders prefer this mall because it offers a variety of the products hence the customers are free to have their choice. The quality of the services and the products are up to the modern style and standards. The management and traders at the mall have acknowledged that preference by the customers is basically influenced by the perception of the variety within an assembly of the choices. This aspect has been properly addressed in order to optimize the visitor experience by the customers.
The study that was conducted indicated that the mall has improved on its own image and attractiveness due to the incorporation of other services like relaxation, services of entertainment and also food. Such provisions have been considered as the favorable offer for the leisure activities alongside other diverse factors that influence the attendance motivation. Customers interviewed confirmed additional services and entertainment impact positively the intention of the user to visit the mall. This was true as for the case of the Children’s Place store.
The mall has employed the use of different measures to improve the accessibility of the building. The measures that have been put in place are based on various categories:
- Measures that are based on the Infrastructure.
- Measures that are based on location
- A measure of the competition
- Measures that are based on mobility.
Proportion of Business Serving an Identifiable Ethnic Group or Providing Ethnic-Specific Goods and Services to the Broader Public
Each of the sub-blocks of the shopping mall has got its own parking. The size of the parking is restricted by the regulation of the city authorities. The restriction policy is dependent on the location of the specific mall. Most of the customers are motivated by a large number of places meant for the parking. The mall is surrounded by very many major roads and served by perfect feeder roads. This has enhanced its accessibility by the customers/. This accessibility has also led to improved emergency services like firefighting in the event of fire accidents. The parking lots that are available within the area encourage motorists to do their large volume purchase from the mall(Arroyo, Yebes, Bergasa, Daza and Almazán 2015).
The location of the escalators in certain stores like flight centers acts as the anchor for the entire mall. This is a clear indication that people look for cozy, comfortable and very convenient commercial shopping centers. It was concluded that mobility and also the accessibility of the Mall positively affect or impact the intention of the user to visit the shopping mall. There are provisions of facilities to be used by the disabled who may wish to use the same structures and this further improves the accessibility of the building.
The mall is served with very may entrance points to ensure that the number of people accessing the place is as many as possible.
Promotional activities that are meant to enhance the image of the cluster as a specialty shopping district.
During the field study, the following activities were identified as the promotional measures
Regular markdown sales
The shopping district is actually characterized by a variety of markdown sales that are meant to attract customers. It is noted that people who struggle financially tend to keep off from the shopping mall unless there is a special product that they are interested in. Also, the management and business people recognize that everyone likes purchasing goods at a discounted price. Major sales and markdowns are therefore considered to be one of the best ways to attract customers and therefore properly utilized by the traders within this district.
The traders at this mall make good use of the window displays as one of the promotional activities. Anything that looks visually appealing is automatically known to attract the customers and possibly bring the foot traffic to the respective stores. Most customers are normally interested in going and having a look at the available product in the window and this was found to be properly utilized here(Varma and Belk 2012).
CF Marksville shopping mall is known for numerous customer loyalty programs. The customers who often spent their money at the place are normally rewarded. The frequency of the customer visit is checked via the purchase history. This has even created the personal approach in some cases(Yi and Xu 2012).
The mall uses social media as one of its powerful tool for the marketing its products.
Advantages of the promotional according to the dealers
Reproducing business client or family unit for interest products.
- Enhancing the market execution of centermen and deals people.
- To pull in a new customer.
- To build motivation selling.
- To support more prominent use by existing customers.
- Unrivaled Merchandizing.
- Increment stocks and deals push.
- Better item learning (as a turn off).
- Better retire space at retail stores.
- Prompt results.
- Enhancement Dealer reaction in future.
- To underpins the publicizing program.
- To help the business group drive.
- To help the business channels
Conclusion
It was concluded that mobility and also the accessibility of the Mall positively affect or impact the intention of the user to visit the shopping mall. There are provisions of facilities to be used by the disabled who may wish to use the same structures and this further improves the accessibility of the building. The size of the parking is restricted by the regulation of the city authorities. The restriction policy is dependent on the location of the specific mall. Most of the customers are motivated by a large number of places meant for the parking. The mall is surrounded by very many major roads and served by perfect feeder roads. This has enhanced its accessibility by the customers.
References
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Arroyo, R., Yebes, J.J., Bergasa, L.M., Daza, I.G. and Almazán, J., 2015. Expert video-surveillance system for real-time detection of suspicious behaviors in shopping malls. Expert systems with Applications, 42(21), pp.7991-8005.
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Kumar Tiwari, R., 2012. Understanding the consumer behaviour towards shopping malls in Raipur city. International Journal of Retailing & Rural Business Perspectives, 1(2), pp.202-208.
Li, B., 2016. An Outreach Model for Melville Mission Church: Evangelizing the Mandarin Community in Markham North, Ontario, Canada.
Masud, H., Pfeil, H., Agarwal, S. and Gonzalez Briseno, A., 2017. International Practices to Promote Budget Literacy: Key Findings and Lessons Learned. The World Bank.
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Yim Yiu, C. and Xu, S.Y., 2012. A tenant-mix model for shopping malls. European Journal of Marketing, 46(3/4), pp.524-541.
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