ABSTRACT
This chapter presents the supply-side of the retail interaction process, and examines different methodologies for estimating store or shopping centre attractiveness. It focuses on a wide variety of issues relating to store attractiveness and consumer choice of destination. The alpha parameter is intended to control the relative attractiveness of different brands to different household types, based on geodemographic type. The representation of brand in the models is becoming ever more important as more and more emphasis is being placed on brand identities by retailers to help maintain and win market share. A standard model formulation typically results in a large migration of business to surrounding centres and little or no business retention for the remaining branch. A more realistic outcome would be for a small number of customers to migrate to banks in other centres and for the retained branch to pick up some of the lost sales.
