ABSTRACT
This chapter investigates the potential of GIS applications to assist with the optimal location and operation of retail destinations, including enclosed retail shopping centres. Owners of retail destinations continually take exhaustive steps to maximise both asset value and consumer attraction of their centres, and GIS has the potential to enhance the mapping of consumer demand. The research question for this chapter is: What are the drivers linked to retail customers visiting a specific retail destination rather than a competing destination? The value of a retail destination is strongly correlated with its net operating income; therefore the turnover and sales achieved by a retail destination are directly accountable to location and ability to attract customers to visit and purchase. An added complication affecting the level of consumer spend in retail destinations is the increased retail competition from online retailers. An examination is conducted of locational drivers of retail destinations, followed by a discussion about consumer behaviour with reference to retail destinations. The findings from the analysis confirm the different drivers for retail destinations vary and are not homogeneous. A case study is based on a new store opening for a retail destination in Tasmania, where the main drivers were identified as proximity to city centre, location of competing centres and demographic profile of the potential customer base.
