Convenience store location planning and forecasting - a practical research agenda

Purpose – This paper aims to compare the accepted techniques of location analysis in the food sector with the realities of “real world” forecasting in convenience store (c-store) retailing. To offer a conceptual framework for c-store operators intending to become more strategic in their small store location planning but currently lacking established expertise or extensive research budgets. Design/methodology/approach – Outlines potential best practice based on industry experience, and contact and discussion with location analysts and retail consultants, as well as a wide ranging examination of the academic literature in this area. Findings – Finds that the traditional techniques of market analysis for large-scale food stores will become largely redundant; that neighbourhood retailers are likely to manage their location decision-making by incremental steps; that the requirements of convenience store forecasting inevitably read to a “back to basics” approach to market analysis; that the use of site visits in combination with more quantitative techniques will provide the most effective solutions; and that reconciling human institutions and their environment is key to effective site research decision-making. Originality/value – Academic conceptualisations of location planning in the convenience store sector are largely absent from the literature. This paper adopts a practical perspective.