Does the shopping area have an anchor store?

Store location

We chose the bullring

Does the shopping area have an anchor store?

• Yes, there is two anchor stores which are located at two extremities.

Selfridges and Debenhams.

Main activities:

• Debenhams: clothes, accessorises, furniture, fashion, technologies, health and beauty, toys and gifts, footwear, home, jewellery.
• Selfridges: food, technologies, toys and gifts, footwear, jewellery, fashion, home.

Who is the areas target market?  How do you this- brand communication, shopping centre brand positioning?

• The target market of the bullring shopping mall is every Brumies. Because of the various stores with different kind of product and price range.

There are brands like Rolex and Victoria secret, also H&M and Claire’s.

The bullring is located on the middle of the city. Because of this size it’s the central point of the city. They wanted to keep the history of the location which was the oldest market of the town.

What do you think the target market primary shipping motivation is?

• To have the comfort to access to every kind of items, easily and quickly.

Give an examples of shops in the area.

• Rolex, The North Face, Vans, Disney store, Zara.

Do all store profiles fit the target market?

• Because of the size of the Bullring, they choose to not be focalized on one target market. Every people who comes in the shopping centre don’t have the same budget.

They chose to separate each floor by different target market. For example, you can find at the first floor the cheapest price and at the third floor the luxury brands.

Are there leisure facilities, and what role do they play in the shopping experience?

• There are many small shops in the hall of the shopping centre in order to create an entertainment to all the visitors. In these passageway, you can find nail shops, food and drink shops, hair shops.

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What other facilities would work in this area?

• At the first floor it could be possible to add some children areas, to distract and entertain kids during their parent’s shopping.

However, this kind of facilities should be only located in the first floor because of the standard of the two other floor.

Pick one shop from the area – through which channels can consumers purchase from this store. Is this facilitated in store?

• We decided to pick Superdry store.

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Channels:

• On internet (Assos, surfdome, Amazone ...)
• In Superdry store
• Corner in small shops
• Next shops
• House of Fraser
• Myer

It’s facilitated in store, you can purchase online and collected in store.

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