Many stores locate in a planned shopping center , a group of stores in an architecturally unified site that is designed and marketed together as a shopping destination. These usually include one or more anchor stores , major department stores that draw shoppers. A variation is the regional shopping center , a large shopping center with several anchor stores and 60 or more specialty stores. A smaller variation is the community shopping center , which has fewer anchor stores and fewer specialty stores. Strip centers are groups of stores clustered along a major street or route, each with its own exterior entrance and facade.
Power centers are strips with a number of category-killer retailers or discount stores.
Niche malls appeal to selected customer segments, such as working women. In choosing a location, retailers analyze the demographics of the surrounding area, transportation patterns, the competition, and local regulations. Location is so important that a number of stores outsource site selection to experts. One of the newest locations for retailers is the Internet. E. Integrated Marketing Communication Strategy 1.