For example, it is fairly well known that the incidence of college graduates in a target population is positively related to store sales at a co-op. Retail synergy is another characteristic of a co-op's location. The word 'synergy' is derived from synergism, the concept that the whole is greater than the sum of the parts. When considering the consumer demographic characteristics that constitute the target market for co-ops and natural food stores, it is evident that these same people tend to patronize bookstores, cafes and coffee shops, art galleries, certain types of clothing stores, specialty restaurants, etc. Consumer co-ops generally have the potential for having relatively large trade areas.
Visibility has a varied impact on a store's sales potential.
It is important when a shopper is trying to find the store for the first or second time. Once the shopper has become a regular customer, visibility no longer matters. Another aspect of visibility relates to travelers and passers-by. With respect to this component of a store's business, visibility takes on added importance. In general, the easier it is to get into and out of a parking lot, the greater the likelihood of impulse shoppers stopping at the co-op in addition to regular shoppers.