18.3 Retailing Strategy Decisions

Markup

Markup is the additional amount added to the price retailers purchase goods for. Often conveyed as a percentage, markup is the retail selling price minus the initial purchase price, divided by the initial purchase price, times 100. Here is the formula:

For example, say you manage a footwear retailer. You are interested in selling a new line of tennis shoes that you purchase for $50 a pair. You decide to sell these new sneakers to consumers for $75 a pair. What is your markup?

Your markup is 50%, as shown here:

The easiest way many retailers choose a markup is to use a strategy that doubles the wholesale price, known as keystone pricing. Generally speaking, retailers tend to mark up prices somewhere around 50%. However, this can vary greatly from industry to industry. For example, retail grocers have a markup of around 15%, while clothing is generally marked up anywhere from 100% to 300%.²⁰

Original and Maintained Markup

There is a difference in markup from when it’s originally set to what is actually realized when the product sells. Using the shoe retail business example, you determined your markup is 50%. This is known as the original markup, the markup that you have decided upon at the onset of placing the shoes for sale, which includes the original price to purchase the shoes and the cost of the shoes to the consumer. Using the above shoe store example, your original markup percentage is 50%.

What price the product actually sells for is considered the maintained markup. In your shoe store, let’s say you anticipated selling 100 pairs of shoes this month, but you only sold 75. As such, your original markup has been decreased. The maintained markup is the actual markup realized on the product that is sold to the consumer. It is the difference between the cost of goods sold and the actual retail price of the goods when sold. It is based on actual sales, not planned sales.

Markdowns

Maintained markup also accounts for markdowns, which were not factored into the original markup. A markdown is a price decrease for a product that is at the end of its life cycle or season. Markdowns assist retailers in selling through inventory by increasing temporary demand for products through a lower-price offering. If there is low demand for the 25 pairs of tennis shoes remaining in your inventory, you may consider marking them down to $60, then again to $50, and so on. Ideally, markdowns will, at the very least, cover the wholesale cost of the goods. Markdowns lower the maintained markup and the retailer’s gross profit.

Gross Margin

Gross margin refers to the actual sales dollars received (net sales) minus the cost of goods sold. It is the amount of profit made before deducting selling, general, and administrative cost and is calculated as a percentage. Let’s say that you sold 75 pairs of shoes at $80 but had to mark down the remaining 25 pairs to $50 a pair. To determine your gross margin, you calculate net sales and deduct the cost of goods sold. Here is the net sales formula:

The cost of goods sold (COGS) calculation is as follows:

The gross margin calculation is as follows:

Central Business District

A central business district (CBD) is the commercial and business center of a given city or town (see Figure 18.11). While it is usually centrally located, its chief characteristic is its proximity to the largest number of people. Manhattan is the world’s largest central business district. One of New York City’s five boroughs, Manhattan is home to dozens of neighborhoods and hundreds of businesses, tourist attractions, and retail establishments. It has the highest retail rent in the world.²¹ In smaller towns and cities, these downtown areas slowly started to decline with the growth of larger nearby cities. However, many cities are now working hard to restore their downtown and town square areas and turn central business districts into thriving areas once again.

Figure 18.11 A central business district, like downtown Chicago, is the commercial center of a city or town. (credit: “Aerial View of High-Rise Buildings in Chicago’s Gold Coast and Magnificent Mile Areas” by Marco Verch/flickr, CC BY 2.0)

Regional Shopping Centers

Regional shopping centers, commonly referred to as shopping malls, offer general merchandise or fashion-oriented products and services (see Figure 18.12). They are enclosed buildings with access to retailers through a common walkway. Most regional malls have one to four anchor stores—large, well-known department stores—and numerous smaller specialty stores, as well as restaurants and activities. This blend of shopping and entertainment is sometimes known as retailtainment. For example, the Mall of America, located in Minneapolis, Minnesota, houses not only department and specialty stores, but also numerous restaurants, a cinema, an aquarium, and a theme park.²²

Figure 18.12 Regional shopping centers, also known as shopping malls, provide access to retailers through a common walkway and often have one to four anchor stores. (credit: “Lisboa/Lisbon/Lisbon (Explore)” by Bert Kaufmann/flickr, CC BY 2.0)

Regional shopping centers typically service consumers who live anywhere from 5 to 15 miles away.²³ Regional shopping centers are becoming scarcer due to retailers moving into strip malls, an increase in Internet shopping, and the effects of the COVID-19 pandemic. It is not unusual to see regional shopping centers primarily deserted (sometimes called “zombie malls”) or transformed into non-retail office space.

Strip Malls

Strip malls are classified by an attached row of retail stores offering both products and services (see Figure 18.13). Consumers enter stores from outside the building, and unlike in regional shopping centers, there is no internal walkway that links storefronts.²⁴ Rather, there is a sidewalk running in front of and connecting the individual stores. Strip malls often service neighborhoods within one mile of their location, and stores are generally the same size as one another.

Figure 18.13 A strip mall is a collection of retail stores that consumers enter from outside the building. (credit: “20091112_001” by jarchie/flickr, CC BY 2.0)

While strip malls are as old as regional shopping centers, they did not become more popular than regional centers until the late 1990s. The biggest draw to strip malls for consumers was that they did not have to walk through an entire regional shopping center to reach one store, yet could shop at multiple stores if desired. Department stores, factory outlets, and off-price retailers are often found in strip malls, along with specialty stores, service-oriented retail businesses, and restaurants.

Freestanding Retail Location

Freestanding retail locations are those store retailers that are not attached to any other retailer or establishment. Freestanding locations are more prevalent in smaller, less-populated areas (due to space). Gas stations, convenience stores, and superstores often occupy freestanding locations because they do not need anchors to pull consumers in. Freestanding locations are often less expensive to buy or lease as they are not anchored to established prime retail. In addition, retailers that choose a freestanding location often have fewer restrictions on design of the location, unlike those required of strip mall operators. On the other hand, these locations lack the foot traffic that may be gained from other types of retailers.²⁵

Aside from the physical location of the retailer, decisions about exactly how the store is laid out and where products will be shelved is equally important. When you enter a grocery store, for example, you may note that the customer service center is often toward the front, allowing quick access to the services provided. You may also note that the milk, one of the most-purchased products in grocery stores, is often located in the back of the store. If it is purchased so frequently, why put it in the back? Most likely consumers will grab a few other items on their way to or from the back of the store, increasing the dollars spent.

Even the atmosphere of the retail location has been studied by retailers over the years. What does it smell like? What is the temperature? What music is playing? How is it decorated? Each of these considerations plays an important overall role in developing a retailing strategy based on the target market.