the BIg PlAn
You have to remain relevant to
your target market. You have
to continuously search and
find your relevance, or at the
very least maintain it.
see any other opportunities. We're not
just taking a store and changing the sign.
We're taking a 3,000-square-foot store,
relocating it to a better location, and turning it into an 8,000-square-foot location.
That will be our mission.
Walk us through
your relocation strategy.
Our customer base is big. Everything has to
be prefaced with that in mind. What that infers
is that our construction strategy, in essence,
is really a marketing strategy, too. We want
our stores to be front and center – to be seen.
The more visible our store is, the better the
store does. Also, the more convenient it is to
females, the more impactful the new location
can be in the long run. We want to place
ourselves, not in, but adjacent to super regional
malls in the market. It's a strategy followed by
a lot of retailers. We're not creating one that's
unique, but it helps us to be near the malls.
Men and women will always want to go to the
mall at some point during the year.
Are you optimistic about
what you see looking ahead?
Yes, we're pretty optimistic about our
business plan. But I'm pretty cautious and
reflective about the timing and everything
26
CommerCial ConstruCtion & renovation — january : february 2013