It refers to a particular retail store that the customer seeks out because of its popularity. It is a popular store from whom customers, attracted by its price, size, variety and ambience, will make a special effort to buy. This store attracts the customers regardless of the location.
Destination retailing is different from traditional shopping in ways that when engaging in destination shopping, customers plan a trip to the store in order to spend some good quality entertainment time, rather than simply purchasing the goods and services. These stores are often used to anchor a shopping mall or plaza, generating higher footfalls which aid the small retailers.
It can also be understood as a giant retail store which combines the attributes of several categories of stores: the variety of a department store, size of a mass merchandiser and low prices of a discount store. Destination store should allure the customers in ways that the customer’s special trip to the trip should be worth the hassle. These stores transform the shopping experience into an “edutainement” shopping experience whose aim is to educate and entertain. In the current era, when retail stores are facing stiff competition from the online stores, destination stores are becoming popular in the retail market to give the customers a reason to visit the physical stores.
Example: Big shopping malls gives the customers an experience of shopping, games and food all at one place which the customer might not get at a traditional retail store.
Hence, this concludes the definition of Destination Retailer along with its overview.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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