Location, Location, Location, that is the mantra in Retail. You have Class-A spots that will run you $25-40/foot down to some real shady stuff.
So just how important is location? Very important--but for us in a whole different way, as our service dictates our location needs. Our stores are located in buildings and areas you would never imagine a regular retailer, but we are anything but regular. You wouldn't see a Best Buy or Academy where we chose to set up shop. Our success is based on our service and our service wouldn’t be possible if we were in a high traffic strip center or shopping mall. The only people that come into our stores are customers, they are not tire kickers or lookie loos.
You may think that we are missing out because of the lack of exposure, but I would argue that we make it up in spades by having the ability to spend two solid hours with a customer and really treat them right. We are able to provide the service that has become our mantra and indicitive of our brand--what we pound our chests about. If we were in a Class-A retail location we would most certainly have more traffic, by exponential numbers, but that would also mean that we would need more staffing (which would water down the service level) and would not be able to spend quality time with our customers. For us that is not an option, we will not give up service for more foot traffic.
Service builds a lifetime customer AND at a much higher value!