Destination stores are unique retail operations that attract consumers who are willing to make a special trip to shop there. They offer something appealing, such as unique products or interactive displays, and may also offer additional services like on-site restaurants or babysitting. Smaller retailers often surround destination stores to capture some of the foot traffic.
A destination store is a retail operation that consumers find appealing for particular reasons and are therefore willing to make a special trip solely for shopping at that location. Typically, destination stores are unique in some respects in order to entice shoppers to come to them, even if the distance or location is not convenient. Smaller retailers also gravitate to the areas surrounding a target store in hopes that consumers will also filter into their stores.
When most people think of a day trip destination, they often think of recreational spots, such as lakes, zoos, or amusement parks. Some stores, however, pride themselves on inspiring consumers to take day trips just to visit their locations to browse, enjoy, and hopefully purchase a thing or two. These destination stores generally offer shoppers something unique and appealing that make establishments fun to visit.
Consumer attraction to a target store can be the type of merchandise sold or the distinctive way the merchandise is marketed. For example, a furniture store might sell one-of-a-kind pieces or a particular style of furniture that isn’t available in other markets. If so, the specialty products sold could mark that store as a destination store—one that consumers will go out of their way to visit.
Similarly, other stores may not sell particularly unique products but will display everything they sell in such a way as to create a special attraction. For example, a sporting goods store might not sell particularly unique items, but the store might have interactive displays like batting cages, basketball courts, or even a makeshift ski slope for trying out a new pair of skis. In all likelihood, such a place would be considered a destination shop due to its fun and distinctive ambiance.
A retail operation looking to become a destination store could try any number of tactics to attract customers. In addition to unique products or elaborate displays, stores may try to entice consumers with heavily discounted products or an exceptional variety of specialty items. For example, a mass merchandiser might offer extreme discounts that no other store can match or a window treatment seller might offer an incredible selection of styles and colors. These efforts could go a long way in assigning a particular retailer as a target store.
Destination stores often also offer other services to consumers to further their status as singular destinations. For example, some destination retailers may have on-site restaurants or offer babysitting services. These conveniences often make consumers more likely to travel long distances to visit a particular store.
Smaller retail stores often crop up around destination stores. While these other retailers don’t expect to compete with the biggest merchandiser, they do hope to capture some more business. Usually, a destination store generates some foot traffic, and retailers who patronize nearby locations hope some of those customers hang around their stores as part of their overall shopping trips.
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