3 zyxwvutsrqponmlkjih Retail Space Allocation zyxwvutsrqponmlkjih by Francis Buttle Introduction The aim of this monograph is to identify principles of retail space allocation (RSA), and discuss their role in sales creation. A number of considerations make an understan- ding of, and ability to apply, these principles more important today than before. Signifi- cant amongst these are the domination of multiples in a growing number of retail sectors, the continuing trend towards self-service, the diminishing number of retail outlets, the pressure on retail margins and shifts in shopper buying behaviour. zyxwvutsrqponmlkjihgfedcb Multiple Domination Multiple groups now dominate a large number of retail sectors — in foodstuffs, Sainsbury and Asda; in motor accessories, Halfords and MDC/Longlife; in menswear, the Foster group and in infant clothing Mothercare. A. C. Nielsen, the marketing research company, offer the data in Table I as evidence of concentration in retailing in Great Britain. Table I. Concentration in Retailing[1] Co-ops Multiples Independents Total *1981 estimates. No. of stores 4,467 4,789 47,334 56,590 Foods* % 7.9 8.5 81.6 100 (£m) Turnover 2,318 10,631 4,001 16,950 % 13.7 62.7 23.6 100 No. of stores 5,663 34,626 40,289 Confectionery** % 14.1 85.9 100 (£m) Turnover 709 2,126 2,835 % 25 75 100 **1979 Nielsen Survey, excluding F. W. Woolworth. In food sales, multiples with only 8.5 per cent of food outlets won 62.7 per cent of sales; in confectionery, the figures show 14.1 per cent of outlets (the combined number of co-ops and multiples) winning 25 per cent of sales.