Retail, Office & Site Selection
A Great Retail Location Is About More Than Traffic Counts
Visibility matters, but the quality of the customer journey matters more.
Key takeaways
Not every passing vehicle is a customer
A busy roadway can make a storefront visible without making it convenient.
Study the path to purchase
Evaluate driveway access, intersection controls, signage opportunities, parking convenience, storefront visibility, foot traffic, complementary neighbors, daytime population, household patterns, and nearby competition.
Check operating constraints
Review permitted use, exterior signage approvals, outdoor seating or display rules, accessibility, trash collection, delivery access, and required parking.
Test the trade area in person
Visit at morning, lunch, evening, and weekend periods that align with the business.
Not every passing vehicle is a customer
A busy roadway can make a storefront visible without making it convenient. Drivers may lack a safe turning opportunity, pedestrians may face barriers, or the site may sit on the wrong side of the peak commuting flow. A successful retail location matches the business’s customer habits as well as raw exposure.
Visit at morning, lunch, evening, and weekend periods that align with the business.
Study the path to purchase
Evaluate driveway access, intersection controls, signage opportunities, parking convenience, storefront visibility, foot traffic, complementary neighbors, daytime population, household patterns, and nearby competition. Verify the source, year, and methodology of any demographic or traffic figures.
Check operating constraints
Review permitted use, exterior signage approvals, outdoor seating or display rules, accessibility, trash collection, delivery access, and required parking. A restaurant, fitness studio, clinic, and boutique each impose a distinct demand profile on the same site.
Test the trade area in person
Visit at morning, lunch, evening, and weekend periods that align with the business. Observe whether the surrounding activity translates into likely customers. Build a conservative financial model using expected sales and total occupancy cost, not a blanket promise that high traffic guarantees high revenue.
Practical points to consider
- Drive and walk the customer approach at target operating hours.
- Verify traffic and demographic data source dates.
- Confirm signage, use, and accessibility before signing.
Questions & answers
Are traffic counts enough to select retail space?
No. Access, customer fit, visibility, and competition are also critical.
Do nearby complementary businesses help?
They can, depending on customer overlap and the broader trade area.
Can a high-traffic site still underperform?
Yes, especially when access or customer demand does not fit the use.
Helpful Resources
- SBA: Pick Your Business Location: Explore location-dependent expenses, zoning, taxes, and business requirements.
- U.S. Census Bureau: Census Business Builder: Research customer demographics and local economic conditions. This tool does not report current commercial rents or vacancy rates.
- U.S. Access Board: Accessible Parking Guide: Learn about accessible spaces, access aisles, and parking locations. State and local requirements may also apply.
Important information
This article provides general information, not legal, engineering, tax, valuation, or investment advice. Numerical examples are illustrative unless otherwise stated. Consult qualified professionals about your specific property or transaction.
Make a Confident Real Estate Decision
Ask RJG to help analyze retail locations and trade areas.
Schedule a consultation