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  • Tool ID: 2015
  • Author: OliiR Academy

Scorecard – Retailer Location

Retail location decisions are often made on instinct or on rent economics alone. The harder questions — demographic fit, anchor traffic, accessibility, conversion potential — are answered only after the lease is signed and the underperformance is visible.
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  • Tool ID: 2015
  • Author: OliiR Academy

Tool's Overview

Retail location decisions are often made on instinct or on rent economics alone. The harder questions, demographic fit, anchor traffic, accessibility, conversion potential, are answered only after the lease is signed and the underperformance is visible.

The Retailer Location Scorecard exists to make those harder questions explicit at the evaluation stage.

The output is a structured location read that supports retail expansion, format selection, and lease decisions with evidence rather than instinct.

What This Tool Does

This tool enables retail and category teams to:

  • Evaluate location quality across demographics, traffic, and accessibility
  • Test fit between location characteristics and the intended retail format
  • Assess the role of anchors and neighbour retailers in driving traffic
  • Quantify the impact of parking, transport, and accessibility
  • Build a defensible recommendation for lease or location commitment

It moves location decisions from instinct to structured evaluation.

When to Use This Tool

This tool is typically used when:

  • Before signing or renewing a retail lease
  • When evaluating store expansion or relocation
  • During retail portfolio reviews and rationalisation
  • When piloting a new format or banner
  • Ahead of franchise partner or licensee location approvals

Who Should Use This Tool

This tool is intended for:

  • Retail Directors and Real Estate leaders
  • Format and Banner Strategy teams
  • Category and Channel Managers with retail responsibility
  • Franchise and Partner Operations leaders
  • Distributor and route-to-market teams managing branded outlets

It is equally relevant for brand-owned retail and franchised or partner-run formats.

How the Tool Is Structured

The scorecard is organised into four location dimensions:

  • Demographics — neighbourhood profile, stability, growth direction
  • Traffic — anchor stores, neighbour retailers, hourly footfall
  • Accessibility — parking, highway access, public transport
  • Visibility and fit — frontage, signage, format alignment

This ensures location decisions are evaluated comprehensively before commitment.

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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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