It is fair to speculate that Staples might perform better if it were located in the 20-mile no man’s land between the three northern stores and the Office Depot location in Montgomery County’s southern region. Staples must compete with stores to its east and west, while both those stores are farther away from each other than they are to Staples. The office supplies category is crowded in the northern half of Montgomery County. While location alone only provides part of the picture, it is easy to imagine that the Staples store is suffering from a site selection problem. On its eastern flank, it competes with Cartridge World, which is about four miles and 11 minutes by car away. On its western flank, it competes with the Office Depot location five miles, and approximately 11 minutes by car, to its southwest. The Staples store is sandwiched in between the Cartridge World and northernmost Office Depot locations. On the flipside, Staples appears to be at the most significant disadvantage, purely based on location. The store may simply be winning on geographic convenience. In a county where people are likely to travel to stores by car, it commands the largest swath of uncontested land. Therefore, it is perhaps little surprise that the southernmost Office Depot store is the county’s top performer. This location is also 16 miles south of the Office Depot location at 3498 York Commons Blvd and 19 miles southwest of Cartridge World. And indeed, site selection appears to tell at least a partial story about why Staples is struggling - simply based on where the four office supplies locations in Montgomery County are located.įirst, consider the county’s top-performing store, the Office Depot location 20 miles south of Staples at 2691 Miamisburg Centerville Road. We pulled the data that generated this case study from Unacast Now and, in particular, from its site selection intelligence tool. But let’s consider what the data tell us about why this might be the case. By contrast, Office Depot in particular has something to celebrate: two locations in a single county, each just about doubling the foot traffic of its largest national competitor. The figures clearly suggest that the Staples store is underperforming its category rivals. Another Office Depot located 20 miles south of Staples was also visited by nearly 6,000 shoppers per month, topping out at a county-high 6,749 visitors in August. The Cartridge World located four miles southeast of Staples received nearly 6,000 visitors per month. The Office Depot store located about five miles southwest of Staples received an average of more than 5,100 visitors across those three months. But those numbers pale in comparison to all three other office supplies stores in the county and significantly lag Staples performance in larger states, including New York. Unacast’s data indicate that the Staples location at 8139 Old Troy Pike received 3,976 visitors in August, 1,974 in July, and 2,369 in June. Cartridge World at 6567 Brandt Pike is four miles (9min) from Staples at 8139 Old Troy Pike. Office Depot at 3498 YORK COMMONS BLVD is five miles (10 minutes) from Staples at 8139 Old Troy Pike and eight miles (13min) from Cartridge World at 6567 Brandt Pike Office Depot, 2691 MIAMISBURG CENTERVILLE RD is 16 miles south of the Office Depot at 3498 YORK COMMONS BLVD The numbers call into question whether there is enough oxygen for four office supplies stores in the county, why Staples is lagging significantly behind its competitors, and why Office Depot and Cartridge World are performing so well despite Cartridge World being located in the same zip code as Staples and Office Depot having two stores in a single county. Two are Office Depot locations one belongs to Staples and another to Cartridge World. Competition for retail foot traffic here is fierce.įoot traffic data from June to August of this year reveal that while the Cartridge World and two Office Depot locations each drew anywhere between 4,760 and 6,749 visitors per month, the Staples store drew as few as 1,974 visitors in July and, at most, 3,976 in August, when its competitors all drew more than 5,500. Montgomery County, where the city of Dayton is located in southwest Ohio, is home to four office supplies and stationery stores.
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