NAI DESCO Insights: How Retailers Choose the Right Location
Blog // March 2026
Insights from Bill Barnes, Principal at NAI DESCO
Choosing the right location is one of the most important decisions a retailer can make. While rent and square footage matter, experienced retailers evaluate a range of factors that influence long-term success.
From traffic patterns and visibility to surrounding tenants and accessibility, the right site can significantly impact customer traffic and overall performance.
At NAI DESCO, our retail brokers work closely with tenants and property owners to evaluate potential locations and identify sites that align with a retailer’s business strategy.
Key Factors Retailers Consider
Traffic and Visibility
Retailers want locations where customers can easily see and access their business. High traffic counts, clear sightlines from the road, and convenient entrances all contribute to stronger performance.
Visibility can be just as important as rent when evaluating a site.
Access and Parking
Even if a site has strong traffic counts, difficult access or limited parking can discourage customers.
Retailers look closely at:
- entry and exit points
- traffic flow
- parking availability
- proximity to major intersections
Convenience plays a major role in whether customers choose to stop.
Co-Tenancy and Surrounding Businesses
Nearby businesses can significantly influence a retail location’s success.
Restaurants, grocery stores, and other destination retailers often drive customer traffic that benefits neighboring tenants. Retailers evaluate the surrounding tenant mix to determine whether a location aligns with their target customers.
Demographics and Trade Area
Understanding the customer base in a trade area is critical when evaluating retail locations.
Retailers analyze population density, household income levels, and consumer spending patterns to determine whether a location fits their concept and customer base. Strong demographic alignment often separates successful locations from underperforming ones.
“Successful retailers evaluate traffic patterns, visibility, co-tenancy, and access—not just rent—when choosing a location.”
— Bill Barnes, Principal, NAI DESCO
Why Site Selection Matters
Site selection requires more than simply finding available space. It requires understanding the market, evaluating multiple variables, and identifying locations that align with a retailer’s long-term strategy.
Working with experienced commercial real estate advisors can help retailers avoid costly mistakes and position their business for success.
Frequently Asked Questions
What factors do retailers consider when choosing a location?
Retailers evaluate traffic counts, visibility, accessibility, surrounding businesses, and demographic trends to determine whether a location will support customer demand.
Why is tenant mix important in retail centers?
Complementary businesses can drive customer traffic and increase visibility for neighboring retailers.
Do retailers prioritize rent when selecting locations?
While rent matters, retailers often prioritize visibility, traffic patterns, and demographics because these factors directly influence sales performance.
Talk with a Retail Specialist
Retail site selection requires a deep understanding of market conditions, traffic patterns, and tenant mix. Experienced advisors can help retailers evaluate locations and identify opportunities that align with long-term business goals.
To learn more about retail opportunities in the St. Louis market, contact:
Bill Barnes
Principal | NAI DESCO
📞 314.994.4401
✉️ wbarnes@naidesco.com
Bill Barnes is a Principal at NAI DESCO specializing in retail and investment properties, with more than 450 transactions totaling over $350 million in value.
Or visit the NAI DESCO retail services page to explore available opportunities.