Stores-within-Stores

Say you're an existing retailer with locations throughout the country, and say you have this cool idea of a new business concept that piggybacks on your original retail concept. How would you go about rolling out this new concept? Well, if you're anything like Toys 'R' Us, you would feature the new concept as a "store" within your original locations. This is exactly what the toy retailer is doing with its new 'R' Market convenience concept and it's a pretty crafty idea.

Stores-within-stores present some interesting opportunities for retailers. First, they allow proactive retailers to roll out new concepts without the total investment of opening up a new location. Second, they allow retailers to "test" the concept. Should it prove to be a roaring success, these stores-within-stores could also provide a good springboard for opening up separate locations when the money's there and the time is right.

What do you think about this whole "store-within-a-store" idea? Leave a comment. We'd love to hear it.