Building Competitive Retail Markets: A Playbook for Municipal Leaders

As retail site selection becomes increasingly data-driven, municipalities can no longer rely on good intentions and incentive packages alone. To stand out, they must present a compelling, evidence-based case that shows retailers not only that their market is viable—but that it’s the right place to grow.

This playbook outlines the essential strategies for municipalities to position themselves as competitive retail markets, with a focus on what's actionable now—and what sets the stage for success over time.

Understand What Makes Your Market Competitive

Many communities tout population growth or geographic location, but these factors rarely close deals on their own. Retailers are evaluating markets with sophisticated tools that analyze demographic data, trade area dynamics, and unmet demand.

Start by conducting a market gap analysis to identify which retail categories are underserved. Retailers want evidence that your market has both the consumer base and the spending power to support expansion. Be sure to define your trade area regionally—buyers don’t stop at city limits, and neither do retail site selectors.

Build the Foundation for Retail Success—Now and Over Time

Retailers want to know that a community is ready to support their investment. But not every improvement needs to be a decade-long infrastructure project. The key is to distinguish between quick wins and longer-term signals of readiness:

Quick wins:

• Streamline permitting processes and timelines
• Update signage ordinances to allow for greater visibility
• Invest in public space maintenance around key commercial areas

Longer-term investments:

• Improve road access and utilities for key parcels
• Expand broadband and tech infrastructure
• Rezone targeted areas to support mixed-use or higher-density retail

Retailers don’t expect perfection—but they do expect progress. Demonstrating that your city is actively working toward retail-readiness sends a powerful message: this is a place preparing to grow.

Show, Don’t Just Tell, Your Market’s Potential

Retailers are pitched by dozens of communities each quarter. To stand out, you need more than optimism and incentives—you need clarity, credibility, and compelling data.

What site selectors are really looking for:

• Demographic and income profiles
• Daytime population and workforce presence
• Retail spending power by category
• Visibility, accessibility, and co-tenancy dynamics

Your pitch should answer the question: Why here, and why now? Visuals like GIS-based maps, development timelines, and past success stories can strengthen your case.

Think Regionally—Even if You Can’t Collaborate Directly

It may sound counterintuitive, but thinking beyond your borders can strengthen your position. Many retailers evaluate sites based on regional trade areas, not political boundaries. While formal partnerships between municipalities may not always be feasible, situational collaboration can be.

• Feasible partnerships: Joint marketing campaigns, shared retail studies, regional economic development boards
• When partnerships aren't realistic: Focus on competitive awareness—know how your neighboring communities are positioning themselves and how to differentiate your pitch

If true collaboration isn’t an option, make it your business to understand your competitors. The more you know about the regional narrative, the more convincingly you can tell your own.

Ready to Compete? Here’s How We Can Help

At CRE 360, we help municipalities move beyond wishful thinking with tools, data, and strategy that resonate with national and regional retailers.

Whether you're refining your pitch or starting from scratch, we can support you with:

• Market gap and trade area analysis
• Retailer-focused data packages with visuals that speak their language
• Strategic guidance that aligns retail growth with community values

Request an Expert Review
We’ll assess your current retail positioning and provide practical, data-backed recommendations to strengthen your competitive edge.