Retail site selection is complex due to multichannel interactions and dynamic consumer behavior. The whitepaper outlines 10 common pitfalls: overreliance on forecasting models that lack situational nuance, failure to understand multiple sales drivers, imbalanced focus on optimal customers versus total population, and emotional decisions overpowering analysis. Additional mistakes include neglecting multichannel impacts, poor competitive planning, prioritizing model aesthetics over substance, and venturing into high-risk markets with elusive returns like Manhattan. Organizational silos that limit data sharing across departments also hinder strategic site selection and growth.

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