Seamus wants to open a new location to showcase this brand. He’s not sure whether to display it in a CBD department store, or in his own location further out of town, giving him more control over the customer experience.
For expensive purchases like furniture, Seamus knows customers want to make informed decisions. People like to compare competitors. If he’s too far from his competitors, people might not make the effort to go to his store. Seamus doesn’t want to take this risk, especially as he’s selling high-value, low-volume products.
Seamus decides to open a store near his competitors, because he feels confident his new brand will stand out from their offerings.