JIMS Rohini organised a guest lecture on “Location Matters-The Importance of Retail” for PGDM-Retail Management students (batch 2018-20) on 22nd October 2018. The resource person Ms. Ila Rawat explained students the importance of location in Retail Management. She discussed why Place is the most important “P” in Retail and how decision of location had an impact on the business growth, revenue and profitability. Business location is a unique factor which the competitors cannot imitate and hence, it can give a strong competitive advantage. Good location is the key element for attracting customers to the Retail outlet. Selection of Retail location is a long term decision and involves huge cost. She focused on various factors to be kept in mind while choosing a location, type of business, type of product, target customer, visibility etc.