THE FUTURE OF IRISH RETAIL AGENDA - How to Drive Spending in Your - - PowerPoint PPT Presentation

THE FUTURE OF IRISH RETAIL

AGENDA

• How to Drive Spending in Your Store
• Some Simple Town Revival Tips

WAYS TO TO DRIVE SPENDING IN YOUR STORE, RESTAURANT, BAR, BUSINESS

10

CUSTOMERS SPEND MORE IN STORES THAT ARE AN

AUTHORITY

1

Authority – We get whiskey

CUSTOMERS SPEND MORE IN STORES THAT OFFER

CLARITY

2

CLEAR – Provide a clarity of offer

CUSTOMERS SPEND MORE IN STORES THAT EMBRACE

DIFFERENCE

3

Place

DIFFERENCE – Engage customers through difference

Place

DIFFERENCE – Engage customers through difference

CUSTOMERS SPEND MORE IN STORES THAT OFFER

HOSPITALITY

4

Place

HOSPITALITY – Enhance dwell time and make people feel at home

Place

HOSPITALITY – Enhance dwell time and make people feel at home

CUSTOMERS SPEND MORE IN STORES THAT HAVE A

PERSONALITY

5

Place

PERSONALITY – We stand for something!

CUSTOMERS SPEND MORE IN STORES THAT OFFER

LOYALTY

6

Place

LOYALTY – Enhance spend and repeat custom

X3

CUSTOMERS SPEND MORE IN STORES THAT SELL IT

THE WAY WE WANT TO BUY IT

7

BUY IT – Make it easy to buy

CUSTOMERS SPEND MORE IN STORES THAT

STOP YOU IN YOUR TRACKS

8

STOP YOU – Make passers-by stop!

STOP YOU – Make passers-by stop!

STOP YOU – Make passers-by stop!

STOP YOU – Make passers-by stop!

CUSTOMERS SPEND MORE IN STORES THAT GET

KEY PERFORMANCE INDICATORS

9

KPIs – Focus on Conversion and Average Transaction Values!

CUSTOMERS SPEND MORE IN STORES THAT UNDERSTAND

CUSTOMER EXPERIENCE

10

Acknowledgement Offer of Help Qualifying Knowledge Recommendation Up-selling Closing

CX – Engage customers through your people

TOWN REVIVAL

THE P PROBLEMS I S IMPAC ACTING NG T TOWNS NS

Out of town retailer preference Weak town centre mix Greater consumer mobility Car parking charges & enforcement Mixed landlord base Accessibility Changing consumer behaviour E-Commerce competition Planning policy Over retailed

WHAT MOTIVATES PEOPLE TO VISIT THEIR TOWN – RETAIL EXCELLENCE RESEARCH

Importance

• f towns

proxim imit ity

to where you live Importance

• f the

standard of

retail

(Women / Day Time Economy) Importance of dining & entertainment alternatives (Men /

Evening Economy my)

Importance

• f car

parking

acce ccess ss

Importance

• f the

town/city atmosphere / saf

afet ety

Importance

• f car parking

price ce

Importance

• f town/city

streetscape,

public lic re realm and

presentation Importance

• f town

proximity to where you

wo work rk / go to

college Importance

• f ev

even ents

and promotions Importance

• f publ

public transport

74.69% 70.76% 69.82% 67.25% 66.74% 66.08% 65.21% 62.91% 60.46% 56.37%

1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th

12,000 citizen interviews (REI 2012)

HO HOW T TO O REV EVIV IVE A A PLACE

Define where the inner core of the town is and start there Ban discussion regarding rates, parking fees and pedestrianisation Establish a Town Alliance involving all local stakeholders Design a deliverable town plan 1 2 3 4 5

Concentrate at all times on doing things which will motivate local citizens to utilise their local town

Limerick: A Town Alliance with a Town Plan

TH THE T TOWN PL PLAN

Improving the town

• ffer:
• Motivate retail and

hospitality providers to

• pen for business
• Innovative uses of

buildings such as a town crèche, visitor

• ffice, town gallery
• Designate a part of the

inner core as a rent and rates controlled zone and invite small artisan producers to come and trade Improving the public realm:

• Appoint street

ambassadors who will conduct street standards audits

• Painting, planting

and awning

• schemes. Street

furniture, way finding

• A civic space which

revives and does not drain Improving citizen engagement:

• Create a citizen

database and a town brand

• Sent text and ezine

alerts to citizens

• utlining reasons to

come to town

• Develop reasons for

citizens to use their town outdoor cinema night, food events, family days, duck race, Halloween event, Easter egg hunt..... Part 1 Part 2 Part 3

INVIT ITE Q QUALIT LITY R RET ETAIL IL & HOS HOSPIT ITALIT LITY I INVESTMENT

Part 1

APPROACH R RET ETAIL ILERS WHO HO W WILL LL A ADD T TO O THE T HE TOWN M MIX

Part 1

APPROACH R RET ETAIL ILERS WHO HO W WILL LL A ADD T TO O THE T HE TOWN M MIX

Part 1

HOS HOST A AN I INVE VEST N NEN ENAGH D DAY

Part 1

PURPLE F LE FLAG!!!

Part 1

CREATE A PUBLIC LIC R REALM LM W WHI HICH W WILL LL R REV EVIV IVE A AND N NOT D DRAIN IN

Part 2

CREATE E A PUBLIC R REALM WHICH W H WILL E L ENHA HANCE D E DWEL ELL T L TIME E

Part 2

CREATE A PUBLIC LIC R REALM LM W WHI HICH W WILL LL R REV EVIV IVE A AND N NOT D DRAIN IN

Part 2

CREATE A PUBLIC LIC R REALM LM W WHI HICH W WILL LL R REV EVIV IVE A AND N NOT D DRAIN IN

Part 2

CREATE A PUBLIC LIC R REALM LM W WHI HICH W WILL LL R REV EVIV IVE A AND N NOT D DRAIN IN

Part 2

CREATE TE A A TOWN B BRAND AND AND ND SENSE NSE O OF IDENTI TITY TY

Part 3

CREATE A A CITIZEN N DATABASE SE & COMMUNI NICATE E EVENT NTS & S & THINGS T GS TO DO

Part 3

DBLIN’S URBAN VILLAGE

CREATE A A CITIZEN N DATABASE SE & COMMUNI NICATE E EVENT NTS & S & THINGS T GS TO DO

Part 3

DRIVE S SPEND ND I INT NTO NE NENA NAGH

Part 3

THANK YOU