TOWN REVIVAL THE PROBLEMS IMPACTING TOWNS Out of town Over - - PowerPoint PPT Presentation
TOWN REVIVAL THE PROBLEMS IMPACTING TOWNS Out of town Over retailer retailed preference Weak town centre Planning mix policy Greater consumer E-Commerce mobility competition Car parking Mixed Changing charges & Accessibility
TOWN REVIVAL
THE PROBLEMS IMPACTING TOWNS
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
proximity
to where you live Importance
standard of
retail
(Women / Day Time Economy) Importance of dining & entertainment alternatives (Men /
Evening Economy)
Importance
parking
access
Importance
town/city atmosphere / safety Importance
parking
price
Importance
streetscape,
public realm and
presentation Importance
proximity to where you
work / go
to college Importance
and promotions Importance
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)
HOW TO REVIVE 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 Team 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
THE TOWN PLAN
Improving the town
hospitality providers to
buildings such as a town crèche, visitor
inner core as a rent and rates controlled zone and invite small artisan producers to come and trade Improving the public realm:
ambassadors who will conduct street standards audits
and awning
furniture, way finding
revives and does not drain Improving citizen engagement:
database and a town brand
alerts to citizens
come to town
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
INVITE QUALITY RETAIL & HOSPITALITY INVESTMENT
APPROACH RETAILERS WHO WILL ADD TO THE TOWN MIX
CREATE A PUBLIC REALM WHICH WILL REVIVE AND NOT DRAIN
CREATE A PUBLIC REALM WHICH WILL ENHANCE DWELL TIME
CREATE A TOWN BRAND AND SENSE OF IDENTITY
DBLIN’S URBAN VILLAGE
CREATE A CITIZEN DATABASE & COMMUNICATE EVENTS & THINGS TO DO
A STORE MUST OFFER AN
A STORE MUST BE
A STORE MUST BE
Place
Place
A STORE MUST BE
Hardy – I survive the cold Evergreen – I keep my leaves on – all year round Locally Sourced – I am good for local jobs Good Colour – I retain my colour all year round Fragrance – I will smell great in your garden When I Grow Up – I will be 4 foot Tall
Hardy – I survive the cold Evergreen – I keep my leaves on – all year round Locally Sourced – I am good for local jobs Good Colour – I retain my colour all year round Fragrance – I will smell great in your garden When I Grow Up – I will be 4 foot Tall
A STORE MUST BE
Acknowledgement Offer of Help Qualifying Knowledge Recommendation Up-selling Closing
High Service Expectation Customer Lifetime Value
(ATV, Loyalty, Expectation)
Low High
Pharmacy Jewellery Telco Furniture Electrical Footwear Pet Fashion Sports Home|Gift
Entertainment
Forecourt Discount Grocery
Low Service Expectation
Ennis Office – 1 Barrack Street, Ennis, Co. Clare Dublin Office – Unit 10, Leopardstown Office Park, Sandyford, Dublin 18 T: 353 (0) 65 6846927 | F: 353 (0) 65 6892451 | E: info@retailexcellence.ie | W: retailexcellence.ie