THE FUTURE OF IRISH RETAIL
AGENDA - How to Drive Spending in Your Store - Some Simple Town Revival Tips
10 WAYS TO TO DRIVE SPENDING IN YOUR STORE, RESTAURANT, BAR, BUSINESS
1 CUSTOMERS SPEND MORE IN STORES THAT ARE AN AUTHORITY
Authority – We get whiskey
2 CUSTOMERS SPEND MORE IN STORES THAT OFFER CLARITY
CLEAR – Provide a clarity of offer
3 CUSTOMERS SPEND MORE IN STORES THAT EMBRACE DIFFERENCE
Place DIFFERENCE – Engage customers through difference
Place DIFFERENCE – Engage customers through difference
4 CUSTOMERS SPEND MORE IN STORES THAT OFFER HOSPITALITY
Place HOSPITALITY – Enhance dwell time and make people feel at home
Place HOSPITALITY – Enhance dwell time and make people feel at home
5 CUSTOMERS SPEND MORE IN STORES THAT HAVE A PERSONALITY
Place PERSONALITY – We stand for something!
6 CUSTOMERS SPEND MORE IN STORES THAT OFFER LOYALTY
Place LOYALTY – Enhance spend and repeat custom X3
7 CUSTOMERS SPEND MORE IN STORES THAT SELL IT THE WAY WE WANT TO BUY IT
BUY IT – Make it easy to buy
8 CUSTOMERS SPEND MORE IN STORES THAT STOP YOU IN YOUR TRACKS
STOP YOU – Make passers-by stop!
STOP YOU – Make passers-by stop!
STOP YOU – Make passers-by stop!
STOP YOU – Make passers-by stop!
9 CUSTOMERS SPEND MORE IN STORES THAT GET KEY PERFORMANCE INDICATORS
KPIs – Focus on Conversion and Average Transaction Values!
10 CUSTOMERS SPEND MORE IN STORES THAT UNDERSTAND CUSTOMER EXPERIENCE
CX – Engage customers through your people Acknowledgement Closing Offer of Help Up-selling Qualifying Recommendation Knowledge
TOWN REVIVAL
THE P PROBLEMS I S IMPAC ACTING NG T TOWNS NS 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 landlord consumer enforcement base behaviour
WHAT MOTIVATES PEOPLE TO VISIT THEIR TOWN – RETAIL EXCELLENCE RESEARCH Importance of Importance Importance Importance dining & Importance of the Importance of town/city Importance of town Importance entertainment Importance of towns standard of of the Importance streetscape, of car proximity to of ev even ents alternatives of publ public town/city of car parking proxim imit ity retail public lic parking where you (Men / and atmosphere price ce transport to where you (Women / acce ccess ss wo work rk / go to realm and re promotions Evening / saf afet ety live Day Time college presentation Economy my ) Economy) 74.69% 70.76% 69.82% 67.25% 66.74% 66.08% 65.21% 62.91% 60.46% 56.37% 1 st 2 nd 3 rd 4 th 5 th 6 th 7 th 8 th 9 th 10 th 12,000 citizen interviews (REI 2012)
HO HOW T TO O REV EVIV IVE A A PLACE 1 2 3 Ban discussion Define where the regarding rates, inner core of the parking fees and Concentrate at town is and start pedestrianisation all times on there doing things which will 4 5 motivate local citizens to utilise their local town Establish a Town Design a deliverable Alliance involving town plan all local stakeholders
Limerick: A Town Alliance with a Town Plan
TH THE T TOWN PL PLAN Part 3 Part 1 Part 2 Improving citizen Improving the public Improving the town engagement: realm: offer : Create a citizen Appoint street Motivate retail and • • • database and a town ambassadors who hospitality providers to brand will conduct street open for business standards audits Sent text and ezine Innovative uses of • • alerts to citizens Painting, planting buildings such as a • outlining reasons to and awning town crèche, visitor come to town schemes. Street office, town gallery furniture, way Develop reasons for finding Designate a part of the • • citizens to use their inner core as a rent town outdoor cinema A civic space which and rates controlled • night, food events, revives and does zone and invite small family days, duck race, not drain artisan producers to Halloween event, come and trade Easter egg hunt.....
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
CREATE A A CITIZEN N DATABASE SE & COMMUNI NICATE E EVENT NTS & S & THINGS T GS TO DO Part 3 DBLIN’S URBAN VILLAGE
DRIVE S SPEND ND I INT NTO NE NENA NAGH Part 3
THANK YOU
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