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 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 Importance of town Importance entertainment Importance of towns standard of of the streetscape, of car of car proximity to of events alternatives of public town/city proximity retail public parking parking where you (Men / and atmosphere transport to where you (Women / access price work / go realm and promotions Evening / safety live Day Time to college presentation Economy ) 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)

HOW TO REVIVE 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 Team involving all town plan local stakeholders

Limerick: A Town Team with a Town Plan

THE TOWN PLAN Part 3 Part 1 Part 2 Improving citizen Improving the town Improving the public offer : realm: engagement: • • • Create a citizen Motivate retail and Appoint street database and a town hospitality providers to ambassadors who open for business will conduct street brand standards audits • • Innovative uses of Sent text and ezine • alerts to citizens buildings such as a Painting, planting outlining reasons to town crèche, visitor and awning office, town gallery schemes. Street come to town furniture, way • • Designate a part of the finding Develop reasons for citizens to use their inner core as a rent • town outdoor cinema and rates controlled A civic space which zone and invite small revives and does night, food events, family days, duck race, artisan producers to not drain come and trade Halloween event, Easter egg hunt.....

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

CREATE A CITIZEN DATABASE & COMMUNICATE EVENTS & THINGS TO DO DBLIN’S URBAN VILLAGE

THE FUTURE OF IRISH RETAIL

A STORE MUST OFFER AN EXPERIENCE

Experiential – Provide an experience that can be shared “ Retail is no longer about a product on a shelf. It is about atmosphere and experience – connection and community. Online will be about commerce while stores will be about hospitality.... ”

Experiential – Provide an experience that can be shared

Experiential – Provide an experience that can be shared

Experiential – Provide an experience that can be shared

Experiential – Provide an experience that can be shared

Experiential – Provide an experience that can be shared

Experiential – Provide an experience that can be shared

Experiential – Provide an experience that can be shared

Experiential – Provide an experience that can be shared

A STORE MUST BE OPEN

OPEN – Communicate your heritage and beliefs – have a personality

OPEN – Communicate your heritage and beliefs – have a personality

OPEN – Communicate your heritage and beliefs – have a personality

OPEN – Communicate your heritage and beliefs – have a personality

A STORE MUST BE CAPTIVATING

CAPTIVATING – Engage customers through difference

CAPTIVATING – Engage customers through difference

CAPTIVATING – Engage customers through difference

Place CAPTIVATING – Engage customers through difference

Place CAPTIVATING – Engage customers through difference

A STORE MUST BE CLEAR

CLEAR – Provide a clarity of offer

CLEAR – Provide a clarity of offer

CLEAR – Provide a clarity of offer

CLEAR – Provide a clarity of offer

CLEAR – Provide a clarity of offer €7.95

CLEAR – Provide a clarity of offer €7.95 LAVENDER 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

CLEAR – Provide a clarity of offer €7.95 LAVENDER -Suction -Energy Efficiency -Manoeuvrability Hardy – I survive the cold -Pet Hair Cleaning Evergreen – I keep my leaves on – all year round -Trust Reviews Locally Sourced – I am good for local jobs -Price 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 PERSONAL

PERSONAL – Engage customers through your people Acknowledgement Closing Offer of Help Up-selling Qualifying Recommendation Knowledge

PERSONAL – Engage customers through your people High Service Footwear Expectation Pharmacy Pet Jewellery Fashion Telco Sports Home|Gift Electrical Furniture Entertainment Forecourt Grocery Low Service Discount Expectation High Customer Lifetime Value Low (ATV, Loyalty, Expectation)

THANK YOU THANK YOU 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