AGENDA
- What Retail Is About Today?
- Some Truths About Town Revival
- Two Brief Town Revival Case Studies
- 10 Quick Wins For Towns

AGENDA
What Retail Is About Today?

THINGS HAPPENING

1.
RETAIL IS
NOT
ABOUT A
PRODUCT
ON A
SHELF

2.
MIDWEEK
CONVENIENCE
WEEKEND
EXPERIENCE

3.
RETAIL IS
NOT ALL
ABOUT
PRICE

EXPERIENCE
Shared Experience
OPEN
Heritage & Beliefs
CAPTIVE
Thru Difference
CLEAR
Clarity of Offer
PERSONAL
Engage thru People
PRICE
€
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X X
X
X
X
X
X
X
X
X X
X
X
X
X
X
X X
X
X
X

EXPERIENTIAL – PROVIDE AN EXPERIENCE THAT CAN BE SHARED
OPEN – COMMUNICATE YOUR HERITAGE & BELIEFS
CAPTIVATING – ENGAGE CONSUMERS THROUGH DIFFERENCE
CLEAR – PROVIDE A CLARITY OF OFFER
PERSONAL – ENGAGE CUSTOMERS THROUGH YOUR PEOPLE

A STORE MUST OFFER AN

Experiential
– Provide an experience that can be shared

A STORE MUST BE

OPEN
– Communicate your heritage and beliefs – have a personality

OPEN
– Communicate your heritage and beliefs – have a personality

A STORE MUST BE

CAPTIVATING
– Engage customers through difference

CAPTIVATING
– Engage customers through difference

CAPTIVATING
– Engage customers through difference

CAPTIVATING
– Engage customers through difference

A STORE MUST BE

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
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

A STORE MUST BE

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

PERSONAL
– Engage customers through your people

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

AGENDA
Some Truths About Town Revival

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

Sample –
11,287 citizens
5,027 stakeholders
Face to face interviews – Conducted September 2012
KINDLY SUPPORTED BY

1. What are the most important factors for a consumer in deciding to visit a town or city.
2. How do citizens rate their town or city.
3. How do stakeholders rate their town or city.

TOP QUARTILE
Town | City County
Westport
Killarney
Swords
Ashbourne
Dungarvan
Mayo
Kerry
Dublin
Meath
Waterford
Carrickmacross Monaghan
Clonakilty Cork
Malahide
Skerries
Listowel
Dublin
Dublin
Kerry
Kilkenny City Kilkenny
Castleknock Dublin
Tramore Waterford
Galway City Galway
Tullamore Offaly
Wexford Wexford
Ratoath Meath
Carrick on Shan.
Leitrim
Cobh Cork
Kinsale
Monaghan
Midleton
Cork City
Letterkenny
Carlow
Cork
Monaghan
Cork
Cork
Donegal
Carlow
TOTAL
SCORE
85.61%
84.58%
83.92%
82.28%
80.40%
80.10%
79.31%
78.07%
78.06%
77.55%
76.54%
76.50%
75.06%
75.02%
74.48%
74.04%
73.99%
73.00%
71.80%
71.45%
71.34%
71.21%
70.78%
70.77%
70.47%
TOTAL
RANK
11
12
13
14
15
8
9
6
7
10
1
4
5
2
3
20
21
22
23
16
17
18
19
24
25
% CITIZEN
SCORE
87.62%
87.89%
85.21%
84.58%
81.77%
78.36%
78.90%
79.11%
79.27%
79.15%
75.24%
77.76%
80.51%
77.31%
77.63%
73.40%
72.98%
74.17%
74.06%
72.75%
74.38%
72.53%
72.08%
73.41%
74.38%
CITIZEN
RANK
15
12
6
14
13
11
10
9
7
8
2
4
5
1
3
24
17
26
27
21
23
18
19
20
16
% STAKEHOLDER STAKEHOLDER
SCORE RANK
80.93%
76.84%
80.91%
76.89%
77.20%
84.15%
80.25%
75.65%
75.25%
73.82%
79.59%
73.57%
62.33%
69.69%
67.13%
75.54%
76.34%
70.27%
66.52%
68.43%
64.24%
68.13%
67.74%
64.61%
61.33%
5
14
58
19
35
1
4
10
12
13
2
7
6
8
3
25
50
27
30
11
9
17
43
48
65

2nd QUARTILE
Town | City
Athlone
Birr
Buncrana
Cahir
Carrigaline
Castlebar
Cavan
Clonmel
Dalkey
Donabate
Dublin City
Dunboyne
Gorey
Kilrush
Lucan
Maynooth
Mitchelstown
New Ross
Newbridge
Roscommon
Tralee
Trim
Waterford City
Wicklow
Youghal
County
Westmeath
Offaly
Donegal
Tipperary
Cork
Mayo
Cavan
Tipperary
Dublin
Dublin
Dublin
Meath
Wexford
Clare
Dublin
Kildare
Cork
Wexford
Kildare
Roscommon
Kerry
Meath
Waterford
Wicklow
Cork

3rd QUARTILE
Town | City
Arklow
Ballina
Ballybofey
Blackrock
Bray
Clane
Clondalkin
Drogheda
Dun Laoghaire
Dundrum
Ennis
Enniscorthy
Fermoy
Leixlip
Mountmellick
Mullingar
Naas
Nenagh
Newcastle West
Portlaoise
Rathmines
Roscrea
Tallaght
Thurles
Tuam
County
Wicklow
Mayo
Donegal
Dublin
Wicklow
Kildare
Dublin
Louth
Dublin
Dublin
Clare
Wexford
Cork
Kildare
Laois
Westmeath
Kildare
Tipperary
Limerick
Laois
Dublin
Tipperary
Dublin
Tipperary
Galway

BOTTOM QUARTILE
Town | City
Ardee
Athy
Balbriggan
Ballinasloe
Bandon
Blessington
Carrick-On-Suir
Celbridge
Dundalk
Dunshaughlin
Edenderry
Greystones
Kells
Kilcock
Kildare
Limerick City
Longford
Loughrea
Macroom
Mallow
Navan
Portarlington
Sallins
Sligo
Tipperary
County
Louth
Kildare
Dublin
Galway
Cork
Wicklow
Tipperary
Kildare
Louth
Meath
Offaly
Wicklow
Meath
Kildare
Kildare
Limerick
Longford
Galway
Cork
Cork
Meath
Laois
Kildare
Sligo
Tipperary

KEY DETERMINATES OF A TOWN OR CITY VISIT
Importance of towns proximity to where you live
Importance of the standard of retail
(Women /
Day Time
Economy)
Importance of dining & entertainment alternatives
(Men /
Evening
Economy )
Importance of car parking access
Importance of the town/city atmosphere
/ safety
Importance of car parking price
Importance of town/city streetscape, public realm and presentation
Importance of town proximity to where you work / go to college
Importance of events and promotions
Importance of public transport
74.69%
1 st
70.76%
2 nd
69.82%
3 rd
67.25%
4 th
66.74%
5 th
66.08%
6 th
65.21%
7 th
62.91%
8 th
60.46%
9 th
56.37%
10 th

• If the retail & hospitality mix is not right, they wont come
• All parts of the day are important:
- Daytime Retail – More important to women
- Evening Economy – More important to men
• Accessibility to parking is more important than price (women with kids)
• Citizens want a streetscape which revives and does not drain
• We must communicate better and provide citizens with a “Call to
Action”
• Stakeholders must be a central part of the solution

AGENDA
Two Town Case Studies

LIMERICK CITY REVIVAL WORKFLOW PLAN
OBJECTIVE 1 – Retail & Hospitality Investment
OBJECTIVE 2 – Citizen Engagement
OBJECTIVE 3 – The Town Product (Streetscape, Standards, Service, Safety)

Outcomes –
• Definition of the Limerick inner core
• Database of all stakeholders in the inner core
• Database of vacant premises
• Publication of “Limerick Vision”
• Quantification of local spend and opportunity to trade
• Publication of Limerick Prospectus
• Identification of “wanted brands” for the city
• Planned redevelopment of anchor shopping sites
• Investment briefings – Limerick and Dublin
• Appointment of a Town Coordinator
• Rates grant for “wanted” new entrants
• 35 new stores with a 95% occupancy level in the inner core

SOME POTENTIAL OBJECTIVES?
1. Build a retail mix, a streetscape and create an ambience which will appeal to a wider geographic radius. In effect move from being a convenience based street to being a destination
2. Create an identity for Upper Baggot Street – the identity might be centred around being a cosmopolitan & chic urban village
3. Engage and communicate with local residents and workers in a more proactive manner
4. Ensure that standards are maintained in the street. Shop fronts, street cleaning, painting scheme, hanging baskets etc...

OBJ 1: DESTINATION

OBJ 1: DESTINATION
- Define The Upper Baggot Street Inner Core – a congregation point
- Select an Appropriate Retail Mix for all day parts
- Soften the Streetscape – awnings, planting, planters
- Traffic Calming Measures
- Implement Street Furniture and Seating

OBJ 1: DESTINATION: RETAIL MIX ASSESSMENT

OBJ 1: DESTINATION - STREETSCAPE
-A congregation point
-Enhance dwell time
-Appeal to wider radius

OBJ 2: IDENTITY
- A Brand – Foster Ownership & Sense of Place
- On Street Identify with Uniformity & Symmetry
- A Sense of Arrival

OBJ 2: IDENTITY

OBJ 2: IDENTITY – A SENSE OF ARRIVAL

OBJ 3: COMMUNICATION
- Citizen Database
- Communications Calendar
- Loyalty Card

OBJ 3: COMMUNICATION
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-Invitation to Events
- Special Discounts
- Food & Wine Tastings
- Friday Music
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EMAIL
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DUBLIN’S URBAN VILLAGE

OBJ 4: STANDARDS
- Statute of Behaviour
- Identify & Audit Standards
- Act Where Improvements Are Needed
- Gardai / Stakeholder Communication

OBJ 4: STANDARDS

AGENDA
10 Quick Wins For Towns

10 QUICK WINS FOR TOWNS
GETTING STARTED
DEFINE THE INNER CORE
ENGAGE WITH
STAKEHOLDERS
RETAIL & HOSPITALITY INVESTMENT
LIST REQUIRED RETAIL /
HOSPITALITY INVESTORS
CREATE AN INVESTMENT
PROSPECTUS
CITIZEN ENGAGEMENT
CITIZEN DATABASE
COMMUNICATIONS /
PROMOTIONS STRATEGY
CHAMBER SHOP LOCAL
INCUBATED SPENDING
THE TOWN PRODUCT – STREETSCAPE, STANDARDS, SERVICE, SAFETY
COMMENCE STREET
AUDITS
STREETSCAPE
IMPROVEMENT WORKS
RETAILER STATUTE OF
BEHAVIOUR

Ennis Office - 1 Barrack Street, Ennis, Co. Clare
Dublin Office – 32 Upper Baggot Street, Dublin 2
T: 353 (0) 65 6846927 | F: 353 (0) 65 6892451 | E: info@retailexcellence.ie | W: retailexcellence.ie