Aim

Rationale

Good practice activities and approaches

Market the centre as a whole

Often local people do not appreciate the range of goods offered locally, or have stopped using the market town and lack awareness of new retailers

• shoppers/services guide or directory (with web links to retailers)

• link the above to existing town/parish websites and information about other attractions
• good examples use quotes from/photos of retailers, let the retailers tell their story, not just a 'dry listing' of shops
• PR launch and mailing to local and hinterland residents and local businesses
• special events which bring people into the centre - late night opening linked to another village/town event; town hall teas; farmers markets
• schedule events for days/times when footfall in poor use 'stories' to gain press coverage and interest (e.g. plastic bag-free Henfield)
• better signage from access roads, station, car parks, by-pass and within the town

Improving quality and attractiveness of established retail outlets

Many market towns contain established retailers who want to continue to trade there but whose offer has become rather ' tired' and unexciting. Re-invigorating these outlets can be an important first step

• shop front improvement grants and advice

• competitions with publicity and local voting- e.g. best shop window; best local/traditional customer service
• training, advice and support to retailers with layout, presentation and 'in-shop' marketing of goods

Supporting established retailers to innovate to trade a higher levels of income

Where trading margins are tight, retailers who establish new complimentary sources of income are more likely to remain trading in the location. Often retailers have good ideas, and advice and financial support can make these a reality

• training, advice and support to retailers to develop internet sales to compliment their shop-front offer

• financial support to retailers to reduce their risk in implementing 'good ideas'
• examples: four butchers in Ludlow have developed a shared web-presence to market their sausages (www.theludlowsausage.co.uk); a Lincolnshire butcher (R Wisby) has established a mobile unit to take their produce out from their market town shop to the surrounding villages

Aim

Rationale

Good practice activities and approaches

Establishing - and marketing - a new focus/identify for the town

In the face of competition, shoppers need a reason to visit over and above convenience. The most successful campaigns will build on existing strengths e.g. historic assets/tradition; higher quality product/experience; traditional service and values; local food and produce (see below)

• research/consultation and work with retailers to identify strengths

• PR and promotional campaign, using local press etc
• launch events
• marketing to prospective retailers (whether multiples, local independents or regional multiples) who fit the identity/focus
• Horsham Time Well Spent initiative is a local example

Establish/strengthen role as a local food and produce centre

Take advantage of growing interest in quality local produce to differentiate the centre from the standard competition

• identify local food options and document them

• encourage retailers to advertise local food and produce (in window/on street)
• encourage retailers to source local food and produce (bring together farmers/growers and retailers)
• raise awareness through local information channels including newspaper, parish news, notice-boards, village hall and websites
• encourage retailers to list/join existing publications and initiatives (Taste of Sussex etc)
• special promotions - local food festivals; food trails; celebrity chefs working with local food producers and retailers; village/town hampers.

Improving loyalty to local shopping

Major retailers successfully use incentive schemes to encourage repeat visits and reward regular customers. This can be replicated at market town or village level, or for a group of local centres. There is also some scope in encouraging loyalty by appealing to a sense of community (for example the village shops Use It of Lose It campaign), although these have had mixed success.

• 'shop local' PR campaign

• community events - late night shopping night, discount shopping nights
• village/town discount schemes, loyalty cards and voucher schemes (for local residents and workers)

Aim

Rationale

Good practice activities and approaches

Physical improvements to effectiveness and attractiveness of town centre

Physical improvements can improve the general attractiveness of the centre, so it catches the eye of passing trade. Perceptions of an attractive centre also improve the customer experience and encourage repeat visits. They can also improve the flow of shoppers from car-park, from transport hubs to and through shops

• identify, and work with landowners, to address bottlenecks to shopper circulation

• parking provision, organisation and arrangement
• investigate scope to make most of publicly/community owned land and buildings
• street furniture
• planting (permanent and competitions like Britain in Bloom)
• pedestrianisation
• community involvement in town tidying events and spruce up events
• encourage investment by retailers in town centre e.g. through a traders group)