1. Creating a Better Business Mix
MainstreetSA Conference 2017
David West
Premier Retail Marketing

2. David West Business Mix
My background
10 years Westfield
6 years Rundle Mall
3 years City Retail – City of Adelaide
14 years consulting with mainstreets
1 year working in London
Research UK, USA, NZ
David West Business Mix

3. David West Business Mix
Is this your main street destination store ???
David West Business Mix

4. Situations & challenges
Sex shops on a key mainstreet
Fish shop next to fashion accessories
3 x $2 shops together
Offices on our key corner sites
Lack of pedestrian interest
One way vehicle traffic
David West Business Mix

5. David West Business Mix
How did it happen?
Absentee landlords
Leasing agents not communicating
Leasing agents – ‘get the vacancy away’
Property owners allow any tenants
No expectations
No retail plan – 5 / 10 years ahead
One-way traffic or no traffic
David West Business Mix

6. David West Business Mix
Prime corner sites
David West Business Mix

7. David West Business Mix
Shopping centres
One landlord
Single management
Leasing executives
Retail plans
Research
Match the shops to the catchment
David West Business Mix

8. What is the role of our main street?
Convenience
Comparison
Experience
David West Business Mix

9. Research our catchment
Where are our customers coming from?
Catchment area characteristics
ABS statistics
Projected expenditure – escape spending
Trends – young families, seniors?
Phone surveys – users / non-users
Intercept surveys
David West Business Mix

10. A complete audit of the street
Define the core retail area
What do we currently have in our mix?
Physically audit every business, service and facility in the study area - including the toilets!
David West Business Mix

11. David West Business Mix
Toilets have a market position too!!
David West Business Mix

12. David West Business Mix
Identify the boundary and
core retail areas
David West Business Mix

13. David West Business Mix
Visual inspection
Factors to consider
Building presentation
Shop front presentation
Window displays
Internal presentation
External, signage, maintenance
Image & market position projected
David West Business Mix

14. David West Business Mix
Building quality &
shop quality
David West Business Mix

15. David West Business Mix
What do we want to know?
How many shops in each category?
What is their market position?
What customers will they attract?
Are they destination stores?
Do they rely on passing traffic?
Are they under-trading or over-trading?
What are our corner sites like?
Do pedestrians walk past?
David West Business Mix

16. David West Business Mix
Shop categories
How many fashion/food/jewellery shops?
Are they clustered together?
Do they give customers a perception of quality or success?
What is the overall market position of this group of stores?
Are there vacancies, poor buildings nearby?
David West Business Mix

17. David West Business Mix
Market position
The sum of all the parts will make up our market position
Fashion cluster – good examples
Oxford Street Paddington
Collins Street Melbourne CBD
Rundle Street
Up-market / Mid-market / Lower
David West Business Mix

18. Up market fashion / jeweller
Gucci
Trent Nathan
Armani
Dolina
Carla Zampatti
Locked door – please ring the bell!
David West Business Mix

19. David West Business Mix
Mid-market fashion
Sussan
Sportscraft
Noni B
Jacqui E
BNT
David West Business Mix

20. David West Business Mix
Lower end
Millers Fashion
Suzanne Grae
Central Line
Goodwill / St Vinnies
(improving)
Recycle boutiques
Window storage !
David West Business Mix

21. David West Business Mix
Competitor audit
What are our competitor’s strengths?
What are their weaknesses?
How do we position ourselves against the competitors?
HOW DOES THE CUSTOMER SEE US?
Perception - research
David West Business Mix

22. David West Business Mix
The next step
Develop our retail plan
Involve stakeholders
Where are the gaps and opportunities?
Select key sites that make a difference
Consider vacancies as opportunities
Consider zoning changes required
Small steps
David West Business Mix

23. David West Business Mix
Strategies
Who is responsible for the project?
Involve Property Owners and Managers in the plan with regular communication.
Involve Leasing agents in the plan by providing useful information such as traffic counts, pedestrian counts and research.
Communicate!
David West Business Mix

24. David West Business Mix

25. David West Business Mix

26. David West Business Mix
Strategies
Generate positive marketing and publicity.
Demonstrate leadership e.g. develop a key vacant corner site.
Create a vacancy opportunity list with square metre details, property owner and the desired use
David West Business Mix

27. David West Business Mix
Strategies
Use professional leasing tools including the Leasing Opportunities brochure, website, promotional CD and advertising.
Utilise Leasing Agents to search, target, and approach the desired businesses.
David West Business Mix

28. David West Business Mix

29. David West Business Mix

30. Mainstreet management book
Factors for mainstreet success
Developing the business mix
Governance, marketing, events
Measuring performance
“Mainstreet Management at its best”
July release
David West Business Mix