The report calls for efforts to improve City Centre
Katie Todd
People’s perceptions of Christchurch’s City Centre urgently need to change, retail consultants say after a Report found shoppers were staying suburban.
The Council commissioned Premiere Retail Marketing to produce the report, which identified that people began staying closer to home or heading to suburban malls after the earthquakes. Those shoppers have been slow to respond to new offerings in Central City.
Collaborative Effort
The report said that people’s perceptions of the Central City need to be changed urgently so that the City’s growth is not hindered, and that City retailers must collaborate to wrestle back market share.
“A collaborative effort to improve the customer experience, deliver effective marketing campaigns and promotions and attract new businesses requires an exceptional commitment to achieve success,” the Report said.
It said that a major marketing effort could be required to change people’s perceptions.
Canterbury Employers Chamber of Commerce Chief Executive Leeann Watson said that other factors were also at play.
New facilities to help
She felt that the opening of anchor projects like the Convention Centre and Multi-Use Sports Arena would make a major difference in the long run.
“What we know is that those projects are well behind their original blueprint timeframe. So, what we have got is businesses that have chosen to invest in the Central City based on that original blueprint dates and we’ve got a lag between some of those being delivered,” she said.
“We have seen some businesses who have found it extremely challenging.”
Marketing Campaign
Making up for that lag is where a major Marketing Campaign would be valuable, she said, and added that it is important to remember that last summer was “really good” for Central City hospitality and retail.
“We do know that it is very seasonal; so, coming through winter is always going to be challenging,” she said.
Council spokesperson Carolyn Ingles said that the Report provided valuable insight into the steps that need to be taken for the Central City to thrive, beyond the Council’s existing marketing campaigns and an ongoing programme of events.
“There are very promising signs that people are returning to the central city,” she said.
Katie Todd is a Reporter at Radio New Zealand. The above Report has been published under a Special Arrangement with www.rnz.co.nz
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Photo Caption:
Christchurch City Centre (Image from Christchurch Council Website)
