MUNICIPALITIES

WHY DO PEOPLE SHOP IN YOUR CITY?

Is your shopping area too big for the current demand, do you lose customers to shopping areas with free parking spaces, how do you let entrepreneurs benefit from local events, how can you attract more visitors and make better use of tourism? These are questions that you, as a city, have to deal with now that the consumer is in charge. Mutual coordination between shopping areas is, therefore, becoming increasingly important. But how do you do this effectively?

Smart retailing

A lot of information has already been collected in most shopping areas. We combine this with our vision of future-proof shopping. Our smart retailing method is based on measuring, knowing, and moving. An objective basis, forming the basis for a conversation about the right topics. The goal is to develop a clear path that is supported by all stakeholders.

Measure

Consumers determine where and when they buy, and this will not change in the future. That’s why it is essential to collect information about current and future consumer shopping behavior. We start each project with a quantitative study into supply and demand, which forms the basis for the follow-up process and the discussion with the stakeholders. Because if we can’t measure it, we can’t improve it either.

Know

Consumers are complex beings and have different reasons for shopping at different times. That is why we distinguish three types of shopping: recreational, groceries-oriented and target-oriented shopping. Do you know which consumer your shopping area is targeting? The strength of shopping areas primarily lies in choosing the right target audience. Dare to choose your customers as a shopping area, or they will not choose you.

Move

With our analysis, we not only create a retail policy for ten years ahead, but we also provide tools to get started tomorrow. In our interactive workshops, we take stakeholders on a journey to determine the right focus and to improve the performance of the shopping area. The clear path is the big plan, and through large and small steps, we build a strong shopping area together.

BRANDING STORE AREA
How do you ensure that your shopping area distinguishes itself from other shopping areas? Because in times when the consumer is in control of which shopping area he visits, you must radiate a strong identity. With a clear picture of the catchment area and the target audience, we establish the identity in collaboration with the stakeholders.
The identity is not only translated into the retail mix. It is also the basis for the design of the public space, the marketing plan, the events that are organized, and the services that are offered.

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RETAIL VISION
Shopping areas deal with the consumer’s changing purchasing behavior. The challenges in shopping areas require municipal and regional coordination. After all, the shopping consumer cannot be stopped by district and city boundaries. Shopping areas need to collaborate more rather than compete.
RMC believes that optimally serving the consumer must play a central role. The retail vision focuses on an answer to the question: how and where will the consumer shop in ten years and what does that mean for the development of the shopping areas? A sustainable and futuristic retail landscape requires choices to be made. Shopping areas with a promising perspective must be able to become stronger, and in shopping areas without a promising outlook, alternatives must be sought together.

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RETAIL MIX ADVICE
Every shopping area wants an H&M, AH XL or a MediaMarkt, but is this also realistic for your shopping area? The ideal retail mix is one that matches the target group of the shopping area, the size of the catchment area, and the profile of the shopping area. But the ideal retail mix also is diverse and distinguishes itself from the competition.
The retail mix advice contains specific advice about the formulas and stores to be attracted. With the retail mix advice in hand, you can accurately inform developers, owners, and brokers which retailers fit into the shopping area. Also, it is a vision document that gives all stakeholders insight into the strategy of the shopping area.

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MARKETING PLAN
A desired and appropriate identity of the shopping area involves more than just what’s on offer. Also, in public spaces/staging, services, marketing & communication areas and the functioning of the entrepreneurs, it is essential to propagate the correct identity.
In the marketing plan, we determine which media communication is desirable, how the signage and navigation in the shopping area can be improved and we determine whether the events/activities that are currently being organized are appropriate to the identity.

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TARGET AUDIENCE RESEARCH
How do you determine the catchment area of the shopping area in your city or town? And when these have been decided, how do you know who the consumer is who lives and shops there? Those who do not choose are also not chosen. In the target audience research we define the catchment area of the shopping area. We do this by means of a circle around the shopping area instead of postal code areas. After all, the consumer has no barriers such as neighborhood or municipal boundaries.
In our vision of shopping areas, the consumer is always at the center of our vision. Because age and income do not say everything about the buying behavior of consumers, we use lifestyles for the target audience research. This model provides insight into the drivers and motivations of consumers. It converts demographic information into perceptions. Above all, this classification provides insight into expected purchasing behavior and the need for shopping areas.

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PRESENTATION TRENDS IN RETAIL
In addition to strategic and research products, Bureau RMC is also the perfect partner for giving presentations or workshops on trends in retail. We provide complete interactive presentations that allow all stakeholders (retailers, catering entrepreneurs, property owners, civil servants, etc.) to leave with the right view of the market.
We give an inspiring and interactive presentation with recent developments in the retail sector. Among other things, we discuss industry blurring, clicks & bricks, store visitor numbers, new store concepts, and retail inspiration. The presentation is fully adapted to your sector. Depending on your wishes, we add an assignment or retail quiz to the program. An RMC management consultant makes the presentation.

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'ACTION PLAN’ WORKSHOP
Cooperation is the new magic word within shopping areas. But how do you get all stakeholders together? How do you get them to work with the shopping area themselves?
We often see that shopping areas already have a lot of research results, information, and quantitative and qualitative analyzes reports. A concrete action plan is often lacking. A vision and the implementation of an action plan must be supported together. RMC has developed an effective method to achieve this with its workshops. The series consists of three seminars but can be tailor-made as required.

1. Identity workshop
2. Promotions workshop
3. Focus workshop

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CATERING IN SHOPPING STREETS
A future-proof shopping street embraces consumers and ensures that they stay longer. The consumer of today wants to be able to drink a good cup of coffee and enjoy lunch on the terrace while shopping. Municipalities and catering entrepreneurs however often have issues with the current regulations. If the limit of the maximum number of catering establishments has been reached, new locations are not permitted. With the significant changes in purchasing behavior, the question arises as to whether municipalities should deal more flexibly with these catering sector requests.
During catering sector research, we analyze the current range of restaurants in your city or shopping area. We distinguish between different types of shopping streets. We also give you insight into the positive and negative effects of catering in shopping streets. Catering research also contains a benchmark with other cities. Ultimately, we advise you on the options for relaxing current regulations.

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FUTURE-PROOF TEST
What is the status of the current shopping areas in your municipality, and what will it look like in 5 years? Which shopping areas are future-proof and for which shopping areas should a different function be considered?
Our future-proof test forms the basis for a broadly supported retail strategy. In this test, every shopping area in the municipality is objectively examined. The criteria are related to retail trends and the current and future buying behavior of consumers. Each is set against a quantitative benchmark, with which the criterion ultimately scores sufficiently or insufficiently. During this research, a statement is drawn up about the future opportunities of the various shopping areas, which results in concrete tools. We know from experience that these are very useful for entrepreneurs, and stakeholders find it an effective way to compare their shopping area with other shopping areas.

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SUCCESS STORIES:

Case

Hospitality in shopping streets in The Hague

Case

Retail vision of the Leiden region

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