Devizes Retail Revival Strategy David Kilburn Head of

Devizes Retail Revival Strategy David Kilburn Head of Business Development School of Services Management Bournemouth University

Client brief To examine previous reports to see if Devizes still needs to attract national multiples Ø Gap analysis – perceptions of the retail offer Ø To prepare a retail marketing strategy Ø To explore the training needs of retailers and the issue of sustainability Ø To determine which major retailers should locate to the Town Ø To assess the impact of the retail revival strategy on the Town’s car parking provision Ø

Picture 1: The Ginnel, Devizes

Picture 2: The Shambles, Devizes

Picture 3: Traditional style retailer, Devizes

Picture 4: The Brittox, Devizes

Pictures 5 and 6 Hughenden Yard, Marlborough

Picture 8: Covered shopping centre, Chippenham

Secondary Research n Secondary research was carried out from a variety of sources and the following aspects were reviewed n Demographics n Drive times from surrounding towns/cities to Devizes n Review of previous reports, such as Donaldsons, Healey & Baker, and Chartwell Land.

Primary research n n n n 31 interviews with national and independent retailers Interviews with Town Centre Managers in Chippenham, Trowbridge, Salisbury, Cirencester 300 consumer questionnaires conducted in Devizes and Chippenham by BARM Finalists Retail audits of Devizes, Marlborough, Chippenham, Trowbridge, Salisbury, Cirencester and Shaftesbury 20 Mystery Shops carried out by BARM Finalists Independent car park audit (BARM Finalists) 2 Focus groups

Summary of research findings n n n n n There is no overt car parking problem in Devizes The Market Square needs to be improved further The retail offer in Devizes has several discernible gaps Devizes needs an effective Town Centre Manager (TCM) There is considerable support for a TCM, including offers of financial assistance from both National and Independent retailers When shops become vacant in Devizes, there needs to be a system whereby any retailer whose profile fits the gaps in the retail offer are given priority Some independent retailers in Devizes need to be trained in marketing and finance Some national retailers are under-performing in terms of fascias, customer service and level of investment There is some evidence of poor catering facilities and a lack of suitable accommodation for tourists, venues for weddings, functions, etc

Action plans Action Plan A - Physical Regeneration / Development n Shopping centre development n Relocation of a major supermarket to Station Road n Further enhancement of the Wharf area n Introduction of a café culture in the Market Square, etc

Picture 9: Chippenham

n n Action Plan B - Marketing, Promotion and Local Management Appointment of a Town Centre Manager Professional training for retailers Introduction of signage Use of Market Square for events

Recommendations n n n Appoint an effective Town Centre Manager with immediate effect. Secure a range of funding from national and independent retailers to help fund the above post. Implement the Northgate Shopping Centre development, followed by the West Central scheme (comparative research has shown that Devizes could benefit from additional retail floor space). Ensure the right mix of retail tenants come to Devizes, both for the above new developments and empty properties in the town. Support the re-siting of a large supermarket chain to the Station Road site. Constantly monitor how the retail community is faring in the town by checking levels of spend year-on-year and by doing health checks against competing towns.

Follow on work n n 6 months later – approached by KDC to secure funding from national and independent retailers to help fund the Town Centre Manager post. This was achieved by BRO and ex BARM graduate who had joined the team and Devizes appointed their first TCM Approached by Melksham to do the same for them but reluctantly turned down the work because they only offered £ 7, 000 for the whole project

How KT enhances employability of graduates n n n Live Consultancy Projects (BARM and BAIHM) Applied research/consultancy projects Business networking leads to placement opportunities/graduate employment/final year consultancy projects KTP schemes lead to graduate employment – recruitment for 6 KTP schemes - SM provided 4 home grown graduates Those finalists who have taken part in Consultancy/applied research projects have done extremely well in their careers to date Feedback from ex graduates/clients speaks for itself

How KT enhances employability of graduates Dear Gillian, I felt that I had to drop you a line to let you know that the latest Consultancy Project and Presentation, which I reviewed with a couple of colleagues 2 weeks ago, was absolutely superb. Full credit to the your students, who found it difficult to obtain information from the Bournemouth team, through pressures in the store. However, they showed great tenacity and commitment to pull together a first class review which identified several issues which are in the pipeline. To gain such an in depth knowledge of M&S in such a short space of time was also remarkable. The presentation was professionally presented by a team of passionate and enthusiastic students , handling the questions at the end with ease. Once again the team has been very well coached by David, with whom we have a longstanding relationship. Both David and yourself should take great pride in the way the students have managed themselves. With Kind Regards, Bill MARKS AND SPENCER PLC Attached Division 2 West

How KT enhances employability of graduates Hi David I thought it was important to say a few words about how important certain aspects of the BA (Hons) Retail Mgt course are to people once they have graduated and are out in the big wide world. For me, the Consultancy Project was by far the best way of learning. There really isn't anything more valuable than hands on experience and spending time in business. Although in the end, the work we actually produced may not have broken any new boundaries in terms of new ideas and actual solutions, I learned more about the true value of a successful team and what it takes to achieve it. Having been out in business for nearly four years, I've witnessed and experienced some bad managers who often fail to recognise and encourage the strengths of their own people. Again through the Consultancy, the strengths and abilities of each person have to be used in the best possible way to make the project work - and this has now become a part of my own management ethos. I would hope most graduates will recognise that the Consultancy was by far the most useful and engaging part of the degree. All the Best & Kind Regards Factory Shopping Clarks International Robert Thomas Senior Store Planner

How KT enhances employability of graduates Hi David, I went for my first graduate interview yesterday with HSBC and was offered a position with the bank the same day. They were very impressed by the Consultancy project we carried out for Greene King. The whole day’s interviewing was pretty intense and lasted nearly four hours without a break. A large part of the interview surrounded difficult scenarios and challenges that I had faced throughout the past few years. I have to say that I drew upon my experiences within the Consultancy Project a great deal. The fact that I had built relationships with those in business and the real life aspect to the consultancy really gave me an edge over other applicants. Thanks for all your help. I always felt that the project would serve me well but I am a little shocked to have gained employment in the role of and industry I wanted to, just one day after my final university exams. Thanks again David Luke