RURAL RETAIL HANDBOOK - Rural Councils · PDF fileWhat’s in the Rural Retail Handbook? ... mobile devices social media and ... ideas in virtual communities and networks. Some different

A resource for Victoria’srural councils and rural retailers

to help shops in small towns flourish

RURAL RETAIL HANDBOOK

© Copyright Municipal Association of Victoria, June 2013

The Municipal Association of Victoria is the owner of the copyright in this publication.

No part of this publication may be reproduced, stored or transmitted in any form or by any means without the prior permission in writing from the Municipal Association of Victoria.

All requests to reproduce, store or transmit material contained in the publication should be addressed to The Chair, Rural Councils Victoria, GPO Box 4326, Melbourne VIC 3001

This report has been prepared for Rural Councils Victoria to document the activities and outcomes of the Rural Retail Economics, Project 3.6 under the Networked Rural Councils Program.

Rural Councils Victoria is the collective voice for Victoria’s 38 rural councils and is a collaborator on the reform agenda for Victoria’s small towns contributing to the development of evidence based policy and strategy.

As a thought leader in developing liveable rural communities with sustainable economies, Rural Councils Victoria builds the capability of local councils to plan and support their community to adapt to change and address future challenges.

The Victorian Government has recognised that the 38 rural councils are often better able to understand and meet challenges by working in collaboration and this project underpins a

policy of empowering rural councils to plan and adapt to change in a more sustainable way and participate in decision making processes that impact on their region through coordinated, collaborative and networked approaches.

This project was supported by Rural Councils Victoria with funding from the Victorian Government. The funding commitment for the Networked Rural Councils Program is $3.3 million over four years commencing 1 July 2011 through to 30 June 2015.

This project was prepared alongside Rural Councils Victoria by SOCOM.

For more information contact Rural Councils Victoria at:

Level12/ 60 Collins Street Melbourne PH. 03 9667 5555 www.ruralcouncilsvictoria.org.au

There are many issues facing Victorian rural retailers including escape spending to nearby regional cities or Internet sales; declining population; limited household spending; economic uncertainty and changes to tourist and visitation patterns. (Rural Retail Economics, Essential Economics, May 2013)

However, looking forward in the years from 2013 to 2026, population is set to grow in most rural Victorian towns (Rural Retail Economics, May 2013). As a result, there will be many opportunities for rural retailers and councils to work together to bring foot traffic back to the main streets and create more sustainable rural retail industries.

Some clever ideas from around the globe that could be easily implemented by rural retailers have been included in this handbook designed for local Victorian councils to provide to their retailers.

These ideas include good practice collaboration examples from councils in Australia and around the world teaming up with local retailers to create events or run programs that reinvigorate the main streets

and create a reason for residents to get back to the shops.

This handbook also includes examples of initiatives that retailers have implemented without the need for council collaboration including good practice community engagement, crowd sourcing and multichannel retail initiatives that could easily be replicated by rural retailers.

To help rural retailers put these ideas into practice, the handbook provides a list of suitable Victorian Government funding and grants available now and in the coming months as well as training available to enhance retail skills.

For rural councils, government strategies and policies from the UK may provide ideas as to how councils can give retailers a helping hand or provide relief for struggling businesses.

This handbook should provide inspiration to help retailers and councils work together with the common goal of creating a vibrant and sustainable local retail industry that is - as it once was - the glue that holds its community together.

EXECUTIVE SUMMARY

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A resource for Victoria’s rural councils and rural retailers to help shops in small towns flourish

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Rural Councils Victoria — Rural Retail Handbook

www.ruralcouncilsvictoria.org.au

http://www.ruralcouncilsvictoria.org.au


• Cafes and bookshops should offer free wifi where available for a place for people who work from home or they should approach local council to collaborate on supplying free wifi

• Sports shops could offer a meeting point and drinking water for the local running club

• Encourage local councils to run work-shop co-ops and hot desks in empty buildings to get people who work from home on the high street. Or use empty buildings for schools, gyms and youth centres

• Develop a program for community donations which are used to protect and enable developments in the high street and town centre

• Develop a program for community donations to local schools or sports clubs

• Keep a suggestion box in store to allow customers to request products they would like to buy locally

• Develop an online suggestion box by including a product request section on your website

• Run a Facebook competition where your customers send in requests for product assortment

• Go where your customers are, this means creating an online presence with either a website, a Facebook page / store, YouTube clips, boards on Pinterest, a Twitter page, an eBay shop or all of the above

• Online stores and websites don’t have to cost a fortune. Explore low cost and free options offered by players like Google and MYOB

Ideasforruralretailers

An overview of the key ideas for retailers in this handbook are:

• Collaborate with council and industry to work towards one strategic vision for your main street

• Create a reason for the community to get back to the main street with events, markets, competitions and pop-up shops and services

• Get online and start communicating with your customers where they communicate with each other

• Explore low cost, simple avenues to start selling online

• Engage, participate and give back to your community

• Listen to your customers and allow them to be part of the process of change

• Make use of government grants and funding initiatives

In the midst of much negative commentary about the state of Australia’s retail sector, it is hoped that this handbook will provide a positive approach by offering rural Victorian retailers the ways and means to embrace opportunities facing this rapidly changing but incredibly important industry.

Create events or run programs that reinvigorate the main streets and create a reason for residents to get back to the shops.Create events or run programs that reinvigorate the main streets and create a reason for residents to get back to the shops.

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CONTENTS

Executive summary ................................................................................ 3

Glossary ................................................................................................. 8

Overview statement .............................................................................. 10Who is Rural Councils Victoria? ..........................................................................10What is the Networked Rural Councils Program? .............................................10Rural Retail Economics Study ............................................................................11

Situation analysis ................................................................................ 12Victorian rural retail – current snapshot .............................................................12Escape spending ...................................................................................................13Other rural retail issues ........................................................................................14Opportunities .........................................................................................................15

What’s in the Rural Retail Handbook?................................................ 16

Best practice collaboration – Australia .............................................. 17Northern Grampians Shire Council .....................................................................17Switched on Coffs – Digital Strategy ...................................................................19Sportsgirl joins forces with Melbourne City Council zin ‘The Great Melbourne Treasure Hunt’ ............................................................20Bairnsdale Central Business District Marketing Plan ........................................21If you can’t get to Paris, try Benalla! ...................................................................21

Best practice collaboration – global ................................................... 23BIDs – Business Improvement Districts .............................................................23Town Teams ...........................................................................................................24Market Day .............................................................................................................26Pop-up stores in Manhattan .................................................................................26

Best practice operators ....................................................................... 27Community engagement .......................................................................................27Customisation / crowd sourcing ..........................................................................29Multi – channel retail .............................................................................................30

Government strategies – global ......................................................... 34Funding for struggling businesses .....................................................................34

Current Victorian Government strategies and policies .................... 35Streetlife .................................................................................................................35Putting Locals First Program (Regional Growth Fund) .....................................36Farmers’ Markets Support Program ....................................................................37Tourism Victoria – Country Victoria Events Program ........................................38

Resources and reports ........................................................................ 40Training ...................................................................................................................40Customised training for retailers in rural councils ............................................40Online training .......................................................................................................41Accredited training ................................................................................................42Social media and getting online ...........................................................................42Industry bodies ......................................................................................................43Relevant readings and reports .............................................................................43

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GLOSSARY Escapespending – Economic activity and trade that happens outside the locality in which the customer resides. For example, residents from rural Victoria spending money online or in regional cities is a form of escape spending.

Multi–ChannelRetail – The merging of retail operations in such a manner that enables the transacting of a customer via many connected channels. Channels include: retail stores, online stores, mobile stores, mobile app stores, telephone sales and any other method of transacting with a customer. Transacting includes browsing, buying, returning as well as pre and post sale service.

Customisation/crowdsourcing – Obtaining information from the general public about current events, products and retail establishments.

Pop-upstores – A pop-up retail space is a venue that is temporary — the space could be a sample sale one day and host a private cocktail party the next evening. The trend involves “popping-up” one day, then disappearing anywhere from one day to several weeks later. These shops, while small and temporary, can build up interest by consumer exposure. They can also give start-up businesses the opportunity to test the market before making a full commitment to establish themselves permanently.

Blog – A Website on which an individual or group of users record opinions, information, and more on a regular basis.

Facebook – A social networking service launched in February 2004, owned and operated by Facebook, Inc. As of September 2012, Facebook has over one billion active users, more than half of whom use Facebook on a mobile device. Users may create a personal profile, add other users as friends, upload photos, ‘like’ business pages, and exchange messages including automatic notifications when they update their profile.

The site, which is available in 37 different languages, includes public features such as:

• Marketplace - allows members to post, read and respond to classified ads

• Groups - allows members who have common interests to find each other and interact

• Events - allows members to publicise an event, invite guests and track who plans to attend

• Pages - allows members to create and promote a public page built around a specific topic

• Presence technology - allows members to see which contacts are online and chat

YouTube – A video-sharing website for users to upload, view and share videos. YouTube uses Adobe Flash Video and HTML5 technology to display a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging, demonstrations, visual ‘how to’ guides, short original videos, and educational videos.

Twitter – An online social networking service service that enables its users to send and read text-based messages of up to 140 characters, known as “tweets”. Twitter was created in March 2006 and the service rapidly gained worldwide popularity, with over 500 million registered users as of 2012.

Pinterest– Pinterest is a pinboard-style photo-sharing and e-tail website that allows users to create and manage theme-based image collections such as events, interests and hobbies. Users can browse other pinboards for images, ‘re-pin’ images to their own pinboards, or ‘like’ photos.

eCommerce– Electronic commerce, commonly known as e-commerce, is a type of industry where buying and selling of product or service is conducted over electronic systems such as the Internet and other computer networks. Electronic commerce draws on technologies such as mobile

commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction’s life-cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices social media and telephones.

SocialMedia – Social media refers to the means of interactions among people in which they create, share and exchange information and ideas in virtual communities and networks. Some different types of social media for rural retailers to be aware of include Facebook, Twitter, Pinterest and YouTube.

Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction’s life-cycleModern electronic commerce typically uses the World Wide Web at least at one point in the transaction’s life-cycle

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http://www.Facebook.com

http://www.YouTube.com


http://www.pinterest.com


http://www.facebook.com

http://www.twitter.com




Rural Councils Victoria is the collective voice for Victoria’s 38 rural councils and is a collaborator on the reform agenda for Victoria’s small towns contributing to the development of evidence-based policy and strategy.

As a thought leader in developing liveable rural communities with sustainable economies, Rural Councils Victoria builds the capability of local councils to plan and support their

community to adapt to change and address future challenges.

To find out more about Rural Councils Victoria, or to explore how Victorians can work collaboratively to help build sustainable and liveable small

towns, visit www.ruralcouncilsvictoria.org.au.

WhoisRuralCouncilsVictoria?

OVERVIEW STATEMENT

WhatistheNetworkedRuralCouncilsProgram?The 38 rural councils which comprise Rural Councils Victoria are encountering a range of challenges as a result of dispersed small populations and demographic change which impact on their capacity and capability to plan for and adapt to change. Local government plays a critical role in influencing regional development and communicating the challenges and opportunities that regions face to other levels of government.

The Victorian Government has funded the Rural Councils Victoria suite of projects called the Networked Rural Councils Program. The program underpins a policy of empowering rural councils to plan and adapt to change in a more sustainable way and participate in decision making processes that impact on their region through coordinated, collaborative and networked approaches.

The Rural Councils Victoria program of work provides a mechanism for discussion, engagement and coordination of activities responding to the mutual challenges of the 38 rural councils.


Rural Councils Victoria builds the capability of local councils to plan and support their community to adapt to

change and address future challenges.

For small rural councils without significant industries, population-driven retail is an important economic base.

Local councils can influence retailing in their municipalities. Through functions such as land use planning, economic development, urban design, infrastructure planning, rates and charges and transport planning councils can facilitate improvements to maximise the beneficial outcomes of local retailing.

Retail plays a large role in rural communities by providing a local base for the provision of goods and services as well as a hub for social and economic activity. Local retail centres and strip shopping precincts also have impacts on the vibrancy of local communities.

The Rural Retail Economics study investigates the current evidence on the trends and drivers of retailing patterns in rural communities and the impact on local economies and jobs. In addition to the research piece the guide for rural retailers aims to:

• Provide information on current programs available to rural retailers and shopping precincts and an assessment of how these programs may assist in the further development of sustainable business practices;

• Review successful government, operator and industry policies, strategies, activities and considerations for maximising economic and social outcomes through retailing; and

• Provide an evidence base about the current retail issues, approaches and good practices.

RuralRetailEconomicsStudy

The Networked Rural Councils Program undertaken by Rural Councils Victoria will address some of the current challenges faced by rural councils, aiming to support business management practices to improve local government performance and encourage new residents to move into their regions (and remain) to enhance the sustainability of the population and rate base.


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Retail in Australia is a $243 billion sector, which employs over 1.2 million people.

Victorian retailers are responsible for employing over 300,000 people forming over 10 percent of the state’s employment and paying almost $9 billion in wages. Rural retailers in Victoria are one of the most important industry sectors for employment, incomes and the provision of goods and services to residents.

In 2011, a total of 32,360 people living in rural Victoria were employed in the retail industry. This is equivalent to 10.6 percent of the population, making retail the third largest employer in rural Victoria, after agriculture (12.2 percent) and health care and social assistance (12.1 percent). (Retailing in Rural Municipalities of Victoria, Essential Economics, March 2013).

As well as this, retailers are a vital part of the community with rural main streets providing a place for locals to meet, shop, run errands, take classes and rural retailers giving many local young people their first job. Retailing is often considered the ‘glue’ that holds a rural town centre together.

In general, retail uses account for at least 70 percent of shopfront floorspace in town centres, with many centres having a retail component accounting for 80 percent to 90 percent of total floorspace. No other non-residential land use is visited more often, by a higher share of the population, than retail. (Retailing in Rural Municipalities of Victoria, Essential Economics, March 2013).This means that retail has an important role to play in the success of rural town centres, including:

• Attracting visitation and customer activity to the town centre

• Meeting the day-to-day shopping needs of the community and, if appropriate, other higher-order retail needs

• Supporting and generating employment and investment

• Creating customer and visitor activity to benefit a wide range of other non-retail functions

• Capturing spending from tourists and other visitors.

(Retailing in Rural Municipalities of Victoria, Essential Economics, March 2013).

Over the past five years, Victorian retailers – like retailers in the rest of the country – have struggled with dampened consumer demand as households pay off debt and save like never before.

According to Retailing in Rural Municipalities of Victoria (Essential Economics, March 2013), the average spending by residents of rural Victoria on retail in 2012 is estimated at $12,335 per person. This is approximately five percent below the Victorian average of $13,010 per person. Residents of rural Victoria also spend approximately $930 or seven percent less per person on retail goods and services than residents of metropolitan Melbourne.

SITUATION ANALYSIS

Victorianruralretail–currentsnapshot

EscapespendingThe Department of Business and Innovation estimates that during the past 10 years, exits in retail trade businesses in major Victorian regional centres (including Geelong, Bendigo and Ballarat) have thinned. This indicates an increasing concentration of retail activity in regional centres possibly at the expense of businesses in smaller, rural townships. (Pre-release version. Retail Trade Business location in Victoria: A decade of change, Victorian Department Business and Innovation).

This suggestion is consistent with anecdotal reports from rural retailers who are dealing with ‘local leakage’ from residents traveling out of town to nearby regional centres to shop rather than buying products from local retailers and contributing to their local economy. Retailing in Rural Municipalities of Victoria (Essential Economics, March 2013) shows indicative levels of this ‘local leakage’ or ‘escape spending’ based on the type of rural area. For example, 80 percent escape spending is expected for local village retail centres and 60 percent escape spending is expected for rural centres compared to only 10 percent for regional cities.

The flow on effects where escape spending is higher than what should be experienced could include:

• A lower degree of spending and income retained locally

• Residents travelling further to access retail goods and services in response to insufficient local centre retail offerings

• Reduced local retail employment opportunities

• Loss of flow on benefits of retail for other local businesses.



...rural retailers...are dealing with ‘local leakage’ from residents traveling out of town to nearby regional centres to shop rather than buying products from local

retailers...

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Retailing in Rural Municipalities of Victoria (Essential Economics, March 2013) identifies other significant issues facing rural retailers including:

• Many issues associated with a declining or no-growth resident population

• Small retail catchments

• Retail competition from larger regional centres

• Competition from online retailers

• Poor regional transport access

• Relatively high unemployment levels and associated indicators.

Between 2001 and 2012, 20 of the 38 municipalities in rural Victoria experienced population decline. The largest decline was in the Shire of Gannawarra where the population fell by 1,820 persons. As a result, the retail sector will be impacted by a fall in local spending levels and customer visitation. (Retailing in Rural Municipalities of Victoria. Essential Economics, March 2013).

During this time, Victorian consumers have also increased their spend online as advances in mobile technology have provided an opportunity for shoppers to browse and buy online from retailers all over the country and the world.

There are differing statistics estimating the current size and value of online retailing in Australia, ranging from $9.4 billion (Urbis, 2011) to $12.6 billion (Productivity Commission, 2011) right up to $26.9 billion (PwC, 2012).

Research conducted by Citibank (2010) and Morgan Stanley (2011) shows the percentage of online sales compared to total retail sales varies widely across retail categories. For example, health and beauty products sell only one percent of total trade online but online sales for books account for 7.6 percent of total sales in that category. Perhaps surprisingly, the retail category with the highest percentage of online sales is sportswear with sports apparel at 10 percent and sneakers peaking at 11.5 percent. (Sporting Goods in Australia: An Industry Snapshot prepared for the Australian Sporting Goods Association by Empirica Research, March 2012).

Otherruralretailissues

Between 2001 and 2012, 20 of the 38 municipalities in rural Victoria experienced population decline Between 2001 and 2012, 20 of the 38 municipalities in rural Victoria experienced population decline

The rollout of the National Broadband Network provides Victorian rural retailers the opportunity to embrace the online space as another platform to reach the local community they have previously only served through traditional ‘bricks and mortar’ retail, as well as widen their market reach to customers living outside of their local area.

As well as the opportunity for rural retailers to start or grow the way they communicate with their communities online, there is also the chance to work collaboratively with other retailers, their local council, chambers of commerce, customers, landlords and other interested stakeholders to recreate what the rural main street once was – the cornerstone of the local community.

Notwithstanding opportunities for rural retailers to embrace the online space, there are also significant opportunities for new retail developments in rural Victoria over the coming years as a result of the following factors:

• Population growth - the population forecasts for the period to 2026 represent an average annual growth rate of 1.4 percent

• Real growth in per capita retail spending is ongoing in an environment of economic growth and generates an increase in retail demand from existing and future residents

• Opportunities to increase the share of resident spending captured by local retail facilities in rural Victoria (i.e., a reduction in escape spending to larger centres and to Melbourne)

• Opportunities for additional ’captured’ spending from tourists and other visitors.

Looking forward, online retailing turnover is expected to grow to almost $30 billion nationally by 2015. According to the National Retailers Association, around 118,700 traditional retail jobs in Australia could be lost to the online sector by 2015. (The threshold question: Economic impact of the low value threshold on the retail industry, February 2012).

The shift in popularity towards online shopping has had a particular impact on rural retailers, as residents look for products and brands they cannot find locally. However, current data indicates that

29.7 percent of businesses located outside of capital cities have a web presence compared with 39.5 percent of businesses located in capital cities. (National Digital Economy Strategy, DBCDE, 2011).

It is important for rural retailers and policy makers to work together to resolve issues including declining and no growth population, competition from larger regional centres and online retailers to allow retailers in small centres to continue to provide local jobs, incomes and economic development.

Opportunities

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The Rural Retail Handbook aims to give Economic Development officers in Victorian rural councils information to help support their local strip shops to increase employment, sales, foot traffic and investment in the retail sector. This handbook should be made available to local retailers as a standalone resource.

The Rural Retail Handbook covers the following areas:

Bestpracticecollaboration–AustraliaNorthern Grampians Shire CouncilSwitched on Coffs – Digital StrategySportsgirl join forces with Melbourne City Council in ‘The Great Melbourne Treasure Hunt’Bairnsdale Central Hunt Marketing PlanIf you can’t get to Paris, try Benalla!

Bestpracticecollaboration–GlobalBusiness Improvement DistrictsTown TeamsMarket DayPop up shops in Manhattan

BestpracticeoperatorsCommunity engagementCustomisation/crowd sourcingMulti-channel retail

Governmentstrategies–GlobalFunding for Struggling BusinessThe Hardship FundSmall Business Rate Relief Fund

CurrentVictorianGovernmentstrategiesandpolicies

StreetlifePutting Locals First ProgramFarmers Market Support ProgramTourism Victoria – Country Victoria Events Program

ResourcesandreportsTrainingSocial media and getting onlineIndustry bodies

WHAT’S IN THE RURAL RETAIL HANDBOOK?

In 2011 the Northern Grampians Shire Council (NGSC) identified that retailers in its region were feeling the impact of global and national issues including the flow on effects of the Global Financial Crisis (GFC) and changes in consumer spending habits. As well as this, domestic retailers were feeling the impacts on local tourism due to floods and major landslides in the Grampians National Park and other regional locations, reducing visitor numbers. To help identify some growth opportunities for retailers in its region, NGSC engaged external consultants to develop a Retail Sector Development Plan.

NGSC regonised an opportunity for its retail sector to “consider its position in the changing economic and consumer environment through adaptation, pursuit of business best practice, strategic planning and encouragement of infrastructure investment.”

The NGSC Retail Sector Development Plan identified six key learnings: strategy and policy, social and economic development, marketing, investment attraction, networking and collaboration, and the role of local government.

TheplanalsoidentifiedanumberofareaswhereCouncilcouldsupportand/orfacilitateretailsectordevelopment:

NorthernGrampiansShireCouncil

BEST PRACTICE COLLABORATION – AUSTRALIAThis section showcases examples of best practice collaboration between government, retailers, chambers of commerce, retail associations, local councils and other interested stakeholders to increase employment, sales, foot traffic and investment in the Australian retail sector.

Here you will find case studies including:

• Northern Grampians Shire Council

• Switched on Coffs – Digital Strategy

• Sportsgirl joins forces with Melbourne City Council in ‘The Great Melbourne Treasure Hunt’

• Bairnsdale Central Business District Marketing Plan

• Improved community ‘conversations’ in relation to strategic and community planning and policy

• Filling gaps in strategy and policy that support business and economic development

• Expansion of marketing activities particularly online and into targeted markets such as tourism, regional centres and food and wine

To help identify some growth opportunities for retailers in its region, NGSC engaged external consultants to

develop a Retail Sector Development Plan.

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TheNGSCRetailSectorDevelopmentPlangavehighprioritytothefollowing:

• Complete three retail strategies for Stawell, St Arnaud and Halls Gap / Great Western including an audit of the current retail offer, retail gaps, floor space and development opportunities and supporting marketing and investment attraction strategies

• Review of current strategies and planning documents, including recording of achievements. Reviews to be updated to business and wider community

• NGSC staff to undertake regular onsite meetings with key business owners and operators to open up lines of communication

• Assess the impact of an ageing population on the retail sector over a ten-year period

• Identify opportunities for innovative ‘buy local’ campaigns including town wide loyalty cards and loyalty purchasing partnerships with sporting, community and other groups and collectives

• Brand reinforcement of the region’s two key retail centres across marketing materials used by council and operators

• Increased promotion of retail and service offerings via a business directory on council and local tourism websites

• Promoting a short program of e-commerce workshops

• Use the proposed retail strategies to inform investment attraction activities for the retail sector in the region and work closely with the real estate sector to promote business opportunities in vacant premises

• Communicate with property owners on the key strategic development activities underway and planned by council to encourage investment

• Support key groups to develop strategic plans and to identify priority actions aligning with local and regional strategy and policy. Raise awareness of groups doing this as best practice

• Consider the implementation of a leadership and entrepreneurship program for up and coming business operators and staff as part of a succession planning process for key groups.

This is a great example of local government playing a key strategic role in facilitating collaboration and innovation among its retailers and other business and industry groups to help grow a sustainable local retail sector that contributes significantly to the region’s job growth and economic development.

Northern Grampians Shire Council, Retail Sector Development Plan (Prepared by SED Consulting)

• Improved information flows on economic and business trends and data

• Identifying strategic investment attraction opportunities and continuing with community and precinct renewal projects

• Facilitating and supporting improved community development networks and functionality.

To help identify some growth opportunities for retailers in its region, NGSC engaged external consultants to develop a

Retail Sector Development Plan.

This is not a retail specific example, but given access to high speed broadband is a key enabler for rural retailers to expand their business and market reach with an online presence, it is a relevant example of a local council supporting small businesses to be more competitive.

The strategy highlights that for every job lost through the Internet, 2.6 are created… “and it’s broadband enabled, social media savvy small to medium enterprises (SMEs) who are creating them.”

As part of Coffs Harbour City Council’s Digital Strategy the Council commits to a number of ways to support its SMEs.

InsupportofitsSMEsCoffsHarbourCityCouncilwill:

• Work with partners to enable greater knowledge and more targeted business support for SMEs so they can identify and maximise the benefits of high-speed broadband and access new markets

• Seek funding to establish the Centre of Open Learning and Business (COLAB) – a unique collaboration with Southern Cross University (SCU), aimed at showcasing broadband enabled technologies and applications, knowledge transfer, business support, online entrepreneurship training programs, business innovation, nurturing collaboration, clusters and world-wide alliances – providing a suite of training and mentoring programs and networking events and incubating local micro digital businesses

• Secure funding from the Australian Government’s Digital Enterprise Initiative to enable SMEs to better understand how they can take advantage of the National Broadband Network (NBN) and online opportunities

• Support a new online network of local creative and cultural industry entrepreneurs to promote the sector.

Switched on Coffs: Digital Strategy

SwitchedonCoffs–DigitalStrategy

The digital strategy highlights that for every job lost through the Internet, 2.6 are createdThe digital strategy highlights that for every job lost through the Internet, 2.6 are created

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After the Christmas rush has died down and the credit card bills have rolled in, February is usually a quiet month around city centres.

Melbourne City Council decided it was the perfect time to try something innovative to get Melbournians exploring their city and engaging with city retailers. With the help of the Future Lab, The Great Melbourne Treasure Hunt was born, sending participants on the hunt for clues around Melbourne city and in store at various Melbourne city retailers for the chance to go in the draw to win one of five prizes.

The Great Melbourne Treasure Hunt released five different clues, hinting at a secret location around Melbourne. Participants who solved the clues and made it to the secret location.....on the same day, went into the draw to win one of five prizes.

As part of the Great Melbourne Treasure Hunt, Sportsgirl ran a competition for an exclusive sleepover in the Bourke Street store for the winner and nine of her best friends. The night included DJs, stylists to help the girls put Sportsgirl outfits together, $100 to spend in store, movies and makeovers.

The Sportsgirl sleepover targeted the chain’s primary customer – the teenage girl – and created an experience to bring her two big loves together – fashion and friends.

The competition and winners announcement was promoted in sore and online through the Sportsgirl website, blog and Facebook page, as well as through the Great Melbourne Treasure Hunt social media channels, including YouTube.

Melbourne City Council’s Great Melbourne Treasure Hunt shows successful collaboration between council and operators and the creation of additional avenues for promotion through Melbourne City council channels.

SportsgirljoinsforceswithMelbourneCityCouncilin‘TheGreatMelbourneTreasureHunt’

After conducting a business retention and expansion survey and identifying reasons for retail leakage, the Benalla Rural City Council and the Benalla Business Network decided to conduct a vibrant, ‘in your face’ shop local campaign.

Three major Benalla employers are French and the streetscape has a provincial feel. The playground rocket was likened to the Eiffel Tower and a cheeky campaign was developed swathed in hot pink. The campaign ran for twelve months, with the launch tied to a Christmas shopping promotion. The launch was broadcast on the local radio live from the main street. It included live music with a street market and was opened by a much-loved, pink-clad local ambassador who is a town icon.

Other campaign elements included:

• The main street festooned with 150 metres of pink tulle tied into bows (repeated every Friday to Christmas)

• A range of hot pink marketing materials, including:

○ 6,000 paper shopping bags distributed to every business

○ Benalla Business Network member decals

○ 500 t-shirts for every business and for sale as a ‘must have’ Christmas present – the t-shirts have been photographed in Minnesota, The Hague, Thailand, Brazil…and Paris!

• Every shop window was decorated with a pink theme

Links to the campaign:

www.greatmelbournetreasurehunt.com.au

www.sportsgirl.com.au/blog/post/2011/02/win-the-ultimate-sportsirl-sleepover/

www.youtube.com/watch?v=cNvD5jkNMFw

www.youtube.com/watch?v=CVN20jz2IYc

www.youtube.com/watch?v=E1NAxecm9Wo

BairnsdaleCentralBusinessDistrictMarketingPlanEast Gippsland Shire Council and Bairnsdale Chamber of Commerce jointly applied for funding through the Putting Locals First Fund and received a $47,000 grant from the State Government. The activities plan includes:

• Retailer training – customer service, store layouts, online opportunities

• Retailer mentoring service

• Events to promote Bairnsdale and attract more people to the shopping precinct

The project is a truly collaborative approach, with an extra $16,000 contributed from East Gippsland Shire Council and $2000 in kind support from the Bairnsdale Chamber of Commerce.

Ifyoucan’tgettoParis,tryBenalla!

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http://www.greatmelbournetreasurehunt.com.au

http://www.sportsgirl.com.au/blog/post/2011/02/win-the-ultimate-sportsirl-sleepover/

http://www.youtube.com/watch?v=cNvD5jkNMFw

http://www.youtube.com/watch?v=CVN20jz2IYc

http://www.youtube.com/watch?v=E1NAxecm9Wo


• The local ambassador visited retailers to gain feedback and inspire enthusiasm during the campaign

• Spot prizes were won by shoppers

• A sustained media campaign through local press, television, direct mail and in-store competitions for seven weeks leading up to Christmas

• The creation of twelve ‘hero stories’ for promotion in local press focused on a local identity to raise awareness that as customers, locals help ‘buy’ that persons job

• Research that identified the real costs of spending out of town

• The Benalla Business Network was used to facilitate business-to-business transactions

• The profile and recognition of the Benalla Business Network was built through decals and retail merchandise

• Street events were held throughout the campaign, including:

○ Santa Land

○ Black Friday promotions

○ Christmas Festival

○ Benalla On Sale

The Benalla Business Network developed Benalla’s Top Ten Book to assist in customer service training. The committee used the imagery and energy of the Paris campaign to produce a booklet that contains all the information a front line service operator would need to answer most questions about Benalla, including population data, bus and train services and customer service tips.

For more information, go to www.benallaonline.com.au

The main street festooned with 150 metres of pink tulle tied into bows (repeated every Friday to Christmas)The main street festooned with 150 metres of pink tulle tied into bows (repeated every Friday to Christmas)

BEST PRACTICE COLLABORATION – GLOBAL

This section showcases examples of best practice government initiatives and strategies from around the world to increase employment, sales, foot traffic and investment in the local retail sector.

Here you will find ideas from the United Kingdom (UK) and the USA including information about:

• BIDs – Business Improvement Districts

• Town Teams

• Local blog from Geelong

• Market Day

• Pop-up stores in Manhattan

BIDs–BusinessImprovementDistricts

There are more than 100 Business Improvement Districts (BIDs) in the UK and around one third have recently been renewed. A BID is where local businesses contribute to realising a jointly produced plan, funded by an increase in business rates.

A survey found that BIDs across the UK had the capacity to generate total investment of around 66 million pounds a year for regeneration and business development.

The success of BIDs has been creating a credible financial model that breeds feeling of trust among retailers to promote investment in areas.

Retail expert Mary Portas is probably the UK’s foremost authority on retail and brand communication. As founder of one of London’s most respected retail and brand communication agencies, Yellowdoor, Mary is recognised throughout the trade as ‘Mary Queen of Shops’, the name of her BBC2 television series where she is given the challenge of saving failing shops.

For more information, go to www.maryportas.com

A survey found that BIDs across the UK had the capacity to generate total

investment of around 66 million pounds a year for regeneration and business

development.

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http://www.benallaonline.com.au

http://www.maryportas.com/


CASE STUDY – New West End CompanyIn London, West End property owners recognised the importance of working together with occupiers to improve the environment and trading performance of the district. Together with the district’s retailers they founded New West End Company in 2000 financed by voluntary contributions from major landlords. In 2005 New West End Company became a formal BID representing over 600 retailers while retaining its property owner support and leading a multi-million pound masterplan setting out a future vision for Bond Street, Oxford Street and Regent Street. The BID harnessed not just money but also the skills, energy and enthusiasm of senior local business leaders.

New West End Company is focused on three clear objectives:

• Making the West End cleaner and safer

• Encouraging investment from both public and private sectors

• Promoting the West End to its key markets.

The effort and commitment of New West End Company has retained and enhanced London’s West End as the world’s top shopping destination – attracting over 200 million visits a year, generating 7.6 billion pounds income and consistently outperforming all other UK retail centres.

For more information, go to www.newwestend.com

BIDs should run within a Town Team structure and develop a dynamic strategic vision for their towns. The idea of Town Teams was recommended in The Portas Review (Mary Portas, December 2011) as a way of getting UK high streets running more like businesses – with a coordinated strategic vision.

Portas suggested that instead of being a melting pot of landlords, occupiers, councils and others all with their own interests, strip shops should learn from malls and create a space with the right balance of retailers, sophisticated marketing, processes for vacant shops (visual merchandising or pop-up stores), free parking and late night shopping.

Portas believes that, provided they can demonstrate accountability, BIDs should have the same rights as local authorities to:

• Enter and upgrade strategic properties, bringing empty property back into use

• Engage business led neighbourhood planning exercises to develop a vision for their high streets

TownTeams

Town centres and shopping strips must put in place a visionary, strategic and strong operational management team (Town Team) focused on developing a sustainable and relevant offer for the future, not limited to retail.

ATownTeamcouldinclude:• Large and small shopkeepers

• Council representatives with specific knowledge of planning and development

• The Mayor or local MP

• Other local businesses and service providers, and local residents.

ATownTeamcould:• Have the power to decide the appropriate mix of shops and services for their area. Anything that

doesn’t meet the agreed plan simply wouldn’t go ahead

• Engage via a community digital portal facilitating a frank and creative exchange of views between stakeholders

• Set out a clear vision for their town

• Manage an online blog about what is new in their town (see case study above).

Support from LGAs will be needed to produce and promote best examples of how Town Teams have worked to renew and revitalise high streets around the country.

CASE STUDY – Oh Hello Geelong! Oh Hello Geelong is a blog created by friends Penny and Laura who are both newcomers to Victoria’s largest regional city, Geelong. “This blog is our space to share gems we’re discovering, the places we love, the things that make us smile. If, like us, you’re not from here, we hope this blog helps to make you feel a little more at home. If you are from Geelong we hope you enjoy viewing your hometown through a newcomer’s eyes. Last but not least, if you’re one of the folks that we have left behind in Melbourne and Canberra we hope to entice you to visit us by bragging nonstop about the quirks and corners of this loveable lil town.” Penny and Laura

OH hello Geelong! Includes categories: Shop love, Local peeps, Yummy places, Little ones, Art and gallery, Giveaways, Markets, Dates for the diary, Gigs and music.

Although the blog isn’t run by a town team or council it is fast becoming the go-to for anyone wanting to explore new shops and restaurants in Geelong. The blog is getting Geelong residents excited about their local retailers and bringing them back to shopping strips to explore what’s on offer.

The premise of the blog is easily replicated in a rural Victorian town, with dedicated site managers and contributors who are part of a Town Team.

For more information, go to ohhellogeelong.com

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http://www.newwestend.com

http://ohhellogeelong.com/


CASE STUDY – Tavistock Real Cheese Fair, West Devon, England “The Tavistock Real Cheese Fair, now in its sixth year, draws a mix of locals and tourists into the high street. This year about 40 local cheese makers were invited to set out a stall, and this created a real buzz in the town with queues pushing people into not only the local cheese shop but also every other shop in their path.

This is event retailing at its best, whereby a few local people have taken it upon themselves to make a real difference by identifying a gap in the market and establishing a clear, interesting and quirky brand. It helps to reconnect with the spirit of their community and boosts Tavistock’s reputation as a market town that can pull in people from miles around.”

The Portas Review, Mary Portas, December 2011.

The Portas Review supports the idea of a ‘National Market Day’ to promote markets and help to get them off the ground in town centres – this could extend to a whole of rural Victoria market day commerce.

Portas believes markets can serve as fundamental traffic drivers back to high streets, bring fresh ideas and products to town centres and give would-be retailers a foot in the door.

MarketDay

In New York a company called Openhouse has found a unique way to utilise empty retail space and create a buzz on retail strips.

Pop-up retailers, artists, galleries, charities or companies looking for event space can rent Openhouse Mulberry or Openhouse Broome to showcase their product or brand and bring people back to the streets they are located on.

Retailers or other brands that rent an Openhouse space tap into 25,000 Openhouse fans and its relationship with journalists and other partners.

Openhouse’s spaces are all white, equipped with multiple WiFi connections, plenty of prep space, a full kitchen, garden space, skylights and a ground-level retail facade.

This idea could be the inspiration for local councils to utilise empty shop space and bring some life back to the main street, benefiting not only the companies involved in the pop-up space, but all the retailers around it.

For more information, go to www.facebook.com/openhousegallery

Pop-upstoresinManhattan

Retailers or other brands that rent an Openhouse space tap into 25,000

Openhouse fans and its relationship with journalists and other partners. Aesop

Aesop was established in Melbourne in 1987 with a quest to create a range of superlative products for the skin, hair and body. Products are available online and in more than 60 signature stores internationally, including Paris, Tokyo and New York, as well as Aesop counters in some of the world’s finest department stores. In Christmas 2009, Aesop stores held poetry readings as part of their Christmas promotion. Poetry themed Christmas gift packs were the inspiration for the events and developed the store’s ‘engagement with the cultural landscape’, according to Aesop founder Denni Paphitis. (Melbourne Retail Strategy 2006:2012 Year Four Report Card 2009: 2010).

BEST PRACTICE OPERATORS

This section showcases examples of best practice community engagement, customisation and online communication from individual retailers that could be replicated in rural environments.

Here you will find ideas from other retailers including:

• Community Engagement

○ Aesop

○ Grill’d

○ Lululemon

○ Cotton On

• Customisation / crowd sourcing

○ Migros – Switzerland

• Multi – channel

○ I Heart Danish Designs using Facebook to engage and sell

○ Schots eBay store

○ The Country Shop – Free Google websites

○ Hillies Meats and Organic Produce – YouTube*

○ Retailers who are pinning

Communityengagement

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https://www.facebook.com/openhousegallery


Grill’dLike many retailers, Melbourne-founded healthy burger franchise Grill’d receives many requests to support worthy groups from all walks of life. To find a way to fulfil many of these requests, Grill’d created ‘local matters’ - a community donation program. Every month each Grill’d store donates $500 to the local

community. Over the course of a year, they are aiming to touch well over 1,000 local unsung groups rather than the big groups who always get the limelight. They hope their customers will see some groups they never knew existed and develop a new-found appreciation for what goes on in their community.

The system they use shows how community engagement can be easily implemented without the need for high tech equipment or high cost. Using bottle tops, jars and counting… The $500 is split among three local groups each month. Each group is represented on a different jar. Every time a customer buys a burger the sales staff give them a bottle top from their supplier – Little Creatures. Customers decide who they’d like to support by choosing which jar to put their token in. At the end of the month, they count up the tokens and split the money accordingly. Local community and charity groups can apply to be involved in the ‘local matters’ program online. www.grilld.com.au

CottonOnClothing retailer Cotton On has created the Cotton on Foundation to support international and Australian causes. They have focused efforts on local communities by sponsoring sporting teams and runs that raise money for community initiatives. One example of this is ‘Run Geelong’.

In 2009, the Cotton On Foundation and the Barwon Health Foundation formed a partnership, which saw both parties agree to a redevelopment of the Geelong Hospital Children’s Ward. Run Geelong was born as a specific event to help raise funds for this cause, with 100 percent of every registration fee from the 6km or 12km walk/run going towards the Geelong Hospital Children’s Ward redevelopment. Over the past four years, Run Geelong has grown rapidly with over 11,500 participants running, jogging, walking or rolling their way around the streets of Geelong last year. The community has come together at these events to raise enough funds to complete the redevelopment with the Children’s Ward officially opening earlier this year. It has now become Australia’s largest regional fun run. The partnership with the Barwon Health Foundation continues in 2013 with the new cause yet to be announced.

As a result of the success of Run Geelong, Cotton On has committed to the entire redevelopment of the Ballarat Base Hospital Children’s Ward, which will take place over the next three to four years. The first ‘Run Ballarat’ took place in October 2012. For More information, go to www.cottononfoundation.org/projects/australian-projects/

LululemonFrom its first store in the Kitsilano neighbourhood of Vancouver British Columbia, community has always meant a lot to Lululemon Athletica. Each Lululemon store chooses ambassadors that embody the Lululemon lifestyle and are passionate about their local communities. These ambassadors hold events and classes at their local Lululemon store that are unique to their neighbourhood, including free yoga classes and runs through the local area. The ambassadors are also used as models for in store posters and visuals, rather than professional models.

Every month each Grill’d store donates $500 to the local community. Over the

course of a year, they are aiming to touch well over 1,000 local unsung groups...

Often retailers selling essential items including groceries and petrol are able to capture more local spend than retailers selling non-essential items. However, as with all rural retailers, product assortment and availability is often the key to getting people to buy at their local store, rather than travelling to a larger regional centre or looking for products from online retailers.

Migros is the biggest retailer in Switzerland with different store formats and store sizes. With their pilot project, ‘wish tree’, they give their customers a voice and try to improve the assortment in smaller stores.

Customers often ask why a certain product is not available in their store. Now they have the possibility to tell Migros which products they wish to buy. As soon

as 150 customers request a certain product it will be added to the assortment. To ensure that everyone can only vote once for each product, customers log into the system with their loyalty card. In the ‘wish tree’, customers find all of the products that Migros has in its stores. The products are labelled whether they are sold in the store or not. Of those products not sold in

the store, customers can select the products they wish to have. They can also see which products are popular and how many people have voted for them.

If customers are missing a product

that Migros does not sell, they can add those. The marketing team will look into those requests separately.

Retail Innovations 8, Ebeltoft Group, 2012


Migros-Switzerland

Customisation/crowdsourcing

• Cafes and bookshops chould offer free wifi where available as an alternative space for people who work from home. Or they should approach local council to collaborate on supplying free wifi

• Sports shops could offer a meeting point and drinking water for the local running club

• Encourage local councils to run work-shop co-ops and hot desks in empty buildings to get people who work from home on the high street. Or the same space could be used for schools, gyms and youth centres

• Develop a program for community donations to directly protect and enable their own high streets and town centres

• Develop a program for community donations to local schools or sports clubs

• Remember that small, local ideas such as fun runs and market days can grow to become nationally recognised is they are promoted and marketed the right way

• Generate goodwill towards your store by supporting local community groups.


• Keep a suggestion box in store to allow customers to request products they would like to buy locally

• Develop an online suggestion box by including a product request section on your website

• Run a Facebook competition where your customers send in requests for product assortment

...as with all rural retailers, product assortment and availability is often the

key to getting people to buy at their local store, rather than travelling to a larger regional centre or looking for products

from online retailers.

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http://www.grilld.com.au

http://www.cottononfoundation.org/projects/australian-projects/

http://www.cottononfoundation.org/projects/australian-projects/


IHeartDanishDesignsusingFacebooktoengageandsell

I Heart Danish Designs is an easy to replicate example of a small retailer using a Facebook store as a way of engaging customers and selling online.

The home business was founded in 2011 with the launch of a Facebook store selling Mid Century Danish inspired furniture – largely Australian made in the 60s and 70s. Two years on and the store has over 1500 likes from customers all across the country. I Heart Danish Designs does not have a website, all communication with customers is done either in person, via email or via the Facebook page.

The Facebook page includes photos and prices of products where customers regularly ask questions about the furniture or request the goods to be placed on hold (which the owner is happy to do for a 20 percent deposit).

Interestingly the Facebook store does not have ecommerce facilities. Payment is accepted via direct deposit or cash. Once goods have been purchased customers arrange pick-up with the owner from her home store and inspections prior to purchase can also be arranged.

For rural retailers, this is an example of how using Facebook to create a very simple online presence for both engagement and selling capabilities can be uncomplicated, low cost and lucrative.

For more information, go to www.facebook.com/pages/I-Heart-Danish-Design/254378434629166

SchotseBaystore

First established in 1978, Schots Home Emporium is today recognised as Australia’s leading importer and manufacturer of fixtures, fittings and furniture. Schots retail stores in Clifton Hill, Altona and Geelong offer a ‘voyage of discovery’ for discerning homemakers and a special department servicing all the requirements (and enquiries) of wholesale customers. When Schots decided to make the jump into multi-channel retailing, it turned to eBay rather than set up its own website. The subscription costs to run an eBay store varies from anywhere between $49.95 per month to $499.95 depending on the retailers needs.

Schots eBay store lists its products with photos and prices in categories ranging from bathroom products to tiles to furniture. Customers can select a photo for more information about particular products including specifications and dimensions. Payments can be made via PayPal and Schots eBay store offers a 14-day money back guarantee for any returns.

For more information, go to stores.ebay.com.au/Schots-Home-Emporium

Multi–channelretail

I Heart Danish Designs does not have a website, all communication with

customers is done either in person, via email or via the Facebook page.

HilliesMeatsandOrganicProduce–YouTube*

Hillies Meats and Organic Produce is a local butcher from San Remo, Victoria. While most butchers would not consider the relevance of digital technologies in their business, Hillies Butchers has embraced the opportunity.

Bradley Drew from Hillies has created a series of videos on YouTube demonstrating his butchering techniques as a way of engaging with his clients. With this simple effort, Hillies has demonstrated an understanding of the opportunities available to reach out to markets in a cost-effective way using technology.

Watch ‘Beef Basics 1’ here: www.youtube.com/watch?v=rsDgBFOx-eA

*Case study courtesy of the Gippsland broadband engagement plan, ‘Connecting Communities’ (December, 2012) prepared by Socom.

TheCountryShop-freeGooglewebsites

Google and MYOB came together to create Getting Aussie Business Online to help Australian businesses benefit from the opportunities of the Internet, and succeed online, by offering free website design and hosting for one year. Their goal was to help 50,000 Australian businesses get online with their first website by the beginning of 2012.

Sue Cashen, Owner of The Country Shop in Mornington, Victoria is one of the rural retailers that has used ‘Getting Aussie Business Online’ to create her first online store.

“It took Sue just a couple of hours to create www.the-country-shop.com.au and she says, ‘I was thrilled when it made suggestions to me such as – why don’t you include this here? which I would never have thought of on my own’.” For more information, go to www.gettingbusinessonline.com.au/stories#!924136

In just a couple of hours Sue made the strategic decision to take her business where her customers are – online – and had created a new revenue stream for her business.

The www.the-country-shop.com.au is a simple website without all the bells and whistles of an expensively designed website but it includes all of the tools to help promote effective, convenient, open, two-way communication between Sue and her customers including a news page, ability to increase Facebook likes, a Google map, newsletter sign up and an ecommerce enabled shop with photos, prices and product descriptions.

For more information about free websites powered by Google and MYOB, go to www.gettingbusinessonline.com.au

Google and MYOB came together to create Getting Aussie Business Online to help Australian businesses benefit from the opportunities of the Internet by offering free website design and hosting for one year.

Google and MYOB came together to create Getting Aussie Business Online to help Australian businesses benefit from the opportunities of the Internet by offering free website design and hosting for one year.

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http://www.facebook.com/pages/I-Heart-Danish-Design/254378434629166

http://stores.ebay.com.au/Schots-Home-Emporium

http://www.youtube.com/watch?v=rsDgBFOx-eA

http://www.gettingbusinessonline.com.au/stories#!924136

http://www.the-country-shop.com.au

http://www.gettingbusinessonline.com.au


RetailerswhoareusingPinterest

Pinterest is a pinboard-style photo sharing and e-tail website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more. Users can browse other pinboards for inspiration, ‘re-pin’ images to their own pinboards, or ‘like’ photos. Pinterest also allows businesses to create pages aimed at connecting with their customers online. Pinterest is one of the newer social media sites but there are already retailers using it effectively. One of the secrets for companies to gather followers on Pinterest is to offer more than just images of their own products, otherwise they might as well just flip through their catalogue.

e-magazine, sheknows.com has identified the following four companies as those doing the best job on Pinterest right now.

1.Etsy

Online retailer for handmade and vintage products, Etsy has mastered the art of Pinterest. Their boards are full of photographs, their most beautiful

products, inspirational stories and a board that allows their followers to pin things as well. Follow Etsy on Pinterest >>

2.WholeFoods

Whole Foods’ Pinterest board has a loyal following. Its boards showcase produce and recipes, giving followers a taste for its culture and what they company are built upon. Follow Whole Foods on Pinterest >>

3.LaylaGrayce

Homeware retailer Layla Grayce not only pins its own products but finds the best of what other companies have to offer and shares it with its followers. Follow Layla Grayce on Pinterest >>

4.Modcloth

Clothing retailer Modcloth not only shares its lines but also many of the things they draw inspiration from, including famous people, places and quotes. Follow Modcloth on Pinterest >>

Go where your customers are, this means creating an online presence with either a website, a Facebook page / store, YouTube clips, boards on Pinterest, a Twitter page, an eBay shop or all of the above.

Go where your customers are, this means creating an online presence with either a website, a Facebook page / store, YouTube clips, boards on Pinterest, a Twitter page, an eBay shop or all of the above.

Ideasforsmallerretailers

• Go where your customers are, this means creating an online presence with either a website, a Facebook page / store, YouTube clips, boards on Pinterest, a Twitter page, an eBay shop or all of the above

• Online stores and websites don’t have to cost a fortune. Explore low cost and free options offered by players like Google and MYOB

Woodend Village Christmas in July

Woodend is a small Victorian town in the Macedon Ranges Shire with a population of just over 5000 people.

For one weekend in July 2012 the Woodend Business and Tourism Association (BATA) together with the town’s retailers, transformed Woodend into a winter wonderland for Christmas in July celebrations.

The objective of the event was to bring the local community, families from surrounding regions and tourists to Woodend’s main street, local retailers and restaurants to stimulate the local economy.

Street stalls enticed consumers onto the main street and into the surrounding retailers who had decked out their shop windows in Christmas themes and offered sales and promotions especially for the event. Local restaurants and cafes held special dinners.

The town’s combined churches committee held a Christmas in July event including a performance from the Cool Harmony Choir.

Other features of the Christmas in July event included:

• ‘Roaming’ Santa• Carols on the corner• Horse and carriage rides• ‘Sassy’ elf parade• Mulled wine tastings• Santa snags and Rudolph rissoles• Face painting• Kids super quiz and hot chocolate

giveaway• Candle making and pot painting

Merry Monbulk Christmas

Merry Monbulk Christmas is a late night shopping event held in November in Monbulk, a suburb of Melbourne located 42 km east of Melbourne’s CBD in the Yarra Ranges Shire with a population of around 3000 people.

The event has been run for the past four years as an initiative of the Monbulk Business Network in conjunction with local retailers, restaurants, community members and council as a way to stimulate the economy and bring community members back to the main street and into local businesses outside of normal trading hours.

The 2012 event included:

• Christmas-themed street decorations

• Voting for the best retail window decorations

• Wandering Santa

• Entertainers

• Street stalls

• Raffles

• Elf parade

• Baby animal zoo

• Jumping castle

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http://sheknows.com


http://pinterest.com/etsy/

http://pinterest.com/wholefoods/

http://pinterest.com/wholefoods/

http://pinterest.com/LaylaGrayce/

http://pinterest.com/modcloth/


The United Kingdom has funds for struggling businesses – The Hardship Fund and the Small Business Rate Relief Fund. Considering the current retail environment in Australia, it would be worth local councils considering how they may be able to assist struggling retailers in the community.

TheHardshipFund

• Local councils have the authority to give business rate concessions to new local businesses. Mary Portas (The Portas Review) identifies that most councils give the biggest discounts to charity shops but they should also be focused on start-ups

• Portas also recommends government consider how business rates can better support small businesses and independent retailers

• Portas recommends changing the business rates calculation from Retail Price Index (RPI) to Consumer Price Index (CPI).

SmallBusinessRateReliefFund

• Temporary increase in local councils’ Small Business Rate Relief from 1 October 2010 - 31 March 2013

• The measure doubles the usual rate of relief so that ratepayers with rateable values below 6,000 pounds pay no rates at all for the period, while ratepayers with rateable values between 6,000 pounds and not more than 12,000 pounds receive tapered relief from 100 percent – 0 percent.

• In order to apply for actual relief ratepayers must complete an application so that the council can satisfy itself that the eligibility criteria has been fulfilled.

GOVERNMENT STRATEGIES – GLOBAL The government strategies (global) section of this guide provides ideas from UK governments’ support for retailers that could be replicated in Victoria, including:

• Funding for Struggling Businesses

○ The Hardship Fund

○ Small Business Rate Relief Fund

Fundingforstrugglingbusinesses

Streetlife is a Victorian Government initiative to provide targeted support to small businesses in local shopping precincts to assist them to more effectively attract and retain customers.

Victorian municipal councils can apply for a grant of up to 80 percent of the total project cost up to a maximum of $20,000 per nominated township.

Victorian business/trader associations can apply for grants of up to $5,000 to undertake independent projects that would otherwise not be realised.

Projects will be allocated across the State and projects must address at least one of the following objectives:

• Improve and develop core skills in retail management

• Increase productivity through better use of technology and innovative business practices

• Adjust to structural changes in the retail sector

• Build sustainable and competitive businesses within their local communities

• Strengthen business and trader associations that support local small businesses to work together collaboratively for the benefit of the precinct.

EligibilityCriteria

Applications will be accepted from:

• Victorian municipal councils for grants of up to $20,000

• Victorian business/trader associations for grants of up to $5,000.

HowtoApply

For further information on the program, please refer to the Streetlife Program Guidelines at www.business.vic.gov.au/industries/retail/operating-a-small-business/street-life

CURRENT VICTORIAN GOVERNMENT STRATEGIES AND POLICIES

The government strategies (Victoria) section of the guide gives rural councils and retailers an overview of current and upcoming programs they may be able to access via funding and / or support including:

• Streetlife

• Putting Locals First Program (Regional Growth Fund)

• Farmers Markets Support Program

• Tourism Victoria - Country Victoria Events program

Streetlife

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http://www.business.vic.gov.au/industries/retail/operating-a-small-business/street-life

http://www.business.vic.gov.au/industries/retail/operating-a-small-business/street-life


The Putting Locals First Program (PLFP) component of the Regional Growth Fund (RGF) is a $100 million initiative designed to enable regional communities to devise and deliver service and infrastructure responses which reflect local priorities.

The PLFP will support stronger and more sustainable regional communities by building their capacity to drive development in their region. The program is administered by Regional Development Victoria (RDV) regional offices to achieve the following primary outcomes:

• Improved infrastructure, facilities and services

• Increased business and employment opportunities

• Improved community connections

• Communities taking action on their own behalf.

ThePuttingLocalsFirstProgramhasfourcomponents:

• Improved Local Infrastructure – Grants up to $500,000

• Local Economic Development and Job Creation – Grants up to $150,000

• Local Community Initiatives – Grants up to $150,000

• Local Strategic and Project Planning – Grants up to $150,000.

Who can apply? The following organisations within regional Victoria are eligible for funding: > local government authorities > not for profit organisations that:

• are an incorporated body, cooperative or association (including business associations) and

• have an Australian Business Number (ABN) or can provide written advice from the Australian Tax Office that no withholding tax is required from the grant payment

> private sector businesses and agencies > educational institutions.

More informationFor more information and application papers, go to: www.rdv.vic.gov.au/community-programs/putting-locals-first

PuttingLocalsFirstProgram(RegionalGrowthFund)

The Farmers’ Markets Support Program aims to help develop farmers’ markets across the state that can grow and operate as economically sustainable community events to bring clean, green, local produce direct from farmer to consumer. A farmers’ market can be described as a predominantly local fresh food and produce market that operates regularly at a public location which provides a suitable environment for farmers and food producers to sell their farm origin product and their associated value added primary products directly to consumers.

Farmers’MarketsSupportProgram

Theprogramprovides:

• Grants of up to $10,000 to enable groups to develop a market plan. This involves conducting a feasibility study for a new or existing farmers’ market, including but not limited to community consultation, issues relating to the economic sustainability of the farmers’ market and a produce audit. The market plan must be conducted by a professional service provider or a suitably qualified third party who has no financial interest in the proposed farmers’ market

• Grants of up to $20,000 to assist new farmers’ markets. Support will be given to applications which show evidence of a comprehensive Market Plan which demonstrates strong community support and how the farmers’ market will become sustainable, and projects funded may include:

○ Training / skills development for the market manager and stallholders

○ Publicity and marketing campaigns

○ Sourcing of stallholders

○ Small scale infrastructure.

• Grants of up to $20,000 are available under the Expanding Markets program to assist existing farmers’ markets which are looking to expand. Projects funded may include:

○ Training / skills development for the market manager and stallholders

○ Publicity and marketing plans / strategies

○ Sourcing of additional stallholders

○ Small scale infrastructure.

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http://www.rdv.vic.gov.au/community-programs/putting-locals-first


Who can apply? This program provides funds for Victoria’s 48 regional Local Government Areas, as well as places on the fringe of metropolitan Melbourne that include rural communities.

The following organisations from those places can apply for funding:

> local government authorities > community organisations > the Victorian Farmers’ Markets Association.

More informationDownload the Program application guidelines for the Farmers’ Markets Program (PDF 493.8 KB) (Word 88.0 KB)

www.rdv.vic.gov.au/business-and-industry-programs/farmers-markets

TourismVictoria–CountryVictoriaEventsProgram

Tourism meets retailCommunity events and festivals offer a wonderful opportunity for retailers to bring local people back to the high streets, as well as introduce ‘out of towners’ to retail offerings unique to individual rural areas.

A metropolitan example of retail collaborating with an existing festival is the Look.Stop.Shop retail initiative that was run as a pilot project as part of the State of Design Festival in Melbourne in 2010. The City of Melbourne sponsored the Look.Stop.Shop event.

Twenty-four retailers, ranging from department stores to boutiques and pop up shops created special window displays and in-store installations exploring sustainable design. This design-led walk through the central city, drew visitors to retailers they may not have noticed before and focused on the city as a safe and vibrant destination.

Look.Stop.Shop delivered on key areas of the Melbourne Retail Strategy – it explored opportunities to link retail with a broader city environment and offered an opportunity for the discovery of its hidden gems.

(Melbourne retail strategy 2006:2012 Year Four Report Card 2009:2010)

As part of Tourism Victoria’s Events Program, the Country Victoria Events Program (CVEP) provides up to $10,000 per event to assist with event delivery.

It should also be noted that as the aim of the program is to assist events in becoming self-sustaining, continuous funding from this program is unlikely.

There are two rounds of funding per year.

Who can apply? The applicant must be:

> a registered business > incorporated body; > local government organisation.

More informationGuidelines and Application

Country Victoria Events Program Guidelines (PDF 62.38 KB)

www.rdv.vic.gov.au/__data/assets/pdf_file/0007/76732/RGF_APPGUIDES_FARMMS_D6.pdf

Contact: Tourism Victoria Country Victoria Events Program Brendan Downey Group Manager Events Tel: (03) 9653 9883 Email: [email protected]

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http://www.rdv.vic.gov.au/business-and-industry-programs/farmers-markets

http://www.rdv.vic.gov.au/__data/assets/pdf_file/0007/76732/RGF_APPGUIDES_FARMMS_D6.pdf



mailto:[email protected]


The ARA Retail Institute leads the way in providing retailers and industry partners with an extensive suite of quality workshops. A combination of these workshops can provide an excellent platform to developing retailer skills in communities when offered as a program in council regions.

ProductWorkshops• Planning and Product Control

• Refreshing Your Product Offer

ServiceWorkshops• Revaluing the Customer Experience

• Sales and Service Excellence

FinancialWorkshops• Financial Fundamentals and Product Performance

• Understanding and Reducing Retail Loss

RESOURCES AND REPORTS

This section gives rural councils and retailers a list of training opportunities, relevant readings, resources to supporting retailers getting online and retail industry associations.

Here you will find information about:

• Training

○ Customised training for retailers in rural councils

○ Online training

○ Accredited training

• Social media and getting online

• Industry bodies

• Relevant readings and reports

TrainingCustomisedtrainingforretailersinruralcouncils

Often retailers in rural areas have limited opportunity to develop their skills through training offered in metropolitan Melbourne. Here are some courses offered by the ARA Retail Institute rural retailers can take part in online from their stores or homes.

DigitalRetailWorkshops• Embracing Digital Retailing as a Growth Driver

• Multichannel Retail – The First Steps

RetailInsightWorkshops• Global Retail Insights 2012

• Sustainable Retailing for Long Term Profitability

HumanResourcesWorkshops• Leadership the Transformation Tool

• Talent Development and Performance Management

VisualMerchandisingWorkshops• The Sensory Experience Centre

• Creating Competitive Visual Merchandising for the Retail Environment

MarketingWorkshops• Retail Marketing to Drive Profit and Performance

• Optimising Christmas Trade

ShoppingCentreWorkshops• Maximising Marketing Opportunities as a Tenant

• Managing Business Performance through a Centre Redevelopment

For more information, email [email protected] or go to www.retailinstitute.org.au

Onlinetraining

• NSW Loss Prevention course

• Buying for Retail

• Conflict Management

• Customer Service and Selling

• Leading a Team Effectively

• Performance Mangement

• Recruiting Effectively

• Reference Checking

• Trade Practices - An Introduction

• Visual Merchandising

• Store Safety

• Marketing Communications Plan

Check the website for special offers. For more information, email [email protected] or go to www.retailinstitute.org.au

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http://www.retailinstitute.org.au/


http://www.retailinstitute.org.au


NationalRetailersAssociation(NRA)The NRA offers the following accredited courses some of which may attract government funding and incentives:

• BSB10107 Certificate I in Business

• BSB40407 Certificate IV in Small Business

• BSB40807 Certificate IV in Frontline Management

• BSB51107 Diploma of Management

• SIR20212 Certificate II in Retail Services

• SIR30212 Certificate III Retail Operations

• SIR30312 Certificate III Retail Supervision

• SIR40212 Certificate IV in Retail Management

• SIR50112 Diploma of Retail Management

• SIT20207 Certificate II in Hospitality

• SIT30707 Certificate III in Hospitality

For further information about training opportunities for rural Victorian retailers delivered by the NRA please email:

[email protected] Free Call: 1800 732 066 Telephone: 07 3240 0100 Website: www.nra.net.au

Accreditedtraining

DiplomaofRetailManagementMultichannel

This program is specifically designed to build business knowledge as well as online trading, marketing and communication skills for local retailers.

Up to 66 percent Government funding is available

For more information, go to www.retailinstitute.org.au/Portals/3/complianceReports/funding/VICEnrolmentFee_V1.0(08)2012.pdf or email [email protected]

SocialmediaandgettingonlineHowtostartaneBaystore

• reviews.ebay.com.au/How-to-Start-an-Online-Business-on-eBay?ugid=10000000005674276

• pages.ebay.com.au/help/sell/storefees.html

Switched on Coffs Digital Strategy (Coffs Harbour City Council, 2011)

Retail Sector Development Plan (Northern Grampians Shire Council, August 2011)

Gippsland Broadband Engagement Plan ‘Connecting Communities’ (Prepared by Socom for Gippsland City Council, December 2011)

The threshold question: Economic impact of the low value threshold on the retail industry (Prepared by Ernst & Young for National Retailers Association, 22 February 2012).

Sporting goods in Australia: An Industry Snapshot (Prepared by Empirica Research for Australian Sporting Goods Association, March 2012).

Digital Shopping: What you need to consider (Nielson, October 2012).

Retail Trade Business Location in Victoria: A decade of change (Department of Innovation, October 2012).

The Portas Review: An independent review into the future of our high streets (Mary Portas, December 2011).

The Economic Value of Main Streets (Prepared for Mainstreet Australia by Essential Economics, May 2011).

Retailing in Victoria’s Rural Municipalities, Essential Economics, May 2013

Melbourne Retail Strategy 2006:2012, Year Four Report Card 2009: 2010

Retail Innovations 8, Ebeltoft Group, 2012

For more information, go to 2012 Omni-channel Retailing Report, Australian Centre for Retail Studies Monash University, November 2012.

Relevantreadingsandreports

The following peak industry bodies provide advice, support, services and information valuable to retailers.

• Australian Retailers Association www.retail.org.au

• National Retailers Association www.nra.net.au

• Australian National Retailers Association www.anra.com.au

• National Online Retailers Association www.nora.org.au

Industrybodies

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http://www.nra.net.au

http://www.retailinstitute.org.au/Portals/3/complianceReports/funding/VICEnrolmentFee_V1.0(08)2012.pdf

http://www.retailinstitute.org.au/Portals/3/complianceReports/funding/VICEnrolmentFee_V1.0(08)2012.pdf


http://reviews.ebay.com.au/How-to-Start-an-Online-Business-on-eBay?ugid=10000000005674276

http://pages.ebay.com.au/help/sell/storefees.html

http://www.buseco.monash.edu.au/centres/acrs/research/reports/

http://www.buseco.monash.edu.au/centres/acrs/research/reports/

http://www.retail.org.au

http://www.nra.net.au

http://www.anra.com.au

http://www.nora.org.au


T: (03) 9667 5555 F: (03) 9667 5550

Level 12/ 60 Collins Street MelbourneGPO Box 4326 Melbourne 3001



Documents

RURAL RETAIL HANDBOOK - Rural Councils · PDF fileWhat’s in the Rural Retail Handbook? ... mobile devices social media and ... ideas in virtual communities and networks. Some different