Market and retail can work together

There was an interesting article on the front page of Wednesday's Chronicle relating to concern from our retail sector over the impact of the Saturday River Traders Market on Victoria Ave businesses.

In these recessionary times it is understandable that there would be concern in these quarters.

My view is that the market shouldn't have to change, or for that matter be seen as a competitor for "Mainstreet". Fundamentally, the market is a mechanism for drawing more people into town on Saturday mornings.

A better question might be: How can we work with the market to maximise foot traffic further up the avenue?

The article suggested that retailers are divided on how the market benefits Victoria Avenue businesses, although didn't quote examples. But I'm curious that the Saturday market would be the focus of strategic action when there are three big elephants in the room which local retailers would be better to focus their energies on, in my humble opinion.

The first one - and probably providing the biggest challenge to local retailers - is just around the corner in a bright red building. The challenge of competing with a national mass market retailer is probably one of the most difficult for a local retailer/small business.

Having seen the carpark on the weekends, significantly more foot traffic goes there (all week) than a four-hour traders' market would get.

The second one is the internet. If your business doesn't have an online presence, locals - who might otherwise have shopped with you - could end up spending their money with national or international businesses. You can do this from the comfort of your own home and, as delivery networks become more sophisticated and reliable, this will only increase.

The third one is Palmerston North. In less than an hour, customers can access a mall with national and international chain retailers.

So, the upcoming Mainstreet meeting will do well to concentrate on dealing with the above and leveraging the market in its current form.

Moving the market and/or creating an alternative in Majestic Square will be a step backward and risks creating confusion with visitors. The market's proximity to the river and the i-Site should not be overlooked.

Initiatives such as the recent buskers' weekend should also be explored together with developing a broader strategy, which might include developing the Avenue as a more boutique venue.

The "buy local" campaign is another good idea.

Indeed, from articles I have read, the secret to success when faced with challenges is a collective approach underpinned by initiatives to distinguish yourself from the big competitor. In fact, the most success comes when you stop trying to compete with Mr Jones up the street and focus your efforts on the wider commercial environment.

But central to this is developing a value proposition for the individual shops and the collective Mainstreet group. I assume it has strong governance and a strategic plan that deals with the above. I also assume that retailers have a long-term plan for their business and are getting advice which is more than a couple of phone calls a month.