Various retail consultants and Premier Retail Marketing were called on by the Christchurch City Council and the Central City Business Association to provide an insight on the current retail position in the Central City.
The Retail Review Report explains that the Christchurch City Centre is one of the most modern shopping experiences in all of New Zealand and even has high-quality shopping opportunities that are not available in Auckland, Wellington or many Australian Cities.
Although the ground was laid for a new, exciting customer experience, business has not yet picked up, the review outlines.
David West of Premier Retail marketing, writes that after the earthquakes the central city shopping infrastructure rebounded but customer shopping patterns did not. Online shopping and Suburban shopping centers such as Riccarton mall have taken over shopper habits.
A regular Riccarton mall customer, Bella Wilkinson, said: “ever since the earthquakes I’ve found Riccarton mall to be an easier and safer option”.
Another Riccarton shopper said, shopping in town is a ‘nightmare’ as parking is ridiculously expensive in compared to suburban mall outlets.
However, a business owner in the CBD, Gul Alizadah, thinks the Central City is a prime spot for businesses and believes once all the work is done, the city will be one of the best places to shop in the world.
The review also features strategies businesses should consider to bring more customers through the door.
A bigger marketing push was the main strategy, David West offered to central city businesses.
The report states if customers know what's out there for them, they will make an effort to come.
Earlier this year, ChristchurchNZ released a popular advertising campaign to help engage shoppers in the CBD.
The campaign highlighted the city centre's newest bars, retail stores and food areas.
