Rethinking the High Street

WE MAKE
THE DIFFERENCE
UK BID CONFERENCE MASTERCLASS
PLACEMAKING: RETHINKING THE HIGH STREET

STRATEGY
Portfolio strategies
Repositioning
Due diligence appraisals
New brand strategies
INTEGRATED
COMMUNICATIONS
Full integrated media planning
and management across all
channels: on- and offline, in-centre
experience, guerrilla, PR, CSR
OUTSOURCED MARKETING
Resources and marketing
management as an outsourced
marketing function
MEASUREMENT AND
BENCHMARKING
Digital marketing
Benchmarking
Engagement
Brand value
Market penetration
Net promoter score
B2B SERVICES
Marketing strategy
Communications
PR
Creative services
including branding
Industry shows & event
management
IT’S THE WAY
WE USE THEM
PLATFORM©
Future space, experience and
engagement working with
LOCAL incubator - making
them retail ready.
EXPERIENCE MARKETING
Integrated campaigns
Loyalty programmes
Customer services audit
and strategy
CREATIVE
Creative development
Full creative service
Branding
DIGITAL
MARKETING TOOLS
Digital strategy, content
management, measurement
and benchmarking
Digital audience engagement,
sales & footfall driving
campaigns, websites,
smartphone apps,
Social media apps, games, e-
mail marketing, digital
marketing, SEO
Mallcomm© & Raven© –
property management and
tenant communication
platform
SOCIAL MEDIA MANAGEMENT
Content creation, competitions,
Video
RETAILER RELATIONS
Retailer relations strategies
Mystery shopper and customer
service guide
Mallcomm™

THE TOOLBOX CULTURE
VISION
DISRUPTION
COLLABORATION
REVOLUTION
PRODUCTIVITY
FOREFRONT
AMBITION
ACTION
INNOVATION
ACHIEVEMENT
CREATIVITY
SUCCESS

© 2017 Toolbox Group. All Rights Reserved
OUR HALL OF FAME!
Winner of a Purple Apple and 2 Merit Awards
Winner of a Gold in the SOLAL awards
Short-listed for Maxi Awards
Best of the Best 2017
Social Media Indexing for Shopping Centre Magazine
NATIONAL WINNER OF BEST ENTERPRISE APP FOR MALLCOMM IN APPSTER AWARDS
BCSC Purple Apple Marketing Awards judge
SACSC Footprint Marketing Awards judge
2016 Sceptre Awards judge
BCSC Advisory Council
ICSC Marketing Group & conference organising committee
BCSC Purple Apple mentor

LANDLORD PARTNERS

RETAIL PARTNERS

Michelle Buxton is a leading expert and
innovator in the global retail destination
marketing arena as owner and founder of
Toolbox Group. Together with International
Strategist Helen Maguire, they are known as
The Mall Doctors providing top level advice
to owners and managers of retail space and
places across Europe.
With more than 40 years’ experience
between them, Michelle and Helen have
substantial expertise in marketing, consumer
behaviours and insight, strategic
development, branding and positioning.
Current strategic customers include:
STRATEGIC
TEAM

9© 2018 Toolbox Group. All Rights Reserved
YOUR PLACE IN THE
LOCAL COMMUNITY

Having just the right mix of living, working,
shopping and entertainment is one challenge
but building a successful brand around your place
is just as important

“Community development is more about the people
than real estate, so physical spaces should reflect
the community’s values. We’re helping to build the
most community-focused large city in the world … in
the city where you would least expect it.”
~Tony Hsieh, founder of Zappos and investor of $350 million in
downtown Las Vegas
“It takes a village to build a brand; local culture and
local engagement are essential.”
~Havas PR

TOWN
CENTRES

Every community has its personality
and its assets.
That’s true of big cities
and small towns.

What’s your difference,
what’s your USP?
Where can you create more of a
difference through placemaking?

WHAT IS THE DNA OF YOUR PLACE?
COMMUNITY CULTURE COMMERCE COMFORT
PEOPLE HERITAGE WORK SAFE
ACTIVITY CHARACTER ECONOMY CLEAN
FOCAL POINT IDENTITY BUSINESS ACCESSIBLE
SOCIAL SENSE OF
BELONGING
EXCHANGE EXPERIENCE

PLACE BRAND TACTICS
Identify and build on existing assets i.e. natural beauty and outdoor recreation, historic features, or arts
and cultural institutions.
Engage all members of the community to plan for the future to ensure the match between a
community’s desires, needs, and goals and strategic planning as well as to generate public support, and
maintain momentum for implementing changes through election cycles and authority staff turnover.
Take advantage of outside funding to support a community’s vision and plans, to increase local
interest and commitment in the area, and to spur private investment.
Create incentives for redevelopment, and encourage investment in the community by making it
easier for interested businesses and developers to invest in the community in ways that support the
community’s long-term priorities.
Encourage cooperation within the community and across the region to achieve jointly established
priorities, to help leverage the assets that each party can bring to the table, and to make the most of the
region’s resources.
Support a clean and healthy environment through investment in natural assets, protection of
natural resources, cleaning up and redeveloping of polluted properties, productive use of existing
transportation, water, and utility infrastructure, increase in the tax base and employment opportunities,
removal of environmental contamination.

YOUR BRAND CHECKLIST
COMMUNITY What opportunities are there to be more ingrained in the local
community?
What does the community need that I can provide?
Am I a responsible member of the community?
CULTURE How am I perceived? How could I be more interesting or relevant?
How can I create personality?
COMMERCE What is it like to do business here? What is it like to work here?
How can I show people it is interesting to work here?
COMFORT What is the experience like and what could I do better to improve
that experience?
What role do my stakeholders and partners play in delivering the
experience and how could we do that together?

Translate your difference into what it
means for the people who use your
place and engage them in it

Who are your heros and
who do you want to be?

Downtown's Brand
Downtown Oregon City is uniquely situated at the base of a bluff alongside
the Willamette River. As the first Main Street in Oregon, its small-town feel is
unlike any other in the metro region. It is a convenient and relaxed
destination offering quality dining, shopping, and entertainment that builds
on its long history of industry, innovation, and culture. It is simultaneously
the “living room” of Oregon City and a principal part of the Pacific
Northwest’ cultural heritage.

RETHINKING YOUR
SPACE

CHALLENGES
VACANT SPACE Pop ups, temporary lets, rates mitigation,?
Covering up?
COMMUNICATION How can we have conversations with all our BID members?
How can we improve participation and buy in?
COMMERCE What is it like to do business here? What is it like to work here?
How can I show people it is interesting to work here?
What is the experience like and what could I do better to improve
that experience?
What role do my stakeholders and partners play in delivering the
experience and how could we do that together?

Live, work, play
Catering for ‘live-work-play’ alongside technology-enabled shopping in
great urban places perhaps sums up the diversified role that centres require
to survive.
Day, evening and night
This also needs to be throughout the day, evening and night, as people work
ever more flexibly.
There is cause for concern, but smart thinking, innovation and a rapid
response allied to a holistic approach can take our town centres forward as
places where people want to live, spend time and for new business to invest.

Growing new retailers

CHALLENGES

Turning a challenge
into a real opportunity
Pop-up retail has recently been helping shopping
destinations offer something different and be an
attraction over competition. However what if you
could also use it to grow your own retailers of the
future?
What if your town centre could be home a whole
host of cool and unique retail that you’ve had a
chance to support, cultivate and be a part of their
success?
Your town centre then has unique offer and
attraction, adding experience, driving footfall and
supporting local business.
It’s a win win situation all round. A new journey for
retail starts on this PLATFORM.

Collaborative and creative
commerce
PLATFORM brings together makers and creators of uniquely crafted products
and experiences into a fully supported retail environment they can use as a
springboard to take their businesses to the next level.
PLATFORM connects new and diverse sellers and their brands with today’s
customer looking to discover something new and fresh, a unique attraction for
shopping destinations. Our shoppers get to engage with them as we tell their
story through creatively curated shopping experiences, events and appealing
online content.
PLATFORM is both a provider of unique retail and an incubator for new brands -
your future tenants. It is an opportunity to you to teach new retail talent the
principle of great physical retail and successful business.
In return you utilise your empty space to create a new attraction which drives
footfall whilst boosting enterprise and retail growth.

Why?
Utilising vacant space: more than half of BHS stores are still vacant
two years after the department store chain closed its doors, with
only twelve having been re-let in the last year.
Rates reduction: centres can save on reduced rates
Creating another reason to visit: the PLATFORM brands of the
future will provide new reasons to visit a scheme, especially if the
offer changes regularly.
Driving footfall: depending on the location of the PLATFORM unit,
the footfall circulation will increase or assist with flow around a
scheme, working in partnership with existing tenants.
Community engagement & CSR: small businesses will be local to
the area, and we will follow them on their journey, providing great
local content and PR coverage.
Income generation: the ultimate aim is to turn the PLATFORM
small businesses into permanent tenants in the future, generating
income for the units or mall space they occupy.
5.5 million small firms in the UK: many are looking to test trade,
with a view to taking on full time leases (72% of small businesses
look for further retail opportunities after a Pop Up trading
experience)
600k+ new small firms started each year: they want a route to
market, but don’t know where to start. Many of them are feeling
confident and optimistic about growth.

Experience, attraction,
entertainment & social

CREATING OTHER
REASONS TO VISIT
PROSECCO FESTIVAL
FARMER’S MARKET
ANTIQUES
FESTIVAL
MUSIC
PERFORMANCES
JAZZ/PIANO
MUMPRENEUR
HEALTH & VITALITY
FESTIVAL
GIN FESTIVAL
CHRISTMAS MARKET

Embedding in the community
“Local people are a critical
dimension for place brands”

Places to learn
Places to spend time

Enhancing the customer journey
and experience

Being responsible

Supporting business

ART
ATMOSPHERE
SOCIAL
NATURAL ENVIRONMENT
CLEANLINESS
SAFETY
SUPPORTING BUSINESS
TECHNOLOGY
YOUR EXPERIENCE CHECKLIST

ENGAGING YOUR
STAKEHOLDER
COMMUNITY USING
TECHNOLOGY

It takes a culture of collaboration
to deliver a place brand.

Challenge #1:
creating and engaging
a community

One McDonald’s makes nearly
£200k PER YEAR,
just from Mallcomm users
One Wagamamas takes
70-80 orders PER WEEK
through Mallcomm users

Challenge #2:
collecting key data

Challenge #3:
emergency communications

Challenge #4:
streamlining operations to make
your place a better place to shop,
work, live and play

Now imagine there is a
technology that makes of all of
that much easier, more efficient
and cost effective

TRANSFORMING
COMMUNICATION AND OPERATIONS

80

THE POWER TO OPTIMIZE
COMMUNICATION, MANAGE
OPERATIONS WHILST
DELIVERING ON DEMAND
REPORTING FOR
YOUR BID COMMUNITY

LOCATION CONTRACTORS
LOCATION SECURITY TEAM
LOCATION MAINTENANCE TEAM
LOCATION MANAGEMENT TEAM
LOCATION CLEAN TEAM
ALL LOCATION STAFF
PERMISSION BASED COMMS HIERARCHY
ALL RETAIL STAFF
TENANT STAFF OR RESIDENTS
OFFICE TENANT
MANAGERS
TENANT
CONTRACTORS

RAVEN INTEGRATION
LOCATEE
MAZEMAP
LUMIGUIDE
LEASING &
MANAGEMENT
TEAMS
BID MEMBERS
YOUR BID
MANAGEMENT
TEAMS

ADAPTED FOR YOUR WHOLE COMMUNITY
The beauty of Raven is it can be adapted to suit your different tenants and properties.
We would work with you to look at your portfolio and the various services valued by
residential, hotel, offices and other tenants.
We can integrate existing initiatives you offer your tenants into the app such as
concierge services and combine these with other community services and information
to make your spaces places where people want to live, work, shop and play.
Features described in this presentation are a starting point and can be added to on
development with you are our client.

WE MAKE THE
DIFFERENCE
The ideas and concepts in this document remain the property of Toolbox Group and cannot be replicated in part or whole without direct implicit permission from a director of Toolbox Group.

Rethinking the High Street

Recommended

Recommended

More Related Content

Similar to Rethinking the High Street

Similar to Rethinking the High Street (20)

Recently uploaded

Recently uploaded (20)

Rethinking the High Street