THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
The Papers
Retail Solutions
Food & Drink
ATCM to support Christmas Shopping Crawl  campaign

The Association of Town Centre Management is to announce a package of support today for the 392 towns that failed to win “Portas Pilot” cash.


ATCM to support Christmas Shopping Crawl campaign

The Association of Town Centre Management is to announce a package of support today for the 392 towns that failed to win “Portas Pilot” cash.

The "Town Team Partners", each backed by their local MPs, will be encouraged to deliver projects that increase footfall, consumer engagement, and have a positive impact on the local economy. One of the key initiatives being proposed is a "Christmas Shopping Crawls", the brain-child of retail expert Clare Rayner.

Rayner said: "The Independent Christmas campaign will run for the 6 weeks prior to Christmas day, from 12 November 2012. Consumers will be encouraged to spend a proportion of their Christmas budgets - be that on gift and food shopping, partying or pampering - with local, independent businesses. The campaign will be inclusive of all those who serve consumers – so bars, restaurants and salons as well as traditional shops."

The campaign will call on retailers, town centre managers and town team partners, to work together to create "Christmas Shopping Crawls". While intended to be fun events with shoppers being given the chance to win a prize for completing a crawl, The ATCM said the shopping crawls will also help address the lack of footfall on UK high streets.

Martin Blackwell, chief executive of ATCM said: "This is a great initiative for town centres to get involved in, to create a buzz and drive footfall. It provides a real incentive for shoppers to come into town and visit retailers. Retailers taking part in the initiative should see increased custom over the Christmas period, which will hopefully lead to repeat business. ATCM has invited Town Centre Managers to take part and get their town involved to help independent retailers over this crucial period." 

Rayner added: "Christmas is the perfect opportunity to give independent businesses a real boost in sales; already many achieve over 30% of their annual sales in the 6 weeks before Christmas. Increasing sales during what is already a peak period could make a significant difference to their bottom line. They have the opportunity to introduce new customers to their product ranges, to give them a sample of their services, or just to increase consumer awareness of their existence.

"The first step in re-engaging disenchanted consumers with the high street is to give them a good reason to visit; the next step is for the businesses trading there to showcase what customers have been missing out on! Christmas Shopping Crawls, if well implemented, can deliver exactly that."

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Conference
The HR Summit 2019
The HR Summit 2019
8 October 2019
Hallam Conference Centre, London W1W 6JJ
The 11th HR Summit 2019, Hallam Conference Centre, 44 Hallam St, Marylebone, London W1W 6JJ
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy