BTG strengthens community engagement and accessibility concerns at shopping centre

The Challenge

A shopping centre was seeking to bolster its position as the town’s primary shopping destination. The centre needed to differentiate itself beyond traditional retail offerings and strengthen its position as the town's community hub. There were accessibility concerns coupled with a feeling that the centre lacked meaningful engagement with local schools, sports organisations, and community groups. Without proactive initiatives to enhance the shopping experience and demonstrate social value, the centre risked losing its dominant market position.

Our Approach

We developed a comprehensive community engagement strategy, focusing on accessibility improvements and local partnerships. We put in measures to make the centre more accessible through practical changes including coloured handrails and improved flooring. We introduced dedicated quiet hours where music and hand dryers are switched off to support shoppers with autism and sensory sensitivities. Our team established strategic partnerships with the local football club as well as becoming the primary sponsor of the town's Christmas Switch On and annual 5km run.

The Outcome

These initiatives have significantly raised the centre’s profile as the town’s dominant shopping and community destination. The centre is now the council's first choice for coordinating town-wide events, demonstrating its established position as a civic asset beyond pure retail function. The shopping centre now operates as a genuine community hub, boosting its long-term sustainability.