Produced in 2017, this second instalment of the “Why & How” series explores the impact of urban construction projects on retail districts and is based on a survey of 720 customers and 50 retailers in several districts of Brussels.
Economic impacts that can be mitigated through effective communication
According to the retailers interviewed, the construction projects cause around a 30% reduction in their turnover whilst they are underway. The main cause identified is the decline in footfall to their premises, which is itself due to access difficulties, parking problems, noise pollution and dust. However, most customers say they do not fundamentally change their shopping habits. In fact, almost 90% of those surveyed continue to visit the district despite the construction work.
The problem is not so much the existence of the construction site, but rather the way in which it is organised and, more specifically, how communications are handled. Indeed, the survey results show that 40% of the retailers interviewed had not received any information before the work began. From the customers’ perspective, the situation is even more striking, as 86% of respondents who had experienced construction work in their district said they had not been informed in advance.
However, when there is poor preparation and communication around construction projects, this is when they lead to a lack of understanding and discontent, and reinforce negative perceptions of the work. Communication is of paramount importance, right from the earliest stages of the project.
But providing information does not simply mean announcing the existence of a construction site at the start of a project. It is important to explain the reason for the work, its future benefits, the schedule, and any supporting measures that may have been planned. Furthermore, this must be done on an ongoing basis and through a variety of channels: information meetings, letters, posters, social media, websites and personalised contact must all be combined to reach all relevant audiences.
Turning the construction site into an opportunity to strengthen the local community
The report argues that construction sites should no longer be seen merely as periods of disruption, but also as opportunities to revitalise neighbourhoods and strengthen cooperation between local stakeholders. The authors highlight several inspiring examples from Europe and Canada (artistic and/or educational activities, accessible shopping routes, etc.) aimed at maintaining or even enhancing the appeal of a neighbourhood affected by construction work. With this in mind, retailers should be seen as partners rather than merely as recipients of information. If they are involved early enough in the process, they can, at the very least, act as effective intermediaries with their customers and help to promote a more positive image of the project. Involving them more closely helps to bring them together, encourage their participation in decision-making and enable them to become key drivers of urban change, even beyond the construction site.
