Parking issues could be costing you customers this Christmas, according to parking payment app CellOPark.
In a survey of over 1,000 Australian consumers, the company found that issues like a lack of parking spaces, fines and parking rates are deterring 71 per cent of motorists from shopping on their local high street.
Although almost three quarters (72 per cent) of consumers said they preferred shopping local, many found visiting shopping centres more convenient. This led to 66 per cent doing their Christmas shopping at malls or online.
Michael Doherty, CellOPark general manager, said he thinks local councils need to look at new technologies to help retailers attract customers.
“Small businesses are the lifeblood of the economy, so it’s essential we support them,” he said. “As consumers, we’re constantly being told to shop local. That’s all well and good, but we need to make it convenient for shoppers to do so. Parking is one of the biggest hurdles local retailers face.”
While many local councils rely on legacy systems like parking meters and printed tickets, shopping centres are adopting more convenient tech including ticketless parking, license plate recognition and pre-booking.
“We need to look at ways that we can increase the turnover of spaces, reduce the cumbersome methods of paying for parking, and make shopping in town more appealing,” said Doherty.
Dynamic pricing
One option could be a dynamic pricing model, said Doherty. This is when parking rates vary depending on the length of stay and time of year. For example, during the Christmas period parking could be free for 15 minutes, providing an appealing option for shoppers who want to quickly pick something up.
“It’s all about making parking easy and convenient for motorists, whilst ensuring retailers receive the maximum number of customers through their doors,” said Doherty. “This is only possible through technology.”
CellOPark is working with Brisbane City Council this Christmas to offer shoppers $10 free parking credit from 1 to 12 December.
Want the latest retail news delivered straight to your inbox? Click here to sign up to the retailbiz newsletter.