Construction Mitigation Strategies Retailer Guide

Communication & Marketing

• Inform customers in advance about the construction including details like timeframe and location, emphasizing the duration and impact to accessing your establishment.
• Let customers know where to go when they arrive at the store and how to get to the area depending on how roadways and sidewalks are affected.
• Explore options for a sale or promotion timed around the construction, creating awareness for supporting local businesses.
• Update your Google My Business listing to help potential customers locate your business.
• Visit Digital Main Street and complete an online assessment to identify other opportunities.
• Collaborate and help promote other businesses within the BIA. If other businesses can attract new customers to the area, foot traffic will increase.
• Discovery and key contacts.
  • For example, for large transit projects taking place in Toronto surrounding the Ontario Line, a key contact is Metrolinx.
• Who is the main point of contact?
  • Name, contact info (email, phone number).
  • How long it will run and the logistics around the construction period.
• Sign up for updates (email, social media, Google News Alerts, etc.).
• Attend information sessions and community consultations.

Parking & Transportation

• Create a parking plan that allows customers to easily park to shop at business, as well as a designated area for curbside pickup.
• Work jointly with City/BIA/Constructor to make sure all elements of parking plan can be implemented.
• Read proposed construction documents to gain insights into changes being made to public transit and general vehicular access.
  • Construction workers are going to place demand on parking areas.
  • Parking for construction workers should be placed offsite, with shuttling to the area. This is a negotiation that involves the BIA and the construction contractor.
• Create a parking plan for customers to visit the store and pickup orders. Staff parking should also be evaluated.
  • If regular customer entry points will be restricted, consider making alternate arrangements. For example, allow customers to access the business via a back door/laneway.
  • To reiterate, ensure that customers and staff are aware of these changes.

Signage & Wayfinding

• Prepare and place professionally printed signage in prominent areas. Consider using directional/parking signs as well as open for business.
• Post signage and window displays tied to promotional calendar.
• Signage and wayfinding require collaboration between the BIA, Contractor, and yourself.
  • For example, the BIA will not be able to control traffic signage and the retailer will not be able to control the construction hoarding.
• The following are examples of signage:
  • Hoarding,
  • Construction fences,
  • Directional and alternative access,
  • Parking, and
  • Approvals from local government regarding signage.
• Re-evaluate and/or refresh signage as required.

Business Strategy & Education

The retailer’s marketing plan should be planned out well before the start of construction to reduce lost profits.

• How to retain existing customers and attract new ones, for example:
  • Clearance sales,
  • Pricing adjustments, and
  • Offering your products/services online or even to the construction workers that will be near your business.
• Consider how construction may affect your operations:
  • Sales, events, marketing, customers, hours of operation, staff, suppliers, utilities, internet, etc.
• Contacting landlord and evaluating your location,
  • Operating hours, access to location, access for deliveries, etc.
• Enhancing your internet and ecommerce presence/channel strategy,
  • A new website or update current website, updating your social media, updating your channels, etc.
  • Utilizing free/inexpensive programs such as Digital Main Street for assistance.
• Re-evaluate your product assortment for the potential of a change in customer. For example, if there are streetscape improvements being made, looking at items easier to carry while walking rather than ones that may need to be put in a car.
• Inform staff of construction, and plan staffing needs accordingly. Since construction will be long-term, this could mean limiting hiring and potential layoffs.
• Actively monitor sales, revenue, and traffic to better identify need for aid if available.
• Limit purchasing around time of construction. Plan for decreased traffic and revenues, meaning limiting the amount of product being brought into the store.
• If large orders have already been placed, plan sales and markdowns to keep product moving while new product continues to come in.

Finance & Funding

Once you have received communication of impending construction, begin looking into grants and payment deferrals available to support business. Apply to all that are applicable.

• Know where you stand financially with a business review of cashflow, reserves, and forecasting.
• Explore grants and other government funding, and loan, lease, and deferral negotiations.
• In addition to the review of your strategy, be proactive by financially preparing including reducing expenses and building a contingency fund.
• Review your current financial position:
  • Speak with your accountant to plan for revenue changes. What are your fixed costs, are there opportunities to reduce any costs?
  • Review expenses and cash flow through the construction period.
  • Forecast your bricks and mortar sales and your online sales.
• Connect with the Toronto Small Business Enterprise Centre for financial support literacy.
• Investigate available grants and support through the Toronto Main Street Recovery and Rebuild Initiative.
  • Prepare all financial documentation for the application process.
  • Develop revenue tracking systems that align with grants/funding opportunities and requirements.