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Institutes of Technology Ireland
Research & Innovation

Carrick-On-Suir: Destination Analysis – Planning and Development

The Carrick-On-Suir Business Association (COSBA) was formed in 2008 to represent all business sectors in Carrick-On-Suir, Co. Tipperary. The competitive nature of the retail industry, coupled with the current economic slow-down, has led to many local retailers experiencing a significant loss in revenues. However, the COSBA members believe that they are a unique and innovative alternative to large national and international chain stores in the region.

The COSBA wished to identify initiatives that would help to attract and retain custom in Carrick-On-Suir. They decided to develop a marketing strategy that would promote Carrick-On-Suir as a shopping destination and encourage consumers to shop local, thereby supporting local jobs.

The RIKON Group at Waterford Institute of Technology has successfully worked with a number of businesses in the South-East region to help them achieve competitiveness. In particular, the group offers expertise in the area of destination management and marketing and has experience in converting consumer requirements into strategic development proposals.

The COSBA engaged The RIKON Group to develop a destination planning and development campaign to promote the town as a shopping and tourist destination. The association also wished to identify considerations for the future development and planning of the town, in particular its retail and business environment.

The RIKON Group developed a report that presented key information on demographic spending patterns, product purchasing trends and customer- preferred retail destinations in Carrick-On-Suir. This report indicated a clear need for future development in the town and highlighted avenues for improvements.

They also developed an online platform for visitors, prospective businesses and locals to access information on the town: www.yourcarrick.ie. This website provides key information on local businesses as well as events and initiatives in the town, to promote Carrick-On-Suir as a destination.

As a direct result of the research conducted by The RIKON Group, the COSBA launched a massive shop local campaign in an effort to reinforce the importance of shopping locally in these challenging times. In addition, the development and launch of www.yourcarrick.ie has showcased the town as a shopping and tourist destination, globally.

Testimonials

“I can only say that The RIKON Group have exceeded our expectations in all respects. They are extremely capable from an academic and a strategic destination development perspective. Their ability to identify, design and deliver research that is in sync and of high quality while remaining focused in the core expectation of the project is unquestionable. The RIKON Group have greatly assisted the Carrick-On-Suir Business Association in anticipating consumer needs and developing Carrick-On-Suir as a destination.”
Alan Tracey - Chairman of Carrick-On-Suir, Business Association

“The destination planning and development campaign promotes a community- based ethos and provides invaluable information about Carrick-On-Suir in terms of its services and amenities for prospective businesses in the town while also identifying future direction for retail association.”
Dr. Patrick Lynch - The RIKON Group, Waterford Institute of Technology

Client: Carrick-on-Suir Business Association
Institution:
Waterford Institute of Technology
Industry: Retailing

Head of Research
Dr. Willie Donnelly
Waterford Institute of Technology
Cork Road
Waterford
Ireland
T: +353 (0)51 845 596
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External Services Manager
Kathryn Kiely
Waterford Institute of Technology
Cork Road
Waterford
Ireland
T: +353 (0)51 302 034
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The RIKON Group
Josephine Matthews
Waterford Institute of Technology
Cork Road
Waterford
Ireland
T: +353 (0)51 834 051
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