North West Innovation - Case Book 10 CARLISLE INDEPENDENT RETAILERS Working together to access the digital market place. Challenge In 2014 there were over £100 billion worth of sales in UK retail via digital channels. In the same period many UK high streets were left with an increasing number of empty shops; in total 900 more shops closed than opened. Independent retailers in Carlisle understood that action needed to be taken if their success was to continue. Solution Unable to compete with ecommerce budgets of national and international retailers, independent retailers in Carlisle formed a plan to invest in digital channels collaboratively through a single portal. A KTP project in partnership with University of Cumbria, ‘Your Carlisle’, was developed to promote the wide and varied offer of shops and eating establishments in the city through digital channels. Benefits The independent retailer site includes an eclectic mix of businesses providing live music, arts and music venues, fair trade crafts and specialist shops such as S4 providing skateboard kit through to the traditional high street clothing, butchers, and fruit and veg shops. Bringing together independent businesses has provided Carlisle city centre with a stronger retail portfolio. Shoppers now know where they can go to buy unique high quality products, backed by a local friendly service. They also have access to a range of incentives and promotional offers which encourage them to visit the town more frequently and spend more in their local and independent shops. Many businesses now have an online presence, and have developed enhanced skills with a better understanding of the digital market place. Opening up this additional sales channel has resulted in increased market exposure for the retailers, with a forecast sales increase of 15% for most businesses.