Totally Locally helping Axminster get back on its feet

Scheme such as Totally Locally Axminster have been praised by East Devon District Council as local businesses start to get back on their feet.

East Devon businesses are starting to emerge from the coronavirus pandemic. 

By the end of May, 16,300 workers were furloughed and 6,400 self-employed people had claimed through the Government's Self Employed Income Support Scheme. That's 32 per cent of all employees who live in the district.

The full impact of the pandemic on our national and local economy is not yet known, but local communities continue to support each other, just as they have throughout the pandemic.

Galvanising community support, Totally Locally Axminster (TLA) is shining a spotlight on retailers and traders in the town, encouraging people to shop locally instead of online.

The campaign seeks to drive home to the community the true value of spending their money locally, rather than online or with national retailers.

It's not just a question of keeping local traders in business, but of supporting local employment for local people, keeping capital flowing within the local economy and creating a socially beneficial feeling of community wellbeing and common purpose.

Cllr Paul Hayward, East Devon District Council's portfolio holder for Economy, Asset Management and Regeneration, and member for the Yarty ward, said: "East Devon District Council is very keen to support localised supply chains and innovative retail schemes as we all strive to recover from the far-reaching effects of COVID-19.

"Councillors are delighted to see this particular scheme go from strength, raising the profile (and profitability) of Axminster businesses but also to act as a benchmark for other towns and other communities across the entire district."

From the very beginning, TLA needed to secure funding to launch its interactive website, to help residents and visitors alike find what products and services are available, which Identify which shops are open, and whether they provide any online services. East Devon District Council and other local authorities stepped up and provided that funding without hesitation.

Within the TLA model, there are incentives to encourage traders to get involved, to adapt and find new ways of working in response to the coronavirus pandemic. Retailers were encouraged to sign up to a free, online university course to help them do business online.  Businesses can login and update their webpage themselves, promoting offers.

Schemes like this are changing the way we shop and focusing attention on the amazing retailers and businesses on our doorstep. If we fail to take advantage of what we have, it will not be there for much longer and we will all regret not having done more to save it when we could.

Cllr Ian Hal, Devon County Council and East Devon District Council member for Axminster, said: "At the same time as looking after our local residents, we also want to encourage visitors. We can do this by having a vibrant town centre. TLA can help us achieve this, so I really want to support this initiative, involving lots of businesses across the town.

"We need to kick start our own local economies by inviting people to shop locally. This is a great example of partnership working across three tiers of local government. Totally Locally is part of the solution, helping us to meet our climate emergency targets by reducing the carbon footprint of the goods we buy.  Our resilient communities are part of our sustainable futures.

"East Devon District ward councillor for Axminster, Sarah Jackson, added: "I was delighted to support Totally Locally in their application to secure grant funding from East Devon District Council so they could drive this project forward. I applaud their innovation and tireless effort in the face of, perhaps, the greatest challenge to retail and hospitality in a generation.

"Every one of the participating businesses is to be commended for their collaborative and progressive approach and I hope many more businesses will recognise the value that initiatives like this will bring to them, their local economy and the wider community.

"When a local business looks after its community, then customer loyalty increases and consequently, their business flourishes. And that is one of the key messages which I believe is at the core of Totally Locally Axminster - when a business really cares for its customers, then the customers will care for the business. 

"Totally Locally is a scheme that can be readily and freely adopted in any town or village with a high street or retail area. I would encourage those that do not already have their own Totally Locally group to seize the opportunity to create one."

East Devon District ward councillor for Axminster, Andrew Moulding, has supported Totally Locally Axminster since its inception.

He said: "This initiative has been brilliant for Axminster, during these difficult times. Totally Locally has led the way - and I am sure it has encouraged investors such as Axminster Property, who are doing great things with Trinity House, to put their confidence in Axminster Town Centre."

The interactive website and wider TLA initiatives have benefitted from £1,000 funding from Cllr Ian Hall, through his Devon County Council's Locality Fund.

Devon County Council's hardship fund, administered by East Devon District Council, contributed £1250 towards the website and Axminster Town Council made a £250 donation together with £300 from Chardstock Parish Council and £200 from All Saints Parish Council.

Barrie Hedges, TLA co-ordinator, said: "Totally Locally Axminster was conceived last year but as we have come out of the pandemic, it has become clear that it can play a key role on helping local businesses to rebuild.  

"The website became the key focus to involve local people and for this we thank each of the councils that have supported us. Their enthusiasm is absolutely key.

"Totally Locally is a national movement, started ten years ago by the inspirational marketing expert Chris Sands. It currently has more than 60 other towns around the country following its model and using its excellent free resources.  Any towns or villages which would like to learn from our experience are welcome to get in touch, as we would be very happy to share with them the benefit of what we have learned.

"Totally Locally Axminster runs regular loyalty initiatives, such as a 'Fiver Fest'. It encourages people to spend an extra £5 in their own town each week, rather than spending online or out of town.

"The benefit to the Axminster economy could be as much as £1.8million a year, which would make a huge impact on the area. Our first 'Fiver Fest' took place in October last year, which saw 43 traders providing good value £5 offers.

"In December, we followed up by running a Christmas trail loyalty card, where shoppers collected stamps on a card with the chance of winning £50 prizes to spend in the town.

"The key to engaging local people is maintaining positivity and showcasing what's great about our town: its many great features, transport connections, heritage, and closeness to the sea.

"In November 2019, we obtained permission to fill the windows of Trinity House – previously a department store — which enjoys a central focus in the town. We're delighted that Trinity House is now successfully coming back into use.

"Most recently, Lou La Belle fashionwear has opened in the beautifully refurbished store. There's space ultimately for up to nine businesses over the four floors and most are already pre-let which is a great sign.

"It's great to see so much enthusiasm and a new vibrancy about the town. The pandemic has encouraged people to think locally – so now is the time to support our locals to help them stay in business and promote a more vibrant local economy."