The Retail Coach, was hired by city in August, 2021 at cost of just over $32,000. They use an eight-step process to conduct a retail market analysis, which incorporates cell phone tracking to determine where the shoppers to Atlantic are coming from, and where Atlantic residents travel outside of the community to shop. The goal is to narrow the field of appropriate businesses to those that have the best chance of success in the community. The company also uses the data to work with existing businesses to help them fine-tune their inventory to provide the kind of merchandise currently unavailable.

Among the other steps is: determining retail opportunities, by matching potential restaurants and retails outlets to Atlantic; Development and redevelopment opportunities; Identifying and recruiting retailers and developers; Marketing and branding; retailer partners and development; ongoing coaching and support.

Austin Farmer (The Retail Coach staff photo)

Farmer said the cell phone data shows the foot traffic was being pulled in from an area larger than just the city limits. In fact Atlantic pulls from a population base of up to 33,000 (which includes surrounding counties and communities). That makes the City more appealing to retailers and restaurants. The data also shows good numbers where household income and age distribution, which is another draw for prospective retailer/restaurant franchisee’s, but the cost of certain franchises are what’s keeping some clients from locating here.

Another issue is finding the land for new businesses/restaurants. Farmer said the main area of interest is in the area of Wal-Mart, because they tend to draw small strip malls that cater to restaurant and retail space.

The top growth categories The Retail Coach found was needed here, include those in Pet & Pet Supplies, as well as Sporting Goods. Austin Farmer says with a new McDonald’s being built and Burger King set to refurbish their restaurant, Atlantic is showing prospective clients “It feels like there’s more happening here, on the ground…those are more positive signs…” that help Retail Coach with the (Business/restaurant) recruitment process.

The question was raised about the workforce. How can restaurants be interested in coming here, when other, established area restaurants are having to close or consider closing, due to a lack of employees? Farmer said “Fortunately what we’ve seen is most retailers and restaurants haven’t started trying to automate or cut back in terms of what they can or can’t do, based on [the] employee base. What we’ve seen is they’re trying to expand where they draw their retail base from.”

He said “There’s not a silver bullet” for the issue of employment, and that’s true coast to coast.