BUSINESSES in St Helier will foot the bill for a town “improvement” scheme under plans by the government aiming to revitalise the high street.
Other proposals in the Future Fit Retail Roadmap include allowing tourists to claim back GST from their shopping online and setting up a PR agency for town.
The Economy Department’s bid to “transform” St Helier into a “bustling retail and cultural hub” comes as the number of empty stores on the high street reaches a record high of almost 10%.
The roadmap recommends asking businesses in town to pay an additional fee – on top of their rates – into a central pot. The Business Improvement District scheme would then use these funds to pay for improvements to the area. The framework for implementing such a scheme is expected to be developed later this year.
Plans also include replacing paper GST refund forms with a digital system to help tourists claim back tax on their shopping more easily.
The report read: “We have a paper-based Goods and Services Tax refund scheme that is not well marketed and is inconvenient for both consumer and retailer. We are looking to digitise the scheme imminently to ensure greater levels of compliance and accuracy, as well as the opportunity to include more retailers and maximise the spend levels from our visitors.”
A PR agency could also be created to promote St Helier as a “shopping and cultural destination”, alongside a twice-yearly “clean up” of shop fronts described as being the high street equivalent of the branchage, when overgrown hedges and verges are cut back. A “scoping exercise” for the PR agency is expected to take place this year.
The report called the many empty units in town “unkempt, unclean, and unattractive and filled with outdated posters”.
To boost the appeal of St Helier, the strategy also proposes better signage and maps to help tourists navigate the town, as well as promoting locally -made products.
Vacant shops could also be repurposed for “alternative” uses, such as cafés under proposed changes to planning rules.
The roadmap also encourages businesses to adopt flexible practices, such as extending opening hours or combining uses, for example, operating as a shop during the day and a “fitness space” at night.
The Economy Department is set to work with Planning officers to recommend changes that would allow for more flexibility with changes of use.
Economic Development Minister Kirsten Morel said: “The retail sector is fundamental to Jersey’s economy. Simply, it is impossible to live without it.
“More complicated though is our interaction and our relationship with retailers and how we become aware of, choose, and access goods and services.
“As we come to the end of the year’s most important retail season, I’m pleased that the government is working with the industry to make it a future fit. To do that, in a changing retail landscape, we all need to reimagine how people shop.
“Success in transforming Jersey’s retail sector is not just about increasing shop numbers or providing financial support, it is about building on our already vibrant, community-focused environment while enhancing our quality of life and strengthening our economy.”
How important is retail to Jersey’s economy?
Retail is one of Jersey’s largest employers with over 7,000 people working in the sector, accounting for 11% of the island’s workforce.
The industry contributes £375 million annually to the economy through wages, profits and taxes.
The sector, which is made up of more than 900 businesses, also generates half of Jersey’s GST revenue.
Around 7.5 million people walk through the town’s main shopping areas each year – about 80% of pre-pandemic levels – helped by two-thirds of Jersey’s workers being based in town and a third of Islanders living there.
What do shoppers want?
A recent survey revealed Islanders’ priorities for improvement. The top request was for more affordable high-street brands, with H&M, Zara and The Range mentioned 222 times in the Jersey Retail Report for 2023.
Lower prices to match the UK and a wider selection of products were also high priorities, while concerns about parking were raised by 140 respondents.
Many also pointed to poor customer service and called for better training and a more customer-focused approach.
