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Places of Phygital Shopping Experiences? The New Supply Frontier of Business Improvement Districts in the Digital Age

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  • Diogo Gaspar Silva

    (Center for Geographical Studies, Institute of Geography and Spatial Planning, University of Lisbon, 1600-276 Lisboa, Portugal)

  • Herculano Cachinho

    (Center for Geographical Studies, Institute of Geography and Spatial Planning, University of Lisbon, 1600-276 Lisboa, Portugal)

Abstract

Business Improvement Districts (BIDs) have flourished as local governance structures to foster the vitality and viability of traditional shopping districts that have struggled to adapt to retail changes. This paper examines the evolution of placemaking activities that former UK government-funded pilot BIDs have delivered over the last 15 years. Drawing on an exploratory sequential research design that combines a qualitative and quantitative thematic analysis of 72 BIDs’ business plans, the findings suggest that UK BIDs have described a non-hierarchical operational framework as services providers considering that: (i) elementary placemaking services, such as ‘clean, green and safe’, have regained thematic relevance due to recent environmental sustainability concerns; (ii) higher-tier lobbying and advocacy services have been an operational priority since BIDs’ inception; (iii) while consumer and place marketing/branding services have seen continual thematic reductions, digital presence and marketing services have emerged as a new category of operational activities. These results extend place management and BID-related literature by discussing the growing role that digital marketing services may perform in the management of town centers and high streets and are relevant to practitioners as it discusses how place management organizations should reposition their operational strategies towards the creation of places of phygital shopping experiences.

Suggested Citation

  • Diogo Gaspar Silva & Herculano Cachinho, 2021. "Places of Phygital Shopping Experiences? The New Supply Frontier of Business Improvement Districts in the Digital Age," Sustainability, MDPI, vol. 13(23), pages 1-21, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:23:p:13150-:d:689408
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    References listed on IDEAS

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    Cited by:

    1. Cristina Mele & Tiziana Russo Spena & Marialuiza Marzullo & Irene Bernardo, 2023. "The phygital transformation: a systematic review and a research agenda," Italian Journal of Marketing, Springer, vol. 2023(3), pages 323-349, September.
    2. Joanna Zuzanna Popławska, 2021. "The Resilience of Urban Retail System in the Face of the COVID-19 Pandemic. The Case Study of Poland," Sustainability, MDPI, vol. 13(24), pages 1-22, December.

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