Using shopping mall attributes to revitalise Australian small town retailing

As has occurred in many smaller rural communities in America, Europe and Canada much of inland Australia has experienced population decline involving both a net loss of people a disproportionate ageing of the population and low average family incomes. Some Australian country towns have ceased to function as retail and administrative centres while other rural areas are faced with the prospect of losing critically important retail outlets and service providers. Australian rural towns are under threat from residents outshopping at nearby large regional centres leading to the loss of businesses and services in small service towns. This paper explores the possibility of how and why retailers and service providers in Australian country towns can and should emulate certain attributes of shopping malls in an attempt to stem the rise of outshopping. Using data collected in one small Australian rural community the paper comments on residents' perceptions of the strengths and weaknesses of retailing and the provision of services in their local community and what respondents thought should be done to diminish retail leakage from their town. Based on their responses it is clear that to remain competitive, retailers in smaller rural towns need to learn from the experience of shopping malls with whom they must now compete to survive. In this paper, it is argued that in certain areas this is not only possible, but essential if retailing is to remain viable in Australian country towns.