The digital age has finally hit the market

Cardiff Central Market has been in the news in previous years for its continuous fall in customers. Consultants have advised that the council look for alternative owners and management models to ensure a stable future of independent market stands. In a recent Economy and Culture Scrutiny Committee report, consultants say the market is in need of a “significant investment” due to a huge decline in customers in October 2016. However recently, according to TripAdvisor, users have rated it top of the list of places to shop, beating newly refurbished St David’s at second place. The visitors have praised the market for its value for money, variety and friendly atmosphere.

Independent stall owners believe the answer is engaging an online audience and having a digital presence, contrary to its traditional authentic experience. Cardiff council manages the social media pages for the market and Allen Parkins, owner of Kelly’s Records since 1991, says they don’t do a good job of promoting individual businesses within the market.

The Welshman adds, “The stalls within the market have been slow to embrace their own social media for their businesses, which is a shame considering its importance in this digital age.” Markets have always tried to shake off the Del Boy imagine and Parkins believes they need to be on top of their game at all times. Kelly’s Records is very active on social media with over 1,200 Facebook followers; they run competitions and engage their audience regularly.

The stall has welcomed visitors, such as: Noel Gallagher, Gary Barlow, Stereophonics and The Vamps. The Manic Street Preachers even handmade covers for their album and gave Parkins 20 to sell at the shop. To Parkins surprise, social media helped him to sell two of them to a Japanese man for £1,500. Parkins says that he often interacts with the celebrities digitally so they can share and promote his content, including Bruce Dickinson who follows them and often visits the market.

Although Parkins has an active digital presence, he believes that the reason most stalls don’t is because they can’t afford it, “We have spent £24,000 on tech and that’s a lot of money. Most stalls just can’t afford it, or the staff to run it.”

Store Manager at Gold Reserves, Kat Viney, agrees with Parkins that you have to use social media these days to “succeed”. Gold Reserves, a jewellers and gold refiners stall, pushes recurring events through their popular social media pages. Viney says, “We have lots of events that we aim to get the audience involved in. We will be doing something for Father’s Day, we do a lot of charity work and we have a Summer Sizzler event coming up.” 

Recently, Viney found a huge increase in customers after asking followers of her social media pages to post photos of them wearing their jewellery on Instagram. She adds, “It’s the way forward. Advertising in newspapers and magazines is a thing of the past. It’s not difficult and it’s beneficial. You don’t typically think of markets on social media, but it’s a step in the right direction.”

According to the Economy and Cultural Scrutiny Committee report, “Witnesses commented that the Council is not doing enough to promote Cardiff Central Market and the Historic Arcades” and, “It is suggested that the Council’s social media assets provide a great opportunity to promote the Market and arcades, and to communicate information about individual businesses to both residents and tourists.” Additionally, the reports states that “Social media is an avenue of free advertising and promotion that should be exploited.”

According to the Economy and Cultural Scrutiny Committee report, witnesses commented that the council is not doing enough to promote Cardiff Central Market and the Historic Arcades, and, “It is suggested that the Council’s social media assets provide a great opportunity to promote the Market and arcades, and to communicate information about individual businesses to both residents and tourists.” Additionally, the reports states that “Social media is an avenue of free advertising and promotion that should be exploited.”

Someone who finds social media engagement difficult is Colin Smith, owner of Bear Island books. Smith admits that he doesn’t use any social media platforms to promote his business because he doesn’t understand it. He adds that he aims to start a website to help him sell some books but this is yet to be completed. The fictional book enthusiast says he needs a young person to help him promote his stuff and, although he admits to not understanding it, he is adamant that using social media will help his business to thrive and attract more customers. Smith says his business is affected by his choice to not have social media and this is something he will now look into.

Opening in its current location in 1891, Cardiff Central Market provides an interesting link back through history with its Victorian features. The welcoming feeling as you step foot into the cultural hotspot is overwhelming and it is this exact reason this unique shopping experience survives in a digital age. It is bursting with quirky independent chains and bustling stalls, providing a slight touch of eccentricity compared to the typical town centre shopping experience or online catalogues.

But as for the markets themselves, they will no doubt continue for many years to come, even if technology revolutionises the way we shop, but to maximise profits, it is important to access all types of customers.

I got in touch with Cardiff Council, who seemed happy to chat, but in the end they wouldn't give a quote.