Fighting small businesses in the outer Mariahilfer Straße: Where is the customers?

Fighting small businesses in the outer Mariahilfer Straße: Where is the customers?

The Outer Mariahilfer Straße in Vienna, known as Austria's largest shopping street, has struggled with problems lately. The small shops, including cell phone shops, supermarkets, bridal shops and snacks, often wait in vain for customers. Many shopkeepers complain about vacancies and sales. Mr. Mirac, a shoe seller, shows: "In one morning I only sold a few shoes. I cannot cover operating costs." These frustrating situations in which the shops appear "dead" have become the agenda for the operators.

But what is the reason for these declines? The redesign of Mariahilfer Straße into a largely car-free pedestrian and meeting zone in August 2015 improved the traffic situation, but the consequences for retail are more than worrying. According to [the press] (https://www.diepresse.com/5023508/mariahilfer-strasse-neues-weniger-Kaufkraft-many chains), many retailers report sales declines of up to 30 percent. The lack of incentives for customers runs through the reports of all business owners.

The way to shopping - a new audience without purchasing power

The customers who linger in the area seem less to buy or joy. Passant Marko expresses that he is actually only because of a work meeting and the business appears "extinct". Another rapporteur, Mr. Eser, a jeweler, tells of a massive loss of sales of 20,000 euros since the renovation. The redesign led to the reduction of parking facilities, which also affects customer currents. It is also criticized that the new traffic solution and the one -way regulation do not arrive well with all passers -by.

A ray of hope, however, that most shops are fighting with problems, a hairdressing salon ensures that long snakes from young men are just around the corner. Mr. Eser notes: "Hairdressers are always in demand while not everyone buys gold." This shows that there are areas that are well received within this difficult situation.

The future of Mariahilfer Straße

The concerns in the dealer community are great. It is feared that many shops could migrate with continuing sales declines. An example of this is the furniture manufacturer Joka, which has switched to the parlor ring. In addition, the Generali Center is being rebuilt, and larger chains are expected to move in there. This could strengthen the attractiveness of the area, but the challenge remains to keep numerous small shops. Will Mariahilfer Straße be able to continue as a purchasing address?

A study by the German Institute for Urban Studies (Difu) shows that the traffic calming measures do not necessarily harm retail, as critics often claim. The concept could also offer potential if it is implemented correctly. An attractive public space attracts more pedestrians and cyclists, which can increase sales. But this requires an incentive to not only get customers to stroll, but also for shopping. Optimization of local public transport and attractive cycling and footpaths could lead to a positive turn here, such as research and knowledge noticeable.

The outer Mariahilfer Straße is therefore at a critical point. The business owners hope for an improvement in the situation - for their customers, their shops and the entire neighborhood.