Doncaster shopping centre manager reveals the impact of coronavirus lockdown

For Lakeside Village Centre manager Di Rodgers the impact the coronavirus national lockdown had on retailers at the outlet was devastating.

For Di, who had been the outlet manager for just a year and a half when lockdown hit, it’s something she never thought she would have to deal with during her career.

“Not in a million years would I ever have thought lockdown would be as long.

“I don’t think anyone has had to deal with anything like this from a business perspective. I was still quite new to the role and took comfort and advice from my colleagues who are also Centre Managers. They had never gone through anything like this either, so we were all on a massive learning curve.

"I had to produce a re-opening plan for all the centres that our company manages which was no mean feat.

“Personally I struggled at times as I am very much a people person and I missed my colleagues and customers who make this job so interesting. I also find working from home really hard as I like to be able to walk around the centre and talk to customers and staff in stores.”

For Di keeping in touch with retailers during lockdown was key.

"We set up a Lakeside Village centre WhatsApp group where we shared updates and I did short video’s to keep everyone informed about what was happening at the centre. We also kept our social media alive with regular content from the centre, so customers were kept informed too.”

When Boris Johnson announced non-essential shops could reopen on June 15 it was a time of mixed emotions.

“I was really nervous but excited about the re-opening. We had put lots of measures in place and we just wanted out staff and customers to come back and be safe. I was also excited that we were able to welcome our lovely customers back to the centre.”

Since reopening a number of safety measures have been put in place at the shopping centre.

“We have queueing systems outside every store, store capacity numbers to ensure social distancing, and even a mask vending machine in case anyone has forgotten their mask.

"We are also doing extra cleaning of all touch points in the centre and have hand sanitiser stations around the centre for customers to use.”

Since reopening for business Di has been pleasantly surprised by footfall figures and hopes it is a sign of things to come.

“Footfall has been surprisingly good. I think because we are an outdoor centre and have lots of space on our malls customers feel much safer coming to us. And they can take their mask off whilst walking around outside.

“We have had some really lovely feedback from customers. Often saying they felt safe and reassured that we are a safe and clean place to shop and that they will be returning soon.”

Since lockdown Di has noticed shopping habits have changed and customers who spent lockdown doing DIY and perfecting their cooking skills are on the hunt for different products as a result.

“People have definitely been buying more home wear. I think during lockdown we have all done some decorating or sorting out our homes and we’ve seen people buying things to refresh the way their homes look, after all we’ve spent more time there than ever before.

"We’ve also seen from Facebook and Instagram that everyone has been doing lots more cooking and baking and that has been reflected in strong sales of cookware.”

Di and the team at Lakeside Village are now working hard behind the scenes to ensure footfall continues to grow and those who have turned to online shopping return to the shops.

“We have stepped up our social media content to hopefully attract more customers to shop on site. We are also pleased to have been able to provide some free family entertainment through the summer too. Keep an eye on our website for more events happening this year.”

Now Doncaster has been placed into Tier 2 – High alert level, Di is hoping shops at the centre won’t be forced to close if the threat level is escalated.

“We are hopeful that non-essential retailers will remain open so that the effect on the centre is kept to a minimum. We really don’t want to close the centre again, if at all possible, as the lockdown has already had some terrible consequences for some of our retailers.

“I think we are testament to the resilience of retailers and customers alike. Our footfall numbers are really promising, and I think customers really appreciate good old fashioned Customer Service.

Visit www.lakeside-village.co.uk to find out about upcoming events.