Moves to secure the prosperity of Malmesbury town centre – with the ultimate aim of providing “a retail destination for the future” – are now well under way, the group behind the initiative has announced.

Results of two recent local surveys, involving the input of hundreds of residents and traders, are being analysed.

The Malmesbury Town Team is set to launch a website to coincide with the imminent publication of the survey results, along with details of an action plan that it is drawing up.

Town Team spokesman Gordon MacPherson said: “The objective is to drive forward initiatives in the town, to ensure its ongoing prosperity.

“A great deal of work has been completed, with further activities under way.”

The team has been encouraged by the number of people who have taken part in two questionnaires, the results of which are needed for it to create a town centre future strategy.

A survey of consumers conducted over five days saw a “fantastic” 482 responses, exceeding the target of 400. Those 482 respondents were asked a number of questions about their current usage patterns and future aspirations for the town centre.

Mr MacPherson said: “The overall study has set out to be as inclusive as possible, collating a broad range of views and opinions.”

He said a dedicated survey of town centre retailers had also been completed, with a “very positive” 70 per cent participation rate that “reflected the loyalty and commitment of operators in the town centre to its ongoing success.”

He said the survey considered how the town centre was performing by collecting information on several aspects, such as consumer behaviour, issues faced by the town’s operators and improvements required. A review of what the town centre provides had been undertaken, alongside comparisons with nearby centres.

Mr MacPherson said: “The Town Team will also adopt a number of social media-led initiatives, to enable people to connect with its activities, share views and be kept informed via both Facebook and Twitter.”

Two further areas of research are in the pipeline, including one-to-one contact with major town centre stakeholders, employers and community groups.

A survey of workers will also be undertaken.

Mr MacPherson added: “The study is also looking at the future opportunity for Malmesbury against a broader backdrop of industry and future trends, to ensure the town taps into future retail opportunities and provides a retail destination for the future.”

Information can be found 
at www.surveymonkey.com/s/Malmesbury_Town_Centre