In the five years previous, various parties split from the ARA and formed competitor associations fragmenting its policy position. There was no clear voice to government, stakeholders and media and certainly no strong advocate for the issues facing Australian retailers.
The new team forming at the ARA in early 2008 clearly saw the need for a reinvention and reinvigoration of the ARA ‘brand’, service offering, internal structure and culture. With that came a new logo, new direction and new positioning: ARA – the leading voice in retail.
Over 12 months later, not only has the ARA re-established itself as the premier ‘voice’ in the sector but it has also spurred other associations to try and catch up. While the retail sector needs its voice heard, the level of media and government confusion about the disparate ‘voices’ is alarming. More so because these other voices are often ill-informed and sometimes damaging to what has become a very challenging economic time.
Facing this economic storm and acknowledging the crowding of retail representation, we are now embarking on a new strategic plan for the ARA.
Reviewing and focusing on service delivery to members and shoring up support for a more inclusive future, the ARA has revised its mission, written a set of values and is renewing its positioning.
With the tag ARA: promoting and protecting retailers for over 100 years, the ARA’s core strategic focus is being on the front foot for the Australian retail sector – promoting all the great opportunities this sector provides for the country, for example:
- job creation (over 1.5 million people employed in retail);
- small business generation;
- economic and tax revenue generation;
- providing lifestyle choices; and
- ‘retail therapy’ escape.
The ARA has been doing this for a long time and will continue to promote and protect retailers.
