A major study that will involve the input of residents, retailers and business people is now underway in Malmesbury to help boost and preserve the prosperity of its town centre.

A company called The Retail Group is carrying out surveys in a bid to ‘get under the skin’ of how the town centre is performing.

Working in partnership with the recently formed Malmesbury Town Team, the company has been commissioned to undertake a broad programme of research and then develop an action plan for the town centre.

The plan will build on the strengths of the ancient heart of Malmesbury while also seeking new ways to improve its services, facilities, accessibility and all-round appeal.

The initiative began last Friday with a survey of store owners, managers and other town centre operators.

They were asked to help identify whether the appeal for the town centre’s existing customers was shopping, leisure, convenience, services or other factors.

They were also urged to suggest potential consumer groups who could use the town more often.

Town centre workers and users will soon be consulted and there will be a series of discussions and interviews with major employers, leading town centre operators and event organisers.

Operations director of the Retail Group Gordon MacPherson, who is also a local resident and member of Malmesbury Chamber of Commerce, said: “The aim of the survey is to get under the skin of how the town is performing by collecting information on a number of key issues.”

These, he said, included consumer behaviour, issues faced by the town’s operators and the improvements required.

“The output of the survey will provide valuable information and actions for the town centre.”