WINDHAM – Windham town councilors were briefed Tuesday night on the ongoing efforts of the firm hired last month to conduct a retail market analysis in North Windham.

Aaron Farmer, vice president of The Retail Coach, based in Dallas, told councilors he had arrived in Windham Monday for a three-day initial study and was aiming to visit as many retailers and restaurants as possible by Wednesday.

Farmer said he is focused on determining who shops in Windham, what retail products and types of restaurants are offered in town and what aren’t. Once he compiles data concerning the stores and shoppers, he will create psychographics, which he described to councilors as “demographics on steroids,” to help existing and prospective restaurants and retailers to know shopping habits of area residents and tourists.

After a 120-day initial investigation, which will end in August and include several visits to Windham and surrounding towns that compete with North Windham businesses, Farmer will provide businesses with the survey results and give them guidance by way of a seminar.

After the four-month investigative phase, the other major piece of the analysis is a subsequent 12-month “coaching” period when Farmer will help promote Windham at trade shows and with clients he has already worked with. The town contracted with Farmer for $38,500 for the 16-month period. Farmer said the firm has worked with about 150 other municipalities throughout the country.

While they’re not averse to Farmer drawing new retailers to town, councilors reminded the firm to focus on improving the lot of locally owned retailers and restaurants.

“Make it a point to visit some of the local businesses, not the big chains, don’t just stick to the Applebee’s and don’t just stick to the Lowe’s and the Home Depot,” Chairman Scott Hayman said. “Go in and talk to some of these people that run these shops, because obviously you’re going to get the information you get, but one of the biggest reasons I voted in favor of having this done was to help the existing businesses here.

“I know we need to attract new businesses, but at the same time, I want to make sure our existing businesses can make use of what you’re doing here to help; them grow their business.”

Farmer replied by saying he’s a “big local business guy, mom-and-pop-type businesses. We make it a point to go to the large retailers but also to have a large focus on those local businesses. So, absolutely, we’ll make visits to each of them.”