More than 80 merchants in the greater downtown Waynesville area participated in a two-week blitz this summer to collect zip codes of their customers. The information is being compiled into a data base to figure out where shoppers are coming from, and in turn improve marketing efforts.

The consultant firm, Arnett Muldrow & Associates, has conducted similar studies in numerous other towns. Preliminary results put Waynesville at the front of the pack in the diversity of zip codes collected.

Each business that participated in the zip code study will receive an individual report on their business. The reports will be distributed at the public meeting. “We usually try to meet with each business to answer any questions regarding the report or cover it through a phone conversation,” said Aaron Arnett, lead researcher.

Canton, Waynesville, the Downtown Waynesville Association, the Haywood Economic Development Commission and area banks funded the study. The study was also conducted in Canton. Those results will be presented at a later date.

While the zip code data will be interesting, the larger purpose of the study was to conduct a retail market analysis, create a common brand, and develop marketing strategies that will ultimately help Waynesville and Canton strengthen their existing retail base, recruit new businesses, and expand their overall customer base.