for Yeovil EXAMPLE REPORT

Transcription

1 Town Centre Shopper Report for Yeovil EXAMPLE REPORT

2 How to interpret the data in your report Where Britain Shops Catchment This map shows your market share percentage and general location of residents living within a Town Centre s catchment that shop within it. For example, an area showing a 70%-80% figure in catchment means that 70%+ of shoppers in this area shop in that centre. This map also illustrates the percentage of shoppers that shop elsewhere. For example, an area showing a band retaining 20%- 30% of shoppers within catchment for this centre means that 70%-80% of shoppers from this area shop elsewhere. Catchment Population Leakage This page details a retail centres catchment shopper leakage to specific neighbouring retail centres by population volume and percentages that make up the total catchment population as a whole. This also indicates a Town Centre s specific retention in shopper volume within its own catchment and where the remainder of shoppers within a Town Centre s catchment go to shop. Proportion of Catchment Population Leakage This diagram graphically illustrates the proportion of a Town Centre s shopper catchment that leaks to neighbouring centres along with the proportion of that centre s retention of shoppers within catchment. Catchment Expenditure Leakage This page details the respective expenditure leakage and consequent expenditure retention from the Town centre catchment reported upon to alternative retail destinations. Combined with shopper population leakage, you can determine a relative expenditure value that each shopper represents within catchment. Mosaic Profile of Catchment This page measures the extent of a local consumer base, in relation to the report s Town Centre. It helps you recognise the individual groups that make up the local shopper population using the Mosaic geo-demographic classification system. The catchment is derived from the Where Britain Shops survey carried out by Experian, with around 1.6 million responses collated per annum. This survey provides detailed knowledge of consumers preferred shopping destinations in-town and in retail parks. Mosaic classifies these individuals using census, financial, housing and retail data. Combining this with the profile s information on local employment, age and family structure and social status, enables you to understand the varied lifestyles and behaviours of individual customers within a Town Centre s catchment. The indexing system that appears throughout the report illustrates the difference between a specific figure for the report centre and the average for Great Britain. An index of 100 represents an exact match, anything less than 100 indicates a below average value for the centre. A figure over 100 represents an above average value. For example, if 10% of the catchment is described in Mosaic as Happy Families and the GB average was also 10%, the index value would be 100. If however, the GB average was 8%, the index would be 125. You can therefore easily identify the proportions and consequent volumes of citizens with specific purchasing habits living within catchment, compared against the relevant average for Great Britain. Mosaic Profile of Catchment This diagram illustrates the proportion of Mosaic groups compared with a regional and national picture so you can see how the relevant centre s consumers compare. Mosaic Distribution This map reveals the Town Centre s Mosaic group distribution overlaid onto the population bands which in turn illustrate the catchment percentage of shoppers who shop within that centre. Consumer Expenditure This report provides data for amalgamated categories in three different types of expenditure from within a Town Centre s catchment namely; comparison, convenience and leisure groups. This data combined with instructions on the accompanying briefing paper, will allow you to predict future consumer expenditure by product type. The target expenditure estimate for each category gives you the latest estimate for consumer spend on those goods or leisure services within the whole catchment area. This estimate is then compared against the national average to provide an index figure alongside the total expenditure estimate for the UK. Using the Catchment population leakage statistics, you can also approximate the amount of expenditure retained by a Town Centre and how much expenditure leaks to neighbouring centres. This

3 approximation method assumes that each shopper spends the same amount of money on goods and leisure. This estimate method will give you a rough guide only, given that certain shoppers spends more than others but there is a more accurate way to derive this information should you require it. Retail Centre Ranking Experian s Retail Centre Rankings are the result of actual physical surveys of more than 3,000 separate shopping locations and millions of UK retail outlets and is part of Experian s on going research into the retail property market. Each individual retail centre has been analysed according to a number of variables that are regarded by the retail marketplace as being generally representative of a retail centre s strength where appropriate weightings have been applied. These variables include; - Multiple retailers (over 5 outlets nationally) - Comparison retailers and expenditure - Presence of key retailers (for example, John Lewis, Marks & Spencer, Next) - Number of Vacant outlets - Accessibility - Surrounding competition - Worker and residential expenditure - Tourism expenditure For more information about the content of this report please contact; David Launders, Senior Business Development Manager, Experian Ltd. Telephone: david.launders@uk.experian.com Web:

4 Introduction This comprehensive report collates, prepares and describes the key demand factors a resident shopper population places upon its nearest retail centres. Whilst easy to understand, the Goad Town Centre Shopper report gives you a detailed insight into the consumer demand aspects of a town centre's retail economy, affording you the time to assess, measure and analyse the retail offer within. Goad Town Centre Shopper reports can be provided for any retail centre and each can be updated on an annual basis to help with monitoring requirements. Your report contains the following elements; Get an instant understanding of the geographical extent of a town centre s consumer catchment See the exact percentage of a shopper catchment that leaks to neighbouring retail destinations See the exact percentage of shopper expenditure that leaks to other retail destinations Analyse a retail areas shopper population in terms of consumer buying habits Compare these shopper segmentation groups in a regional and national context See where these groups live in relation to your own town centre s catchment Determine catchment expenditure in the convenience, comparison and leisure categories Forecast consumer spend for specific classes of goods to be sold within these categories See where your town centre ranks in the official Experian Retail Ranking How to interpret the data in your report (Report methodology supplied on separate document) Your Goad Town Centre Shopper report will provide you with sufficient information on which to establish strategic choices about where retail development or regeneration should be accommodated.

5 Data Source: Where Britain Shops

6 1 Leakage from Yeovil Catchment Retail Centre 2 Shopper Population % Yeovil 128, % 6 Taunton 15, % 7 Sherborne 11, % 8 Street 10, % 9 Shaftesbury 5, % 10 Dorchester 4, % Crewkerne 3, % Warminster 2, % Chard 2, % Shepton Mallet 2, % Other 18, % Total Catchment Population 206, % Data Source: Where Britain Shops

7 Yeovil (62.4%) 1 Taunton (7.7%) 2 3 Sherborne (5.4%) 4 5 Street (5%) 6 7 Shaftesbury (2.8%) 8 9 Dorchester (2.2%) 10 Crewkerne (1.7%) Warminster (1.4%) Chard (1.3%) Shepton Mallet (1.2%) Other (8.8%) Data Source: Where Britain Shops

8 1 Leakage from Yeovil Catchment Retail Centre 2 Shopper Expenditure % Yeovil 589,049, % 6 Taunton 75,152, % 7 Sherborne 51,209, % 8 Street 48,986, % 9 Shaftesbury 26,498, % 10 Dorchester 22,382, % Crewkerne 15,902, % Warminster 13,659, % Chard 12,361, % Shepton Mallet 11,306, % Other 95,342, % Total Catchment Expenditure 961,851, % Total Worker Spend: Total Tourist Spend: Catchment area 1611 Sq Km Data Source: Where Britain Shops

9 Mosaic Group A Symbols of Success Shopper Pop 2,640 % 2.1% Total Pop 3,731 % 1.8% Index B Happy Families 16, % 23, % C Suburban Comfort 20, % 33, % D Ties of Community 19, % 27, % E Urban Intelligence 1, % 1, % F Welfare Borderline 1, % 1, % G Municipal Dependency 1, % 2, % H Blue Collar Enterprise 14, % 21, % 108 I Twilight Subsistence 3, % 6, % 94 J Grey Perspectives 19, % 35, % 89 K Rural Isolation 25, % 49, % Total 127, % 206, % 100 Data Source: Where Britain Shops & Mosaic

10 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Mosaic groups Yeovil South West UK Group A Group B Group C Group D Group E Group F Group G Group H Group I Group J Group K Group U Data Source: Where Britain Shops & Mosaic

11 Data Source: Where Britain Shops & Mosaic

12 Catchment UK Spend Category Spend % '000s % Index '000s Alcohol & Tobacco 46,862 6% 19,728,412 6% 102 Audio-visual, photographic and information processing equipment 34,458 4% 13,522,899 4% 109 Clothing materials and garments 72,004 9% 35,399,196 10% 87 Cultural services 32,077 4% 12,973,656 4% 106 Food 156,553 19% 64,512,384 19% 104 Games, toys and hobbies; sport and camping; musical instruments 67,994 8% 27,075,181 8% 107 Gardens, plants and flowers 11,404 1% 3,401,642 1% 143 Eating Out 190,629 23% 87,033,131 25% 94 Household Goods 85,389 11% 33,482,304 10% 109 Household textiles 8,889 1% 4,910,057 1% 77 Jewellery, clocks and watches 10,279 1% 3,941,497 1% 111 Major household appliances (electric or not) 12,320 2% 4,376,689 1% 120 Medical, Personal Care 14,551 2% 6,264,836 2% 99 Pets and related products 6,627 1% 2,390,763 1% 118 Printed Media 18,995 2% 8,094,254 2% 100 Shoes and other footwear 9,114 1% 4,791,317 1% 81 Small electrical household appliances 33,611 4% 15,019,911 4% 96 Total Comparison 385,635 48% 162,670,546 47% 101 Total Convenience 203,414 25% 84,240,795 24% 103 Total Leisure 222,706 27% 100,006,787 29% 95 Total Expenditure 811, % 346,918, % Data Source: Retail Planner Data Source: Retail Planner

13 Rank GOAD Centre Name Comparison Spend Region 113 Basingstoke 417M South East 114 Kings Lynn 416M East Anglia 115 Kensington 414M Greater London 116 Croydon - Purley Way 412M Greater London 117 Wood Green 412M Greater London 118 Aylesbury 410M South East 119 Telford 410M West Midlands 120 Glasgow - Parkhead 410M Scotland 121 Poole 410M South West 122 Burton Upon Trent 409M West Midlands Yeovil 402M South West Warrington 400M North West Walthamstow 400M Greater London Truro 398M South West Chichester 397M South East Wigan 394M North West Stirling 391M Scotland Chatham 391M South East Hereford 389M Wales Sunderland 385M North Ayr 384M Scotland Retail Ranking Methodology Experian s Retail Centre Rankings are the result of actual physical surveys of more than 3,000 separate shopping locations and millions of UK retail outlets and is part of Experian s on going research into the retail property market. Each individual retail centre has been analysed according to a number of variables that are regarded by the retail marketplace as being generally representative of a retail centre's strength where appropriate weightings have been applied. These variables include; - Multiple retailers (over 5 outlets nationally) - Comparison retailers and expenditure - Presence of key retailers (for example, John Lewis, Marks & Spencer, Next) - Number of Vacant outlets - Accessibility - Surrounding competition - Worker and residential expenditure - Tourism expenditure 134 Data Source: Where Britain Shops