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Drivers do not spend more, but they cost more:
incentivising access to UK shopping centres by public transport and walking
Giles SemperThe Means LLP
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Summary
• What retailers think about cars & parking• The behaviour of shoppers in centres owned by The Mall
Corporation• Similar experience from other UK Centres• Conclusions
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What retailers think about cars & parking
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What most retailers believe
Bike
6
Actual%
Shopkeepers Perception
%
Actual%
Shopkeepers Perception
%
Actual%
Shopkeepers Perception
%
Actual%
Shopkeepers Perception
%
41 55 42 10Bristol 13 11 22
Graz 16 12 32 58 44 25 8 5
Study
Bus Car Walk
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What experience shows
York – retailers reported 20-30% increase in turnover following pedestrianisation
Hass-Klau 1993 – ‘many [German] towns show increases in the region of 20-40%’ after pedestrianisation
There is even a ‘knock-on’ positive effect upon retailers outside the pedestrianised area
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The behaviour of shoppers in centres owned by The Mall Corporation
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The Mall Corporation
• 17 sites around the UK• All in town and city centres• All centres have substantial
paid-for car parking. Most car parks are owned by The Mall, but some are council owned (and therefore lack investment)
• We have looked at six of them• We will feature three – 1
‘historic town’, 1 London centre, 1 other
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Norwich
Uxbridge
Ilford
Walthamstow
Bristol
Sutton Coldfield
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The Mall Corporation
• Norwich – historic, cathedral city
• Bristol – thriving big development city
• Walthamstow – upcoming city-centre area dominated by the young
• IIford – east London suburb • Uxbridge – university-
dominated market town• Sutton Coldfield – wealthy
dormitory town in Birmingham Bristol
Ilford
Walthamstow
Uxbridge
Sutton Coldfield
Norwich
LONDON
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Conditions of survey
Data from ROI Group Exit survey (doesn’t include
those not shopping) Minimum 300 full interviews
per centre per year Negligible number of cyclists
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Survey findings
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Survey findings
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Survey findings
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Survey findings
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Survey findings
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Survey findings
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Survey findings
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Survey findings
Question: What is your opinion of this Mall? % of respondents agreeing with ‘I couldn’t get along without it’
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Similar experience from other UK Centres
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Camberwell shoppers survey 2008
• Admittedly low level of car use• The highest spenders were
walkers, followed by bus travellers
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TfL’s bus user study 2009
Average spend per month, per mode
4,637 users across 15 London town centres
Walk £135.89Bike £114.27Bus £105.45Taxi/minicab £105.03Car £94.91Train £89.21Tube £86.53
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Conclusions
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Conclusions
• Gradual decline in car-borne shoppers
• Local ‘walk-up’ market has high spending power
• Shoppers arriving by public transport & walking are often from high socio-economic categories
• However major retailers now only need 75 stores to reach 50% of the population. 20 years ago it was 175 stores. This is probably due to increased mobility – by car.
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Incentivising access
• The big prize for retailers is reducing the land given over to car parking
• Possible to levy higher parking charges on remaining drivers
• Retail centres can make a virtue of not catering for the car
• Partnerships with public transport operators to incentivise these modes (e.g. ‘we will refund your bus fare’)
• A wide range of other mobility management measures
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ADVIERECOMM 2010
Involving the private sector in
promoting Public Transport
Niels de Vries
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Shopkeepers campaign
• Three months pilot in Apeldoorn (population:136.000 )
• Joint contribution to keep mall accessible
• Customers receive a free bus ticket
• Tickets are valid till 1 month after the pilot has finished
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Aim of campaign
Involving private sector in promoting Public Transport and to investigate if the private sector is willing to make a collective contribution for anaccessible shopping mall.
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Philosophy
• Link between the accessibility of an area and the property/location value in that area.
• Public Transport has an added value for a destination:1% improvement in the accessibility leads to an increase of 0,3% of the property value (DTZ Zadelhoff & VU Amsterdam)
• Shopkeepers have a direct financial interest in more customers coming by car or public transport
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Philosophy
• Public Transport doesn’t transport customers of a bus or a train, but customers of a destination.
• Customers add value to a destination
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Joint Marketing
• The idea behind the marketing campaign was Joint Promotion. Veolia did the branding of the campaign, the shopkeepers took care of the communication to their customers.
• Common sticker with the logo of the campaign• Joint Promotions will lead to the selling of more
bus tickets and more purchases in shops: Joint Sales
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Branding
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The logo of the campaign Live
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Bicycle cabs
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Smallest bus in Holland
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Bicycle lottery
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Joint Promotion en Sales
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Results
• In 3 months time shopkeepers gave away +/- 65.000 bus tickets. Veolia announced tickets were used regularly;
• Participating shopkeepers: 81;• Customers of shopping mall were very enthusiastic
about campaign;• Majority of shoppers were familiar with the campaign;• Shopkeepers were very positive, they say their
customers really like it to receive a free bus ticket.• Positive side effect: employees of shops were using bus
tickets as well.
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Points of improvement
• Shopkeepers are not allowed to spend money on local initiatives, because majority of shops are franchise
• Pilot period was too short to determine the elasticity of the price
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Points of attention
• Convince headquarters and property owners that bad accessibility will result in a decrease of property value.
• Increase the area in which people can use the bus tickets.