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Oxford Street, New South Wales Customer Intercept Survey

Detailed Report November 2013

Client: Robyn Simon, Business Precincts Manager Anitra Morgana, Business Precincts Coordinator City of Sydney

Consultant:

Peter Kelly, Managing Director Mathew Bailey, Principle Consultant Directional Insights Pty. Ltd.

T A B L E O F C O N T E N T S

1.0 INTRODUCTION ............................................................................................................................................ 1

2.0 KEY MESSAGES ........................................................................................................................................... 2 2.1 Demographics ......................................................................................................................................................... 2 2.2 Customer Location, Travel and Visitation Frequency ............................................................................................... 3 2.3 Types of Shopping Trips ......................................................................................................................................... 4 2.4 Competition ............................................................................................................................................................. 5 2.5 Improving Oxford Street .......................................................................................................................................... 5 2.6 Precinct Analysis ..................................................................................................................................................... 6

3.0 METHODOLOGY ........................................................................................................................................... 8 3.1 Interviewer Instructions, Quotas and Quality Management for Street Intercept Surveys .......................................... 9 3.2 Directional Insights’ Lifestage Segments Definition ................................................................................................10

4.0 OXFORD STREET ....................................................................................................................................... 11

5.0 CUSTOMER DEMOGRAPHICS .................................................................................................................. 12 5.1 Gender ...................................................................................................................................................................12 5.2 Age ........................................................................................................................................................................12 5.3 Household Structure ..............................................................................................................................................13 5.4 Household Size ......................................................................................................................................................14 5.5 Lifestage ................................................................................................................................................................15 5.6 Customers’ Occupation or Position ........................................................................................................................16 5.7 Household Income .................................................................................................................................................19 5.8 Demographics at a Glance .....................................................................................................................................20

6.0 CUSTOMER LOCATION, TRAVEL AND FREQUENCY ............................................................................. 21 6.1 Customer Location .................................................................................................................................................21 6.2 Frequency of Visit to Oxford Street .........................................................................................................................22 6.3 Visiting from Home, Work or Elsewhere .................................................................................................................25 6.4 Travel to Oxford Street ...........................................................................................................................................26

7.0 CUSTOMER SHOPPING PATTERNS ......................................................................................................... 27 7.1 Shopping Trip .........................................................................................................................................................27 7.2 Main Reason for Visiting Oxford Street ...................................................................................................................28 7.3 Stores and Services Visited/Likely to Visit on day of Interview ................................................................................30 7.4 Group Size and Composition ..................................................................................................................................33

8.0 THE COMPETITION .................................................................................................................................... 34 8.1 Customers’ Use of Competing Centres/ Areas .......................................................................................................34 8.2 Where Else Customers Would Shop for the Type of Things Purchased on Oxford Street .......................................39 8.3 Reasons of Infrequent Visitation to Oxford Street ...................................................................................................41

9.0 POSITIONING AND IMPROVING OXFORD STREET ................................................................................ 42 9.1 Public Transport Situation in Oxford Street .............................................................................................................42 9.2 Suggestions for Changes to Oxford Street .............................................................................................................43 9.3 Descriptive Words to Define Oxford Street .............................................................................................................48

10.0 OXFORD STREET PRECINCT ANALYSIS ................................................................................................ 52 10.1 Demographics ........................................................................................................................................................53

10.1.1 Gender ..............................................................................................................................................................53 10.1.2 Age ...................................................................................................................................................................54 10.1.3 Customers Employment status ..........................................................................................................................54 10.1.4 Household income .............................................................................................................................................55

10.2 Shopping Patterns ..................................................................................................................................................56 10.2.1 Shopping Trip ....................................................................................................................................................56 10.2.2 Frequency of Visiting other Oxford Street Precincts ...........................................................................................57 10.2.3 Main Reason for visiting Oxford Street ..............................................................................................................62

10.3 Customer Demographics ........................................................................................................................................63 10.4 Customer Shopping Patterns .................................................................................................................................64 10.5 Competition ............................................................................................................................................................66 10.6 Oxford Street ..........................................................................................................................................................67

11.0 LIFESTAGE PROFILE ................................................................................................................................. 68 11.1 Customer Demographics ........................................................................................................................................69 11.2 Customer Shopping Patterns .................................................................................................................................70 11.3 Competition ............................................................................................................................................................72 11.4 Oxford Street ..........................................................................................................................................................73

12.0 REPORT DISCLAIMER ............................................................................................................................... 74

APPENDICES:

Appendix 1: Oxford Street- Questionnaire

Appendix 2: Oxford Street- Precinct Maps

Appendix 3: Oxford Street- Detailed Suggestions and Descriptive Words

Appendix 4: Oxford Street- Suburbs List

Centre Name Customer Exit Survey

Date and Year

SECTION 1: INTRODUCTION

Oxford Street, NSW- Customer Intercept Survey

© Directional Insights Page 1 www.directional.com.au

1.0 INTRODUCTION Oxford Street is a major thoroughfare in Sydney, running from Whitlam Square in the south east of Hyde Park to Bondi Junction. The western section, which runs through the suburb of Darlinghurst, is widely recognised as Sydney's main gay, lesbian, bisexual and transgender district. The section to the east of Taylor Square, running through Paddington, forms an up-market shopping strip noted for fashion, gifts, homewares and the popular weekly Paddington Markets. Oxford Street is also the home of St Vincent's Hospital, University of New South Wales' College of Fine Arts, Victoria Barracks and the new medical faculty of the University of Notre Dame. It has become apparent that there is a gap in information available for strategic decision making by the City of Sydney and Oxford Street businesses. This information relates primarily to better understanding the people who use the strip and the businesses that service these users. The City of Sydney is now seeking to understand the people visiting, shopping or using the Oxford Street strip via a Customer Intercept Survey conducted by Directional Insights Pty Ltd.

This Report details the findings of the Customer Intercept Survey undertaken on Oxford Street on Wednesday 16th and Saturday 19th of October, 2013. The Report provides a customer profile for Oxford Street visitors including;

Demographic profiles of Oxford Street users;

Shopping patterns including stores visited/likely to visit and frequency of visitation to the strip;

Suggestions for overall precinct improvement;

Use of the competition including frequency of visit, and

Potential new opportunities for Oxford Street businesses.

SECTION 2: KEY MESSAGES

Oxford Street, NSW - Customer Intercept Survey


2.0 KEY MESSAGES

2.1 Demographics The average age of the Oxford Street Customer is 40 years. The weekend attracts a slightly younger demographic with an average age of 38 compared with 42 years for those interviewed mid-week. The most populous age bracket is 20-29 year olds, who make up 31% of customers overall. This is followed by 23% of customers aged 30-39 years. In terms of household structure, Single Income No Kids (SINK) and Double Income No Kids (DINK) households represent 74% of total household structures. Households with children at home represent 24%. Sixty-four percent of customers interviewed are Female. In terms of Lifestage, Young Singles represent 31% of customers at Oxford Street, followed by Older Singles at 18%, Older Couples at 15% and Young Couples at 12%. Younger Singles are less prominent during the week making up 24% of customers. Overall, 25% of Young Singles are students. Professional roles are the most common form of occupation in all four of these Lifestages, although the percentage employed in such positions varies from 37% of Older Singles through to 52% of Young Couples. Older Couples and Young Couples have the highest average household incomes with $123,500 and $112,000 respectively. Oxford Street Customers have high levels of employment and household income: 56% are in full-time employment, and 14% are employed part-time. Workforce participation is even higher for Saturday Customers, with 65% in full-time employment. Looking at employment roles, 43% of Oxford Street Customers are in Professional positions, while 13% are full-time students. Ten percent of customers are Retired or Superannuated. On Saturdays, 51% of customers are employed in Professional roles. The average household income of Oxford Street Customers is $96,200. Oxford Street thus presents a distinctive shopper demographic. When compared with Australian shopping centres more broadly, it is younger, less feminised, less likely to have households with children. Further, Oxford Street appears to have a higher average income, higher employment and full-time employment levels and more Professionals and students than Australian shopping centres generally. This demographic indicates that there will be lower levels of family oriented consumption such as, food retail and children’s items, but is a healthy shopping demographic for most other categories. This demographic’s affluence and cultural tastes offer a good market for mid to high price point items. In Summary: Oxford Street has a relatively young shopper profile. While

64% of shoppers are Female this is lower than the average shopping centre gender bias. A relatively low percentage of visitors live in households with children, reflecting the household family structures of surrounding areas.




Oxford Street attracts a high level of Young Singles and Students who will tend to have weaker spending patterns than more established demographic and employment groups.

None-the-less, the surrounding areas of Oxford Street as well as the demographic profile of Oxford Street Customers represent a strong shopper demographic, with high levels of employment, household income and people employed in Professional roles.

2.2 Customer Location, Travel and Visitation Frequency

Oxford Street attracts strong local visitation as well as more infrequent customers from a wide range of suburbs and localities. Respondents to the intercept survey lived in 156 different suburb locations. The highest concentration came from Paddington (23%), followed by Darlinghurst (8%), Surry Hills (7%) and Centennial Park (4%).

Oxford Street received relatively strong patronage from those interviewed with 62% of customers visiting weekly or more often. First time visitors accounted for 7% of interviewees.

The majority of customers travel from home to visit the Oxford Street retail precinct, although there is variation between mid-week and Saturday Customers with 50% of the former, and 74% of the latter travelling from home. Understandably the mid-week customer is much more likely to be travelling from work than the Saturday Customer (24% compared with 7%).

The most popular method of travel to Oxford Street is walking with 52% of customers arriving in this way. There is little variation between mid-week and Saturday Customers in this regard. There are, though, more car drivers on Saturday (19% compared with 13%) and more bus arrivals mid-week (20% compared with 13%). In terms of Lifestage, Older Couples are most likely to travel to Oxford Street by car.

Summary: Oxford Street draws customers from a wide geographic area but

also has a core of frequent local visitors with Paddington providing the largest number of visitors.

Marketing efforts could be concentrated at this local level to reach a

core group of customers, although informing the wider Sydney market about re-positioning is also important because of the place Oxford Street occupies in Sydney’s imagination and its reach in attracting customers from afar.

The dominant mode of transport is pedestrian followed by car drivers and bus passengers. The former is more popular on Saturday, the latter more prevalent mid-week.




2.3 Types of Shopping Trips An equal proportion of customers (50%) interviewed at Oxford Street described their shopping trip as purpose/mission driven or as leisure oriented. This is very different to shopping centre figures where there is a very high percentage of Mission Shopping (72%). Oxford Street may attract a high percentage of Leisure Shoppers due to its cultural positioning, its product mix and its location within a dense cosmopolitan, residential urban environment. Mission Shoppers might also be deterred by limited car parking and a shortage of food retail. When asked about their main reason for visiting Oxford Street, 17% of respondents said they were just passing through, 12% were browsing, 9% were shopping for clothes and 8% visited for a meal, snack or drink. Food catering drew more customers mid-week (11%) when ‘passing through’ traffic was also higher (26%). Browsing was the most common reason for visiting on Saturday (15%), followed by clothes shopping (12%). Very few visitors registered Food Retail as their main reason for visiting with 5% of respondents coming to Oxford Street for a Main Food shop, and 4% for a Top-Up Food Shop. In terms of stores actually visited/likely to visit, 31% of customers on Oxford Street visited/were likely to visit Restaurants, Cafes or Hotels. Thirty percent visited/were likely to visit Fashion (Clothes & Shoes), Accessories or Jewellery shops; 23% Paddington Markets; 20% Supermarket or Convenience Stores; 16% Take Away Food or Fast Food Stores; and 13% Specialty Food of Liquor Store. Fashion, Accessories and Jewellery stores drew more customers on Saturday than mid-week (34% compared with 23%). Cross visitation patterns demonstrate that Paddington Markets, Restaurants, Cafes, Hotels, and other food catering outlets are integrated into broader shopping experiences including Apparel shopping. This suggests that they may act as traffic generators for other businesses. In Summary: Oxford Street attracts a high percentage of Leisure Shoppers. Such

shoppers traditionally demonstrate strong expenditure. Their shopping experience is enhanced by ambient, interesting environments; a variety of eclectic and high quality stores that are precincted for comparison shopping; and a supporting mix of food catering tailored to the tastes of the market.

Oxford Street attracts a high percentage of browsers, particularly

on the weekend. These shoppers largely fall within the Leisure Shopper category, and are attracted to the same type of shopping environment. Cross-visitation patterns show a synergy between food catering and other retail businesses, particularly in the fashion and accessories category.

Very few visitors come to Oxford Street with the primary purpose of

purchasing Food Retail. This category, though, is the strongest anchor in privately owned enclosed shopping centres and can generate significant trade for specialty stores. While a full-line supermarket is an unlikely addition to Oxford Street, Top-Up Food and specialty fresh food providers could offer an opportunity for bolstering the strip’s food retail offer.




2.4 Competition Sydney CBD is the most popular shopping competitor amongst Oxford Street Customers with 77% having visited the CBD in the last 6 months. A further 66% have visited Westfield Bondi Junction. These competitors are followed in popularity by Kings Cross/ Potts Point (48%), Other Shops at Bondi Junction (38%), and Newtown King Street (34%). When asked where else they would shop for the types of things they purchased or were planning to purchase on the day of interview in Oxford Street, 35% of customers said they would go to Sydney’s CBD, and 27% said Westfield Bondi Junction. When measuring frequency of visitation amongst those who had shopped at competing locations, those shopping in Sydney’s CBD visited it on average 6 times a month. Westfield Bondi Junction attracted 4 visits a month, Kings Cross/ Potts Point 6 times a month, and Other Shops at Bondi Junction 4 times a month. Thirty four percent of Oxford Street Customers have shopped online in the past 6 months, at an average of 4 times a month. The more affluent Saturday shopper is more likely to shop online than the mid-week shopper. Infrequent customers were asked why they did not visit Oxford Street more often: 40% stated that it was because they didn’t live in Sydney – a figure that was higher on Saturday (45%). A further 19% of customers stated that it was inconvenient to visit more often. Parking was also an issue for 16% of customers. In Summary: The major competitors for the Oxford Street retail precinct are the

Sydney CBD and Westfield Bondi Junction. Oxford Street businesses and the precinct more broadly should be aware of differentiating from these competitors, investing in localisation and establishing unique brand identities.

Visitors to the Oxford Street retail precinct demonstrate a high

degree of online shopping activity. This is a reflection of their affluence, employment status and education. Businesses in Oxford Street should be aware of this activity when considering multi-channel or online retail strategies.

Distance (in particular), inconvenience and parking all registered as

reasons for infrequent usage.

2.5 Improving Oxford Street Customers were asked to provide words that described Oxford Street to them. A large number of both positive and negative terms were recorded. The most popular term was ‘busy’, the appeal of which probably varies amongst customers. ‘Fun/ cool/ interesting’ accounted for 9% of responses, countered by 8% of responses noting empty shops. Balancing out those who saw the area as ‘lively’, ‘interesting’ and ‘pretty’ were those who found the precinct ‘dirty’, messy’, ‘run down’ and ‘neglected’. Customers were asked to suggest changes that would encourage them to visit Oxford Street more frequently. Sixty one percent of customers chose to make suggestions.




The highest number of suggestions concerned aspects of the shops: 12% of respondents voiced concerns about the shops broadly, noting empty shops or closed shops, not enough sales or high prices. A further 9% wanted more boutique shops; another 9% asked for more variety; 7% wanted more fashion retailers; 4% more supermarkets or specialty fresh food shops. Sixteen percent of all suggestions concerned the addition or improvement of cafes or restaurants. Adding evidence to the negative word associations described above, 12% of suggestions focused on the amenity and appearance of the precinct. Transport issues were raised with 11% wanting improvements in parking and 6% believing there could be better public transport or bicycle facilities. In Summary: Oxford Street draws a wide range of responses from customers.

The cultural cache, historic brand and lively nightlife of the precinct is balanced out against more negative views of a run down, neglected and fading retail strip.

When asked for suggestions that would increase visitation, customers recorded strong preferences for an improved retail offer and amenity.

Many suggestions concerned improvements to, or additional shops such as boutiques and fashion outlets. Variety of the current offer was also a concern. A challenge here is precincting in a multi-landlord environment, but there is a desire from customers for both a more cohesive as well as differentiated offer.

There is also a strong desire for improvements in cafe and restaurant provision. With the cross visitation patterns mentioned above, progress in this area could be harnessed to intensify and expand retailing activity more broadly.

2.6 Precinct Analysis Interviews for the intercept survey took place in five locations: 1) Crown Street (from Hyde Park to Taylor Square); 2) South Dowling Street (from Taylor Square to Hopewell Street); 3) Glenmore Road (from Hopewell Street to Paddington (Underwood Street)); 4) Elizabeth Street: (from Paddington (Underwood Street) to Queen Street); 5) Entrance to Paddington Markets (from Paddington Reservoir Gardens to Whelan Reserve).

In terms of Gender, Precincts 3, 4 and 5 were much closer to the traditional shopping gender balance of around 70% Female, 30% Male. This is explained by the number of clothing, shoe, fashion and accessory shops in these areas.

The average age of customers is also a little older in Precincts 3 and 4, with the youngest cohorts in Precincts 1 and 2 where there are more take-away food stores and entertainment activity.

The middle three precincts have the highest average household income, while Precinct 1 has the lowest.




Leisure shopping is unsurprisingly strongest in the Paddington Market precinct. It is lowest in Precincts 1 and 2. In terms of reasons for visiting, ‘passing through’ is strongest closer to the city and the railway network and weaker at the upper end of Oxford Street in Precincts 4 and 5. Leisure shopping is, correspondingly, highest in these two Precincts. Customers are more likely to visit for clothes shopping in Precinct 5, followed by Precinct 3 and then Precinct 4. Precincts 1, 2 and 4 are most likely to primarily attract customers to cafes and restaurants suggesting that the offer can be strengthened in Precincts 3 and 5. Despite the relatively high levels of cafe visitation in Precinct 4, however, 20% of suggestions from interviewees in this zone concerned cafes and restaurants implying a need for more variety and better quality in the offer. The Paddington Market precinct, as a destinational site, attracts the fewest pedestrians and the greatest number of car arrivals. This Precinct, understandably, also attracts the least frequent visitation and the highest number of first time users. Customers interviewed in Precincts 2 through to 5 expressed more concern about empty shops and were more inclined to suggest a need for more or a greater variety of shops than interviewees in Precinct 1. Summary: Precincts 1 and 2 can be identified as entertainment and transit

areas. Proximity to the city and rail network in these precincts provides a locational identity and advantage for particular types of activity. The current retail and entertainment mix attracts a younger customer. Future developments and positioning should consider how best to leverage the locational advantages of these areas and the potential expenditure of customers travelling through them. One example would be quality food catering and coffee shops catering to the large number of commuters. There is also a desire amongst customers for an improvement in general retail in these precincts. Current perceptions of these sections of Oxford Street need to be transformed from ‘busy’ to ‘vibrant’.

Precincts 1 and 2 also attract a high level of Mission visitors – that

is, those who are there for a specific purpose. This means that retail in these precincts should be aware of providing efficient, easy, accessible services, whether in food catering or general retail.

Precincts 3 and 4 attract an older demographic and retail in these areas should be positioned accordingly. High income levels in Precincts 2, 3 and 4 make higher price point retail more viable in these areas. There is also a desire for an improved retail offer in these precincts. Retail in Precinct 1 would be better positioned at lower, mid-range price points.

SECTION 3: METHODOLOGY



3.0 METHODOLOGY

A Customer Intercept Survey of Oxford Street was conducted over 2 days in October 2013 (Wednesday 16th and Saturday19th). Interviewing was conducted in five locations (Zones), between 11.00am and 6.00pm, along Oxford Street in line with quotas as provided by City of Sydney so as to provide a representative sample of customers shopping across days and times. These locations are referred to as Zones in this report. Table 3.1 gives the location of each Zone. Each zone sits within a larger Precinct, which has been used to differentiate 5 consecutive areas of the Oxford Street retail strip. These precincts are mapped in Appendix 2. The interviewing period was designed so as not to include school or public holidays. The weather conditions during the Street Intercept interviewing were warm and sunny with average temperatures between 22 and 28 degrees. The five locations on Oxford Street where interviewing was conducted, the quotas and actual number of respondents are detailed in Table 3.1: Table 3.1: Oxford Street: Zones, Quotas and Actual Interviews

Location of Interview Wednesday

Quota Wednesday

Actual Saturday

Quota Saturday

Actual Total

Actual

Zone 1.

Intersection of Crown and Oxford St 50 52 50 51 103

Zone 2.

Intersection of South Dowling and

Oxford St

50 51 50 56 107

Zone 3.

Intersection of Glenmore Rd and

Oxford St

50 52 50 54 106

Zone 4

Intersection of Elizabeth and Oxford St 50 41 50 59 100

Zone 5.

Outside Paddington Markets - - 100 113 113

Total: 200 196 300 333 529




3.1 Interviewer Instructions, Quotas and Quality Management for Street Intercept Surveys

All interviewers follow strict procedures for Intercept Surveys. These are:

1. Utilisation of day quotas and time quotas (where available) for the five locations on Oxford Street.

2. Interviewers are to approach every person, as they pass by in that timeframe and ask whether they agree to do the interview. We invite everyone, age 15 years and over, independent of age, gender etc. to conduct the interview. We continue with the random selection when one interview is completed.

3. We usually have no age or gender quotas, but interviewers generally get a representative mix of visitors throughout the interview period.

4. Interviews are conducted under constant supervision and periodic observations.

5. All interviewers are IQCA trained and all processes follow ISO 20252 Market Research Standards.

During the interview period 529 customers were interviewed providing responses to the Questionnaire contained in Appendix 1 of this Report. In appreciation of the customers’ participation in the Survey they were given a coffee voucher as an incentive.

Once completed the Questionnaires were processed and analysed so the aggregate results could be examined in detail. The following Report presents the detailed findings.

This research represents a snapshot of the customers using Oxford Street. The overall sample size, interview day/time and street location have been designed to collect a representative and statistically significant sample. Despite this there are limitations to the use of the data in this Report which are outlined below:

1. Sub Sample Size: The data collected is subject to normal sampling error; in addition some of the sub sample categories used in the analysis may result in sample sizes of less than 30 customers being reported. These results are thus indicative only and do not represent statistically reliable outcomes. Examples of this may be some employment categories and some store visited/likely to visit categories.

2. Extrapolation Over Longer Time Periods – The Seasonal Effect: The data in this Report represents a particular point in the annual shopping pattern. Throughout any given year, different time periods will exhibit different shopper behaviour i.e. Christmas, School Holidays, Winter/Summer. Thus it is not valid to replicate this data over a longer time period such as a month or year by simple multiplication. If such extrapolation is required, modelling of seasonal variation by a qualified economic analyst is recommended.




3.2 Directional Insights’ Lifestage Segments Definition

Directional Insight’s have provided Lifestage Segments, defined in Table 3.2 below, in order to compare and contrast customer survey data against ABS demographic Census data. In order to assist City of Sydney with this analysis Directional Insights, in combination with MacroPlan Dimasi, has established ten demographic segments based on ABS Census data which have been incorporated into the Questionnaire format and later analysed based on demographic segments.

Table 3.2: Description of Lifestage Segments

Lifestage Segment Definition

Teenagers

- 15-19 year olds

- Single living at home

- No children

- Single sharing with others – no children at

home

- Lone person household

Young Singles

- 20-35 years old



- Single sharing with others

- No children at home

Young Couples - Under 35 years old


- Couple

Young Families - Children aged under 15 years living at home

Families with Older Children - Children aged 15-24 years living at home

Families with Independent Children - Children 25 years and older living at home

Older Singles

- 35 years and older



- Single sharing with others


Older Couples - 35 years and older


- Couple

Single Parent Families - Children at home

- Single parent

Multi-generation

- Households where offspring,

parent and grandparent are

living in the same dwelling

SECTION 4: THE CENTRE



4.0 OXFORD STREET Oxford Street is a major thoroughfare in Sydney, running from Whitlam Square to Bondi Junction. The western section, which runs through the suburb of Darlinghurst, is widely recognised as Sydney's main gay, lesbian, bisexual and transgender district. The section to the east of Taylor Square, running through Paddington, forms an upmarket shopping strip noted for fashion, gifts, homewares and the popular weekly Paddington Markets. It is also the home of St Vincent's Hospital, University of New South Wales' College of Fine Arts, Victoria Barracks and the new medical faculty of the University of Notre Dame. (SOURCE: CITY OF SYDNEY, 2013)

Map 4.1 indicates the location of Oxford Street (running from Hyde Park to Queen Street).

Map 4.1: Location of Oxford Street (from Hyde Park to Queen Street) SOURCE : MAPS.GOOGLE.COM.AU – 2013

Oxford Street, NSW

SECTION 5: CUSTOMER DEMOGRAPHICS



5.0 CUSTOMER DEMOGRAPHICS In this section of the report, the demographics of respondents on Oxford Street (from Hyde Park to Queen Street) are analysed to build a ‘picture’ or profile of the customers interviewed. 5.1 Gender 64% of customers interviewed were Female. In terms of a mid-week and Saturday comparison, Females accounted for 63% of those interviewed on Wednesday and 65% interviewed on Saturday. 5.2 Age The average age of the Oxford Street Customer is 40 years (NOTE: ONLY CUSTOMERS AGED 15 YEARS

AND OVER ARE INTERVIEWED). The average age of Wednesday Customers is 42 years, while the average age of Saturday Customers is lower, at 38 years. The highest proportion of customers is aged 20-29 years at 31%. This is followed by customers aged 30-39 years at 23%. The highest proportion of Wednesday Customers is also aged 20-29 years at 30%, followed by those aged 30-39 at 17%. Similarly, the highest proportion of Saturday Customers is 20-29 years at 32% followed by those aged 30-39 years at 26%.

Chart 5.1: Broad Age Groupings

4%

4%

4%

32%

30%

31%

26%

17%

23%

14%

16%

15%

12%

11%

12%

11%

13%

12%

2%

9%

4%

0% 20% 40% 60% 80% 100%

Saturday (n=333)

Wednesday (n=196)

Total (n=529)

Under 20 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years plus

40 years

42 years

38 years




5.3 Household Structure Oxford Street is represented by three main household structures:

27% Couple with no children at home (Average age: 44 years)

26% Single sharing with others- no children at home (Average age: 29 years)

21% Lone person household (Average age: 48 years) Combined SINK (single income, no kids) and DINK (double income, no kids) households represent 74% of the total household structures and households with children at home represent 24%. Combined SINK and DINK households for Wednesday Customers and Saturday Customers represent 72% and 75%, while household with children at home represent 27% and 23%, respectively.

Chart 5.2: Structure of Households

1%

5%

3%

5%

10%

22%

27%

26%

1%

2%

5%

5%

15%

19%

24%

29%

1%

3%

4%

5%

12%

21%

26%

27%

0% 10% 20% 30% 40%

Other

Single parent - with children at home

Multigeneration

Single living at home eg. with parents

Couple- with children at home

Lone person household

Single sharing with others - no children at home

Couple- no children at home

Total (n=529) Wednesday (n=196) Saturday (n=333)




5.4 Household Size 39% of customers interviewed on Oxford Street have two people living in their household. This is followed by 22% of customers living in lone person households, 19% of customers living in three person households and 13% of customers living in four person households. Wednesday Customers have a slightly lower proportion of customers living in two person households. Overall, the average household size is 2.48, while the average household is 2.56 for Wednesday Customers and 2.43 for Saturday Customers.

Chart 5.3: Household Size

22%

39%

19%

13%

4% 3%

21%

36%

20%

15%

5% 3%

22%

40%

19%

13%

3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1 2 3 4 5 6





5.5 Lifestage With regard to customers’ Lifestages (AS SET OUT IN SECTION 3.0: METHODOLOGY), Young Singles represent 31% of customers interviewed on Oxford Street, followed by Older Singles at 18%, Older Couples at 15% and Young Couples at 12%. Young Families, Families with Older Children and Multi-generation represent 6%, 5% and 4% of customers respectively. This is followed by Single Parent Families, Teenagers and Families with Independent Children at 3%, 3% and 1% respectively. Compared to the total, there is a lower proportion of Young Singles amongst Wednesday Customers (24%), and a slightly higher proportion amongst Saturday Customers (35%). Compared to the total, there is a slightly higher proportion of Older Couples amongst Wednesday Customers (19%), and a slightly lower proportion amongst Saturday Customers (13%).

Chart 5.4: Lifestage Proportions

31%

18%

15%

12%

6% 5%

4% 3% 3%

1%

24%

18% 19%

9% 10%

4% 5%

2%

5%

1%

35%

18%

13% 13%

4% 5%

3%

5%

2% 1%

0%

5%

10%

15%

20%

25%

30%

35%

40%





5.6 Customers’ Occupation or Position 30% of customers interviewed on Oxford Street are not currently in paid employment. 56% of Oxford Street Customers are in full-time employment and 14% of customers are in part-time employment. Compared to the total, a higher proportion of Wednesday Customers are not currently in paid employment (44%), while 40% are working full-time and 16% are working part-time. 22% of Saturday Customers are not currently in paid employment, while 65% are in full-time employment and 13% are employed part-time.

Chart 5.5: Employment Status

30%

44%

22%

56%

40%

65%

14% 16% 13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Not in paid employment Full time Part time




Chart 5.6 outlines the occupation or position currently held by customers interviewed. Those who are in Professional roles represent 43% of Oxford Street Customers. This is followed by Full-time Students at 13% and those who are Retired/Superannuated at 10%. Customers who are in Professional roles constitute a lower proportion of Wednesday Customers (30%), and a higher proportion of Saturday Customers (51%), compared to the total. Managers make up 9% of Oxford Street Customers, while Clerical/ Administrative workers and Sales Workers both account for 5% of customers. Overall, over half (52%) of Oxford Street Customers are in Professional or Managerial roles, while 39% of Wednesday Customers and 60% of Saturday Customers are in Professional/Managerial roles.

Chart 5.6: Customers’ Occupation and Position

2%

2%

4%

1%

3%

5%

6%

9%

8%

10%

51%

2%

3%

2%

6%

6%

6%

5%

9%

14%

18%

30%

2%

2%

3%

3%

4%

5%

5%

9%

10%

13%

43%

0% 10% 20% 30% 40% 50% 60%

Labourer

Community/Personal Service worker

Technician/Trade worker

Home Duties

Unemployed

Sales worker

Clerical/adminstrative worker

Manager

Retired/Superannuated

Full-time Student

Professional





Table 5.1 indicates Oxford Street Customers’ occupations or roles and their employment

status.

Of the 43% of customers in Professional roles, 82% are in full-time employment with the remaining 18% in part-time employment. Of the 9% who are in Managerial roles, 92% work full-time and 8% work part-time.

Table 5.1: Customers’ Occupation or Position and Full or Part-Time Employment Status

Occupation/Position Oxford Street

Total % Full-Time Part-Time

Professional 43% 82% 18%

Full-time Student 13% - -

Retired/Superannuated 10% - -

Manager 9% 92% 8%

Clerical/Administrative worker 5% 62% 38%

Sales Worker 5% 58% 42%

Unemployed 4% - -

Home Duties 3% - -

Technician/Trade worker 3% 94% 6%

Community/Personal Service worker 2% 69% 31%

Labourer 2% 38% 63%

Machinery Operator/ Driver 1% 100% 0%

NOTE: SMALL SAMPLE SIZE FOR OCCUPATIONS 6% AND UNDER. THESE SHOULD BE USED AS A GUIDE ONLY.




5.7 Household Income The average household income of Oxford Street Customers is $96,200. Wednesday Customers’ average household income is slightly lower at $92,400, while Saturday Customers’ average household income at $98,400 is slightly above the average income of Oxford Street Customers. The household income bracket in which the largest proportion (10%) of Oxford Street Customers is located is $78,000 – $103,999. Nine percent of customers had an average household income of $182,000 or more. Overall, 29% of Oxford Street Customers either refused or did not know their average household income.

Chart 5.7: Household Income

18%

11%

9%

5%

5%

8%

11%

5%

8%

7%

5%

1%

3%

4%

15%

15%

8%

5%

6%

8%

9%

6%

7%

4%

5%

3%

3%

8%

17%

12%

9%

5%

5%

8%

10%

5%

8%

6%

5%

2%

3%

5%

0% 5% 10% 15% 20%

Refused

Don't know

$182,000 or more

$156,000 - $181,999

$130,000 - $155,999

$104,000 - $129,999

$78,000 - $103,999

$65,000 - $77,999

$52,000 - $64,999

$41,600 - $51,999

$31,200 - $41,599

$20,800 - $31,199

$15,600 - $20,799

Less than $15,599





5.8 Demographics at a Glance

Demographic Oxford Street Total Result

Wednesday Customers

Saturday Customers

Female 64% 63% 65%

Average age 40 years 42 years 38 years

Households with children 24% 27% 23%

SINK/DINK Households 74% 72% 75%

Not in paid employment 30% 44% 22%

Retired/Superannuated 10% 14% 8%

Professional/Managerial 52% 39% 60%

Home Duties 3% 6% 1%

Average household income $96,200 $92,400 $98,400

The average Oxford Street Customer is a mature Female, living in a SINK or DINK household, working in a Professional/ Managerial role with an average household income of $96,200.

SECTION 6: CUSTOMER LOCATION, TRAVEL AND FREQUENCY



6.0 CUSTOMER LOCATION, TRAVEL AND FREQUENCY

6.1 Customer Location Customers interviewed on Oxford Street were asked to provide their residential address details. Customers reside in 156 different suburb locations. The highest concentration at 23% came from Paddington, while 8% came from Darlinghurst, 7% from Surry Hills and a further 4% from Centennial Park. 40% of Oxford Street Customers came from other suburbs with less than 2% from each. A more detailed list of customers’ residential location can be found in Appendix 4.

Chart 6.1: Residential Location of Customers Interviewed

23%

8% 7%

4% 3% 3% 2% 2% 2% 2% 2% 2%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%




6.2 Frequency of Visit to Oxford Street 62% of customers visit Oxford Street weekly or more often, with 3% of customers visiting Oxford Street 2-3 times a day and the largest proportion of customers at 29% visiting on a daily basis. This is followed by 19% of customers who visit Oxford Street about 2-3 times a week and a further 11% who visit once a week. 7% of customers interviewed were visiting Oxford Street for the first time.

Chart 6.2: Frequency of Visit to Oxford Street (Total)

Chart 6.3 outlines frequency of visitation. 51% of Oxford Street Customers are heavy users, visiting 2-3 times a day to 2-3 times a week.

18% of customers are medium users of Oxford Street, visiting about once a week to once a fortnight. A further 31% of customers are light users, visiting monthly or less often.

Chart 6.3: Customer Classification as Heavy, Medium and Light Users (Total)

3%

29%

19%

11%

7% 7% 6% 4%

7% 7%

0%

5%

10%

15%

20%

25%

30%

35%

51%

18%

31%

0%

10%

20%

30%

40%

50%

60%

Heavy (2-3 times a day to 2-3 times a week)

Medium (About once a week to once a fortnight)

Light (monthly or less frequently)




66% of Wednesday Customers visit Oxford Street weekly or more often, with 4% visiting 2-3 times a day and the largest proportion of Wednesday Customers (31%) visiting on a daily basis. This is followed by 22% of Wednesday Customers who visit Oxford Street about 2-3 times a week and a further 9% who visit once a week. 4% of customers interviewed on Wednesday were visiting Oxford Street for the first time.

Chart 6.4: Frequency of Visit to Oxford Street (Wednesday)

Chart 6.5 outlines frequency of visitation for Wednesday Customers. 57% of Wednesday Customers are heavy users, visiting 2-3 times a day to 2-3 times a week. 16% of Wednesday Customers are medium users of Oxford Street, visiting about once a week to once a fortnight. A further 29% of Wednesday Customers are light users, visiting monthly or less often.

Chart 6.5: Customer Classification as Heavy, Medium and Light Users (Wednesday)

4%

31%

22%

9% 7%

5% 6% 6% 8%

4%

0%

5%

10%

15%

20%

25%

30%

35%

57%

16%

29%

0%

10%

20%

30%

40%

50%

60%

Heavy (2-3 times a day to 2-3 times a week)






58% of Saturday Customers visit Oxford Street weekly or more often, with 3% visiting 2-3 times a day and the largest proportion of Saturday Customers (27%) visiting on a daily basis. This is followed by 16% of Saturday Customers who visit Oxford Street about 2-3 times a week and a further 12% who visit once a week. 9% of customers interviewed on Saturday were visiting Oxford Street for the first time.

Chart 6.6: Frequency of Visit to Oxford Street (Saturday)

Chart 6.7 outlines frequency of visitation for Saturday Customers. 47% of Saturday Customers are heavy users, visiting 2-3 times a day to 2-3 times a week. 19% of Saturday Customers are medium users of Oxford Street, visiting about once a week to once a fortnight. A further 34% of Saturday Customers are light users, visiting monthly or less often.

Chart 6.7: Customer Classification as Heavy, Medium and Light Users (Saturday)

3%

27%

16%

12%

7% 9%

6%

3%

7% 9%

0%

5%

10%

15%

20%

25%

30%

47%

19%

34%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Heavy (2-3 times aday to 2-3 times a week)






Table 6.1: Visitation Frequency at a Glance

Classification of Visitation Oxford Street Total Result

Wednesday Customers

Saturday Customers

Heavy (Daily to 2-3 times a week)

51% 57% 47%


18% 16% 19%

Light (Monthly or less frequently)

31% 29% 34%

6.3 Visiting from Home, Work or Elsewhere

Customers were asked whether they visited Oxford Street on the day of interview from home, work or elsewhere. The following seven options were provided to customers:

From Work

From Home

From Paid Accommodation e.g. Hotel, Backpacker etc

From Friends/ Relatives Place

From University

From High School

From Elsewhere

The largest proportion of customers on Oxford Street travelled there from Home (65%), followed by 13% who came from Work. Compared to the total, a lower proportion of Wednesday Customers (50%) and a higher proportion of Saturday Customers (74%) travelled from Home. A higher proportion of Wednesday Customers (24%), and a slightly lower proportion of Saturday Customers (7%) came from Work.

Those who visited from ‘Elsewhere’ came from a range of places including another country/ city, leisure/entertainment facilities, from gym/yoga, from shopping, from a health or beauty appointment, doctor/ hospital or bank.

Chart 6.8: Visiting from Home, Work or elsewhere

65%

13%

6% 5% 3% 8%

50%

24%

6% 5% 7% 8%

74%

7% 6% 5% 1%

8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

From Home From Work From Paid Accommodation e

g Hotel, Backpacker etc

From Friends/ Relatives Place

From University From Elsewhere





6.4 Travel to Oxford Street The highest proportion of customers Walk to Oxford Street (52%), with little variation between Wednesday and Saturday. The second main method of travelling to Oxford Street is by car (21%), either as a driver or a passenger. Compared to the total, a slightly lower proportion of Wednesday Customers (16%) and a slightly higher proportion of Saturday Customers (24%) travel by car to Oxford Street, either as a driver or a passenger. This is followed by 16% of customers who travel by Bus to Oxford Street. Compared to this overall figure, 20% of Wednesday Customers and 13% of Saturday Customers travel by Bus.

Chart 6.9: Method of Travel to Oxford Street

52%

17% 16%

4% 4% 3% 2%

52%

13%

20%

3%

6% 4%

2%

53%

19%

13%

5% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%

Walked Car (as the driver)

Bus Car (as the passenger)

Train Taxi Bicycle, Scooter,

Skateboard


SECTION 7: CUSTOMER SHOPPING PATTERNS



7.0 CUSTOMER SHOPPING PATTERNS The following Section outlines Oxford Street Customer shopping patterns. 7.1 Shopping Trip Customers were asked to describe the type of shopping trip undertaken at Oxford Street on the day of their visit. An equal proportion of customers interviewed described their shopping trip as purpose/mission driven or as leisure driven (50% Mission shopping and 50% Leisure shopping). Compared to the total, a higher proportion of Wednesday Customers (66%) and a lower proportion of Saturday Customers (40%) described their shopping trip as purpose/mission driven.

Chart 7.1: Type of Shopping – Leisure versus Mission

40%

66%

50%

60%

34%

50%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Saturday Customers

(n=333)

Wednesday Customers

(n=196)

Total (n=529)

I am here to fulfil a specific purpose (On Mission)

I am here to shop or walk at a more leisurely pace. I am taking my time and enjoying the experience




7.2 Main Reason for Visiting Oxford Street

Customers were asked to indicate the main reason they visited Oxford Street on the day of interview. The highest proportion, 17%, said that they were just passing through. On Wednesday this figure rose to 26%. The most common main reason for visiting amongst Saturday Customers was ‘to browse’ (15%). Browsing was also the second most common main reason for visiting overall at 12%. It was followed by visiting to shop for clothes (9%), for a meal/ snack/ drink (8%), and personal services (e.g. hairdresser, beauty treatments) at 6%. For Wednesday Customers, the second most common main reason for visiting was for a meal/ snack/ drink (11%), followed by visiting to browse (9%). Main grocery/ food/ liquor shopping, professional services (e.g. doctor, dentist) and ‘as an outing’ were all recorded as the main reason for visiting by 6% of Wednesday Customers. Passing through (12%) or shopping for clothes (12%) were the second most common main reason for Saturday Customers to visit Oxford Street. A further 8% of Saturday Customers visited Oxford Street for personal services (e.g. hairdresser, beauty treatments).

Chart 7.2: Main Reason for Shopping at Oxford Street




5%

2%

1%

2%

2%

2%

6%

2%

4%

2%

5%

4%

5%

5%

8%

6%

12%

15%

12%

5%

0%

2%

1%

2%

6%

0%

4%

2%

6%

2%

4%

6%

6%

3%

11%

5%

9%

26%

8%

1%

1%

2%

2%

3%

4%

3%

3%

3%

4%

4%

5%

5%

6%

8%

9%

12%

17%

0% 5% 10% 15% 20% 25% 30%

Other reason

Chemist / health / beauty products

Homewares / bulky / leisure goods

Entertaintment (e.g. cinema, gallery, library)

To buy a gift (e g Birthday, wedding)

University/ College/ course

Paddington Market

Retail services (e g repairs, photo processing, optometrist

With friends / relatives to visit Oxford Street

Professional services (e. g. doctor, dentist)

To shop for shoes / jewellery / accessories

Top up grocery / food / liquor shopping

As an outing

Main grocery / food / liquor shopping

Personal services (e g hairdresser, beauty treatments)

For a meal / snack / drink

To shop for clothes

To browse

Passing through Oxford Street





7.3 Stores and Services Visited/Likely to Visit on day of Interview Customers were asked which stores and services they had visited or were likely to visit on the day of interview. The stores and services they visited or were likely to visit were headed by Restaurant/ Cafe/ Hotel with 31% of customers. This was followed by Fashion (Clothes & Shoes)/ Accessories/ Jewellery shops with 30% of customers visiting or likely to visit. Paddington Markets were visited/likely to be visited by 23% of Oxford Street Customers, Supermarket/ Convenience Stores by 20%, Take Away Food/ Fast Food Stores by 16%. A further 13% of Oxford Street Customers visited or were likely to visit a Specialty Food Store/ Liquor Shop. A lower proportion of Wednesday Customers, and a slightly higher proportion of Saturday Customers visited/or were likely to visit Fashion (Clothes & Shoes)/ Accessories/ Jewellery shops at 23% and 34% respectively (compared to 30% of customers overall). Compared to the total (31%), a slightly higher proportion of Wednesday Customers visited or were likely to visit a Restaurant/ Cafe/ Hotel (34%), while a slightly lower proportion visited or were likely to visit a Personal Services outlet (e.g. hairdresser, beauty treatments) (6%).

Table 7.1: Stores and Services Visited/Likely to Visit (Multiple Response Possible)

Stores Visited/Likely to Visit Oxford Street

Total Wednesday Customers

Saturday Customers

Restaurant/ Cafe/ Hotel 31% 34% 30%

Fashion (Clothes & Shoes)/ Accessories/ Jewellery

30% 23% 34%

Paddington Markets 23% 0% 37%

Supermarket/ Convenience Store 20% 20% 20%

Take Away Food/ Fast Food 16% 18% 16%

Specialty Food Store/ Liquor Shop 13% 14% 13%

Leisure Goods Store (e g Books, Newsagent, Florist)

10% 10% 11%

Chemist/ Health & Beauty Products 10% 10% 10%

Personal Services Store (e g hairdresser, beauty treatments)

9% 6% 10%

Gallery/ Library/ Cinema 7% 8% 6%

Homewares/Household Goods & Appliances 4% 2% 5%

Professional Services (e g Dentist, Doctor) 4% 7% 2%

Post Office/ Bank/ ATM 2% 5% 1%

GLBT Business 1% 1% 2%

Other Specialist Retail Store 5% 2% 7%

None/ Don't Know 10% 17% 6%




Table 7.2 examines the cross visitation occurring between the major stores and main store categories. Of the 31% of Oxford Street Customers that visited/were likely to visit a Restaurant/ Café/ Hotel, 36% also visited/were likely to visit Fashion (Clothes & Shoes)/ Accessories/ Jewellery and 27% visited/were likely to visit Paddington Markets. 7% of customers did not visit any other store. This was the highest proportion of customers visiting only one store/service. Of the 30% of Oxford Street Customers that visited/were likely to visit Fashion (Clothes & Shoes)/ Accessories/ Jewellery stores, 38% also visited/were likely to visit a Restaurant/ Café/ Hotel and 28% visited/were likely to visit Paddington Markets. 6% of customers did not visit any other store. Of the 23% of Oxford Street Customers who visited/were likely to visit Paddington markets, 36% also visited/were likely to visit a Restaurant/ Café/ Hotel and 36% also visited/were likely to visit a Fashion (Clothes & Shoes)/ Accessories/ Jewellery store. 5% of customers did not visit any other store.




Table 7.2: Cross Visitation in Oxford Street (Total Customers)

Store Visited (Across) Other Stores Visited (Down)

Restaurant/ Cafe/ Hotel

Fashion (Clothes &

Shoes)/ Accessories/

Jewellery

Paddington Markets

Supermarket/ Convenience

Store

Take Away Food/

Fast Food

Specialty Food/ Liquor Shop

Leisure Goods Store

Chemist/ Health & Beauty

Products

Personal Services

Store

Gallery/ Library/ Cinema

Restaurant/ Cafe/ Hotel 100% 38% 36% 29% 24% 33% 45% 25% 35% 41%

Fashion (Clothes & Shoes)/ Accessories/ Jewellery

36% 100% 36% 23% 30% 36% 24% 25% 43% 43%

Paddington Markets 27% 28% 100% 22% 22% 19% 27% 23% 15% 32%

Supermarket/ Convenience Store

18% 15% 19% 100% 21% 37% 24% 46% 28% 22%

Take Away Food/ Fast Food

13% 16% 15% 17% 100% 16% 11% 25% 15% 14%

Specialty Food Store/ Liquor Shop

14% 16% 11% 25% 13% 100% 11% 31% 17% 8%

Leisure Goods Store 15% 8% 12% 12% 7% 9% 100% 19% 9% 22%

Chemist/ Health & Beauty Products

8% 8% 10% 23% 15% 23% 18% 100% 17% 14%

Personal Services Store 10% 13% 6% 12% 8% 11% 7% 15% 100% 8%

Gallery/ Library/ Cinema

9% 10% 10% 8% 6% 4% 15% 10% 7% 100%

Total % of Customers Visiting No Other Stores

7% 6% 5% 4% 5% 2% 2% 1% 2% 0%

Total % of Customers Visiting

31% 30% 23% 20% 17% 13% 10% 10% 9% 7%

NOTE: SMALL SAMPLE SIZES FOR CROSS SHOPPING DATA. THIS SHOULD BE USED AS A GUIDE ONLY.




7.4 Group Size and Composition As a part of the interview process, the size and composition of customer groups are observed. In total, 74% of Oxford Street Customers shopped alone whilst 25% shopped with at least one other person, either adult or child. A slightly higher proportion of Wednesday Customers at 79% shopped alone, compared to the overall sample. The average group size of Oxford Street Customers is 1.29. It is 1.24 for Wednesday Customers and 1.32 for Saturday Customers.

Chart 7.3: Oxford Street Customer Shopping Group Size

10% of Oxford Street Customers shopped with an adult partner, a further 10% with an adult friend and 3% with a child (4 years and under). 7% of Wednesday Customers shopped with an Adult partner, 8% with an adult friend and a further 6% with a child (4 years and under). 12% of Saturday Customers shopped with an adult partner and11% with an adult friend.

Chart 7.4: Group Composition

NOTE: THERE WAS A VERY SMALL VARIATION (1%) BETWEEN GROUP SIZE AND GROUP COMPOSITION WHICH HAS BEEN FIXED MANUALLY.

74%

23%

2% 0%

79%

20%

1% 1%

72%

25%

3% 0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1 2 3 4+


74%

10% 10%

3% 2% 1%

79%

7% 8% 6% 1% 0%

72%

12% 11%

1% 3% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


SECTION 8: THE COMPETITION SECTION 9: RATINGS


© Directional Insights Page 34 Page 34 www.directional.com.au

8.0 THE COMPETITION

8.1 Customers’ Use of Competing Centres/ Areas Customers were also asked about shopping patterns at competing centres/ areas. The majority of Oxford Street Customers (77%) have visited Sydney CBD in the past 6 months. This is followed by Westfield Bondi Junction (66%). Compared with the overall sample, a slightly lower proportion of Wednesday Customers (62%) had visited Westfield Bondi Junction. 48% of Oxford Street Customers have visited Kings Cross/ Potts Point in the past 6 months, followed by Other Shops at Bondi Junction (38%) and King Street, Newtown (34%). 34% of Oxford Street Customers have shopped online in the past 6 months. A slightly lower proportion of Wednesday Customers (29%), and a slightly higher proportion of Saturday Customers (37%) have shopped online in the past 6 months. Chart 8.1 indicates the percentage of customers visiting different shopping centres over the past six months.

Chart 8.1: Oxford Street Customers’ Use of Competing Centres




4%

2%

5%

8%

12%

15%

21%

22%

25%

27%

31%

32%

37%

35%

37%

46%

68%

77%

4%

4%

4%

11%

9%

13%

22%

23%

23%

26%

28%

32%

29%

32%

38%

50%

62%

79%

4%

2%

5%

9%

11%

14%

21%

22%

25%

26%

30%

32%

34%

34%

38%

48%

66%

77%

0% 20% 40% 60% 80% 100%

None/ Don't know

Other

Balmain Markets

Mail Order (Postal)

Waterloo

Eastpoint Food Fair (Edgecliff RD)

Randwick

Double Bay

Woolworths At Surry Hills (Bourke Street)

Broadway Shopping Centre

Queen Street Woollahra Precinct

World Square (Coles)

Internet Shopping

Newtown King Street

Other Shops At Bondi Junction

Kings Cross/ Potts Point

Westfield Bondi Junction

Sydney CBD





Table 8.1 indicates the per annum number of visits to competitive sites. Of the 77% of Oxford Street Customers who have visited Sydney CBD in the past 6 months, on average they visit 76 times a year (the highest number of per annum visits to a competing centre/ area), or 6 times a month. The 66% of Oxford Street Customers who visited Westfield Bondi Junction in the past 6 months on average visit it 45 times a year, or 4 times a month. The 48% of Oxford Street Customers who visited Kings Cross/ Potts Point in the last 6 months, on average visit it 62 times per year, or 6 times a month. The 38% of Oxford Street Customers who visited Other Shops at Bondi Junction, on average visit there 43 times a year, or 4 visits per month. King Street, Newtown had an average of 30 visits per annum, or 3 visits per month. Internet Shopping, with 34% of Oxford Street Customers using this channel in the past 6 months, had an average of 48 visits per annum, or 4 times a month.

Table 8.1: Number of Visits Per Annum/Per Month (Total)

Name of Centre

% of Customers Visiting

(Total Oxford Street Customers)

No. of Visits Per Annum

No. of Visits Per Month

Sydney CBD 77% 76 6

Westfield Bondi Junction 66% 45 4

Kings Cross/ Potts Point 48% 62 5

Other Shops At Bondi Junction 38% 43 4

Newtown King Street 34% 30 3

Internet Shopping 34% 48 4

World Square (Coles) 32% 38 3

Queen Street Woollahra Precinct 30% 54 4

Broadway Shopping Centre 26% 30 3


25% 55 5

Double Bay 22% 27 2

Randwick 21% 40 3

Eastpoint Food Fair (Edgecliff RD) 14% 48 4

Waterloo 11% 31 3

Mail Order (Postal) 9% 29 2

Balmain Markets 5% 15 1




Table 8.2 indicates the per annum number of visits to competitive sites by Wednesday Customers. The 79% of Wednesday Customers who visited Sydney CBD in the past 6 months, visited it on average 59 times a year (the equal highest number of visits per annum), or 5 times a month. The 62% of Wednesday Customers who visited Westfield Bondi Junction in the past 6 months, on average visited it 47 times a year, or 4 times a month. The 50% of Wednesday Customers who visited Kings Cross/ Potts Point in the last 6 months, visited it on average 59 times per year, or 5 times a month. This is followed by Other Shops at Bondi Junction, with 38% of customers visiting, on average 50 times a year, or 4 visits per month. King Street, Newtown and World Square (Coles) (both with 32% of Wednesday Customers visiting) had an average of 32 visits per annum, or 3 visits per month. Internet Shopping with 29% of Wednesday Customers shopping online in the past 6 months, had an average of 49 visits per annum, or 4 times a month.

Table 8.2: Number of Visits Per Annum/Per Month (Wednesday Customers)

Name of Centre % of Customers

Visiting (Wednesday Customers)

No. of Visits Per

Annum

No. of Visits Per

Month

Sydney CBD 79% 59 5










23% 56 5

Double Bay 23% 30 2

Randwick 22% 29 2



Waterloo 9% 32 3





Table 8.3 indicates the per annum number of visits to competitive sites by Saturday Customers. Of the 77% of Saturday Customers who visited Sydney CBD in the past 6 months, on average they visit 86 times a year (the highest number of visits per annum), or 7 times a month. Of the 68% of Saturday Customers who have visited Westfield Bondi Junction in the past 6 months, on average they visit 44 times a year, or 4 times a month. This is followed by Kings Cross/ Potts Point, with 46% of Saturday Customers visiting, on average 65 times per year, or 5 visits per month. 37% of Saturday Customers visited Other Shops at Bondi Junction in the past 6 months, at an average of 39 times per year, or 3 times a month. Internet Shopping with 37% of Saturday Customers shopping online in the past 6 months, had an average of 48 visits per annum, or 4 times a month. King Street, Newtown, with 35% of Saturday Customers visiting in the past 6 months, had an average of 30 visits per annum, or 2 visits per month.

Table 8.3: Number of Visits Per Annum/Per Month (Saturday Customers)

Name of Centre % of Customers

Visiting (Saturday Customers)

No. of Visits Per Annum

No. of Visits Per Month

Sydney CBD 77% 86 7










25% 55 5

Double Bay 22% 25 2

Randwick 21% 46 4


Waterloo 12% 31 3






8.2 Where Else Customers Would Shop for the Type of Things Purchased on Oxford Street

Oxford Street Customers were asked where else they would shop for the types of things they purchased or planned to purchase on Oxford Street on the day of interview. 35% of Oxford Street Customers would shop at Sydney CBD for the type of things they purchased on the day of interview on Oxford Street. This is followed by 27% who would purchase those types of items from Westfield Bondi Junction. Compared with the overall sample, a slightly lower proportion of Wednesday Customers (30%) and a slightly higher proportion of Saturday Customers (38%) nominated Sydney CBD as the place they would purchase the same types of items they bought on Oxford Street on the day of interview. King Street, Newtown, Other Shops at Bondi Junction and Internet Shopping were nominated by 11%, 9% and 9% of Oxford Street Customers respectively as competing sites that they would make such purchases.

Chart 8.2: Where Else Customers Would Shop for Type of Things Purchased in Oxford Street




12%

9%

10%

3%

2%

5%

5%

4%

5%

6%

6%

7%

8%

6%

8%

11%

9%

12%

27%

38%

13%

21%

9%

1%

2%

1%

2%

4%

7%

4%

7%

4%

6%

10%

9%

4%

10%

9%

28%

30%

12%

14%

10%

2%

2%

3%

4%

4%

5%

5%

6%

6%

7%

8%

8%

9%

9%

11%

27%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Don't Know

No Particular Centre/ Strip

Other

Waterloo

Mail Order (Postal)

Balmain Markets

Woolworths At Surry Hills (Bourke St)

Eastpoint Food Fair (Edgecliff RD)

Double Bay

Randwick

Queen Street Woollahra Precinct

Only Oxford Street

World Square (Coles)

Broadway Shopping Centre

Kings Cross / Potts Point

Internet Shopping

Other Shops At Bondi Junction

Newtown King Street

Westfield Bondi Junction

Sydney CBD


SECTION 8: THE COMPETITION



8.3 Reasons of Infrequent Visitation to Oxford Street

Customers who do not visit Oxford Street very often (about once a month or less, as well as first time visitors) were asked the reason they did not visit Oxford Street more often. The highest proportion of the overall sample (40%), Wednesday Customers (45%) and Saturday Customers (37%) stated the reason for infrequent visitation is that they don’t live in Sydney. This is followed by those who do not visit because it is Inconvenient at 19%, 17% and 19% of Overall, Wednesday and Saturday Customers respectively. A further 16% of customers stated that poor or difficult Parking is the reason they do not visit Oxford Street more frequently. 18% of Overall Customers, 17% of Wednesday Customers and 18% of Saturday Customers nominated ‘Other’ reasons including distance, new in town/ area, empty shops/ not as good as before and no time/ work commitment.

Chart 8.3: Reasons of Infrequent Visitation to Oxford Street

40%

19%

16%

8% 8% 8%

18%

45%

17% 15%

9% 8%

4%

17%

37%

19%

16%

8% 9% 10%

18%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Don't live in Sydney

Inconvenient Parking Range of shops Expensive Public transport Other


SECTION 9: OXFORD STREET: POSITIONING AND IMPROVING



9.0 POSITIONING AND IMPROVING OXFORD STREET

9.1 Public Transport Situation in Oxford Street Customers were asked about public transport in Oxford Street and whether they thought it was adequate. The highest proportion of Oxford Street Customers (46%) agreed that there is adequate public transport to and from Oxford Street. This was followed by 22% who strongly agreed. 11% of customers at Oxford Street were neutral. Only 12% of Oxford Street Customers disagreed/ strongly disagreed that there was adequate public transport to and from Oxford Street. A higher proportion of Wednesday Customers strongly agreed that there is adequate public transport to or from Oxford Street (28%).

Chart 9.1: Public Transport to and from Oxford Street

3%

4%

3%

9%

9%

9%

12%

8%

11%

47%

45%

46%

20%

28%

22%

10%

7%

9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Saturday (n=333)

Wednesday (n=196)

Total (n=529)

Strongly Disagree Disagree Neutral Agree Strongly Agree Not Sure/ Dont know/ Dont Use




9.2 Suggestions for Changes to Oxford Street

Customers were asked what changes would encourage them to shop at or visit Oxford Street more often. Overall, 717 suggestions were made. Of these, 252 suggestions were made by Wednesday Customers and 465 suggestions by Saturday Customers. A full list of suggestions is included in Appendix 3.

On average, Oxford Street Customers made 1.36 suggestions. Those customers who made suggestions, on average made 1.91 suggestions. In comparison, Wednesday Customers made 1.29 suggestions per customer, and 1.85 suggestions per customer who made a suggestion. Saturday Customers made 1.40 suggestions per customer, and 1.95 suggestions per customer who made a suggestion. 41% of Oxford Street Total Customers, 44% of Wednesday Customers and 39% Saturday Customers did not make any suggestions. Table 9.1 displays the aggregated spontaneous suggestions for changes to Oxford Street grouped by Total Customers, Wednesday Customers and Saturday Customers.

Table 9.1: Suggestions for Changes to Oxford Street (Aggregated)




Aggregated Suggestions


No. of Suggestions

(n=717)

% of Suggestions

No. of Suggestions

(n=252)

% of Suggestions

No. of Suggestions

(n=465)

% of Suggestions

Café/ Restaurants e.g. More café/ restaurants, Better café/ restaurants, More food options

125 17% 41 16% 84 18%

Oxford Street Serviceability e.g. Less road traffic/ tougher traffic laws, Survive/ Revive the area/ Shops, Cleaner Street

85 12% 29 12% 56 12%

Oxford Street shops e.g. Less empty/closed shops, Lower rents, Lower prices/ more Sales

84 12% 32 13% 52 11%

Parking More/ better parking, Free parking

69 10% 19 8% 50 11%

Other type of shops/ Named store e.g. Boutiques/ Bring back boutiques, Books, Other named stores

62 9% 20 8% 42 9%

Clothing/ Fashion shops e.g. More clothing/ fashion shops, Everyday/ low price clothing

56 8% 24 10% 32 7%

More Shops/ Variety of shops e.g. More shops/ More variety of shops

54 8% 17 7% 37 8%

Public Transport/ Transport e.g. More/ Better Public Transport, Bicycle Lanes, Light rail/ Trams

40 6% 15 6% 25 5%

Supermarket/Fresh food shops e.g. Supermarket/ big supermarket, Speciality Fresh food/ Organic, Coles, Woolworths

34 5% 13 5% 21 5%

Nightclub/ Bars e.g. More nightclub/ bars, Wine bars

26 4% 7 3% 19 4%

More Parks/ Outdoor Areas e.g. More park/ trees, Outdoor seating/ friendly areas

19 3% 9 4% 10 2%

More Entertainment/ Activities e.g. More entertainment/ attractions/ Live, Family/ Children friendly activities

18 3% 5 2% 13 3%

Anti-Social Environment/ Behaviour e.g. Alcohol/ drug problems, Less beggars& Junkies/ Less aggression

14 2% 9 4% 5 1%

Services e.g. more services, ATMs

7 1% 4 2% 3 1%

Other e.g. Public toilet, Bigger market/ more frequent/ fruit market

24 3% 8 3% 16 3%

Total Changes 717 100% 252 100% 465 100%

None/ Don’t Know 154 - 60 - 94 -




Table 9.2 shows the top twenty two spontaneous individual suggestions by Oxford Street Customers.

Table 9.2: Top Twenty Two Spontaneous Individual Suggestions for Changes to Oxford Street (Total)

Suggestions

% of Customers Suggesting (Total Oxford Street

Customers) (n=375)

No. of Suggestions

% of Suggestions

More cafe/restaurants 15% 58 8%

More/ better parking 15% 56 8%

More shops/ more variety of shops 13% 47 7%

Less empty/closed shops 10% 38 5%

Better cafe/ restaurants 5% 20 3%

Less road traffic/ tougher traffic laws 5% 17 2%

More food options 5% 17 2%

Lower rents 5% 17 2%

Lower prices/ more sales 5% 17 2%

Cleaner street 4% 15 2%

Survive/ revive the area/ shops 4% 15 2%

Boutiques/ bring back boutiques 4% 15 2%

More/ better public transport 4% 14 2%

More entertainment/ attractions/ live 4% 14 2%

Free parking 3% 13 2%

Needs makeover/ updating 3% 13 2%

More clothing/ fashion shops 3% 13 2%

Supermarket/ big supermarket 3% 12 2%

More nightclubs/ bars 3% 11 2%

Outdoor dining/ cafes 3% 10 1%

More parks/ trees 3% 10 1%

Wine bars 3% 10 1%




Table 9.3 shows the top nineteen spontaneous individual suggestions by Wednesday Customers.

Table 9.3: Top Nineteen Spontaneous Individual Suggestions for Changes to Oxford Street (Wednesday Customers)

Suggestions

% of Customers Suggesting (Wednesday Customers)

(n=136)

No. of Suggestions

% of Suggestions










Every day/low price clothing 4% 6 2%

Outdoor dining/ cafes 4% 6 2%




Lower rents 4% 5 2%

Outdoor seating/ friendly areas 4% 5 2%


Less beggars & junkies/ less aggression 3% 4 2%

Light rail/ trams 3% 4 2%




Table 9.4 shows the top twenty five spontaneous individual suggestions by Saturday Customers.

Table 9.4: Top Twenty Five Spontaneous Individual Suggestions for Changes to Oxford Street (Saturday Customers)

Suggestions

% of Customers Suggesting (Saturday

Customers) (n=239)

No. of Suggestions

% of Suggestions







Lower rents 5% 12 3%

Boutiques/ bring back boutiques 5% 12 3%

More entertainment/ attractions/ live 5% 12 3%



Needs makeover/ updating 4% 10 2%


Supermarket/ big supermarket 4% 9 2%


More nightclubs/ bars 4% 9 2%


Better/ wider footpath 3% 8 2%


More parks/ trees 3% 8 2%


Less fashion/ boutiques 3% 7 2%

Wine bars 3% 7 2%

High/ better end fashion 3% 6 1%

Bicycle lanes 3% 6 1%




9.3 Descriptive Words to Define Oxford Street

Customers of Oxford Street were also asked to provide descriptive words that they would use to define Oxford Street. Overall, 985 descriptive words were used to define Oxford Street. Of these, 345 were provided

by Wednesday Customers and 640 by Saturday Customers. A full list is included in Appendix 3. On average, Oxford Street Customers used 1.86 descriptive words per customer. Customers who provided descriptive words averaged 1.95 descriptive words. In comparison, Wednesday Customers used 1.76 descriptive words per customer. Wednesday Customers who provided descriptive words averaged 1.84 descriptive words. Saturday Customers used 1.92 descriptive words per customers. Saturday Customers who provided descriptive words averaged 2.01 descriptive words. 5% of Oxford Street Customers, 4% of Wednesday Customers and 5% Saturday Customers did not nominate any descriptive words. Tables 9.5 to 9.7 display the descriptive words used to define Oxford Street by Total Oxford Street Customers, Wednesday Customers and Saturday Customers respectively.




Table 9.5: Descriptive Words to Define Oxford Street (Total Oxford Street Customers)

Descriptive Words

% of Customers suggesting

(Total Oxford Street Customers)

(n=506)

No. of Descriptive Words

% of Descriptive Words

(n=985)

Busy 11% 56 6%

Fun/ cool/ interesting 9% 48 5%

Empty/ empty shops 8% 40 4%

Diverse/ variety/ variety of shops 7% 37 4%

Vibrant/ lively 7% 36 4%

Nice/ pretty/ great 6% 32 3%

Relaxing/ pleasant 6% 30 3%

Dirty/ messy/ funky 6% 30 3%

Run down/ neglected 5% 26 3%

Dying/ lacking life 5% 26 3%

Unique/ unusual 5% 25 3%

Modern/ trendy/ fashionable/ classy

5% 25 3%

Tired/ unattractive/ unpleasant 5% 25 3%

Slow/ boring/ dull/ not much crowds

5% 24 2%

Colourful/ arty 5% 24 2%

Sad/ depressing 5% 24 2%

Noisy/ too much traffic 5% 23 2%

Mixture of cultures/ cosmopolitan

4% 21 2%

Convenient/ has everything 4% 21 2%

Used to be better 4% 20 2%

Cultural 3% 16 2%

Expensive 3% 14 1%

Friendly/ Nice people/ shopkeepers

3% 14 1%

Gay & Lesbian Community/ Shopping/ Bars

3% 13 1%

Quiet 3% 13 1%

Other 64% 322 33%

None 5% 23 2%




Table 9.6: Descriptive Words to Define Oxford Street (Wednesday Customers)

Descriptive Words

% of Customers suggesting (Wednesday Customers)

(n=188)



(n=345)

Busy 12% 23 7%












Slow/ boring/ dull/ not much crowds

5% 9 3%



Mixture of cultures/ cosmopolitan 5% 9 3%



Gay & lesbian community/ shopping/ bars

4% 7 2%


High end/ upmarket 3% 5 1%

Cultural 3% 5 1%

Expensive 3% 5 1%

Friendly/ nice people/ shopkeepers

3% 5 1%

Other 56% 105 30%

None 4% 8 2%




Table 9.7: Descriptive Words to Define Oxford Street (Saturday Customers)

Descriptive Words

% of Customers suggesting (Saturday

Customers) (n=318)



(n= 640)


Busy 10% 33 5%







Modern/ trendy/ fashionable/ classy 7% 21 3%


Slow/ boring/ dull/ not much crowds 5% 15 2%






Quiet 4% 12 2%

Mixture of cultures/ cosmopolitan 4% 12 2%



Cultural 3% 11 2%


Expensive 3% 9 1%

Friendly/ nice people/ shopkeepers 3% 9 1%

Eclectic 3% 8 1%

Other 68% 215 34%

None 5% 15 2%

SECTION 10: PRECINCT ANALYSIS



10.0 OXFORD STREET PRECINCT ANALYSIS As outlined in the Methodology in Section 3.0, this study divided the Oxford Street retail strip into 5 consecutive precincts. Within each of these precincts an interview zone was located to survey customers of each precinct. Interviewing in each Zone was proportionally aligned – by precincts, day and time – to obtain a representative sample of customers visiting Oxford Street. The interview Zones were:

Zone 1 : Crown Street

Zone 2: South Dowling Street

Zone 3: Glenmore Road

Zone 4: Elizabeth Street:

Zone 5: Entrance to Paddington Markets

Appendix 2 provides a map of Oxford Street with the five zones and precincts marked. Table 10.1 below indicates the quota for each precinct and the actual interviews achieved.

Table 10.1: Customer Interview Quota Versus Actual Achieved

Precinct Quota

% Actual

%

Zone 1 (Crown Street) 20% 19%

Zone 2 (South Dowling Street) 20% 20%

Zone 3 (Glenmore Road) 20% 20%

Zone 4 (Elizabeth Street) 20% 19%

Zone 5 (Entrance to Paddington Markets) 20% 21%




10.1 Demographics

10.1.1 Gender

Overall 64% of customers interviewed at Oxford Street were Female, with some variation across the Zones. The greatest variation from the overall result in terms of gender occurs at Zone 1 (Crown Street) where 49% of interviewees are Female and 50% are Male. Both Zone 3 (Glenmore Road) and Zone 5 (Entrance to Paddington Markets) have the highest proportion of Female customers at 71% each, and the lowest proportion of Males at 29% each.

Chart 10.1: Proportion of Customers by Gender in Each Precinct

50%

38%

29% 30% 29%

35%

49%

62%

71% 70% 71%

64%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Zone 1 (Crown Street)

Zone 2 (South Dowling Street)

Zone 3 (Glenmore Road)

Zone 4 (Elizabeth Street)

Zone 5 (Entrance to Paddington

Markets)

Total

Male Female




10.1.2 Age

Overall, the average age of Oxford Street Customers is 40 years. The average age of interviewees in Zone 4 (Elizabeth Street), at 43 years, is slightly older than the total average, while the average in Zone 2 (South Dowling Street) is lower.

Chart 10.2: Average Age of Customers by Precinct

10.1.3 Customers Employment status

Workforce participation status for customers on Oxford Street is 70% working and 30% not working. Zone 5 (Entrance to Paddington Markets) has a higher proportion of customers in the workforce (78%) than the total Oxford Street average. Both Zone 3 (Glenmore Road) and Zone 4 (Elizabeth Street) have the lowest proportion of customers in the workforce (54%). Zone 2 (South Dowling Street) has the highest proportion of customers working full-time (64%).

40

38

43

42

37

38

34 36 38 40 42 44

Total

Zone 5 (Entrance to Paddington Markets)





Average Age




Chart 10.3: Employment Status by Precinct

10.1.4 Household income

Interviewees in Zone 1 have the lowest average household income ($88,000). Customers interviewed in Zone 2 (South Dowling Street) have the highest average household income ($101,700).

Chart 10.4: Household Income by Precinct

56%

59%

52%

54%

64%

50%

14%

19%

12%

10%

11%

18%

30%

21%

36%

36%

25%

32%

0% 20% 40% 60% 80% 100%

Total






Full Time Part Time Not in workforce

$96,200

$93,800

$99,600

$99,700

$101,700

$88,000

$80,000 $85,000 $90,000 $95,000 $100,000 $105,000

Total









10.2 Shopping Patterns

10.2.1 Shopping Trip

Overall, 50% of Oxford Street Customers shop in a Leisure mode and 50% are Mission focused. The highest proportion of Mission Shoppers is in Zone 2 (South Dowling Street) at 63%, while the lowest proportion of Mission focused customers is in Zone 5 (Entrance to Paddington Markets) at 35%. Chart 10.5 below identifies the shopping trip type in each precinct.

Chart 10.5: Type of Shopping Trip by Precinct

58%

63%

47% 45%

35%

50%

42%

37%

53% 55%

65%

50%

0%

10%

20%

30%

40%

50%

60%

70%






Markets)

Total

I am here to fulfil a specific purpose (On Mission)

I am here to shop or walk at a more leisurely pace. I am taking my time and enjoying the experience




10.2.2 Frequency of Visiting other Oxford Street Precincts

Customers interviewed in each Zone (Zone 1 to Zone 5) were asked about the frequency of visitation to other Precincts of Oxford Street. Chart 10.6 shows the frequency of visitation to Precinct 1 (from Hyde Park to Taylor Square) by customers interviewed in all Zones (Zone 1 to Zone 5). 52% of customers interviewed in Zone 1 (Crown Street) are heavy users of Precinct 1 (the highest proportion of heavy users across all zones), visiting 2-3 times a day to 2-3 times a week. 19% are medium users of Precinct 1, visiting about once a week to once a fortnight. A further 27% of those interviewed in Zone 1 are light users, visiting monthly or less often. The lowest proportion of heavy users of Precinct 1 are those who were interviewed in Zone 5 (Entrance to Paddington Markets) at 15%, while 18% are medium users (visiting once a week to once a fortnight) and a further 64% are light users of Precinct 1, visiting once a month or less often.

Chart 10.6: Frequency of Visitation to Precinct 1 by Customers Interviewed at each Zone

52%

37%

32%

23%

15%

19%

24% 25% 23%

18%

27%

36%

43%

54%

64%

0% 2%

0% 0%

4%

0%

10%

20%

30%

40%

50%

60%

70%

Customers interviewed on Crown Street (Zone 1)

Customers interviewed on South Dowling Street

(Zone 2)

Customers interviewed on Glenmore Road (Zone

3)

Customers interviewed on Elizabeth Street (Zone

4)

Customers interviewed on Entrance to

Paddington Markets (Zone 5)

Heavey Users of Precinct 1 Medium Users of Precinct 1 Light Users of Precinct 1 Never Visited Precinct 1




Chart 10.7 shows the frequency of visitation to Precinct 2 (from Taylor Square to Hopewell Street) by customers interviewed in all Zones. The highest proportion of heavy users of Precinct 2 (42%) are those interviewed in Zone 3, closely followed by those interviewed in Zone 2 (39%), visiting 2-3 times a day to 2-3 times a week. The lowest proportion of heavy users of Precinct 2 is amongst those interviewed in Zone 5 (14%). 65% of customers interviewed in Zone 5 are light users of Precinct 2, visiting once a month or less often.


25%

39% 42%

23%

14%

20% 21%

13%

20% 18%

50%

38%

43%

57%

65%

4% 2% 2%

0%

4%

0%

10%

20%

30%

40%

50%

60%

70%

Customer interviewed on Crown Street (Zone

1)

Customer interviewed on South Dowling

Street (Zone 2)

Customer interviewed on Glenmore Road

(Zone 3)

Customer interviewed on Elizabeth Street

(Zone 4)

Customer interviewed on Entrance to






Chart 10.8 shows the frequency of visitation to Precinct 3 (from Hopewell Street to Paddington (Underwood Street)) by customers interviewed in all Zones. The highest proportion of heavy users of Precinct 3 (40%) are those interviewed in Zone 3, visiting 2-3 times a day to 2-3 times a week. The lowest proportion of heavy users of Precinct 3 is amongst those interviewed in Zone 5 (14%). 60% of customers interviewed in Zone 5 are light users of Precinct 3, visiting once a month or less often. This is followed by light users interviewed in Zone 1 (57%) and Zone 2 (56%).


16%

24%

40%

35%

14%

21%

17%

25%

14%

23%

57% 56%

34%

51%

60%

6% 3% 2%

0% 3%

0%

10%

20%

30%

40%

50%

60%

70%

Customers interviewed on Crown Street (Zone

1)


(Zone 2)

Customers interviewed on Glenmore Road

(Zone 3)

Customers interviewed on Elizabeth Street

(Zone 4)







Chart 10.9 shows the frequency of visitation to Precinct 4 (from Paddington (Underwood Street) to Queen Street) by customers interviewed in all Zones. The highest proportion of heavy users of Precinct 4 (40%) are those interviewed in Zone 4, visiting 2-3 times a day to 2-3 times a week. The lowest proportion of heavy users of Precinct 4 is amongst those interviewed in Zone 1 (12%). 64% of customers interviewed in Zone 1 are light users of Precinct 4, visiting once a month or less often. This is followed by light users interviewed in Zone 2 (62%).

Chart 10.9: Frequency of Visitation to Precinct 4 by Customers Interviewed on each Zone

12%

21%

33%

40%

26%

20%

14%

22%

15% 17%

64% 62%

42% 45%

56%

4% 4% 3% 0%

2%

0%

10%

20%

30%

40%

50%

60%

70%


1)


(Zone 2)


(Zone 3)


(Zone 4)







Chart 10.10 shows the frequency of visitation to Precinct 5 (from Paddington Reservoir Gardens to Whelan Reserve) by customers interviewed in all Zones. The highest proportion of heavy users of Precinct 5 (27%) are those interviewed in Zone 3, visiting 2-3 times a day to 2-3 times a week. This is followed by heavy users interviewed in Zone 4 (21%). The lowest proportion of heavy users of Precinct 5 is amongst those interviewed in Zone 1 (8%). The highest proportion of light users of Precinct 5, are those interviewed in either Zone 1 or Zone 2 at 71% each.

Chart 10.10: Frequency of Visitation to Precinct 5 by Customers Interviewed on each Zone

8% 12%

27%

21% 17% 17%

13%

18%

13%

23%

71% 71%

52%

66%

58%

5% 4% 3% 0%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%


1)


(Zone 2)


(Zone 3)


(Zone 4)







10.2.3 Main Reason for visiting Oxford Street

The top five main reasons for visiting Oxford Street overall have been charted by Zone:

1. Passing through Oxford Street 2. To Browse 3. To shop for Clothes 4. For a meal/ snack/ drink 5. Personal Services (e.g. hairdresser, beauty treatments)

Passing through Oxford Street is the most common main reason for visiting in Zone 1 (23%), Zone 2 (25%), Zone 3 (22%) and overall (17%). Visiting Oxford Street to browse is the most common main reason for visiting in Zone 4 (22%) and Zone 5 (19%).

Chart 10.11: Main Reason for Visiting by Precinct (Multiple responses)

23%

25%

22%

9%

6%

17%

5%

9% 8%

22%

19%

12%

3%

9%

12%

9%

13%

9%

12% 11%

4%

11%

4%

8% 9%

4% 3%

2%

11%

6%

0%

5%

10%

15%

20%

25%

30%






Total

Passing through Oxford Street To browse

To shop for clothes For a meal / snack / drink

Personal services (e g hairdresser, beauty treatments)




10.3 Customer Demographics

CUSTOMERS

DEMOGRAPHICS Total Results

(n=529)


(n=103)

Zone 2 (South Dowling

Street) (n=107)


(n=106)

Zone 4 (Elizabeth

Street) (n=100)


Markets) (n=113)

% OF FEMALES 64% 49% 62% 71% 70% 71%

TOP TWO AGE GROUPS 20-29 years: 31% 30-39 years: 23%

20-29 years: 33% 30-39 years: 23%

20-29 years: 35% 30-39 years: 25%

20-29 years: 32% 40-49 years: 18%

30-39 years: 23% 20-29 years: 22%

20-29 years: 34% 30-39 years: 27%

AVERAGE AGE 40 years 38 years 37 years 42 years 43 years 38 years

% OF CUSTOMERS NOT IN

THE WORKFORCE 30% 21% 36% 36% 25% 32%

PRIMARY OCCUPATIONS Professional: 43% Professional: 31% Professional: 51% Professional: 35% Professional: 47% Professional: 50%

AVERAGE HOUSEHOLD

INCOME $96,200 $88,000 $101,700 $99,700 $99,700 $93,800




10.4 Customer Shopping Patterns

SHOPPING PATTERNS Total Results

(n=529)


(n=103)


Street) (n=107)


(n=106)

Zone 4 (Elizabeth Street) (n=100)


(n=113)

CUSTOMER WALKED TO OXFORD

STREET 52% 55% 62% 53% 50% 42%

TRAVELLED BY CAR (EITHER AS

DRIVER OR PASSENGER) 21% 17% 14% 20% 24% 32%

HEAVY USERS OF OXFORD

STREET (2-3 TIMES PER WEEK

MINIMUM) 50% 63% 57% 50% 49% 35%

MEDIUM USERS OF OXFORD

STREET (ABOUT ONCE A WEEK

TO ONCE A FORTNIGHT) 18% 17% 19% 20% 14% 19%

LIGHT USER OF OXFORD STREET

(MONTHLY OR LESS

FREQUENTLY) 25% 17% 23% 25% 27% 31%

FIRST TIME VISITORS 7% 3% 1% 6% 10% 15%

CAME FROM HOME 65% 53% 64% 67% 60% 80%




Customer Shopping Patterns (Continued)


(n=529)


(n=103)


Street) (n=107)


(n=106)



Markets) (n=113)

MISSION SHOPPING 50% 58% 63% 47% 45% 35%

LEISURE SHOPPING 50% 42% 37% 53% 55% 65%

MAIN REASON FOR VISITING

Passing through

Oxford Street: 17%

To browse: 12%

Passing through

Oxford Street: 23%

For a meal/snack/

drink: 12%

Passing through Oxford

Street: 25%

For a meal/ snack/

drink: 11%

Passing through

Oxford Street: 22%

To shop for clothes:

12%

To browse: 22%

Top up grocery/ food/

liquor shopping: 12%

To browse: 19%


13%

STORE AND SERVICES

VISITED

Restaurant/ Cafe/ Hotel: 31%

Fashion (Clothes &

Shoes)/ Accessories/ Jewellery: 30%


Take Away Food/ Fast Food: 25%


Fashion (Clothes &


Fashion (Clothes & Shoes)/ Accessories/

Jewellery: 36%



Jewellery: 43%

Supermarket/

Convenience Store: 30%

Paddington Markets: 64%





10.5 Competition

COMPETITION Total Results

(n=529)


(n=103)


Street) (n=107)


(n=106)



(n=113)

MOST VISITED

COMPETING CENTRE

Sydney CBD: 77%

Westfield Bondi Junction: 66%

Kings Cross/ Potts

Point: 48%

Sydney CBD: 83%


Kings Cross/ Potts

Point: 51%

World Square (Coles): 51%

Sydney CBD: 88%


Kings Cross/ Potts

Point: 59%

Sydney CBD: 70%


Sydney CBD: 75%


Kings Cross/ Potts

Point: 52%

Sydney CBD: 72%


WHERE ELSE WOULD BUY

TYPE OF THINGS

PURCHASED TODAY AT

OXFORD STREET

Sydney CBD: 35%


Sydney CBD: 37%

Sydney CBD: 36%



Sydney CBD: 27%


Sydney CBD: 43%

Sydney CBD: 33%





10.6 Oxford Street

OXFORD STREET Total Results

(n=529)


(n=103)


Street) (n=107)


(n=106)



(n=113)

ADEQUATE PUBLIC

TRANSPORT TO AND

FROM OXFORD STREET

Strongly Agree: 22%

Agree: 46%

Strongly Agree: 26%

Agree: 49%

Strongly Agree: 24%

Agree: 50%

Strongly Agree: 24%

Agree: 41%

Strongly Agree: 17%

Agree: 52%

Strongly Agree: 21%

Agree: 41%

TOP THREE INDIVIDUAL

SUGGESTIONS FOR

CHANGES TO OXFORD

STREET (% CUSTOMERS

SUGGESTING)

More/ Better Parking: 11%

More Cafe/Restaurants: 11%

More Shops/ More Variety of shops: 9%

Cleaner Street: 10%


Less road traffics/ Tougher traffic laws:

6%



Less empty/Closed shops: 7%



More Cafe/Restaurants:

13%








TOP THREE

DESCRIPTIVE WORDS

TO DEFINE OXFORD

STREET

Busy: 11%

Fun/ Cool/ Interesting: 9%

Empty/ Empty shops: 8%

Busy: 17%


Dirty/ Messy/ Funky: 10%

Busy: 13%


Diverse/ Variety/ Variety of Shops: 10%

Colourful/ Arty: 10%


Relaxing/ Pleasant: 12%

Busy: 11%

Busy: 10%


Nice/ Pretty/ Great: 9%

Dying/ Lacking Life: 9%

Modern/ Trendy/ Fashionable/ Classy:

11%



Nice/ Pretty/ Great: 8%

WHY NOT OXFORD

STREET

Don't live in Sydney: 40%

Inconvenient: 19%


Inconvenient: 20%


Inconvenient: 23%


Parking: 19%


Inconvenient: 16%

Don't live in Sydney: 33% Inconvenient: 23%

SECTION 11: LIFESTAGE PROFILE



11.0 LIFESTAGE PROFILE Customers of Oxford Street have been categorised by Lifestage (See: Section 3 –

Methodology). The four largest Lifestage groups amongst Oxford Street Customers have been further analysed to examine their shopping behaviour. These Lifestages are: Young Singles, Older Singles, Older Couples and Young Couples.

Chart 11.1: Proportion of Customers by Lifestage

NOTE: SMALL SAMPLES SIZE FOR LIFESTAGES 5% AND UNDER. THESE SHOULD BE USED AS A GUIDE ONLY.

31%

18%

15%

12%

6% 5% 4% 3% 3% 1%

0%

5%

10%

15%

20%

25%

30%

35%

Total (n=529)




11.1 Customer Demographics

CUSTOMER

DEMOGRAPHICS Total

(n=529) Young Singles

(n=165) Older Singles

(n=95) Older Couples

(n=81) Young Couples

(n=61)

% OF FEMALES 64% 65% 62% 56% 66%

AVERAGE AGE 40 years 27 years 54 years 55 years 29 years

% OF CUSTOMERS NOT IN

THE WORKFORCE 30% 30% 32% 35% 11%

PRIMARY OCCUPATIONS Professional: 43% Professional: 43% Professional: 37% Professional: 46% Professional: 52%

AVERAGE HOUSEHOLD

INCOME $96,200 $80,500 $99,000 $123,500 $112,000




11.2 Customer Shopping Patterns






(n=61)

CUSTOMER WALKED TO OXFORD

STREET 52% 52% 68% 54% 48%

TRAVELLED BY CAR (EITHER AS

DRIVER OR PASSENGER) 21% 17% 14% 25% 16%

HEAVY USERS OF OXFORD

STREET (2-3 TIMES PER WEEK MINIMUM)

50% 49% 60% 47% 62%

MEDIUM USERS OF OXFORD

STREET (ONCE A WEEK TO ONCE

A FORTNIGHT) 18% 24% 17% 11% 11%

LIGHT USER OF OXFORD STREET

(MONTHLY OR LESS

FREQUENTLY) 25% 18% 21% 38% 13%

FIRST TIME VISITORS 7% 8% 2% 4% 13%

CAME FROM HOME 65% 69% 71% 57% 66%




Customer Shopping Patterns (Continued)






(n=61)

MISSION SHOPPING 50% 52% 46% 48% 48%

LEISURE SHOPPING 50% 48% 54% 52% 52%

MAIN REASON FOR VISITING


Street: 17%

To browse: 12%


Street: 20%

To browse: 12%


Street: 15%

To browse: 14%


Street: 20%

To browse: 12%


12%

To browse: 16%

To shop for shoes/

jewellery/ accessories:

11%

STORE AND SERVICES

VISITED


Fashion (Clothes &



Fashion (Clothes &


Supermarket/ Convenience Store:

27%



Jewellery: 36%



Fashion (Clothes &





11.3 Competition

COMPETITION Total Results





(n=61)

MOST VISITED

COMPETING CENTRE

Sydney CBD: 77%


Kings Cross/ Potts

Point: 48%

Sydney CBD: 82%


Kings Cross/ Potts

Point: 59%

Sydney CBD: 78%


Sydney CBD: 73%


Sydney CBD: 87%


Kings Cross/ Potts

Point: 57%

WHERE ELSE WOULD BUY

TYPE OF THINGS

PURCHASED TODAY AT

OXFORD STREET

Sydney CBD: 35%


Sydney CBD: 36%


Sydney CBD: 36%


Sydney CBD: 35%


Sydney CBD: 44%





11.4 Oxford Street

OXFORD STREET Total Results



(n=95) Older Couples (n=81) Young Couples (n=61)

ADEQUATE PUBLIC

TRANSPORT TO AND FROM

OXFORD STREET

Strongly Agree: 22%

Agree: 46%

Strongly Agree: 20%

Agree: 48%

Strongly Agree: 24%

Agree: 51%

Strongly Agree: 16%

Agree: 52%

Strongly Agree: 30%

Agree: 39%

TOP THREE INDIVIDUAL

SUGGESTIONS FOR

CHANGES TO OXFORD

STREET (% CUSTOMERS

SUGGESTING)
















TOP THREE DESCRIPTIVE

WORDS TO DEFINE OXFORD

STREET

Busy: 11%


Empty/ Empty shops:

8%

Busy: 13%

Vibrant/Lively: 12%


Busy: 12%


Used to be Better: 9%


Dying/Lacking Life: 11%

Tired /Unattractive/

Unpleasant 11%

Busy: 18%


Vibrant/Lively: 10%

WHY NOT OXFORD

STREET


Inconvenient: 19%


Inconvenient: 25%

Inconvenient: 41%



Inconvenient: 18%


SECTION 12: REPORT DISCLAIMER



12.0 REPORT DISCLAIMER

This Report is prepared and issued for the sole use of the addressee and may not be distributed to or relied upon by any other party. Where this Report involves future forecasts, it should be noted that these forecasts can be affected by a number of unforeseen variables and therefore represents the best estimates of Directional Insights or its agents or sub-contractors. Directional Insights makes no representation nor gives any warranty as to the accuracy of future forecasts. This Report is not intended as investment advice or other advice and must not be relied upon as such. You should make your own inquiries and take independent advice tailored to your specific circumstances prior to making any investment decision. To the fullest extent permitted by law, any conditions, warranties or liabilities implied by law into these conditions are hereby excluded. If a jurisdiction does not allow: a) the exclusion of implied warranties; or b) the exclusion or limitation of liability, in accordance with these conditions, to the extent permitted by law, Directional Insights’ liability for breach of any implied warranty or condition which cannot be excluded or restricted, is limited, at our option, to: in the case of services supplied or offered by Directional Insights: the re-supply of those services; or the payment of the cost of having those services re-supplied, and does not extend to consequential loss or damage.

CONTACT US:

For a discussion about your research needs or more information about our service, please contact

Peter Kelly, Managing Director

Tel: (02) 8912 0900

Email: [email protected]

Web: www.directional.com.au

Directional Insigths

PO Box 1658

North Sydney NSW 2060

ABN 73 152 487 011

mailto:[email protected]

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