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Giles Semper The Means LLP

Drivers do not spend more, but they cost more: incentivising access to UK shopping centres by public transport and walking. Giles Semper The Means LLP. Summary. What retailers think about cars & parking The behaviour of shoppers in centres owned by The Mall Corporation

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Giles Semper The Means LLP

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  1. Drivers do not spend more, but they cost more:incentivising access to UK shopping centres by public transport and walking Giles SemperThe Means LLP

  2. Summary • What retailers think about cars & parking • The behaviour of shoppers in centres owned by The Mall Corporation • Similar experience from other UK Centres • Conclusions

  3. What retailers think about cars & parking

  4. What most retailers believe

  5. What experience shows • York – retailers reported 20-30% increase in turnover following pedestrianisation • Hass-Klau 1993 – ‘many [German] towns show increases in the region of 20-40%’ after pedestrianisation • There is even a ‘knock-on’ positive effect upon retailers outside the pedestrianised area

  6. The behaviour of shoppers in centres owned by The Mall Corporation

  7. The Mall Corporation • 17 sites around the UK • All in town and city centres • All centres have substantial paid-for car parking. Most car parks are owned by The Mall, but some are council owned (and therefore lack investment) • We have looked at six of them • We will feature three – 1 ‘historic town’, 1 London centre, 1 other

  8. Norwich Uxbridge Walthamstow Ilford Bristol Sutton Coldfield

  9. The Mall Corporation • Norwich – historic, cathedral city • Bristol – thriving big development city • Walthamstow – upcoming city-centre area dominated by the young • IIford – east London suburb • Uxbridge – university- dominated market town • Sutton Coldfield – wealthy dormitory town in Birmingham Walthamstow Uxbridge Ilford LONDON Sutton Coldfield Norwich Bristol

  10. Conditions of survey • Data from ROI Group • Exit survey (doesn’t include those not shopping) • Minimum 300 full interviews per centre per year • Negligible number of cyclists

  11. Survey findings

  12. Survey findings

  13. Survey findings

  14. Survey findings

  15. Survey findings

  16. Survey findings

  17. Survey findings

  18. Survey findings Question: What is your opinion of this Mall? % of respondents agreeing with ‘I couldn’t get along without it’

  19. Similar experience from other UK Centres

  20. Camberwell shoppers survey 2008 • Admittedly low level of car use • The highest spenders were walkers, followed by bus travellers

  21. TfL’s bus user study 2009 Average spend per month, per mode4,637 users across 15 London town centres

  22. Conclusions

  23. Conclusions • Gradual decline in car-borne shoppers • Local ‘walk-up’ market has high spending power • Shoppers arriving by public transport & walking are often from high socio-economic categories • However major retailers now only need 75 stores to reach 50% of the population. 20 years ago it was 175 stores. This is probably due to increased mobility – by car.

  24. Incentivising access • The big prize for retailers is reducing the land given over to car parking • Possible to levy higher parking charges on remaining drivers • Retail centres can make a virtue of not catering for the car • Partnerships with public transport operators to incentivise these modes (e.g. ‘we will refund your bus fare’) • A wide range of other mobility management measures

  25. Thank youGiles SemperThe Means LLP01554 780170giles.semper@themeans.co.uk

  26. ADVIER ECOMM 2010 Involving the private sector in promoting Public Transport Niels de Vries

  27. Shopkeepers campaign • Three months pilot in Apeldoorn (population:136.000 ) • Joint contribution to keep mall accessible • Customers receive a free bus ticket • Tickets are valid till 1 month after the pilot has finished

  28. Aim of campaign Involving private sector in promoting Public Transport and to investigate if the private sector is willing to make a collective contribution for an accessible shopping mall.

  29. Philosophy • Link between the accessibility of an area and the property/location value in that area. • Public Transport has an added value for a destination:1% improvement in the accessibility leads to an increase of 0,3% of the property value (DTZ Zadelhoff & VU Amsterdam) • Shopkeepers have a direct financial interest in more customers coming by car or public transport

  30. Philosophy • Public Transport doesn’t transport customers of a bus or a train, but customers of a destination. • Customers add value to a destination

  31. Joint Marketing • The idea behind the marketing campaign was Joint Promotion. Veolia did the branding of the campaign, the shopkeepers took care of the communication to their customers. • Common sticker with the logo of the campaign • Joint Promotions will lead to the selling of more bus tickets and more purchases in shops: Joint Sales

  32. Branding

  33. The logo of the campaign Live

  34. Bicycle cabs

  35. Smallest bus in Holland

  36. Bicycle lottery

  37. Joint Promotion en Sales

  38. Results • In 3 months time shopkeepers gave away +/- 65.000 bus tickets. Veolia announced tickets were used regularly; • Participating shopkeepers: 81; • Customers of shopping mall were very enthusiastic about campaign; • Majority of shoppers were familiar with the campaign; • Shopkeepers were very positive, they say their customers really like it to receive a free bus ticket. • Positive side effect: employees of shops were using bus tickets as well.

  39. Points of improvement • Shopkeepers are not allowed to spend money on local initiatives, because majority of shops are franchise • Pilot period was too short to determine the elasticity of the price

  40. Points of attention • Convince headquarters and property owners that bad accessibility will result in a decrease of property value. • Increase the area in which people can use the bus tickets.

  41. Contact Niels de Vries Advier bv Niels.de.vries@advier.nl www.advier.nl www.mobiliteitsloket.nl

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