BIDS CPD Workshop Nov 2011

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IPM certified workshop that focussed on: (1) Knowledge is power and (2) management, governance and communications.

Transcript of BIDS CPD Workshop Nov 2011


2. Institute of Place Management (IPM): international body thatsupports those who are committed to developing, managingand making places better. Benefits of IPM CPD include: Demonstrates a commitment to the place managementindustry. Provides national and international recognition of individualslearning. Receive an IPM CPD Certificate & self-assessment record thatallows you to bank points with IPM if youre a member. Signup @ 3. BIDS: Statistics and Optimising GrowthBIDS CPD WorkshopWednesday 23rd November 2011Steve Halsall, PartnerSimon Power, Managing 4. Agenda Introduction Data sources Consumer research Analytical methods Benchmarking Modelling Visualisation Conclusions 4 5. Who are CACI? Owned by CACI Inc ($3.6bn) Over 30 years providing targeted marketing solutions basedon customer and market analysis The first and largest market analysis business in UK Turnover FY11 74m Growing & acquiring companies 6. CACI: 3 Key Strengths Consultancy Europes largest independent location planning team Automotive, Retail, Finance and Public Sector & Commercial Property Data Data interrogators not data collectors Huge depth and breadth of data Data integrity and quality of paramount importance Software Unique market analysis tools: InSite, Impact Modeler Designed specifically for market analysis and scenario planning Used internally by CACI consultants 6 7. Location Planning Clients 8. The Role of CACI Strategy & Analytics9 Copyright 2011 CACI Limited 9. Statistics to Optimise Growth10 10. BIDS: Role of Statistics in Optimising Growth Strategic planning Vision for the BID (and role in local hierarchy) Business mix Target occupiers Performance Monitoring Position relative to strategic plan Customer perceptions Vacant properties Tactical marketing Consumers Occupiers Provide an evidence base for on-going funding 11 11. Data Sources 12 12. Retail Footprint 2011 Retail Footprint is a gravity model that replicates the pattern of shopper behaviour to identify how centres perform. It is a gravity model that defines catchments for shopping centres selling Comparison Goods in Great Britain. The gravity model approach replicates the decision-making process consumers use when they shop. RetailFootprintcalculatescomparison expenditure and shopper populations for each centre based on the principles that: Peoplearemore likelytovisit larger, more attractive centres. People are more likely to visit centres that are easily accessible to them (based on a combination of distance and drive-time).Using the location of survey respondents theperformance of a centre can be analysed bycomparing the distribution of actual customerswith that predicted by the gravity model.This is a valuable tool in identifying areas totarget for marketing in the future. 13. Gravity MethodologyRetail Centre B 1. Centre attractiveness 2. Centre typeScore: 100 3. Demand40% - 200 290 4. Competing centres 5. Distance to CentreResidential Zone 1Retail Centre A60% - 300 50090% - 90Score:Score: 25 50 Residential Zone 2 310 100 10% - 10 14 14. Stirling: Current Status Stirling is currently classed as an Average Centre in Retail Footprint 2011, which forms part of the Major Centres category.It currently has a Retail Footprint (RF) score of 847. Major Centres are large traditional High Street centres located in the middle of either large towns or secondary regionalcities. These are the second tier in the regional shopping hierarchy, in terms of both the number of Comparison Goods outlets andshopper numbers. Major Centres have an average Retail Footprint attractiveness score of 789 and a catchment market share of 9.6%. 106 retail centres are classified as Major Centres and average comparison goods expenditure is 256 million. Average Centres are typically mass-market in profile, displaying some element of all three retail offer types. These centres display neither a premium nor value retail provision bias, though there is usually more of the latter present.Average retail centres include such locations as Stirling, Doncaster and Hemel Hempstead. 15. Stirling: 2011 CatchmentTotal Residential Expenditure:1,470.4mMarket Potential: 225.0mMarket Share (Total*): 15.3%Market Share (Core*): 65.0%Source: CACI Retail Footprint and InSite* Total = Primary, Secondary, Tertiary & Quaternary* Core = Primary & Secondary 16. Stirling: 2011 Market SharesSource: CACI Retail Footprint and InSite 17. Stirling: Current Catchment SummaryCurrent market potential of 225 million per annum Total Comparison Comparison Goods MarketTotal ShopperCatchmentGoods Expenditure Market Potential SharePopulation Population (m) (m) (%)Primary57,075 151.1 43,213114.375.6%Secondary41,708 109.3 20,84955.0 50.4%Core Catchment98,783 260.4 64,061169.3 65.0%Tertiary 73,855 184.8 13,73333.9 18.3%Quaternary394,2011,025.28,306 21.82.1%Total Catchment566,839 1,470.4 86,100225.0 15.3% Source: CACI Retail Footprint 18. Stirling: Category ExpenditureTotal market potential of 450.1 million per annum Expenditure perHousehold Spend Index v Annual HouseholdCategory AnnumSpend () UK Scotland(m)Clothing & Footwear66.3 1,753.5 106104House & Home 8.7 230.7 97106Leisure Goods45.3 1,197.8 109104Personal Goods 12.7335.6108106Personal Care24.6650.0 94104Durable Goods67.4 1,781.6 103106Comparison Goods225.05,949.1104105Convenience 173.5 4,587.4 101103Catering 51.7 1,365.8 101105Total Retail Spend450.111,902.3 103104Source: CACI Retail Footprint 19. Stirling: Retail Category Mix % of% of Retail % of RFCount of% ofRetailers - Retail CategoryFootprint Score - IndexRetailers RetailersIndex vsScore vs Scotland ScotlandClothing & Footwear8325.1% 15344.3%146House & Home4 1.2%632.7% 104Leisure Goods3811.5% 15923.0%148Personal Goods 3410.3% 13612.7%147Personal Care5115.4%978.0%64Durable Goods19 5.7%594.3%26Convenience29 8.8%614.2%36Catering 7322.1%820.7%43Grand Total 331 100.0% 100 100.0%100Source: CACI Retail Footprint 20. Stirling: Leakage to Competing CentresMarketMarketRF DistanceRetail Footprint CentreRetail Footprint Class ShareShare Score (Miles)(Core)(Total) Glasgow National Centres 3,374 21.67.9% 19.2% Falkirk Average Centres753 10.02.9% 15.5% StirlingAverage Centres 8470.0 65.0% 15.3% Falkirk - Central RPMajor Shopping Parks 239 9.9 1.6%6.0% Edinburgh Principal Centres2,495 30.80.3%4.8% Dunfermline Average Regional Towns 497 18.70.1%4.0% Cumbernauld Value Metropolitan Towns 393 12.00.3%3.5% Stirling - Springkerse RP Large Retail Parks with Fashion210 1.012.1%3.1% Livingston Designer OutletMajor FOCs Mass Market 220 23.00.0%2.3% Tillicoultry - Sterling Mills Medium Sized FOCs 66 7.8 3.0%2.1% LivingstonMall-Dominated Town Centres507 23.0No Core 2.0% Alloa Average Local Centres181 5.6 3.7%1.7% Glasgow - The Fort SP Super Parks339 18.70.3%1.5% Edinburgh - Gyle Centre Average Purpose Built District Centres 358 27.1No Core 1.3% Airdrie Average Metropolitan Towns 201 17.5No Core 1.0% Perth Quality Regional Towns 780 27.40.1%1.0% BathgateAverage Local Centres107 18.8No Core 1.0% SilverburnUrban Regional Malls 581 25.80.2%0.9% CrieffRural Centres 53 18.0No Core 0.9% Glasgow - Braehead SC Urban Regional Malls 671 23.60.3%0.8% Coatbridge - Faraday RP Large Retail Parks with Fashion177 18.3No Core 0.6% Dunfermline - Halbeath RP Retail Parks Minority Fashion 92 20.5No Core 0.5% Perth - St Catherines RPLarge Retail Parks with Fashion206 27.20.1%0.5% Linlithgow - Stockbridge RP Retail Parks Minority Fashion 44 15.6No Core 0.5% Callander Very Small Urban Centres29 13.90.1%0.5% Source: CACI Retail Footprint 21. Market Position Premium MassValue Stirling7.9 66.725.4 Glasgow30.6 52.516.9 Falkirk 2.8 66.430.8 Falkirk- Central RP 0.0 66.933.1 Edinburgh40.8 50.0 9.2 Dunfermline 3.7 60.735.6 Competing Centres15.6 59.325.1 Average Stirling Index 50.6 112.5 101.1Source: CACI Retail Footprint 22. Stirling: UK RF RankingStirling currently ranked 138th in the UKComparisonRFRankCentre Name RF Minor Class Goods Market Score Potential (m) 129WarringtonAverage Centres 841241.8 130Batley - Birstall Shopping Park Major Shopping Parks509240.6 131ChesterfieldLower Average Centres 805237.4 132Cheshire Oaks - McArthurGlen Outlet CentreFOCs Premium BrandsMajor 300232.9 133Falkirk Average Centres 753232.0 134Cheapside Quality London Non-Residential Centres 613 229.2 135Kings Lynn Lower Average Centres 825228.4 136Truro Quality Regional Towns857228.2 137Enfield Average Conurbation Towns 638225.2 138 Stirling Average Centres847225.0 139Stockton-on-Tees - Teesside Shopping ParkSuper Parks 424224.3 140UxbridgeAverage Conurbation Towns 921223.0 141Inverness Average Centres 820221.8 142Cambridge - Grafton CentreAverage Purpose Built District Centres490221.7 143Street - Clarks Village Outlet Centre Major FOCs Premium Brands 141221.5 144Ashton-under-Lyne Average Conurbation Towns 729220.6 145HastingsAverage Centres 574220.5 146Freeport Braintree Outlet CentreMajor FOCs Premium Brands 155219.4 147Banbury Average Centres 815219.3 148St Helens Average Centres 780218.7Source: CACI Retail Footprint 23. Stirling: Scotland RF RankingStirling currently ranked 8th in ScotlandComparisonRF Rank Centre NameRF Minor ClassGoods Market Score Potential (m) 1 GlasgowNational Centres 3,3742,471.0 2 EdinburghPrincipal Centres2,4951,088.8 3 Aberdeen Principal Centres1,750 804.7 4 Dundee Average Regional Centres 1,129 415.1 5 Glasgow - Braehead Shopping Centre Urban Regional Malls671363.3 6 Silverburn Urban Regional Malls581357.8 7 FalkirkAverage Centres 753232.0 8 Stirling Average Centres847225.0 9 InvernessAverage Centres 820221.8 10Edinburgh - Fort Kinnaird Retail Park Super Parks507184.6 11PerthQuality Regional Towns780176.7 12East KilbrideMall-Dominated Town Centres 730173.2 13Livingston Mall-Dominated Town Centres 507148.8 14AyrAverage Regional Towns786147.6 15DunfermlineAverage Regional Towns497145.0 16Loanhead - Pentland Retail ParkMajor Shopp