Town Centre Shopper Report

for Yeovil

EXAMPLE REPORT

How to interpret the data in your report

Where Britain Shops Catchment This map shows your market share percentage and general location of residents living within a Town Centre’s catchment that shop within it. For example, an area showing a 70%-80% figure in catchment means that 70%+ of shoppers in this area shop in that centre. This map also illustrates the percentage of shoppers that shop elsewhere. For example, an area showing a band retaining 20%-30% of shoppers within catchment for this centre means that 70%-80% of shoppers from this area shop elsewhere. Catchment Population Leakage This page details a retail centres catchment shopper leakage to specific neighbouring retail centres by population volume and percentages that make up the total catchment population as a whole. This also indicates a Town Centre’s specific retention in shopper volume within its own catchment and where the remainder of shoppers within a Town Centre’s catchment go to shop. Proportion of Catchment Population Leakage This diagram graphically illustrates the proportion of a Town Centre’s shopper catchment that leaks to neighbouring centres along with the proportion of that centre’s retention of shoppers within catchment. Catchment Expenditure Leakage This page details the respective expenditure leakage and consequent expenditure retention from the Town centre catchment reported upon to alternative retail destinations. Combined with shopper population leakage, you can determine a relative expenditure value that each shopper represents within catchment. Mosaic Profile of Catchment This page measures the extent of a local consumer base, in relation to the report’s Town Centre. It helps you recognise the individual groups that make up the local shopper population using the Mosaic geo-demographic classification system. The catchment is derived from the Where Britain Shops survey carried out by Experian, with around 1.6 million responses collated per annum. This survey provides detailed knowledge of consumers preferred shopping destinations in-town and in retail parks. Mosaic classifies these individuals using census, financial, housing and retail data. Combining this with the profile’s information on local employment, age and family structure and social status, enables you to understand the varied lifestyles and behaviours of individual customers within a Town Centre’s catchment.

The indexing system that appears throughout the report illustrates the difference between a specific figure for the report centre and the average for Great Britain. An index of 100 represents an exact match, anything less than 100 indicates a below average value for the centre. A figure over 100 represents an above average value. For example, if 10% of the catchment is described in Mosaic as “Happy Families” and the GB average was also 10%, the index value would be 100. If however, the GB average was 8%, the index would be 125. You can therefore easily identify the proportions and consequent volumes of citizens with specific purchasing habits living within catchment, compared against the relevant average for Great Britain. Mosaic Profile of Catchment This diagram illustrates the proportion of Mosaic groups compared with a regional and national picture so you can see how the relevant centre’s consumers compare. Mosaic Distribution This map reveals the Town Centre’s Mosaic group distribution overlaid onto the population bands which in turn illustrate the catchment percentage of shoppers who shop within that centre. Consumer Expenditure This report provides data for amalgamated categories in three different types of expenditure from within a Town Centre’s catchment namely; comparison, convenience and leisure groups. This data combined with instructions on the accompanying briefing paper, will allow you to predict future consumer expenditure by product type. The target expenditure estimate for each category gives you the latest estimate for consumer spend on those goods or leisure services within the whole catchment area. This estimate is then compared against the national average to provide an index figure alongside the total expenditure estimate for the UK. Using the Catchment population leakage statistics, you can also approximate the amount of expenditure retained by a Town Centre and how much expenditure leaks to neighbouring centres. This

approximation method assumes that each shopper spends the same amount of money on goods and leisure. This estimate method will give you a rough guide only, given that certain shoppers spends more than others but there is a more accurate way to derive this information should you require it. Retail Centre Ranking • Experian’s Retail Centre Rankings are the result of actual physical surveys of more than 3,000 separate shopping locations and millions of UK retail outlets and is part of Experian’s on going research into the retail property market. • Each individual retail centre has been analysed according to a number of variables that are regarded by the retail marketplace as being generally representative of a retail centre’s strength where appropriate weightings have been applied. • These variables include;

- Multiple retailers (over 5 outlets nationally) - Comparison retailers and expenditure - Presence of key retailers (for example, John Lewis, Marks & Spencer, Next) - Number of Vacant outlets - Accessibility - Surrounding competition - Worker and residential expenditure - Tourism expenditure For more information about the content of this report please contact; David Launders, Senior Business Development Manager, Experian Ltd. Telephone: 01582 43 73 53 Email: david.launders@uk.experian.com Web: www.goadplans.co.uk

Introduction

This comprehensive report collates, prepares and describes the key demand factors a resident shopper population places

upon its nearest retail centres. Whilst easy to understand, the Goad Town Centre Shopper report gives you a detailed

insight into the consumer demand aspects of a town centre's retail economy, affording you the time to assess, measure and analyse the retail offer within.

Goad Town Centre Shopper reports can be provided for any retail centre and each can be updated on an annual basis

to help with monitoring requirements. Your report contains the following elements;

• Get an instant understanding of the geographical extent of a town centre’s consumer catchment

• See the exact percentage of a shopper catchment that leaks to neighbouring retail destinations

• See the exact percentage of shopper expenditure that leaks to other retail destinations

• Analyse a retail areas shopper population in terms of consumer buying habits

• Compare these shopper segmentation groups in a regional and national context • See where these groups live in relation to your own town centre’s catchment

• Determine catchment expenditure in the convenience, comparison and leisure categories

• Forecast consumer spend for specific classes of goods to be sold within these categories

• See where your town centre ranks in the official Experian Retail Ranking

• How to interpret the data in your report

(Report methodology supplied on separate document)

Your Goad Town Centre Shopper report will provide you with sufficient information on which to establish strategic

choices about where retail development or regeneration should be accommodated.

Data Source: Where Britain Shops

1

2

3

4

5 Yeovil 128,881 62.4%

6 Taunton 15,940 7.7%

7 Sherborne 11,210 5.4%

8 Street 10,327 5.0%

9 Shaftesbury 5,693 2.8%

10 Dorchester 4,603 2.2%

Crewkerne 3,427 1.7%

Warminster 2,977 1.4%

Chard 2,716 1.3%

Shepton Mallet 2,455 1.2%

Other 18,177 8.8%

Total Catchment Population 206,406 100.0%

Retail Centre

%

Leakage from Yeovil Catchment

Shopper Population

Data Source: Where Britain Shops

Yeovil (62.4%)

1 Taunton (7.7%)

2

3 Sherborne (5.4%)

4

5 Street (5%)

6

7 Shaftesbury (2.8%)

8

9 Dorchester (2.2%)

10

Crewkerne (1.7%)

Warminster (1.4%)

Chard (1.3%)

Shepton Mallet (1.2%)

Other (8.8%)

Data Source: Where Britain Shops

1

2

3

4

5 Yeovil 589,049,151 61.2%

6 Taunton 75,152,373 7.8%

7 Sherborne 51,209,977 5.3%

8 Street 48,986,267 5.1%

9 Shaftesbury 26,498,936 2.8%

10 Dorchester 22,382,411 2.3%

Crewkerne 15,902,022 1.7%

Warminster 13,659,781 1.4%

Chard 12,361,711 1.3%

Shepton Mallet 11,306,305 1.2%

Other 95,342,904 9.9%

Total Catchment Expenditure 961,851,837 100.0%

Total Worker Spend: £15085332 Total Tourist Spend: £9727623 Catchment area 1611 Sq Km

Retail Centre

%

Leakage from Yeovil Catchment

Shopper Expenditure

Data Source: Where Britain Shops

4

5

6

7 A Symbols of Success 2,640 2.1% 3,731 1.8% 115

8 B Happy Families 16,990 13.3% 23,889 11.6% 115

9 C Suburban Comfort 20,703 16.2% 33,016 16.0% 102

10 D Ties of Community 19,655 15.4% 27,257 13.2% 117

11 E Urban Intelligence 1,673 1.3% 1,898 0.9% 143

12 F Welfare Borderline 1,196 0.9% 1,454 0.7% 133

13 G Municipal Dependency 1,644 1.3% 2,357 1.1% 113

14 H Blue Collar Enterprise 14,129 11.1% 21,193 10.3% 108

I Twilight Subsistence 3,809 3.0% 6,529 3.2% 94

J Grey Perspectives 19,349 15.2% 35,347 17.1% 89

K Rural Isolation 25,645 20.1% 49,735 24.1% 84

Total 127,433 100.0% 206,406.00 100.0% 100

% IndexMosaic Group Shopper Pop % Total Pop

0 50 100 150 200

Data Source: Where Britain Shops & Mosaic

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

Yeovil

South West

UK

Group A

Group B

Group C

Group D

Group E

Group F

Group G

Group H

Group I

Group J

Group K

Group U

Mosaic groups

Data Source: Where Britain Shops & Mosaic

Data Source: Where Britain Shops & Mosaic

UK Spend

Category % £'000s % Index

£'000s

Alcohol & Tobacco 46,862 6% 19,728,412 6% 102

Audio-visual, photographic and information processing equipment 34,458 4% 13,522,899 4% 109

Clothing materials and garments 72,004 9% 35,399,196 10% 87

Cultural services 32,077 4% 12,973,656 4% 106

Food 156,553 19% 64,512,384 19% 104

Games, toys and hobbies; sport and camping; musical instruments 67,994 8% 27,075,181 8% 107

Gardens, plants and flowers 11,404 1% 3,401,642 1% 143

Eating Out 190,629 23% 87,033,131 25% 94

Household Goods 85,389 11% 33,482,304 10% 109

Household textiles 8,889 1% 4,910,057 1% 77

Jewellery, clocks and watches 10,279 1% 3,941,497 1% 111

Major household appliances (electric or not) 12,320 2% 4,376,689 1% 120

Medical, Personal Care 14,551 2% 6,264,836 2% 99

Pets and related products 6,627 1% 2,390,763 1% 118

Printed Media 18,995 2% 8,094,254 2% 100

Shoes and other footwear 9,114 1% 4,791,317 1% 81

Small electrical household appliances 33,611 4% 15,019,911 4% 96

Total Comparison 385,635 48% 162,670,546 47% 101

Total Convenience 203,414 25% 84,240,795 24% 103

Total Leisure 222,706 27% 100,006,787 29% 95

Total Expenditure 811,755 100% 346,918,129 100% 100

Data Source: Retail Planner

Catchment

Spend

0 50 100 150 200

Data Source: Retail Planner

Rank GOAD Centre Name Comparison Spend Region

113 Basingstoke £417M South East

114 Kings Lynn £416M East Anglia

115 Kensington £414M Greater London

116 Croydon - Purley Way £412M Greater London

117 Wood Green £412M Greater London

118 Aylesbury £410M South East

119 Telford £410M West Midlands

120 Glasgow - Parkhead £410M Scotland

121 Poole £410M South West

122 Burton Upon Trent £409M West Midlands

123 123 Yeovil £402M South West

124 124 Warrington £400M North West

125 125 Walthamstow £400M Greater London

126 126 Truro £398M South West

127 127 Chichester £397M South East

128 128 Wigan £394M North West

129 129 Stirling £391M Scotland

130 130 Chatham £391M South East

131 131 Hereford £389M Wales

132 132 Sunderland £385M North133 133 Ayr £384M Scotland

134

Retail Ranking Methodology

• Experian’s Retail Centre Rankings are the result of

actual physical surveys of more than 3,000 separate

shopping locations and millions of UK retail outlets

and is part of Experian’s on going research into the

retail property market.

• Each individual retail centre has been analysed

according to a number of variables that are

regarded by the retail marketplace as being

generally representative of a retail centre's strength

where appropriate weightings have been applied.

• These variables include;

- Multiple retailers (over 5 outlets nationally)

- Comparison retailers and expenditure

- Presence of key retailers (for example, John

Lewis, Marks & Spencer, Next)

- Number of Vacant outlets

- Accessibility

- Surrounding competition

- Worker and residential expenditure

- Tourism expenditure

Data Source: Where Britain Shops