SHOPPING BEHAVIOUR AT DUTCH FURNITURE STRIPS Aloys Borgers Urban Planning Group Ilse Wognum, Ingrid Janssen Real Estate Management & Development

Furniture strips Dutch retail policy used to be very strict 70’s: retailers selling explosive or flammable merchandise, cars, boats and caravans  peripheral locations 80’s: retailers selling furniture, do-it-yourself (DIY), and building materials  peripheral locations 00’s: Dutch government liberalized the retail market / Faculty of Architecture, Building and Planning 9-12-2018

Liberalized retail market Find new peripheral locations for new retail development Find location Land use plan Extend/restructure existing furniture strips Well accessible (by car) Ample parking / Faculty of Architecture, Building and Planning 9-12-2018

Purpose shopping behaviour and shopping motivations of visitors of furniture strips shoppers’ opinions regarding extending furniture strips / Faculty of Architecture, Building and Planning 9-12-2018

Contents Research methodology Respondents Shopping behaviour Shopping motivations Opinions Conclusions / Faculty of Architecture, Building and Planning 9-12-2018

Research methodology Personal interviews; questionnaires Two large furniture strips (60-65 Km2): Breda Eindhoven July-September 2007 / Faculty of Architecture, Building and Planning 9-12-2018

Eindhoven Eindhoven / Faculty of Architecture, Building and Planning 9-12-2018

Breda Breda / Faculty of Architecture, Building and Planning 9-12-2018

Eindhoven Breda / Faculty of Architecture, Building and Planning 9-12-2018

Breda and Eindhoven furniture strips Household articles 2 Electronics DIY Furniture 36 30 Gardening Food (incl. Ikea rest.) 4 3 Total 45 35 / Faculty of Architecture, Building and Planning 9-12-2018

Main topics interviews Outlets visited start time end time planned Additional supply? What if …? Personal characteristics Group composition Shopping motivation / Faculty of Architecture, Building and Planning 9-12-2018

Response Breda: 153 individuals (18%) Eindhoven: 153 individuals (35%) / Faculty of Architecture, Building and Planning 9-12-2018

Respondents Breda Eindhoven Gender (%) male 49 35 female 51 65 Age (%) 20-29 10* 10 30-39 29* 28 40-49 30* 26 50-59 18* 23 60 + 13* 14 N 153 * weighed / Faculty of Architecture, Building and Planning 9-12-2018

Shopping motivation (%) Breda Eindhoven Utilitarian 74 67 ‘Hedonic’ 26 33 ‘Hedonic’ = hedonic + hedonic and utilitarian + browsing + other / Faculty of Architecture, Building and Planning 9-12-2018

Motivation ↔ Characteristics Logistic regression (probability utilitarian motivation): City (Breda, Eindhoven) Holiday season (yes, no) Day (weekday, Saturday) Arrival time (<12.00, 12.00-15.00, ≥15.00h) Gender Age (20-39, 40-49, 50+) Level of education (low, high) Group composition  children 7-18: probability decreases / Faculty of Architecture, Building and Planning 9-12-2018

Mean number of activities Breda Eindhoven Util. ‘Hed.’ Shops 2.79 4.03 2.83 4.20 Household 0.20 0.39 Electronics 0.78 0.64 DIY 0.18 Furniture 1.95 2.96 2.65 4.00 Gardening 0.05 0.04 Food-outlets 0.26 0.56 0.44 0.70 / Faculty of Architecture, Building and Planning 9-12-2018

Duration and walking distance Breda Eindhoven Min. km Utilitarian 82 0.8 113 1.1 ‘Hedonic’ 126 145 1.3 / Faculty of Architecture, Building and Planning 9-12-2018

Planned activities (in %) Breda Eindhoven Util. ‘Hed.’ Shops 47 24 49 41 Household 42 20 Electronics 59 30 DIY 46 Furniture 44 23 50 40 Gardening Food-outlets 21 48 / Faculty of Architecture, Building and Planning 9-12-2018

Extend the furniture strip? Add shops: No (50%) Extend current supply Add restaurants, bars: No (75%) Lunchroom, coffee/tea, restaurant Add leisure facilities: No (80%) Children’s playground Add other facilities: No (75%) Terraces, sitting accommodations / Faculty of Architecture, Building and Planning 9-12-2018

Add entertainment? Do you sometimes visit <facility> ? If <facility> would be added to the furniture strip, would you also visit <facility> while shopping there? 24 facilities (pool centre, bowling centre, casino, cinema, fitness centre, food court, gallery, indoor carting, indoor skating, children’s playground, HQ restaurant, indoor swimming, wellness centre, …) / Faculty of Architecture, Building and Planning 9-12-2018

Visit sometimes at furniture strip? Add entertainment? Visit sometimes? Visit sometimes at furniture strip? Food court 45% 60% Gallery, Art shop 50 47 High quality restaurant 90 46 Children’s playground 34 42 / Faculty of Architecture, Building and Planning 9-12-2018

Conclusions Shopping behaviour of 300 shoppers at 2 large furniture strips ±70% has a utilitarian shopping motivation ‘Hedonic’ shoppers visit more shops and food outlets; stay longer; behave more spontaneously Over 50% of shop visits by utilitarian shoppers is unplanned / Faculty of Architecture, Building and Planning 9-12-2018

Conclusions Most shoppers seem to be satisfied with current supply of furniture strips, although: Current supply of shops may be extended/diversified Current supply of food outlets may be extended/diversified Adding a Children’s playground or sitting accommodations would be appreciated Adding outlets like supermarkets and drugstores may be worthwhile investigating / Faculty of Architecture, Building and Planning 9-12-2018