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 Similar experience from other UK Centres Conclusions

What retailers think about cars & parking

What most retailers believe

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

The behaviour of shoppers in centres owned by The Mall Corporation

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

Norwich Uxbridge Ilford Walthamstow Bristol Sutton Coldfield

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 Bristol Ilford Walthamstow Uxbridge Sutton Coldfield Norwich LONDON

Conditions of survey Data from ROI Group Exit survey (doesnt include those not shopping) Minimum 300 full interviews per centre per year Negligible number of cyclists

Survey findings

Question: What is your opinion of this Mall? % of respondents agreeing with I couldnt get along without it

Similar experience from other UK Centres

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

TfLs bus user study 2009 Average spend per month, per mode 4,637 users across 15 London town centres

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.

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

Thank you Giles Semper The Means LLP

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

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

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.

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

Philosophy Public Transport doesnt transport customers of a bus or a train, but customers of a destination. Customers add value to a destination

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

Branding

The logo of the campaign Live

Bicycle cabs

Smallest bus in Holland

Bicycle lottery

Joint Promotion en Sales

Results In 3 months time shopkeepers gave away +/ 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.

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

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.

Contact Niels de Vries Advier bv