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

2. 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

3. 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

4. Purpose shopping behaviour and
shopping motivations of visitors of furniture strips
shoppers’ opinions regarding extending furniture strips
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5. Contents Research methodology Respondents Shopping behaviour
Shopping motivations
Opinions
Conclusions
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6. Research methodology Personal interviews; questionnaires
Two large furniture strips (60-65 Km2):
Breda
Eindhoven
July-September 2007
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7. Eindhoven Eindhoven / Faculty of Architecture, Building and Planning

8. Breda
Breda
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9. Eindhoven Breda / Faculty of Architecture, Building and Planning

10. Breda and Eindhoven furniture strips
Household articles 2
Electronics
DIY
Furniture 36 30
Gardening
Food (incl. Ikea rest.) 4 3
Total 45 35
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11. Main topics interviews
Outlets visited
start time
end time
planned
Additional supply?
What if …?
Personal characteristics
Group composition
Shopping motivation
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12. Response Breda: 153 individuals (18%) Eindhoven: 153 individuals (35%)
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13. 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
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14. Shopping motivation (%)
Breda
Eindhoven
Utilitarian 74 67
‘Hedonic’ 26 33
‘Hedonic’ = hedonic + hedonic and utilitarian + browsing + other
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15. Motivation ↔ Characteristics
Logistic regression (probability utilitarian motivation):
City (Breda, Eindhoven)
Holiday season (yes, no)
Day (weekday, Saturday)
Arrival time (<12.00, , ≥15.00h)
Gender
Age (20-39, 40-49, 50+)
Level of education (low, high)
Group composition
 children 7-18: probability decreases
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16. 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
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17. Duration and walking distance
Breda
Eindhoven
Min. km
Utilitarian 82
0.8
113
1.1
‘Hedonic’
126
145
1.3
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18. 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
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19. 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
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20. 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, …)
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21. 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
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22. 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
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23. 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
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