Business Development - Characteristics of shoppers in Boscombe, Southbourne and Westbourne

Characteristics of shoppers in Boscombe, Southbourne and Westbourne

Business Development

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Characteristics of Shoppers

Although the town centre is the main shopping destination in Bournemouth, the districts of Boscombe, Southborne and Westbourne also have a significant shopping offer. The NCTA and the Coastal BID combined resources in 2014 to research users of these shopping areas.

In each location 600 shoppers were interviewed in late April/May (off peak) and a further 300 in August (peak).

Visitors were asked where they were from, why they were there, how often they visit, how much they spent and how likely they were to recommend the destination.

Shoppers were categorised by Life Stage and also using Acorn’s geodemographic segmentation of the UK’s population. This is used to understand consumer’s lifestyles, behaviour and attitudes.

Italics in the coming pages are used to refer to Acorn Categories.

For a full explanation go to: www. Acorn.caci.co.uk or: http://www.coastalbid.co.uk/images/INFO%20HUB/FSP/Retail%20Research%20ACORN%20Definitions.pdf

For each destination a Net Promoter Score was calculated – a measure of how likely visitors are to recommend the destination.

The benchmark in the area is 6.

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Boscombe The resident catchment population of 282,000 has significantly more Retired Seniors than UK average.

The vast majority of visitors to Boscombe town centre were local residents (86%) but there were more tourists and day visitors in August.

86% 77%

8% 6% 1% 0% Local Resident

Student

Peak

Day Visitor

10% 4%

Overnight Visitor (staying in area)

5% 4%

Overnight Visitor (staying outside area)

Off Peak 4

Characteristics of Shoppers

The main reason for visiting was Non-food shopping.

43%

Non-food shopping Meeting friends/family

20%

Services (e.g bank)

10%

Grocery shopping

9% 8%

Work Eating / Drinking

3%

Active Leisure

2%

Leisure

2%

University / School Other Going to the beach

1% 1% 0%

The majority of shoppers (56%) fall into the Financially Stretched and Urban Adversity ACORN categories.

ent A f f l u e rs ev A ch i g Risin ity r e p P ro s

Lavish Lifestyles Executive Wealth City Sophisticates Career Climbers Successful Suburbs Steady Neighbours Comfertable Seniors Starting Out Student Life

ly ncial Fina hed c S t re t

1% 1% 3% 2% 3% 2% 3% 3% 4% 3%

9% 9%

5% 5% 8% 8%

6% 7%

Modest Means Striving Families Poorer Pensioners

n Urba ty rs i Adv e

6% 6%

Mature Money

Countryside Communities bl e fe r t a Com unities m Com

0% 0%

Young Hardship Struggling Estates Difficult Circumstances

Peak

3% 4%

11% 12%

5% 5%

3% 3% 2% 3%

25% 24%

Off Peak

On average visitors go to Boscombe about 7 times a month but Urban Adversity visit more regularly.

In the off peak period, average non food spend per party was £24 well above the benchmark of £14.

But visitors spent more than residents - £39 on average. At off peak time, average spend on food and beverage was £5 but again visitors tend to spend more.

The net promoter score – a measure of customer satisfaction based on how likely respondents are to recommend Boscombe is -38. This is well below the study area benchmark of 6 but it rises to -28 during August.

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Southbourne Southbourne has a resident catchment population of 162,000, about 11% of whom shop there regularly.

The proportion of Pre-family (13%) and Retired Seniors (50%) are above the UK average. 30% of residents are Affluent Achievers with other categories being below UK average.

The average distance travelled by local residents to Southbourne was 2 miles and only 10% of respondents did not categorise themselves as locals. The chart below shows there were slightly more visitors in peak period.

90% 87%

9% 0% 1% Local Resident

Student

Peak

3% 4%

Day Visitor

4%

Overnight Visitor (staying in area)

0% 1% Overnight Visitor (staying outside area)

Off Peak 6

Characteristics of Shoppers

The main reason for visiting was for services e.g. bank travel agency 18%

Non-food shopping Meeting friends/family

10%

Services (e.g bank)

21%

Grocery shopping

19%

Work

12%

Eating / Drinking

7%

Active Leisure Leisure University / School Other Going to the beach

4% 3% 1% 3% 1%

A third of shoppers were categorised as Affluent Achievers, typical of the catchment area but there are also significant numbers of Urban Adversity. ent A f f l u e rs ev A ch i g Risin ity r e p P ro s

Lavish Lifestyles Executive Wealth City Sophisticates

Successful Suburbs Steady Neighbours Comfertable Seniors Student Life

7% 7%

1% 1% 1%

12% 10%

3% 3% 3%

5% 5%

1% 2%

Modest Means Striving Families Poorer Pensioners

n Urba ty rs i Adv e

0% 1%

Career Climbers

Starting Out ly ncial Fina hed c S t re t

13% 13% 15% 14%

Mature Money

Countryside Communities bl e fe r t a Com unities m Com

0% 0%

Young Hardship Struggling Estates Difficult Circumstances

Peak

2% 3% 2% 3%

13% 11%

17%

2% 1% 0% 0%

20%

Off Peak

Shoppers go to Southbourne more than twice a week on average – more than the national benchmark.

Urban Adversity visit most often. In the off peak period, average non food spend per party is £8 – well below the benchmark of £14 but it increased at peak period. Average food and beverage spend per party was £5 The net promoter score – a measure of customer satisfaction based on how likely respondents are to recommend Southbourne is +25 in the off peak period rising to +40 in August, significantly higher than the benchmark of 6.

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Westbourne Westbourne has a resident catchment population of 305,000 with about 10% shopping there regularly.

The area has significantly more Retired Seniors (44%) than UK average and household income is 4% above average. Affluent Achievers dominate the catchment population.

The vast majority of visitors to Westbourne are locals with little change at peak period. Average drive time was 24 mins.

87% 85%

0% Local Resident

4%

Student

Peak

1%

4%

Day Visitor

6% 5%

6% 1%

Overnight Visitor (staying in area)

Overnight Visitor (staying outside area)

Off Peak 8

Characteristics of Shoppers

The main reason for visiting was shopping – 23% grocery and 20% non-food. For two thirds of the students interviewed, eating and drink was there main reason.

20%

Non-food shopping Meeting friends/family

8%

Services (e.g bank)

10%

Grocery shopping

23%

Work

14%

Eating / Drinking Active Leisure

13% 3%

Leisure University / School

4% 1%

Other Going to the beach

4% 0%

The majority of shoppers fall into the Affluent Achievers and Rising Prosperity Acorn categories.

ent A f f l u e rs ev A ch i g Risin ity r e p P ro s

Lavish Lifestyles Executive Wealth City Sophisticates Career Climbers Successful Suburbs Steady Neighbours Comfertable Seniors Starting Out Student Life

ly ncial Fina hed c S t re t

Modest Means Striving Families Poorer Pensioners

n Urba ty rs i Adv e

12% 14%

Mature Money

Countryside Communities bl e fe r t a Com unities m Com

4% 3%

Young Hardship Struggling Estates Difficult Circumstances

Peak

2% 1% 0% 2% 2% 2% 2% 2% 1% 2% 2% 1% 2%

21% 20%

11% 11% 6% 7% 17%

9%

5%

4% 3%

1% 1% 2% 1%

10%

13%

Off Peak

On average shoppers visit more than twice a week with Comfortable Communities visiting most often.

At off peak, average non food spend is £11 per party but rises to £18 for visitors. Average food and beverage spend is £9 rising to £15 for visitors.

The net promoter score is +30 off peak and +49 in the peak period – significantly higher than the benchmark of 6. During the peak period Affluent Achievers gave an NPS of +61.

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Characteristics of Shoppers

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Characteristics of Shoppers

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