To what Extent does Cabot Circus enhance the retail experience of shoppers?

To what Extent does Cabot Circus enhance the retail experience of shoppers?

1. Primary Data

   • Pedestrian Count
     • Stood and counted people that cross imaginary line
       • 5 minutes
       • 8 stops - 200m intervals
       • From both directions
       • 175 in site 1 (outside CC)
         • 69 in site 8 (in CC) due to the time of day visited
   • Land use Identification
     • Observation
     • Leaflets/ guides
   • EQS
     • highest quality- site 6 ( centre of CC)
     • Table taking into account different factors of EQ
       • Scale = (worst) -3 to +3 (Best)
       • Total EQ summed up for zone
     • Lowest quality- site 4 (end of broadmead)
   • Evidence of Management
     • Observation
       • photos/sketches
       • Annotation
   • Questionnaire
     • pragmatic approach
       • Attempted to ask every other person
         • Wanted 30 results
     • main reason for being there= 62% shopping
     • 61% prefered Cabot Circus
   • Statistics
     • Chi Square
       • NH- All sites attract equal amount of shoppers
         • RESULT- Some areas are more attractive than others
     • Diversity Index
       • Greater variety of shops in Broadmead.
   • Sampling Techniques
     • Systematic
       • 8 200m intervals along broadmead + Cabot
     • Pragmatic
       • Questionnaire

2. Secondary Data

   • Shopping guides
     • Galleries/ Cabot - Land use
   • Background (See other)
   • Rateable values
     • VOA.gov web
       • Site 7 ( in centre of CC) had the biggest rateable value at £890/m^2
     • Comparison of land values
   • Location Maps

3. Conclusion

   • Does the Evironmental Quality Vary Across the CBD?
     • Yes, but not as drastic as expected. Broadmead responded to the development of Cabot Circus and has improved. This is to keep up with the shopping centre in terms of sales.
   • To what Extent does Cabot Circus enhance the retail experience of shoppers?
     • Does enhance retailing experience!
   • Does the shop type vary across the CBD?
     • Diversity index shows broadmead has a wider variety. Land use bar graph shows all types of land use, apart from florist and proffesional services. These could be outside the CBD.
   • How do shoppers perceive the CBD?
     • A desireable shopping city centre with two well known shopping developments. Questionnaire shoed people were divided between which area they prefered.

4. Evaluation

   • Further Development
     • Different data at different intervals (e.g 4 seasons)
     • Seasonal figures make a difference? ( like Christmas)
     • Look at previous revenue figures to see if CC has brought something to the area.
     • Look at development of Broadmead since 2008. This would show how the high street is competing with the shopping centre and what its doing to achieve that
   • Background info
     • Not all sources reliable, but secondary table evaluated potential bias.
   • Fieldwork Techniques
     • Worked with other students to get more accurate results (e.g Questionnaire)
     • Pedestrain count- Hard to keep track in really busy areas.
       • Only do it in one direction to reduce error in the future
   • Data Representation
     • Questionnaire- Open questions hard to quantify in order to represent the data.
     • Bi Polar Analysis- Hard to identify less obvious data patterns when the lines follow a similar line
     • Isopleth- Difficult to accurately draw, but good visual representation,
   • Analysis
     • Analysis on the back of each method of representation. More accurate than a general analysis

5. Other

   • Background information
     • Largest city in the SW England
     • Booming economy/ £500 million shopping center Cabot Circus - finished 2008
     • Economy once focused on shipping industry
       • River Avon/ Severn
   • Location choice
     • It was the closest city which allowed decent comparison between CBD shopping outlets
     • Easy access - M5
     • Cabot Circus recent devpt - comparison between high street and shopping center

6. Data presentation

   • Bar graphs - Rateable values
   • Isopleth - Pedestrian
   • Divided bar graph - Landuse
   • Bi-polar - EQS
   • Pie charts - Questionnaires
   • Photos/ sketches - Evidence of management