For over 30 years, South West Water (SWW) has been supplying reliable and high-quality drinking and wastewater services to customers throughout South West England.
When the business was tasked with developing an affordability model for their customers, they set themselves a target of getting customers out of water poverty and onto the right support tariffs where necessary. While their own data and customer insight could act as a starting point, SWW recognised the impact that pairing this with CACI’s Ocean data would have on achieving their desired outcome.
The Challenge:
Higher financial strain due to the cost-of-living crisis, coupled with the industry-wide ambition of eradicating water poverty by 2025, made it imperative for customers who require and are eligible for support to be proactively identified and lifted out of water poverty through SWW’s holistic affordability toolkit.
The Solution:
Understanding the SWW brief, challenge and previous models used by the industry, a bespoke and granular dataset was created to supply a unique and current perspective into equivalised income at a 6/7-digit
postcode level, in conjunction with the wider validating characteristics of these customers, the complete SWW household customer and the property base.
South West Water built a model which combines this data with their own billing data at a customer level, enabling them to calculate the percentage of equivalised income from their customers’ current spend on their water bill at a property level. They can further combine this with OBR forecasts of income, housing costs and bill profiles to 2030 to model water poverty and wider outcomes into the future.
The Results:
From July 2022 to September 2023, over 15,000 customers were auto-enrolled onto support tariffs and brought out of water poverty. The affordability model enabled SWW to directly engage with these customers, build their trust and encourage further contact and conversation, particularly where customers may be entitled to or require additional support or services.
The use of the full range of our affordability toolkit remains critical to our ambition, we are now able to a high degree of confidence identify and, subject to further validation, engage with and auto-enrol customers onto our tariffs and bring them out of water poverty. These customers are often the struggling silent and hardest to reach who — without the data provided by CACI and the wider inputs into the model — we would not have had the capability to lift out of water poverty or achieve our commitment of eradicating water poverty which we are on track to achieve and is at the heart of our approach.
John Huxtable, Customer and Recovery Data and Insight Manager at SWW
Read the case study
You can access and download the full case study here. If you have any questions or want to learn more about CACI’s solutions, please get in touch with us.
This next blog in our series on balanced locations transports us to St Neots, a rapidly growing Cambridgeshire town with mediaeval heritage that is nestled along the River Great Ouse banks.With an intriguing blend of old-world and modern-day sights and amenities, a strong sense of a community and a picturesque atmosphere, St Neots was an undisputed pick as part of our list of perfectly balanced places to live per our report, “Six Pillars of Success: Building Resilient Places”.
St Neots features a strong provision of amenities and services. The town centre forms a well-balanced array of High Street brands like Fat Face and Argos and independent retailers accounting for 38% more of the retail offer than comparable locations, creating a strong sense of identity and place.
For those looking for independently run wine, beer and spirits retailers, look no further than The Smiling Grape Company, an award-winning, family-owned wine merchant, or Shumë Bottle Emporium, a craft beer shop and bottle emporium carrying beers from around the world. Opting to put your creative skills to the test in an all-ages, all-skill levels pottery and craft studio? The Crafty Monkey Pottery Shop has something for everyone.
The town’s market square is also one of the largest and most ancient in England, dating back to the 12th century. Every Thursday since its foundation, the Charter Market takes place here through the daytime, with stalls offering fresh produce, clothing and artisanal finds. There’s also a bi-weekly Saturday Farm and Craft Market featuring local traders and crafts makers offering meats and produce, baked goods, flowers and plants and handmade crafts.
For special occasions, or even to spruce up an everyday space, the County Fayre Florist has been a prime choice for locals for over three decades. A Hotel Chocolat factory and cafe outlet is also popular among locals in search of high-quality chocolate at lower prices than on the High Street, or for an ice cream or hot chocolate treat at the cafe.
Pillar 2: Uniquely tailored offline experiences
St Neots’ strong catering offer is mainly independently led, with many multi-function restaurants and cafes for visitors to enjoy.
Roberto’s Deli is one of these—part-deli and part-pizza restaurant, this authentic Italian deli offers artisanal produce alongside dine-in options, making it a hit with visitors. For an all-encompassing cafe, art gallery and creative hub experience, Art & Soul encourages visitors to savour moments of tranquility by viewing art, checking out a gig, getting some work done or catching up with friends over a coffee all in one place. The Pig n Falcon is also a popular watering hole among locals for its live music and warm, traditional pub atmosphere.
While Pizza Express is the town centre’s only chain restaurant, a Cineworld is in its vicinity, making for a great evening on the town. In contrast, its independent restaurant selection (including Il Girasole) and pubs like The River Mill offer quality food and pet-friendly atmospheres.
Locals and visitors will also find a bowling alley, library and museum in the town’s centre. A broad range of bars, restaurants and cafes also cater to a variety of food groups and preferences (Ferro Lounge, a vegan dog-friendly cafe, being one of them), along with a few small tearooms for vegan and gluten free visitors.
Pillar 3: Engaging community infrastructure
Lining the town’s streets are large chain supermarkets like Waitrose and Marks & Spencer along with independent alteration, shoes, arts & crafts shops and beauty salons and health and community services, meeting locals’ various needs.
Overlooking the town is also the alluring (and unmissable) 130-foot tower of St Neots Parish Church. Originating in the 12th century and rebuilt in the 15th, it serves as a community hub for gatherings and for relishing the centuries of craftsmanship visible in both its interior and exterior.
The town is also easily commutable from the neighbouring towns of Cambridge, Milton Keynes, Peterborough and more, with fast and direct train links to both London and Peterborough available.
Pillar 4: Support social cohesion through optimised residential design
Housing in St Neots indulges a range of preferences and budgets, from Victorian and Edwardian homes and cottages to more modern developments. A combination of high earnings (£48,007 on average) and relatively low house prices (£306,497) contribute to the town’s affordability. Houses in the area are 6.4x the average salary (compared with a UK national average of 7.4x), and monthly average private rent payments of £877 account for 22% of earnings (against a UK town average of 26%).
Terraced and detached properties have been increasingly sought after, along with semi-detached properties. The town’s proximity to larger cities like London, Cambridge and Peterborough has also appealed to many renters and homebuyers.
Pillar 5: Sufficient & accessible work opportunities for the local population
Job opportunities are available in many sectors in St Neots, notably in healthcare, manufacturing and retail. A half-hour drive or hour-long public transportation commute to Cambridge opens plenty of additional working opportunities for St Neots locals, especially in technology and innovation. Nearly half (48%) of the adult population is employed full-time (against a UK average of 42%).
There is also a community Facebook group, St Neots Referrals & Recommendations, where locals share recommendations and insights for new job listings.
Pillar 6: Appealing open spaces for the community to dwell in
St. Neots is home to many parks and green spaces for locals and visitors to enjoy. With the River Great Ouse flowing through the town and parks just steps away from the town centre, breathtaking scenery can easily be found.
Riverside Park, for example, is a popular destination for both locals and visitors, offering 72 acres of greenery that holds enormous weeping willow trees, picnic areas, children’s play areas and walking and cycling paths galore. Every Saturday, locals can partake in a free 5K parkrun, or can spend a lively Sunday attending one of the concerts held throughout the summer. Sports club events like the Dragon Boat Festival and St Neots Rowing Regatta are held in Riverside Park, making the most of the River Ouse.
There’s also the historic Georgian era Priory Park, which now serves as an open space for leisurely activities like picnics and dog walking to sponsored events like runs and activity clubs for children in the summer. Sports enthusiasts can also make use of the park’s five football pitches and several mini soccer pitches.
For glimpses of some of the area’s richest wildlife habitats, a trip to Paxton Pits Nature Reserve, packed with 78 hectares of lakes, meadows, woodlands and more, promises sightings of nightingales, cormorants and several other varieties of birds and mammals
In the next and final blog of this series, we’ll share one morepick for a ‘perfectly balanced’ place to live. To learn how our six property pillars can help ensure you are creating resilient places, please speak to one of our Placemaking and Property experts.
In this fourth blog of our series looking at balanced locations, we’re travelling to Worcester, a captivating city in the heart of the West Midlands known for its storied history and architecture, triumphant sports and social culture and vibrant community gatherings.
Worcester is packed with hidden gems and old haunts, medieval heritage sites and palatable dining options. These are a few of the many driving factors behind Worcester earning its place on our list of perfectly balanced places to live per our report, “Six Pillars of Success: Building Resilient Places”.
While many larger chain retailers like Primark, New Look, The Body Shop and Boots can be found in Crowngate Shopping Centre, plenty of independent retailers are situated in the heart of Worcester, especially on Friar Street. From clothing shops and bridal studios like You Boutique and Perfections Bridal Studio to pet shops and toy shops like Paw & Co and The Entertainer, there is no shortage of retailers catering to the community’s unique needs.
Pillar 2: Uniquely tailored offline experiences
Events are a big deal in Worcester– from open-air concerts to community festivals, there is always something happening to engage and entertain visitors of all interests.
The Victorian Christmas Fayre is one of such examples. A beloved annual event that captures the essence of Victorian England by transforming the streets of Worcester into a scene reminiscent of the era of Queen Victoria, the Fayre fills the city streets with market stalls that offer traditional festive treats and crafts. Several historic buildings throughout the city also take part in the celebration, opening their doors to guests to awe at the Victorian era’s opulence.
In the summer, locals and horse racing enthusiasts flock to Pitchcroft Park (otherwise known as Worcester Racecourse), a renowned thoroughbred horse racing venue. The annual Worcester Fringe Festival also brings theatre and arts aficionados to the city in the summer to revel in over 60 events dedicated to theatre, music and comedy at various venues. The musical fun doesn’t stop there— Worcester Fake Festival is returning to Pitchcroft Park this summer to deliver a tribute-based music event to local music lovers.
Throughout the year, historical events paying tribute to Worcester’s rich history such as the Civil War Soldier School at The Commandery also offer children an opportunity to follow in the footsteps of Civil War soldiers.
Football and cricket also form important parts of the city’s sports culture. Football is one of the most widely followed and played sports in the city, and cricket becomes particularly popular during the summer months.
The High Street, Friar Street and New Street are also brimming with cafes and coffee shops (both independent and chains), pubs and restaurants. In fact, a recent initiative to renovate the Worcester Foregate Street railway station arches, The Arches, has brought together a new cluster of trendy restaurants, coffee shops, breweries and even axe throwing.
Friar Street and New Street are also home to two of the city’s oldest, most historic pubs. The Cardinal’s Hat Inn on Friar Street is the oldest in the city, dating back to the fourteenth century. The King Charles House on New Street has a special tie to British history, as the home that King Charles II fled after defeat at the Battle of Worcester in 1651, aided by New Street’s residents holding the Cromwell army back for the King’s successful escape.
Pillar 3: Engaging community infrastructure
In terms of amenities and services, Worcester’s High Street features large chain supermarkets like Tesco, banks like Barclays, NatWest and Lloyds, pharmacies like Boots and a Post Office. Neighbouring Friar Street and New Street house a number of barbers and hairdressers, as well as beauty salons.
Worcester Cathedral in the heart of the city dates to the 12th century, showcasing the grandeur of English Gothic style. It not only serves as a place of worship, but as a cultural hub that hosts many events throughout the year.
The Hive, a modern, high-tech library with rooms to hire and a cultural programme that sits alongside more traditional library resources, is also a thriving community resource accessible by university students and the public.
Pillar 4: Support social cohesion through optimised residential design
At £44,246 per annum, household incomes in Worcester are in line with the UK average. Housing costs align with average earnings, with a range of affordable options from historic city centre properties to more modern developments beyond the centre available. With the average price of a home being £254,728 (5.8x the average earnings) and private rentals hovering around £701 PCM (19% of average earnings), Worcester’s affordability compared to most places of its size is evident.
Pillar 5: Sufficient & accessible work opportunities for the local population
With 9.6% of Worcester’s adult population being full time students (above the national average, and likely a result of the University of Worcester’s presence), both educational and working opportunities are easily within reach.
The city’s prominent manufacturing scene has created many job opportunities in sectors like engineering and logistics. Full and part-time employment rates (at 45% and 14% respectively) sit above the national average. 2.3% of the population is unemployed but looking for work, a rate slightly below the national average.
This year, the Worcestershire Skills Show will also be taking place, exposing Year 7 to 10 students to an array of industries to help them understand what businesses are looking for in future employees and determine the necessary skills and qualifications to pursue their future career goals.
Pillar 6: Appealing open spaces for the community to dwell in
Worcester’s green open spaces provide an escape from city life while also encouraging gatherings.
For those interested in exploring the city on foot, daily walking tours are offered by guides from Discover History, Worcester Walks and Faithful CityWalk. For the adventurers, self-guided tours and trails of the City’s Guildhall, the Worcester Heritage Walk and more are available.
Britain’s longest river, the River Severn, runs through the city and offers walkways along the water with plenty of surrounding open spaces to spend time in. In the warmer seasons, boating enthusiasts can be seen rowing boats or canoes, and anglers can be found on the riverbanks. Those opting for a leisurely stroll or vigorous jog can utilise the pathways.
For a serene escape just a stone’s throw from the city centre, locals and visitors will find Gheluvelt Park, offering expansive green space and captivating landscapes, opportunities to hire paddleboats or row boats on Barbourne Brook, or play tennis. The park holds more significance than just its beauty— it memorialises the Battle of Gheluvelt, a defining moment in World War I that helped secure victory for the Allies.
Stay tuned for our next pick of a ‘perfectly balanced’ place to live in our upcoming blog.
To learn how our six property pillars can help ensure you are creating resilient places, please speak to one of our Placemaking and Property experts.
Away Resorts is a holiday park operator specialising in holiday homes, luxury lodges, caravans and home lettings and ownership across the UK. Having grown recently from six parks to 27 after a substantial acquisition, the business hypothesised that there may be new customer groups across their wider portfolio of sites. This presented the team with an opportunity to decipher these customers’ demographics and continue to grow the business through engaging and relevant communications.
The challenge
Laura Miller, Head of Marketing at Away Resorts, highlighted three major challenges that Away Resorts needed to overcome to find out what their customers wanted to get out of their holidays and where the optimal locations for the acquisition of future parks would be:
Reassess how to enhance the efficiency and effectiveness of their marketing spend.
Develop a future capital programme that would be backed by a genuine understanding of what customers want from their bookings, their desires when looking for a holiday park, and which amenities to prioritise investing in.
Attract the right customer demographic by refreshing existing marketing communications and channels.
The results and benefits
These insights helped Away Resorts gauge where marketing spend should be focused to target specific segments, how best to distribute campaign spending and how to switch strategic gears to deliver more effectively executed campaigns, including the introduction of new media channels.
“It’s never just been about the project; it’s about wanting a deeper understanding of where we felt like we could go a level down to the market to get more owners. We’ve very much looked at our holidaymakers and those who potentially move from some of our key holidaymaker segments into potential holiday homeowners and we’re supporting all kinds of revenue streams within the diversity that makes up a holiday park.”
Hayley Collins, Commercial Systems Manager at Away Resorts
Plus, it has been particularly beneficial during executive board meetings, where tangible, easily comprehensible customer insights can now be shared with the wider business to bolster decision-making.
“Rather than what you might get from one or two surveys and a gut feeling, there’s tangible data that I can go in and explain my reasoning as to why we should choose a specific piece of media for upcoming planning. That’s the bit I’ve never been able to quite do before – giving the certainty and confidence to the executive level that we’re doing the right things.”
Laura Miller, Head of Marketing at Away Resorts
This deep dive into customers has enabled Away Resorts to adapt their customer feedback survey on holiday motivations and needs to be met by including questions on customers’ specific interests. The business has confidently leaned into an ‘exploration’ narrative based on the findings, which suggested that their target segment wants to explore beyond the park—partaking in walks, bike rides and other activities.
The outcomes and the future
In the coming years, Away Resorts is keen to explore larger-scale data-oriented projects with the help of CACI. Additional data acquisition drilling down into more locations along with the possibilities of what can still be done with the business’ existing data to grow and refine their segments remain a priority. Along with the business’ additional data sources, Away Resorts will continue to monitor changes through the segmentation data to enrich and grow their existing data to grow and maintain their core audience.
Read the full case study here. Or for more information on how CACI can support you with your customer data insights and strategies, please get in touch and one of our data experts will happily arrange a time to talk.
The latest findings from our Cost of Living consumer survey are in, and we’re taking a look at the insights through the lens of the leisure industry.
With over 2,000 respondents surveyed in November, we asked consumers about their thoughts and priorities in the lead up to Christmas to help brands understand how their customers may be behaving. For companies in the leisure space, being able to predict the movements, intentions and spending patterns of customers is key at this time of year, especially in the current economic climate.
So, what did we find?
Nearly half of consumers still want to socialise and spend despite the impact of the Cost of Living
With 46% of respondents agreeing that the increased Cost of Living will not impact their intended Christmas social plans (up from 40% in 2022), leisure brands can expect to benefit from people wanting to attend and spend on events out of the home this year.
While this is reflected in general financial fears dropping since the late summer, there seems to be a generational divide with Gen X, Millennials and Boomers feeling more confident. Gen Z, on the other hand, reached a new peak of concern at over 50%.
Their concerns relate to their personal finances as opposed to family finances or the national/global economy, which could affect brands reliant on young adults to boost their seasonal profits.
Energy fears remain high as the cold moves in, leading to potential cost-cutting in other areas for some groups
With energy costs becoming more of a focus as temperatures drop, some demographic groups are having to cut down on other costs to keep warm this winter – with one in three among the Low Income Living Acorn category expecting to have to do so.
The impact decreases as we climb the affluence scale but remains fairly significant, with over 20% of the Established Affluence category also considering cost cutting for this reason.
Spending on food and drink at home remains a priority, but the importance of entertainment and leisure at Christmas is growing
With a significant 79% of people considering spending on food and drink at home to be important this festive period, there is further optimism for the leisure industry as our latest survey has also detected a shift back towards entertainment and leisure as a source of importance.
While consumers report that most other areas of spending are reducing in importance, entertainment and leisure is trending in the other direction, with 59% of consumers surveyed classifying entertainment and leisure as either somewhat or very important to them this year, which is up from 53% in 2022. This is supported by 47% of respondents identifying that socialising outside of their homes this year is important, which is a slight increase from 2022.
Overall, the social planning picture is a lot less negative than last year
When we consider the contrast between pre-pandemic and Cost of Living crisis behaviours versus consumer attitudes now, it’s fair to say that people continue to exert caution in the lead up to Christmas. Nonetheless, we’re seeing less negativity year-on-year, which shows that there’s opportunity for leisure brands in the coming weeks.
Brands may still want to consider how different demographic groups are going to drive success this Christmas, as levels of concern and caution seem to be directly related to affluence. The findings show that the Established Affluence category appear to place the most importance on maintaining their food and beverage spending and socialising this year.
When taking age into account, we found that a surprisingly large pocket of younger respondents actually prefer New Year’s Eve to Christmas Day as a celebration. So, this could be something to consider when rolling out engagement strategies post-Christmas.
Apply these insights to your consumers and stay in the loop as you strategise
We work with a range of market-leading brands in the leisure industry, helping them to identify, understand and locate their customer base to drive value for their businesses and inform successful estate optimisation and growth. If any of our demographic or location-focused data is of interest to you, or if you’d like to dive deeper into our survey results, please get in touch to discuss this with us.
Findings from our latest Cost of Living survey show that while this may be the most wonderful time of the year for some, this sentiment remains aspirational for others in the current climate.
With Christmas spending behaviours changing across all demographic groups, where are consumers opting to shop during this festive period? Which retailers are appealing to which age ranges, and which are benefitting the most from the resurgence of consuming food and drinks at home during the festive period?
Christmas grocery shopping behaviours breakdown
Despite a gradual decline in the perceived impact of the cost of living on households over the last 18 months, 63% of all respondents surveyed remain “somewhat concerned” or “very concerned” about the increased cost of food and drink this Christmas.The most concerned groups are those in the lower affluence Acorn categories, comprising 66-68% of respondents. On the other hand, the higher affluence Acorn categories of Established Affluence and Luxury Lifestyles are among those marginally less concerned about these increased costs, at 52% and 63% respectively.
So, where are these shoppers turning to for their groceries? How much of an impact does ‘value for money’ messaging and promotional activity have on consumers’ purchasing decisions ahead of the festive season?
Where are consumers shopping this holiday season?
When asked about their preferred Grocery retailer for their main Christmas shop this year, there was an uptick in consumers’ preference for Sainsbury’s (16% in 2023 versus 11% in 2022), and a pronounced drop in consumers’ interest in shopping at Aldi from 19% in 2022 to 13% in 2023.
Sainsbury’s was the favourable choice for 20% of Boomers and older generations, while only 7% of Gen Z respondents said that their Christmas grocery shop takes place here, turning to Grocery retailers like Asda (19%) and Aldi (17%) instead. Tesco came out on top at 25% and was the most popular choice across all generations and Acorn categories.
Differences between where those who are/aren’t concerned will shop
Among those concerned about the cost of F&B, there’s a nearly three-way tie for the second most popular retailer between Sainsbury’s, Asda and Aldi for main grocery shop at 16% for Asda, 15% for Sainsbury’s and 14% for Aldi. For those who are reportedly unconcerned, however, the split shifts to 17% for Sainsbury’s, 13% for Asda and just 9% for Aldi.
With heightening concerns around the cost of food and drink, Grocery retailers looking to attract price-conscious customers in the run up to Christmas should focus on creating effective ‘value for money’ messaging and promotional offers. The fight to retain customer loyalty is in full swing, with the holiday season being a key period for major Grocery retailers to retain and gain customers.
Therefore, retailers that promote competitive pricing and supply exclusive Christmas deals and limited time offers will attract consumers who are on the hunt for the best deals during the holiday season and retain their loyalty.
Resurgence of socialising and consuming food & drinks at home
When asked how important various social activities this Christmas were, 79% of respondents surveyed considered the most important to be ‘food and drink at home’. Gen Z and millennial respondents placed the most importance on this festive social activity at 84%, along with families with children at home at 87%. On the other hand, only 75% of baby boomers and older generations felt this way.
In terms of Acorn categories, each category ranked this social activity as ‘most important’, with ‘gifting’ coming in second place.
As the younger generations and families with children are often the demographics attending or hosting holiday festivities in their homes during this time of year, there is an evident increase in the purchasing of food and drinks to cater to the increase in home visitors. Hosts are likelier to opt into buying higher-quality foods and alcoholic beverages to ensure their guests have a memorable dining experience, which further contributes to the uptick in spending at various Grocery retailers during this time of year.
How can CACI help?
As the cost of living continues to impact consumers and contribute to changes in spending behaviours ahead of the holidays, CACI can help you determine the impact that these changes may have on your business’ performance both in terms of its online halo and physical store network, how to navigate the changing behaviours of various Acorn groups and devise strategies for success at each of your store locations.
To learn more about how you can futureproof your business through data-backed insights, please contact Valentins Kirillovs.
Orkney Islands Council is the smallest council in the United Kingdom, situated on Scotland’s north-east coast. With a population of approximately 22,000 people, it spans 70 square miles and encompasses 22 inhabited islands. Orkney Islands Council supplies all local authority services for the archipelago, including education, roads, housing, waste collection and more.
Of the many areas of support that the Council provides, three of the focus areas have been to update the Housing Need and Demand Assessment (HNDA), to receive approval to support families and children in need through education and tackling fuel poverty. To address these priorities, the Council needed accurate, up-to-date, and consistent information that would help benchmark Orkney against other parts of the country.
The Challenge: Lack of robust, credible information due to small yet widespread population
One of the greatest challenges for the Council has been Orkney’s small yet widespread population. This has complicated the acquisition of statistical information – particularly information that is robust and credible. Slight changes in population size can considerably sway numeric results, which has hindered the Council’s benchmarking capability and innate understanding of the financial realities of Orkney’s inhabitants.
David Brown, Service Manager (Resources) within Education, Leisure and Housing at Orkney Islands Council, elaborated on the impact this lack of decipherable data has had on the Council and the population financially.
“One of the difficulties within Orkney is that we are very spread out. We have deprivation, but there’s nothing indicating that we have a particular housing estate or area where we need to put resources,” he explained.
The Solution: Paycheck enables updates to the Housing Need and Demand Assessment (HNDA) and supplies granular insight on housing affordability
Paycheck gives the Council a unique, granular point of view and information that has enabled their benchmarking against other local authorities and how Orkney compares to other parts of the country. Through Paycheck data, the Council has also been able to update their HNDA, a document that analyses the projection of Orkney’s population over the next five to twenty years which helps the Council establish the necessary housing and school programmes. The information within this document looks at the affordability of housing, which correlates with residents’ income, coupled with demand.
The Council assesses residents’ incomes against the likelihood of owner occupiers and current housing availability for those seeking private rentals, mid-market rentals and social rentals. This supplies insights that evidence decision-making linked to residential building programmes and determine how fast growth can be delivered.
This has been complicated by the fact that the population across the group of islands is increasing at the same rate as the whole of Scotland at 6%, with vast differences between life on the islands and on mainland Scotland. Orkney residents must adapt to much greater extenuating circumstances that come with higher costs, and the Council has had to find a way to prove these differences through data to the Scottish government. Paycheck has bridged this gap by providing an accurate representation of the current circumstances in Orkney, enabling the Council to strategise and plan for the most suitable house build programmes that have been acknowledged and approved by the government.
The Benefits
The integration of CACI’s Paycheck into Orkney Islands Council’s operations has yielded transformative outcomes, with its robust and credible data supplied proving to be key in decision-making processes. Notably, Paycheck has streamlined the approval of the HNDA, securing the necessary signoff from the Scottish government. Without this approval, the Council would have had to revisit and overhaul the entire HNDA, which would have resulted in a substantial loss of time and resources. Paycheck’s precise income
models and predictive capabilities have played a crucial role in ensuring that the HNDA remains accurate and credible.
Paycheck has also been instrumental in redefining residents’ financial realities in light of fuel poverty. It equips the Council with accurate data on residents’ earnings, enabling a greater understanding of communities that are at the most risk with rising fuel costs and may need Council support. The reallocation of resources in education has also been supported by Paycheck. By analysing school catchment areas and identifying pockets of deprivation, the Council can allocate resources to ensure access to education, fostering a more inclusive and supportive learning environment.
Ultimately, Paycheck has become an indispensable tool for the Council to address the triad of housing affordability, fuel poverty and education accessibility in a comprehensive, data-driven capacity.
Read the case study
You can access and download the full case study here. If you have any questions or want to learn more about CACI’s solutions, please get in touch with us.
In this third blog of our series looking at balanced locations, we shift our focus to Skipton, a picturesque market town in North Yorkshire known for its rich history and breath taking countryside known as “the Gateway to the Dales”.
With its 900-year-old medieval castle forming a centrepiece that overlooks the town and its charming, cobbled streets, traditional shops and vibrant markets, Skipton has retained its historic character while also providing modern amenities and a welcoming atmosphere for residents and visitors alike. These key contributing factors have earned Skipton its place on our list of perfectly balanced places to live per our report, “Six Pillars of Success: Building Resilient Places”.
Skipton’s historic High Street is home to an array of independent shops, boutiques and local businesses, which are complemented by national retailers such as M&S and WHSmith, clothing retailers like Next and Phase Eight, and health and beauty retailers like The Body Shop and Boots.
On the cusp of Yorkshire Dales National Park with hiking and cycling trails galore, the High Street of this historic market town also offers an array of outdoor clothing and equipment specialist retailers such as Chevin Cycles,Trespass,Regatta Great Outdoors and Mountain Warehouse.
Pillar 2: Uniquely tailored offline experiences
One of Skipton’s standout features is its weekly farmers and crafts market that offers a variety of locally sourced, traditional produce and handmade goods. All the stalls are run by local Yorkshire businesses, which generates a lively community atmosphere in and around the town. On Saturdays, locals can stroll through Skipton Market lining both sides of the High Street, establishing itself as a vital player in the town’s overall shopping experience and offerings.
History aficionados can also visit Skipton Castle, a remarkably preserved medieval castle where the Fattorini family— jewellers and creators of the Football Association Challenge Cup— continue to live to this day. Plaza Cinema is also popular with cinemagoers—a century-old, art deco, single-screen cinema that is the sole survivor of the town’s cinemas.
Skipton is also home to many small cafes and coffee shops (both independent and chains), pubs and restaurants.
Pillar 3: Engaging community infrastructure
In terms of amenities and services, Skipton houses nearly everything that would be expected from a town of its size, including both small and large supermarkets like Grape Tree Skipton and M&S, banks like Halifax, Barclays and NatWest, dry cleaners, furniture shops, charity shops and estate agents.
Skipton’s town hall is also situated near the castle, with a museum and gallery, a library and a small music amphitheatre just off the High Street.
Skipton Station is also a major force in the town’s infrastructure, with regularly scheduled direct commuter trains travelling to both Leeds and Bradford, and several London-bound trains daily.
Pillar 4: Support social cohesion through optimised residential design
Skipton features a wide variety of properties that are suitable for several types of people, ranging from large, detached houses to converted mill apartments, with terraced houses being especially prominent in the town. Families with children will find excellent educational opportunities available in the area, with several prestigious schools such asboys’ and girls’ grammar schools in the vicinity.
Pillar 5: Sufficient & accessible work opportunities for the local population
Although theSkipton Building Societyiscurrently the largest employer in the area, the town’s largest industry is likely to be tourism. Train line connections to Leeds and Bradford have opened many additional job opportunities as well.
Pillar 6: Appealing open spaces for the community to dwell in
Being the gateway to the Dales, Skipton is home to plenty of green spaces. From inviting woodlands and walking paths situated behind Skipton Castle to impressive views accessible within a half-hour drive, Skipton and its vicinity has something for outdoor enthusiasts.
In the heart of the town is Aireville Park, a large open space packed with sporting facilities suited for football, tennis, netball and basketball, a wheel park catering to BMX, skateboarding and rollerblading, children’s play areas, a treetop high ropes course and a café. The park is also home to Skipton’s weekly parkrun and annual triathlon, Yorkshire and Humberside’s largest pool-based triathlon.
Fans of the Harry Potter film franchise will be pleased to know that scenes from “The Deathly Hallows” were shot at the top of Malham Cove, a short drive from Skipton, showing views across Malhamdale, down to Malham Village and Kirkby Malham. Scenes from the 1992 version film adaptation of Emily Brontë’s “Wuthering Heights” were also shot in Malham Cove.
In the opposite direction and of similar driving distance, the renowned Brontë sisters’ home in Haworth can be found. It is now one of the oldest literary societies worldwide and was converted into the Brontë Parsonage Museum in memory of the celebrated authors of classic literature.
Saltaire, a UNESCO World Heritage Site built in the mid-19th century as a model Victorian village depicting life for workers in Sir Titus Salt’s textile mill, can also be reached from Skipton within half an hour’s drive. Visitors will find ornate and well-preserved houses, a church and public buildings surrounding a park to stroll through, with the namesake mill, Salt’s Mill, at the epicentre of the site.
Stay tuned for our next pick ofa ‘perfectly balanced’ place to live in our upcoming blog. To learn how our six property pillars can help ensure you are creating resilient places, please speak to one of our Placemaking and Property experts.
In this second blog of our series looking at balanced locations, we focus on Reigate and Fleet. These two enchanting towns are brimming with rich history and exceptional greenery. A blend of nostalgia, tranquillity and friendliness, they are south of central London in Surrey and Hampshire counties, making them the closest to London on our list of balanced locations outlined in our report, “Six Pillars of Success: Building Resilient Places”. While inhabitants of both towns are proud to call them home, the criteria they achieved in our report reiterate the reasons why we consider them wonderful places to live.
Reigate and Fleet both feature a myriad of national chains and independent retailers that take part in annual local activities and events.
In Reigate, national retailers like M&S and Boots are complemented by a range of independent retailers like The Vineking, a wine tasting and dining experience independent merchant, Art of Living, a family-run cook shop and showroom, and a handful of boutique gift shops like The Lemon Tree. Day-to-day convenience shopping is also supported by a large high-street Morrisons, which offers free parking.
Just under an hour from central London, you will find the town of Fleet, an ideal travel connection town for those who regularly commute into the city. Fleet Road, the town’s high street, features an array of independent shops and a mix of both independent and chain restaurants. Hart Shopping Centre houses several known brands and independent retailers. It hosts monthly craft markets that bring the community together to support local, independent businesses.
Pillar 2: Uniquely tailored offline experiences
Reigate has more restaurants than any market of its size, all of which are successful staples in the area. Just off Reigate High Street, you can find the Pilgrim Brewery, an independent retailer that is actively involved in our community’s sports teams and events, and is known among locals as a wonderful spot to gather and socialise.
Pan Asian chain restaurant, Banana Tree, recently opened its door to the Reigate community, joining the likes of Bills, Nando’s and Wagamama on the High Street to further enhance Reigate’s food and beverage offerings. Monte Forte also took up a fixed residency on Reigate High Street after trading from a pizza van that visited the town. After a cozy dinner or a day spent shopping on the High Street, locals can also catch a film at the local Everyman Cinema. With several independent pubs and even a couple of late-night venues catering to the night owls, Reigate’s independent retailers have something for everyone.
Reigate High Street is also involved in several national events throughout the year, from artisan, food and street markets to Pillage the Village around Halloween, an annual Christmas Fayre on Church Street, and most recently, Tom Kerridge’s Pub in the Park, which featured food stalls, live musicians and renowned chefs from around the country.
Popular cuisine in Fleet tends to be Italian and Indian, with several restaurants a notable hit with locals. For vegetarian options, The Greenhouse Fleet is an independent vegetarian cafe/restaurant with a strong environmental emphasis and diverse selection of palatable meals.
Zinc & Popworld and a variety of local pubs form Fleet’s leisure scene. For a cozy lakeside view and nautical atmosphere, locals can visit the Heron on the Lake pub. The recently redeveloped Hart Leisure Centre now offers a sports facility that doubles as a community gathering spot. For the town’s younger population, a recently opened virtual gaming experience arcade, Chimera VR, has quickly gained popularity.
Pillar 3: Engaging community infrastructure
Reigate’s array of yoga and Pilates studios along with a centrally located gym appeal to locals looking to stay in shape. Many companies or large groups also make use of Priory Park for outdoor fitness classes. To cover local essentials,Reigate houses a Royal Mail delivery office to the north of the High Street, a couple of dry cleaners and a key cutting shop, all of which cover local essentials. A launderette is also situated south of the High Street within a small parade of separate shops, and a Busy Bees nursery can also be found in this vicinity.
For a town of its size, Fleet’s array of amenities and services cater well to the needs of all ages of the local population. It’s home to a large leisure centre that comes with a pool, spaces for squash and indoor sports and a gym. Many of its eco shops like Fleet Scoop, a ‘Zero Waste’ community spirited and environmentally conscious shop along with other local gems that opened just before the Covid-19 pandemic have been warmly embraced by the community and have continued to perform well post-pandemic. There are also plenty of smaller rows of shops outside of the High Street, along with a number of hairdressers and nail salons catering to its residents’ beauty needs.
Pillar 4: Support social cohesion through optimised residential design
Housing in Reigate and Fleet is affordable for those that live in the area, as the higher than national average prices are reflected by respectively higher-than-average earnings. With plenty of private rentals to choose from and hundreds of newly built homes going up in the last few years.
At £1,147 per calendar month, private rentals in Reigate are 24% of average earnings, a smidge below the national average of 25%. Private rentals in Fleet equate to £1,095 per calendar month (or 21% of average earnings), also below the national average of 25%. Fleet has also seen 815 new homes built in the last five years– a growth rate of 4.8% which sits above the national average of 3.8% in the same period.
Fleet has experienced organic growth and periodic development in its housing market. Approximately every 20 years, a new housing development has emerged, including the likes of Ancells Farm Nature Reserve, Zebon Copse, Church Crookham, Elvetham Heath, and the currently under construction Edenbrook. Each estate has brought new retail and food & beverage opportunities with it, such as pubs, community centres, supermarkets, parks and cafes.
Pillar 5: Sufficient & accessible work opportunities for the local population
Reigate and Fleet’s economies are both active, with only 1.7% of the population in both towns being unemployed (below the national average of 2.5%). Fleet Services also employs many locals and acts as a stopover for those travelling from London and the East.
Fleet is home to many managers, directors and senior officials, with over 50% of the population in managerial, administrative and professional occupations. While it has historically been home to many commuters to London, it now houses several business parks, primarily occupied by Information Technology (IT) companies.
In Reigate, 46% of the population are in professional and technical occupations, with a higher-than-average 17% in service industries. There are thousands of companies and hundreds of medium-large-sized businesses that locals can work for, including the UK and European head offices of Willis Towers Watson, Kimberly-Clark and Pfizer. While most local employers operate in the private sector, there are public sector opportunities available in the local Council and NHS Trust.
Pillar 6: Appealing open spaces for the community to dwell in
Reigate’s Priory Park just off the High Street offers a great open space to tire the kids out either at the skate park, playground or by strolling along the lake or through the woods. The park hosts many events, including a free park run every Saturday morning that draws in upwards of 200 locals each weekend. It also hosts sporting events like local kids’ football teams, bringing together the community to the town centre.
Fleet’s lush greenery similarly draws in locals– at the heart of the town lies Fleet Pond, connecting various parts of Fleet. The town’s younger population is also catered to through open spaces such as a skatepark in the local park, The Views.
To learn how our six property pillars can help ensure you are creating resilient places, please speak to one of our Placemaking and Property experts.
In our previous blog, we explored some of the most common challenges that have arisen in the travel sector in 2023 and how you can leverage digital marketing and personalisation to tackle them.
In an era where the Cost of Living is placing pressure on consumers’ budgets, the significance of precise, targeted marketing and aligned messaging cannot be overstated. Moving towards the end of the year and the holiday-booking surge that happens in January, marketers will need to be aware of timely shifts in behaviour and expectations to capitalise on customer intent at the right times.
Through our recent Cost of Living consumer survey, we have identified important shifts in travel spending habits that will influence the January booking window, and have pinpointed the demographic groups experiencing the most significant adjustments:
Travellers are more frugal than they were, but still want the best experience they can afford
Travellers will spend more time than usual researching to try and find the best the value options
Travellers may be more sceptical about convenient booking options and package deals still offering the best available value
Solo travellers, travellers without children and families are all being hit differently, and will therefore have different needs and expectations when it comes to researching and booking.
Despite these shifts, there are still plenty of opportunities for travel businesses to keep customers interested in going away. Below we have detailed some of the tactics that can help:
Consumers’ travel spending will continue—with exceptions
Many travellers may have set expectations in their minds around what a ‘good trip’ looks like, such as having to be a certain distance away or for a minimum number of days. Our findings concluded that despite the ongoing Cost of Living crisis, holidays remain a priority for consumers of all ages, and they are determined to find ways to make them happen.
In fact, 57% of consumers surveyed have or will be making changes to their holiday habits to save money and get more for their money.
Respondents expect to cut their expenditure on their next holiday, with 45% saying they will either find a cheaper destination, travel option, accommodation, do fewer activities or simply reduce their trip length. Which means that they will most likely spend more time researching their holidays and trips. Equally, this may affect the package holiday market as consumers compose their own holidays by booking their own flights, hotels and transfers.
The most affluent Acorn demographic groupsexpect to cut their holiday expenditure in this way more than other groups, as do millennials and Gen Z respondents. 22% of respondents are also taking fewer breaks compared to previous years.
To continue to encourage travellers to go away, travel businesses will need to shift the focus from larger packages and holidays and instead start spotlighting the benefits of closer destinations and shorter trips or weekend getaways. Their focus language will need to be around ‘doing more with less’ to ensure travellers continue to see the value in getting away no matter the length of holiday. Travel businesses can promote this throughout the year as well, as shorter breaks are far more flexible and can happen at any time.
Gen Z are spending the least on travel this year
Younger holidaymakers—particularly Gen Z— appear to want to spend as little as possible to keep travelling this year.
When it comes to cheaper destinations and accommodation, more than 1 in 5 respondents of younger age groups have opted for these. Younger men surveyed are particularly determined to continue to take breaks as they have before. Just 14% of Gen Z men expect to take fewer breaks compared with previous years, yet that rate more than doubles among Gen Z women, 29% of whom reported that expectation.
To combat this, travel businesses that speak directly to traveller concerns around value will build their trust in the options they’re being presented with. For travellers that are wary of costs and will expect to be researching for longer periods of time to seek the best value, curated options and direct, value-based messaging will help to make their concerns feel acknowledged and will offer a faster and more convenient option for them to browse.
Family holidays are being cut…
Respondents that have children appear to be affected to a greater extent than those without. The appeal of cheaper destinations rises from 14% among those without children to 24% among those with under 18s in their household. Bearing this in mind, more price-sensitive families can be a stronger focus for value-based messaging and cheaper travel options from travel businesses.
…while solo travellers are on the rise
The results show that independently living, single travellers are taking the most advantage of getting away on holiday this year. In fact, rates of those cutting back on holiday expenditure are nearly 1/3 lower among those who live alone. This includes reducing spend in other areas to make room for travel and shortening the length of trips compared to previous years. To maintain interest across all pricing options, travel businesses should target more expensive and premium options towards solo and non-children couples.
How can CACI help?
As a trusted partner to major brands within the travel industry, our team is highly experienced in supporting strategic targeting by leveraging the necessary data and technology to understand customers and their behaviours as innately as possible and being able to design marketing strategies to target these groups.
CACI partners with global brands to harness and enhance customer data, enabling them to identify and prioritise the most valuable customers. Insights are then activated through strategic CRM initiatives and acquisition strategies, ensuring targeting is precise and relevant. This approach is pivotal for brands seeking to align their products with consumer needs and foster long-lasting brand loyalty, repeat bookings and maximising share of wallet.
To find out how we can support your business strategies or operations by enhancing your customer understanding, or to find out more about the products and services we offer, please get in touch.
