consumer Archives

Why retail destinations should invest in consumer experiences & perceptions

Posted on: 9 July 2024

Want to increase your visitors’ spend by 25%? Invest in your amenities.

Facilities are a vital part of retail and leisure destinations. Despite not directly producing turnover, they play an essential part in driving performance. Through research from our Shoppers Dimensions dataset– our database of over 1 million respondents across 270 UK-wide destinations which enables key performance indicator (KPI) benchmarking of assets against similar locations across the UK to contextualise performance and enhance decision-making– we analysed how various KPIs are impacted by consumers’ experiences and perceptions.

So, how exactly are services and amenities within retail destinations affecting consumers’ behaviours? How can retail destinations leverage these insights to bolster experiences and perceptions?

How do consumers’ overall shopping experiences influence their spending behaviours?

According to our research, retail destinations capable of improving their rating of a person’s overall shopping experience may recognise an increase in their average retail spend by £21. There is an uplift across the board when overall shopping experience is rated 5 out of 5, with average retail spend increasing by 25% and catering spend by 17%.

How do experiences & perceptions of toilets impact retail destinations?

It may not be a glamourous topic, but toilets are often called out by customers as an issue. They are expensive to renovate and maintain, and without a direct revenue stream associated with them, it is easy to think of toilets as a cost. Despite this, our data shows that investing in facilities can actually drive performance.

Firstly, when looking at shopping centre locations of those that rate the toilet facilities 5 out of 5, our data shows that this leads to an uplift in time that a person stays at the destination by 16%, which accounts for 12 additional minutes per customer. But how does this additional dwell time translate into spend? Customers that give toilets a top rating record a 26% uplift on their average retail spend, an increase of approximately £21.34 per customer.

Retail is not the only category affected. In fact, catering conversion experiences an uplift of 5 percentage points and the average spend on catering increases by 19%. There is therefore direct value to unlock by maintaining and improving these facilities, even if that means you have to spend a few pennies to do so.

How to attract more family groups from further afield

Family groups can be a hard group to target, but once at the destination, they are likely to come for ‘Big Day Out’ trips which are associated with a higher average spend. For many destinations, this group tends to live further afield, such as in the suburbs of a city. When family facilities are rated higher, there is an uplift in their drivetime by 23%, an increase in their dwell time by 17% along with an uplift of 25% in associated retail spend. Showing that better family facilities draw in these high-spending visitors from further away

How do car park experiences & perceptions impact interactions with the rest of the shopping centre?

One of the most interesting findings we came across when looking into the impact of ratings was with overall parking experience. This is another topic that consumers are passionate about; ever hard-to-please, the consumer wants it to be cheaper, with more spaces and of a better quality. But do better perceptions really lead to stronger key performance metrics? In short, the answer is a resounding “yes”. Those who rate the overall parking experience 5 out of 5 see an uplift in dwell, retail and catering average spend and conversion. The greatest uplifts are in dwell time and average retail spend. On average, dwell time will see an uplift of 17% (14 minutes) while average retail spend will see an uplift of 30%, leading to an average increase in spend of just over £25.

Key takeaway: higher perceptions equal higher spend

Overall, our data shows that the higher the perceptions, the more people will spend and the longer they will stay. This is the case when we look at the ratings for overall shopping experience, cleanliness, overall parking experience, family facilities, customer services, signage, architecture and toilet facilities. While it might not be glamourous, strong perceptions of parking experience and toilet facilities do lead to an increase in key performance indicators, proving that there is value to be unlocked by investing in these facilities.

How can CACI help?

At CACI, we understand the impact that driving improved perceptions of facilities within a retail destination can have on consumers’ behaviours, such as which amenities encourage people to visit from further away, stay longer or spend more on their trip. To gain a better understanding of how consumers interact with places, reach out to us to discuss how we can help you measure your performance and identify growth opportunities.

Why Taunton is a perfectly balanced place to live

Posted on: 8 April 2024

This final blog in our series on balanced locations brings us to Taunton, an idyllic town near the southwest England countryside with a captivating history, landscapes and arts and culture scene that have earned the town its spot on our list of perfectly balanced places to live per our report, “Six Pillars of Success: Building Resilient Places”.

If you have yet to read our blog that introduces these pillars, we consider a ‘perfectly balanced’ place to be:

One that houses a suitable mix of chain and independent retailers at optimal sizes
Supplies unique offline experiences that meet the community’s needs
Provides community infrastructure that supports daily living
Offers adequate residential properties for the community
Offers employment opportunities and flexible working spaces
Encourages time spent outdoors in green spaces

So, what exactly are the driving factors behind Taunton being a perfectly balanced place to live?

Pillar 1: Representation & proper sizing of independent & chain retailers

Taunton’s town centre benefits from a mix of well-known brands like Primark, TK Maxx, Sports Direct and Marks & Spencer, while also being home to thriving independent and specialist retailers. In fact, independent retailers in Taunton comprise ~50% more of the retail mix than benchmark locations.

Bath Place stands out as a particular hub for independent retailers. Dating back to the 18th century, this historic street is lined with an array of independent businesses and services that can be reached on foot by pedestrians. Many of the shop fronts feature their original detailing to truly transport passers by into the Georgian era.

Pillar 2: Uniquely tailored offline experiences

To get in on the sports, music and leisure scene in Taunton, Somerset County Cricket Club has something for every type of enthusiast. Founded in 1875, this renowned sports club situated close to the town centre represents the county of Somerset. To this day, it serves as a spot for watching cricket, attending concerts, catching a film at its open-air cinema and much more.

For those looking for a community social hub that doubles as a performing arts centre, look no further than Taunton Brewhouse. As the region’s principal arts centre, its programme of high-quality dance, musical and theatre shows along with workshops and pop-up shops create a diverse and all-encompassing environment that appeals to one and all.

There is also no shortage of cafes, restaurants and bars to satisfy locals day or night.

Pillar 3: Engaging community infrastructure

Taunton’s centre is brimming with museums, galleries, a library and numerous services to meet locals’ varying needs and interests.

A visit to Taunton Castle, a Grade I Listed Scheduled Ancient Monument, can be paired with the Museum of Somerset, also situated within the 12th century castle walls, housing prehistoric artifacts to modern galleries. The Somerset Military Museum is also housed within the Museum of Somerset. A historic almshouse saved by the Taunton Heritage Trust can also be found on the Museum grounds.

At the heart of the town lies Taunton Library, a public library that offers internet access and printing services. Civic services such as the Somerset Registration Service, Jobseekers Recruitment Services, Taunton JobCentre and the Somerset Council offices can also be found here.

A modern and affordable Nuffield Health gym boasts plenty of equipment and classes, encouraging locals’ maintenance of fitness and wellbeing.

Pillar 4: Support social cohesion through optimised residential design

Situated close to the picturesque countryside while also having well-connected transport links, inhabitants of all ages and demographics can appreciate what this town has to offer. Taunton’s housing market appeals to a variety of renters and homebuyers, with a broad range of housing available from charming cottages to contemporary flats. Average house prices in Taunton are lower than seen across the southwest. At just £786, monthly rental payments sit at 22% of local income levels (below national averages of 25%).

Pillar 5: Sufficient & accessible work opportunities for the local population

Taunton is a major regional employment hub. The town is accessible via the M5 and has good train links including a direct service to London in under two hours, making it an appealing place to live for commuters. Only 1.61% of Taunton’s population is considered to be “Economically Active: Unemployed”.
Pillar 6: Appealing open spaces for the community to dwell in

When in need of a break from city life, locals and visitors can escape into one of Taunton’s many parks and nature oases.

Vivary Park is a popular choice that is just a few minutes away from the town centre. With its namesake inherited from its medieval usage as a fish farm or vivarium for the priory and castle, the park features a mini golf course, tennis courts, playground and model railway. In just a short drive from Taunton, Blackdown Hills National Landscape, considered an Area of Outstanding Natural Beauty, can be found, offering visitors breathtaking landscapes and opportunities to hike, cycle and spot wildlife.

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.

Why Worcester is a perfectly balanced place to live

Posted on: 19 February 2024

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”.

If you have yet to read our blog that introduces these pillars, we consider a ‘perfectly balanced’ place to be:

One that houses a suitable mix of chain and independent retailers at optimal sizes
Supplies unique offline experiences that meet the community’s needs
Provides community infrastructure that supports daily living
Offers adequate residential properties for the community
Offers employment opportunities and flexible working spaces
Encourages time spent outdoors in green spaces

So, what exactly are the driving factors behind Worcester being a perfectly balanced place to live?

Pillar 1: Representation & proper sizing of independent & chain retailers

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.

Why Reigate & Fleet are ‘perfectly balanced’ places to live

Posted on: 3 November 2023

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.

If you have yet to read our blog that introduces these pillars, we consider a ‘perfectly balanced’ place to meet the following criteria:

House an appropriate mix of chain and independent retailers at optimal sizes
Supply unique offline experiences that address the needs of the community
Provide community infrastructure that supports day-to-day life
Offers residential properties that meet the community’s needs
Offers employment opportunities and flexible working spaces
Encourage time spent outdoors in green spaces

Pillar 1: Representation & proper sizing of independent & chain retailers

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.

Tackling the staffing shortage in elderly care with local population data

Posted on: 28 April 2023

Pay is only one factor that influences the number and quality of candidates for your roles, and their loyalty.

It’s no secret that staffing is an ongoing challenge for most providers of elderly care. Market competition doesn’t only come from other care settings. Potential staff may be looking for local work in a range of sectors locally, where hourly pay is higher and the responsibilities seem less demanding. How can you compete to attract and retain quality staff for your elderly care services?

Take a targeted approach to recruitment and retention by applying marketing principles

Traditionally, elderly care providers have used their instincts to decide on good locations for their residential or in-home care operations. In recent years, some have made good use of market data to investigate and understand their potential customer base. By looking at the age and affluence of potential care clients in their catchment area, savvy operators can anticipate the level of need, design the right services and price them competitively. Today, we’re advocating the same approach, to understand staffing supply and demand.

In our work with a few forward-thinking, large-scale elderly care providers, we’ve helped them to factor in staffing availability when looking for new sites or deciding whether expand operations in an existing location. There’s a great opportunity for mid-sized operators to take advantage of the same approach.

Using local market insight and benchmarking to identify potential staff

Using demographic and location data, we can:

Profile the demographic characteristics of ideal candidates for elderly care roles
Contrast them to the Acorn profiles of typical users of the elderly care services
Flag high-risk locations likely to face the biggest staffing challenges
Highlight areas of demographic overlap, with a strong potential customer base and staffing base
Identify the best catchment areas to recruit suitable candidates
Analyse the likely needs and priorities of available candidates in the area

Contextual dynamics in practice: understanding local recruitment landscapes

Our current work with elderly care providers is commercially sensitive. So, we’re using an example from a different care sector with a very similar recruitment and retention challenge – children’s nurseries.

Our client told us that recruitment challenges are hampering business performance – they had had to close some sites because of a lack of staff. They needed to factor the potential to recruit into acquisition decisions. We profiled 11,000 staff members in 400 nurseries in the UK to discover their Acorn groups and identifies primary and secondary target staffing groups. We mapped nurseries in their locations, showing where the customer base and the staff base overlapped. This helped our client tailor recruitment messaging to available local staff priorities. They could plan to expand their service provision in locations where they knew they could recruit to meet demand.

Modelling the recruitment potential for new and existing locations

The approach is not only relevant for new elderly care locations and investment. By understanding the local employment landscape, you can recruit in a more targeted and effective way and find out what matters to the people you’d like to employ, so you can shape working practices and promote aspects of the role that will be most appealing.

Location and mobile app data can you help you focus recruitment in areas where there are candidates who can easily access your sites and domestic clients. Your potential staff don’t necessarily live on the doorstep but there may be nearby areas that have good transport links, where workers already tend to travel from.

Offering roles that local employees want to take

Of course, pay is a very important factor when it comes to attracting competent and committed staff. Premium elderly care operators may be able to pay staff more and offer a more luxurious workplace. But these are not the only things that influence employees. You can provide other, affordable benefits and mould your working environment and employee programmes to match what workers really value. Profiling target candidates in your local area can help you understand their priorities – from family-friendly working hours to free lunches and incentive programmes.

Beyond pay and benefits – understanding the appeal of elderly care roles

Working in elderly care is a socially responsible job. For some candidates, recognition of the value of their work can be a strong motivator. Creating better career paths and more tangible pathways for carers can make a big difference to your recruitment. Some larger elderly care operators are trying to emulate nursing pathways: clear role definition and progression can help to retain committed staff. If you understand more about the potential candidates in your area and your existing staff, you can decide whether this approach could support recruitment and retention for one or more locations.

CACI’s specialist elderly care and senior living team works with clients in the UK to help them improve operational and financial performance with access to vital insights into their customers, employees and locations. To find out more, contact us.