WYG Group part of the WYG group
Maldon District Council
Maldon Retail Study
July 2015
100 St John Street, London, EC1M 4EH
Tel: 020 7250 7500
www.wyg.com creative minds safe hands
WYG Group part of the WYG group
Document Control
Project: Maldon Retail Study
Client: Maldon District Council
Job Number: A089416
www.wyg.com creative minds safe hands
WYG Group part of the WYG group
Contents Page
1.0 Introduction...... 4
2.0 Current and Emerging Retail Trends ...... 6
3.0 Planning Policy Context ...... 20
4.0 Assessment of Key Retail Centres...... 33
5.0 Population and Expenditure ...... 63
6.0 Original Market Research ...... 73
7.0 Retail Capacity ...... 85
8.0 Opportunities for Accommodating Growth ...... 93
Appendix Contents
Appendix A – Map of Study Areas and Zones
Appendix B – NEMS Household Survey
Appendix C – GOAD Plans
Appendix D – Health Check Assessments
Appendix E - Market Share Plans
Appendix F - Statistical Tables
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1.0 Introduction
1.1 Instruction
1.1.1 WYG Planning (hereafter ‘WYG’) was commissioned by Maldon District Council (‘the Council’) in September 2014 to undertake a Retail Study for Maldon Council. The Study acts to update the previous North Essex Authorities Retail Study 2006, the 2009 Update and the Maldon District Retail Assessment and will support the Examination Stage of the emerging Local Development Plan 2014- 2029.
1.1.2 A key purpose of this Study is to provide an assessment of retail needs and capacity in the period to 2029, and to review the current performance of Maldon Town Centre, Heybridge District Centre and Burnham-on-Crouch Town Centre. This is of particular importance given the recent fluctuations in the UK economy which have had a notable impact upon many town centres and the retail sector in general.
1.1.3 The Council submitted its Local Development Plan to the Secretary of State for EiP in April 2014. After the Exploratory Meeting with the Inspector on 3rd July 2014, he set out his soundness concerns in his ‘Inspector’s Key Concerns’ document. This Retail Study has been commissioned in direct response to the key concerns to provide an up-to-date study with a sound evidence base, assessing the current state of the District’s town centres, taking into account the affect of committed development and drawing conclusions on the future demand of retail floorspace. The Study also provides recommendations in respect to the Council’s future strategy for Maldon’s town/district centres in order to help safeguard its future vitality and viability.
1.1.4 The Study draws upon new empirical research, with NEMS Market Research Limited (NEMS) undertaking surveys of 1,000 households within a defined Study Area in October 2014. The Study Area for the household survey comprises five zones which are based on postcode sector geography, and which are grouped to reflect areas which are likely to exhibit similar patterns of shopping behaviour. The Study also draws upon a comprehensive survey of existing operators within the District and examines the existing published data sources, such as Experian Goad, Venuescore, Estates Gazette. The most recent Council population figures (Neil MacDonald report, 20141) have informed the latest Experian population and expenditure data (published in February
1 Neil MacDonald with Christine Whitehead, ‘Assessing Maldon’s Housing Requirements’ (August 2014), ref. EB098a
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2014) in order to establish the up-to-date position with regard to both convenience and comparison goods capacity.
1.2 Structure of Report
1.2.1 Our report is structured as follows:
Section 2 provides a context for the Retail Study by providing an analysis of key retail trends;
Section 3 considers the up-to-date position in respect of relevant national, regional and local retail planning policy;
Section 4 sets out a review of the survey research and considers changes in shopping behaviour that have occurred since the undertaking of the previous Study;
Section 5 sets out an overview of the vitality and viability of the District’s Town and District centres;
Section 6 identifies current and future population and expenditure levels within the Study Area;
Section 7 provides our assessment of the quantitative and qualitative need for further convenience and comparison goods retail floorspace over the assessment periods of 2019, 2024 and 2029; and
Section 8 sets out recommendations in respect of Maldon’s future retail and town centre strategy.
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2.0 Current and Emerging Retail Trends
2.1 Introduction
2.1.1 The retail property landscape across the UK has evolved significantly over the past 50 years, from post-war redevelopment in town centres, through to the emergence of retail warehouse parks and out-of-town regional shopping malls. For most of this period, the retail sector has experienced considerable expenditure growth, which has been attributed to a number of factors, including greater disposable income, availability of credit, new technology and a general overall increase in our standard of living. However, recent economic conditions have had a clear impact on expenditure and per capita convenience goods spending has actually reduced in recent years. The way in which goods are purchased has also altered due to the increased popularity of ‘e-tailing’, which now claims more than one in every ten pounds spent in the UK.
2.1.2 The retail market and the need for new development are continually evolving as a result of numerous factors including demographics, consumer demands, car ownership, planning policy and technological advancements. The share of retail spending has undergone a significant shift in the decade since 2002, with Verdict identifying that town centre spending as a proportion of overall spending declined from 47.7% to 39.9% at 2012. In contrast, spending in out of centre locations has increased over the same period by 2.1% and non-store locations (principally internet retailers) by 6.6%2. These changes have had a major impact on the format and location of retail and leisure floorspace, which has led to recent Governments reaffirming their commitment to the ‘town centre first’ policy approach which is now outlined in the National Planning Policy Framework (NPPF) (March 2012).
2.2 Current Retail Picture
3 2.2.1 Recent research undertaken by Colliers provides information on recent trends, together with forecasts for the future of retailing in the UK. The findings confirm that the retail sector has been significantly affected by the wider economic climate but that in the past year the economy has received a boost, consumer confidence has increased and retailer expansion is filling the void of vacant UK retail space. While the high street has suffered a large hit, the online sector flourished during the recession. Despite recent positive economic indicators, the retail sector remains
2 ‘UK Out of Town Retailing,’ Verdict Datamonitor, April 2012 3 ‘National Retail Barometer: Summer 2014,’ Colliers, September 2014
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uncertain. It is noted that whilst sales volumes and footfall were high at the start of 2011, the UK economy was close to a double dip recession in the latter months of 2011 and the retail market has since continued to fluctuate. With significant reduction in Government spending impacting on economic growth, the UK unemployment rate was recorded at 6% between August and October 20144 and is now showing signs of improvement.
2.2.2 These factors have had a significant impact on the public’s general confidence, thereby reducing their propensity to spend their earnings on retail goods. Since 2010 there have also been increases in taxation (for example in VAT, national insurance contributions and capital gains tax) which also impact upon households’ spending. Furthermore, in recent years inflation has consistently been at a level beyond average earnings growth and a delay in reviewing business rates is also identified in 5 6 both the Portas and Grimsey Reviews as a key factor affecting the success of many operators.
2.2.3 Recent economic conditions have resulted in significant structural changes to the high street, whereby the pressure on retailers to remain solvent has meant that many are showing increased signs of caution in investment decisions. In particular, retailers are rationalising their physical store portfolios by reducing their number of stores, abandoning their representation in weaker centres and concentrating on acquiring sites in city centres and major regional shopping centres. The Grimsey Review identified that the national vacancy rate equates to over 22,000 empty shops in the top 650 town centres. The Centre for Retail Research also predicts that overall store numbers are expected to fall by 61,930 (-22.0%) between 2012 and 2018, with the main impact falling on non-food stores. The report also estimates that 316,000 people will become unemployed, permanently or temporarily, as a result of these store closures7. Despite this predicted outlook, there are also new stores opening in these locations that create replacement jobs. This is identifiable through recent Experian GOAD trends for decreasing UK vacancy rates.
2.2.4 To address this, many retailers are re-negotiating their lease terms with landlords in order to enable them to switch from quarterly rents to monthly agreements, with several high street firms (including Monsoon and New Look) trying to ease the cash flow burden of paying rent three months in advance. Furthermore, some retailers are finding it increasingly difficult to justify being represented in every town in the UK and in less profitable markets. As a consequence, demand has reduced considerably both for ‘poorer quality premises’ in secondary locations and in many smaller
4 ‘Labour Market Statistics Summary Data Tables’, Office for National Statistics, December 2014 5 ‘The Portas Review,’ December 2011 & ‘Why Our High Streets Still Matter’, Mary Portas, May 2014 6 ‘The Grimsey Review – An Alternative Future for the High Street,’ September 2013 7 ‘Retail Futures 2018,’ Centre for Retail Research, May 2013
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towns with a commensurate drop in value (and often rent). Large cities and towns are likely to suffer less compared to smaller centres, given that they provide an enhanced choice for customers and offer the greater retail and leisure (and tourist) ‘experience’ that consumers increasingly desire.
2.2.5 In summary, there has been a marked polarisation and divergence in retailer spending, characterised by diminishing demand for secondary premises in smaller peripheral centres and increasing interest for well located and appropriately configured floorspace in key centres. It is evident that whilst Central London, regional city centres and regional shopping malls are relatively stable, as these are locations that are still viable due to critical mass, a significant number of small and medium sized towns will need to implement innovative ideas in order to improve spending rates and reduce trade leakage.
2.2.6 Experian, which monitors and forecasts retail consumer expenditure in the UK, has reviewed its forecast growth rates for both convenience and comparison goods expenditure in recent years. 8 Experian’s forecast annual per capita convenience goods growth rate is now -0.5% at 2014, +0.5% at 2015 and +0.4% at 2016. Forecast annual per capita comparison goods growth rates are more positive than in previous years, with growth of +5.6% forecast at 2014, +4.4% at 2015 and +3.1% at 2016. Whilst these increased forecasts are encouraging and show signs that confidence in spending is returning, it is evident that these forecast growth rates are still well below the annual growth (4% to 6%) which was recorded prior to the economic downturn, but do show increased signs of stabilisation.
2.2.7 Despite the past difficulties outlined above and the general decline in the comparison goods sector, other specific types of goods continue to perform well. The market for recreational goods has, on the whole, performed well in recent years, with healthy growth attributed to supermarket sales together with the growing popularity of online shopping, which continues to see an increase in sales year on year. However, the manner in which such purchases are made has changed considerably, with the increasing popularity of the internet to purchase books and music having a notable impact on the composition of town centres, with such stores all but disappearing from the high street. Other businesses have experienced growth in the last two years, with a +12.4% increase (over 1,100 stores) in ‘value-related retailing’ outlets, including second-hand, discount and 9 charity shops. The Grimsey Review also makes reference to the expansion of pawnbrokers, pay-
8 Experian Retail Planner Briefing Note 12.1, October 2014 9 ‘The Grimsey Review – An Alternative Future for the High Street,’ September 2013
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day lenders and betting shops which have collectively experienced a 17% growth in the number of outlets since 2011.
2.3 Trends in Comparison Goods Shopping
2.3.1 Whilst it is not anticipated that growth in retail spending over the next ten years will mirror that achieved after the turn of the millennium, there is expected to be some growth in comparison goods expenditure in coming years. Consequently, there is an increasing focus from retailers on achieving more efficient use of their floorspace, particularly given the recent poor performance of certain national multiples, many of which have been affected by the significant increase in e-tailing and increases in rental levels secured before 2008. As a result of the recent economic climate, retailers are more reluctant to commit to new development than they have been in previous decades. Instead, they are more selective and are holding out for accommodation that is appropriate both in terms of location and the type of premises provided. Indeed, retailers are seeking to occupy larger units in order to achieve more efficient use of floorspace and attract shoppers from a wider area. These larger floor plates enable operators to provide a greater range of goods; for example, in 2011, Primark opened one million sq ft of new retail space.
2.3.2 International market conditions and price deflation in some key sectors have also meant that many high street names are becoming increasingly vulnerable to takeover. This is being pursued through disposals, company voluntary administrations (CVAs), informal arrangements with landlords, lease expiries and break options. More generally, whilst there is likely to be continued demand for larger, modern retail units in the future, increased sensitivity over future viability will mean a cautious approach to new investment for many key national retailers. Marginal locations within centres will increasingly be rejected. Many national retailers, who would have previously considered smaller/lower order centres in order to increase their market share, are now assessing their future strategies. Consequently, many investment decisions will be influenced by the scale of commitment from other retailers; developers will increasingly need to promote large town centre redevelopment schemes if they are to attract high quality retailers.
2.4 Trends in Food Retailing
2.4.1 In the aftermath of the growth in the number of edge and out of centre large format supermarkets during the 1990s, development of such facilities is now more limited due to stricter planning laws (following the publication of the NPPF and subsequently the NPPG) and a lack of suitable sites. As a
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result, the national multiples in the food retailing sector are finding a range of other measures to improve their market share. These include:
Offering a wider product range, such as financial and insurance products, petrol and non-food goods;
Developing a wide range of retail models, for example small-format convenience stores in town centres (e.g. Sainsbury’s Local, Tesco Express), smaller supermarkets mostly in town centres (e.g. Tesco Metro), superstores (e.g. Tesco) and hypermarkets (e.g. Tesco Extra, Asda Supercentres);
Extended opening hours; Offering cheap products and no-frills service;
Providing an attractive and powerful brand image; and
Offering a home delivery and/or click and collect services.
10 2.4.2 Mintel identifies that the recession – allied with a period of higher inflation – has had an impact on consumer behaviour and the wider dynamics of grocery retailing. Price, or specifically value, is now identified as the key issue for consumers and more and more shoppers are assessing whether purchases represent value for money. Shoppers now realise that they are able to ‘trade down’ and switch to own-label ranges to save money without sacrificing on quality. Indeed, customers are mixing value and premium in the same basket. It is noted that as weekly food budgets fall and consumers alter their shopping habits, growth will be limited and the battle for market share will intensify further. Winning a share of consumer spend will require more than low prices, with shoppers increasingly seeking to source high-quality, good value food.
2.4.3 Verdict also states that changing UK demographics are having a major impact on the food and grocery sector. For example, there has been a rise in single occupancy young professional households who are ‘time poor’ and relatively ‘cash rich’. Though their baskets might be small, they tend to buy higher value items, therefore providing an opportunity to boost volume and value growth. Elsewhere, an ageing population profile is leading to a rise in time rich consumers who are likely to make more frequent small trips rather than do large weekly shops. The contrasting requirements of these markets means that retailers are seeking to open a variety of stores with a particular current focus on small convenience stores. Verdict indicates that, as the race for space intensifies, format flexibility will be essential.
10 ‘Food & Drink Retailing,’ Mintel, March 2013
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2.4.4 The four key supermarket chains in the UK have respective market shares of 29.0% (Tesco), 16.9% (Asda), 16.7% (Sainsbury’s) and 11.1% (Morrisons)11. National multiple retailers, including the Co-operative Food (5.9%), Waitrose (5.2%), Aldi (4.9%), Lidl (3.5%) and Iceland (2.2%), represent a total grocery market share of 95.4%.
2.4.5 More recently, there has been a slowdown in the growth plans of the majority of the principal supermarket operators. Tesco, for example, has indicated in January 2015 that it would scrap plans for 49 new store developments and will close 43 unprofitable stores. Asda is the second largest supermarket retailer in the UK, with more than 500 stores nationwide. In 2011, Asda opened 22 new stores and acquired 193 Netto stores which allowed the company to increase its smaller store portfolio. However, as a result of Competition Commission laws, it was later required to sell 47 of the stores to other retailers, including Morrisons. Asda has recently announced £600 million of investment, with the company having aspirations to revamp 62 stores and deliver 17 new stores. Morrisons announced its intention to raise £1 billion through the sale and leaseback of property in 2014. Due to the success of initial trials, Morrisons intend to expand the opening of additional M- Local stores. The discount supermarket chain Aldi made a pre-tax profit of £57.8m in 2011, when it opened 29 new UK stores. It is currently seeking to develop a further 70 stores, bringing its total number of UK stores to over 600.
2.4.6 The role of supermarkets also continues to develop, with the large operators now offering a greater diversity of goods and services, via a larger number of formats and locations. Food and non-food sales are also increasingly being driven by large supermarket growth, with half of town centres now competing with five or more supermarkets within a two mile radius12. Whilst the exact impacts which will arise from the opening of a new supermarket are dependent on local circumstances, BCSC notes that there has been a significant decline in the number of independent food retailers over recent years, including a reduction of 45% between 1996 and 2007 in the number of greengrocers. Over the same time period the market share of total retail sales secured by supermarkets has increased from 38% to 42%.
11 ‘Grocery Market Share,’ Kantar Worldpanel, 1st February 2014 12 ‘What Does the Future Hold for Town Centres?’, BCSC, September 2011
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2.5 Out of Centre
2.5.1 Despite the ‘town centre first’ planning policies which have been adopted by recent Governments, 13 research undertaken by Verdict indicates that between 2007 and 2012, the amount of out of centre floorspace increased by 23%. However, in very recent years, Colliers notes that the demand for out of centre representation has been limited, with those retailers seeking to acquire stores having a pick of vacant stock which has been made available through the administration of MFI (in November 2008), Land of Leather (in January 2009) and Focus DIY (in May 2011), amongst others. However, only five major out-of-town retailers have failed since June 2011, these being Allied Carpets, Clintons, Comet, GAME and Peacocks.
2.5.2 The national average vacancy rate in out of centre retail warehouses in 2014 is 8.9%, an increase of 5% since 201214. Some of the voids created by the administrations remain un-let and the flooding of the market with so much unwanted space has acted to reduce rents. Retailers who have had their pick of the best stores include Dunelm, Pets at Home, Dreams, Matalan, Dixons Group, Go Outdoors, B&M, Mothercare, Next Home and TK Maxx.
2.5.3 Looking forward, Colliers indicates that whilst out of centre locations have witnessed low levels of development during the last two years, it is estimated that growth will average 5% over the next five years. There are also an increasing number of retailers acquiring larger stores, including several department-store type format operators including John Lewis Home, M&S and Primark.
2.6 Shopping Centre Development
2.6.1 It is evident that shopping centre retail development is starting to see signs of progress following 4 years of a virtual standstill with the British Council of Shopping Centres (BCSC) (2013) showing that 2013 has seen a significant improvement on 2012 in terms of new centres opening. Colliers suggests that the UK may never see a return to the level of shopping centre openings that was evident in recent times. The Trinity development in Leeds City Centre opened in March 2013 with 90% of the units pre-let was the most widely anticipated mall opening in 2013, however, other schemes (Whiteley Village and Jubilee Place) and extensions also opened in 2013 showing improved confidence in the retail market. Levels of shopping centre completion was 1.34 million sq ft in 2014, less than half the total added in 2013, which had seen a reduction from the average
13 ‘UK Out of Town Retailing,’ Verdict Datamonitor, April 2012 14 ‘UK Vacancy Rate Report,’ The Guardian, February 2015
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over the previous five years15. In 2008, for example, almost 8 million sq ft of new floorspace opened across 14 new schemes nationwide. Cushman & Wakefield estimate that 2015 will show an improvement on the limited level of activity seen in the past few years, and shopping centre openings are expected to exceed previous levels when delayed projects such as Bradford (Westfield) are scheduled to open. It is anticipated that around 1.93 million sq ft of floorspace will be delivered per year in 2017, demonstrating increased confidence in delivering new floorspace.
2.6.2 Despite a more confident mood in recent times, viability is still considered to be challenging. There are three types of scheme which may be successfully delivered in the current challenging economic climate. The first of these will be where a town has a large, affluent catchment and an acknowledged undersupply of retail floorspace in both town centre and out-of-town locations. The second scenario relates to schemes which were very close to happening before the recession took hold, which may be revised to better meet the current needs of the market. Barnsley, Macclesfield, Bradford and Lichfield are examples of such schemes, and from our own involvement, we can confirm that both Bradford and Macclesfield are now being actively promoted after a difficult period due to increased confidence in the retail market. The third opportunity relates to development where the key anchor is a foodstore and, as a result, demand remains strong due to increased footfall.
2.6.3 Proposed schemes which will conform to one of these models are considered to be few and far between, and for development to begin again in earnest, it will be necessary for marked improvements in retailer demand, a strengthening of rental levels, further improvement in the investment market and, critically, the availability of finance at viable levels to occur. For those towns without an oversupply of floorspace and with sites which can be brought forward without excessive levels of cost, some development may be able to be brought forward within the next five years. However, such opportunities may be the exception rather than the rule.
2.6.4 In addition to their retail offer, consumers are increasingly travelling to larger centres for their overall experience and to use the leisure facilities. Colliers notes that the largest destinations draw from a wide catchment, hence the need to retain consumers for as long as possible. In the past, it was recognised that non-retail uses typically occupied less than 10% of the space, though this has increased in recent schemes, including Westfield in Stratford where catering and leisure units occupy over 20% of the space. The Grimsey Review also noted that town centre and high street
15 ‘Shopping Centre Development Report,’ Cushman & Wakefield, September 2014
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plans must seek to create a complete community hub which can incorporate a variety of units, including housing, education, and leisure uses, as well as developing day time, evening and night time cultures. Therefore successful shopping developments need to ensure they comprise a wider variety of uses which are not necessarily reliant on comparison goods floorspace, but also that the floorspace is designed with flexibility to ensure that it can respond promptly to changes in the market
2.7 Neighbourhood Shopping
2.7.1 There is limited national information and comparative assessment in terms of the performance of ‘neighbourhood parades’16 (as referred by DCLG). In fact, there is a common ambiguity of terms and definitions at this tier of shopping. What research there is makes reference, inter-changeably, to ‘neighbourhood retailing’, ‘local shops’, ‘small shops’, ‘local centres’, ‘convenience retailing’, ‘parades of shops’, ’secondary retailing’, and other typologies17.
2.7.2 Whereas this tier of shopping was largely the domain of local authorities when developing planning policies on centre hierarchies below the level of town and district centres, neighbourhood parades are of increasing national interest given the policy priority afforded to local entrepreneurship as a key driver of economic growth, in terms of local employment and productivity.
2.7.3 DCLG notes one of the main difficulties in considering this sector as a whole is that parades of shops appear to have very diverse performance trajectories and are often driven by highly localised factors. Local shops are largely defined by how people use them and their relation to other centres: this means that the number of shops in a parade can vary from 5 up to as many as 70 shops; have a mainly local customer base, with strong local links and local visibility, rather than being somewhere people would travel significant distance to shop.
2.7.4 They tend not to attract the discretionary, comparison and bulk purchasing which is typically the preserve of town centres and out of town provision18. Comparatively low levels of spend per visit are typical i.e. small, basket shopping (typically less than £10), often to fill gaps between main food shopping trips to larger outlets19.
16 ‘Parades of shops,’ DCLG, 2012 17 ‘Local Shopping in the UK: towards a synthesis of business and place,’ International Journal of Retail & Distribution Management Vol. 38, No. 11/12, Bennison, Warnaby and Pal, 2010 18 Bennison et al, 2010; Megicks and Warnaby, 2008 19 GenEcon research, 2012
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2.7.5 In addition they provide vital community services and are key parts of local areas. The Association of Convenience Stores (2011) has identified three roles for local shops: as social hubs; personalised service providers; and community regulators / ambassadors20.
2.7.6 Broad indicators, as set out in the Portas Review, demonstrate a decline in town centre and high street performance. Changing consumer demands, increased mobility, internet shopping are all factors impacting on the performance of all forms of retail provision. However the highly localised nature of their catchments, the need-driven basis for much of their trade and the ability of independent traders, at least in principle, to adapt flexibly to new circumstances, suggests that neighbourhood parades are to some extent insulated from macroeconomic shifts16.
2.7.7 Verdict research shows that the share of retail spend in neighbourhood locations has held steady in the last ten years at around 16 per cent21. It is considered the main feature in neighbourhood parades during this time has been the introduction of local format national convenience stores (e.g. Tesco Metro & Sainsbury’s Local) in local parades. GenEcon estimate that there are approximately 5,000 of these stores nationally, and Verdict predicts that their numbers will increase21.
2.7.8 What is clear is that convenience retail continues to play an important role at the local level. Verdict estimate that almost 55% of neighbourhood level retail expenditure is in convenience stores. Food- based outlets, including convenience stores are estimated to account for 70% of expenditure. Neighbourhood retailing as a whole is predicted to grow but it is expected that there will remain considerable pressure on independent shops.
2.7.9 DCLG research and other academic research has identified the possibility for local parades of shops to become “hubs” for communities, through a combination of retail, services and social provision, including health centres, community centres and libraries to name a few examples. It would appear that a critical mass of number and variety of shops is important for achieving this.
2.8 Growth in E-tailing (‘E-commerce’)
2.8.1 Many consumers who previously shopped in town centres and at retail parks are now using the internet for some of their purchases. It is estimated that internet sales accounted for 11.5% of all
20 ‘Re-asserting a sense of place: the community role of small shops’, Hastings, T on behalf of the Association of Convenience Stores, 2011 21 Ibid
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22 UK retail spending at November 2014 and this trend is set to continue. Experian forecast that 22 internet sales (non store) accounted for 10.7% of all UK retail spending at November 2014 and 23 Experian predicting that all non-store purchases will account for 19.9% of total retail expenditure at 2028. Experian estimates that non-store sales in the UK will be £45.4 billion in 2014, with 24 internet sales at £32.1bn and non internet sales (mail order, market, catalogue) at £7.3bn .
2.8.2 The rise in recent years of e-commerce has had a major impact upon retailers, developers and investors alike, with the top 10 e-retailers in 2012 including Amazon UK (16%), Shop Direct (5%), and Next (4%)24. As access to the internet/online shopping continues to grow through digital televisions, tablets and mobile phones, proportionally less money is anticipated to be spent on the high street or at retail parks.
Figure 2.1 Internet Sales as a Proportion of All Retailing
Source: ‘Retail Sales,’ Office for National Statistics, August 2013
2.8.3 The growth in internet as a sales medium has been enabled by the increase in access to the 25 internet by households, which has reportedly risen from 57% at 2006, to 77% at 2011, 80% at 2012 and 84% in 2014. A total of 22 million households in Great Britain now have internet access,
22 ‘Retail Sales’, Office for National Statistics, December 2014 23 Experian Retail Planner Briefing Note 12.1, October 2014 24 ‘E-Commerce,’ Mintel, July 2013 25 ‘Statistical Bulletin: Internet Access Households and Individuals,’ Office for National Statistics, 2014
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an increase of 57% since 2006. Experian (2013) identify that there are 52.7% internet users in the UK, representing 84.1% of the population.
21 2.8.4 Office for National Statistics (ONS) data indicates that the number of people using the internet to purchase goods continues to rise, with 74% of the UK population purchasing products over the internet in 2014, compared to 53% in 2008. The most popular online purchases were clothes/sports goods, with 49% of internet users buying these items. In addition, 42% of users bought household goods and 37% purchased travel arrangements. Additional research conducted 26 by the Interactive Media in Retail Group (IMRG) and analysts Capgemini indicates that British shoppers spent £7.8 billion online in March 2014, a year-on-year growth of 16%. IMRG also states that all key retail sectors experienced improved sales between January to April 2014, particularly in the accessories (+30%), footwear (+22%), health and beauty (+23%), and home and garden (+21%) sectors.
2.8.5 In addition, the proportion of households with access to the internet is expected to increase further over the coming years, alongside the growth in mobile phone and tablets with access via the new 4G spectrum. The ONS states that access to the internet using a mobile phone more than doubled between 2010 and 2014, from 24% to 58%. This has supported the strong growth recorded, together with improved consumer confidence in the security of online payment, deliveries and heavy demand for expensive electrical products available online. The option of using the internet to ‘click and collect’ in-store is also increasing in popularity, with the service accounting for a fifth of John Lewis internet orders. Online spending continues to be the key growth opportunity for national and independent retailers, accounting for increasing proportions of total sales. Such multi- channelling development strategies are actually driving demand for traditional outlets, whereby retailers are using bricks and mortar store as a showroom for their products with service locations for collection and drop off points for their online orders.
2.8.6 With regard to foodstore operators, food accounts for 20.5% of all internet sales, which equates to 3.1% of all food retailing27. Verdict’s research identifies that, with the exception of Morrisons (subject to a deal with Ocado to allow them to trade online), major retailers have seen their online business grow as online shopping has increased and, as a result, the likes of Asda and Sainsbury’s have improved their geographical coverage and capacity. In particular, online sales at Tesco currently exceed £2 billion, with Colliers noting that the operator has a reported 48% online grocery
26 ‘IMRG Capgemini E-retail Sales Index,’ April 2014 27 ‘Shop Expansion and the Internet,’ CBRE, May 2012
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market share. The grocery market is focusing on multi-channel retailing as a main driver to increased sales, with Tesco’s expansion into click and collect format for its non-food items at 600 stores and Sainsbury’s selling over 15,000 products online for local pick up or delivery, as well as Waitrose operating a very successful click and collect system. However, at present foodstore operators prefer to opt to distribute from stores rather than from centralised warehouses (commonly referred to as dark stores). However, this may change over time if pressure on stores becomes too much whereby operators may decide to move to centralised warehousing which would ultimately reduce demand for retail floorspace.
2.8.7 It is evident that internet shopping as a whole is having an impact upon traditional high streets, in light of increased competition and lower prices. Consequently, there is a possibility that online retailing will put some pressure on retail rental growth over the next five to ten years. However, it will be difficult to understand the true impact as the economic downturn has also had a significant impact on rental levels. Having said that, it would appear that the smaller the centre, the greater the impact will be felt from online retailing. Within small shopping centres (sized between 5,000 sq m and 20,000 sq m), including those in market towns, it is likely that the growth of online shopping could reduce turnover notwithstanding any future growth in disposable income.
2.8.8 Despite some variance in the estimated future growth of online shopping, it is clear that e-tailing will not replace the ‘shopping experience’ as shopping is a social activity. In this regard, retailers are already adopting innovative approaches to encourage people to visit their store through ‘try before you buy’ concepts. For example, Ellis Brinham has installed Vertical Chill indoor ice climbing walls at five stores for customers to try equipment and to interact with products. For successful retailers, online selling provides an additional route to the market. Online retailers benefit from demand generated through physical channels whilst high-street outlets can benefit from reaching a wider customer base through the internet as well as through actual footfall. Those retailers who are likely to have a healthy future are those who are able to combine a strong high street presence with an interesting and closely related e-tail offer this can only be achieved through a well considered multichannelling strategy.
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2.9 Conclusion
2.9.1 In conclusion, the retail market has undergone significant changes in recent years. Wider economic conditions facing the UK have lead to a marked decline in established town centres as well as other retail formats. This has principally been caused by a decline in available expenditure due to suppressed disposable incomes. However, 2014 has seen an increase in confidence, mainly driven by an improved economic outlook as a result of falling unemployment and the availability of credit, which has seen improved expenditure growth rates forecasts moving forward. Whilst forecasts are still below pre-recession levels, they are significantly higher than those recorded over the last 3 to 4 years. The growth in online sales has also impinged on the need for new tangible floorspace in recent years. However, improved growth forecast coupled with improving retailing sales and the retail industry embracing innovative multi-channelling strategies, provides an opportunity for town centres to widen their audience in the future. To deliver on this, it will be critical that town centres are flexible enough to both embrace digital solutions whilst also providing appropriate and well managed retail floorspace that can showcase products and services. Only by adopting a well considered holistic strategy will their future vitality and viability be secured.
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3.0 Planning Policy Context
3.1 Introduction
3.1.1 This study will be an important evidence document to the production of the Maldon Local Plan, and as such it is important to review key policy advice and explore how the current and emerging national planning documentation may impact upon the content of Local Plan policy.
3.2 National Planning Policy Framework
3.2.1 The National Planning Policy Framework (NPPF, 2011) was published on 27th March 2012. In March 2014, National Planning Policy Guidance was published in an online format, to replace all the Planning Policy Statements, Planning Policy Guidance Notes and some Circulars.
3.2.2 The main theme of the NPPF is that there should be ‘a presumption in favour of sustainable development’. In terms of plan-making, it is stated that local planning authorities should positively seek opportunities to meet the development needs of their area, with an emphasis on Local Plans having sufficient flexibility to adapt to rapid change.
3.2.3 In terms of economic development, it is set out within the NPPF’s core principles that planning should proactively drive and support economic development to deliver the homes, business and industrial units, infrastructure and thriving local places that the country needs. It is emphasised that every effort should be made to objectively identify and then meet the business and other development needs of an area, with positive responses made to wider opportunities for growth.
3.2.4 The NPPF stresses the Government’s commitment to securing economic growth in order to create jobs and prosperity, with paragraph 17 stating that the planning system should do everything it can to support sustainable economic growth.
3.2.5 Paragraph 19 indicates that planning should operate to encourage and not to act as an impediment to sustainable growth, and that significant weight should be placed on the need to support economic growth through the planning system. The NPPF seeks to ensure that Local Planning authorities plan proactively to meet the development needs of business and support an economy fit st for the 21 century.
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3.2.6 The NPPF still recognises the need to promote the vitality and viability of towns and cities through the promotion of competition and growth management during the plan period. Paragraph 23 of the NPPF provides guidance for local planning authorities in drawing up Local Plans, it indicates that they should:
Recognise town centres as the heart of their communities and pursue policies to support their vitality and viability;
Define a network and hierarchy of centres that is resilient to anticipated future economic changes;
Define the extent of town centres and primary shopping areas, based on a clear definition of primary and secondary frontages in designated centres, and set policies that make clear which uses will be permitted in such locations;
Promote competitive town centres that provide customer choice and a diverse retail offer and which reflect the individuality of town centres;
Retain and enhance existing markets and, where appropriate, re-introduce or create new ones, ensuring that markets remain attractive and competitive;
Allocate a range of suitable sites to meet the scale and type of retail, leisure, commercial, office, tourism, cultural, community and residential development needed in town centre. It is important that needs for retail, leisure, office and other main town centre uses are met in full and are not compromised by limited site availability. Local planning authorities should therefore undertake an assessment of the need to expand town centres to ensure a sufficient supply of suitable sites;
Allocate appropriate edge of centre sites for main town centre uses that are well connected to the town centre where suitable and viable town centre sites are not available. If sufficient edge of centre sites cannot be identified, set policies for meeting the identified needs in other accessible locations that are well connected to the town centre;
Set policies for the consideration of proposals for main town centre uses which cannot be accommodated in or adjacent to town centres;
Recognise that residential development can play an important role in ensuring the vitality of centres and set out policies to encourage residential development on appropriate sites; and
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Where town centres are in decline, local planning authorities should plan positively for their future to encourage economic activity.
3.2.7 Paragraph 23 also indicates that needs for retail, leisure, office and other main town centre uses should be met in full and should not be compromised by limited site availability.
3.2.8 Paragraph 24 requires local planning authorities to adopt a sequential approach to the consideration of planning applications for main town centre uses that are not in an existing centre or in accordance with an up-to-date Local Plan.
3.2.9 Paragraph 26 indicates that Local Planning authorities should require an impact assessment for retail, leisure and office development outside of town centres which are not in accordance with an up-to-date Local Plan and if the development is over a proportionate, locally set threshold. Where there is no locally defined threshold, the default threshold will be 2,500 sq m.
3.2.10 The NPPF also recognises that retail activity should still, where possible, be focused in existing town centres. Retail and leisure proposals which cannot be accommodated in or adjacent to the town centre will have to satisfy a dual impact test and the sequential test.
3.3 Ensuring the Vitality of Town Centres Planning Practice Guidance
3.3.1 Ensuring the Vitality of Town Centres National Planning Practice Guidance was published in March 2014 and replaces the previous Planning for Town Centres Practice Guidance. It provides a more concise summation of how retail and main town centre planning policy is to be applied in practice. However, the objectives of the Practice Guidance remain comparable with those of its predecessor, with there being a stated requirement for local planning authorities to plan positively and support town centres to generate local employment, promote competition within and between town centres, and create attractive and diverse places for users.
3.3.2 The Practice Guidance requires local planning authorities to fully assess and plan to meet needs for main town centre uses through the adoption of a ‘town centre first’ approach. Paragraphs 002 and 003 confirm that this should be delivered through a positive vision or strategy which is communicated through the development plan. The strategy should be facilitated through active engagement with the private sector and other interested organisations (including Portas Pilot organisations, Town Teams and so on). Any strategy should be based on evidence which clarifies
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the current state of town centres and opportunities to meet development needs and support centres’ vitality and viability.
3.3.3 Such strategies should seek to address the following matters:
The appropriate and realistic role, function and hierarchy of town centres in the area of over the plan period, including an audit of the vitality and viability of existing town centres and their ability to accommodate new development;
Consideration of the vision for the future of each town centre and the most appropriate mix of uses;
The assessment of the scale of development that a town centre can accommodate;
The timeframe for new retail floorspace that can be delivered;
What other complementary strategies are necessary or appropriate to enhance the town centre to deliver the vision in the future; and
The consideration of the enhancement of car parking provision including charging and enforcement mechanisms.
3.3.4 Paragraph 005 of the Practice Guidance identifies a series of key indicators which are of relevance in assessing the health of a centre over time. Paragraph 005 goes on to state that not all successful town centre regeneration initiatives have been retail led or focused on substantial new development, but have instead involved improvements such as renewed public realm, parking, and accessibility and other partnership mechanisms. Paragraph 007 identifies the importance of planning for tourism as an important component of any overall vision and indicates that local planning authorities should consider specific tourism needs (including locational or operational requirements) and opportunities for tourism to support local services, vibrancy and the built environment.
3.3.5 Paragraph 009 reaffirms the town centre first policy in the form of the sequential test, which requires local planning authorities to undertake an assessment of candidate sites’ availability, suitability and viability when preparing their local plan. Such an assessment should also consider the scale of future needs and the type of land needed to accommodate main town centre uses.
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3.4 The Portas Review - An Independent Review into the Future of Our High Streets
3.4.1 The Portas Review was published in December 2011. It is an independent review undertaken by Mary Portas into the state of Britain’s high streets and town centres. The review considers the reasons why retail spending on the high street is falling, why there has been a decline of Britain’s high streets, and the benefits that can be brought about through the protection of Britain’s high streets. Portas puts forward 28 recommendations which include actions that Government, businesses and other organisations should take in order to create diverse, sustainable high streets where retailers can thrive.
3.4.2 The Government published a response to the Portas Review in March 2012. The response acknowledges that in response to the challenges facing the high street, including out-of-centre retail development and online retailing, the high street will have to offer something new and different in order to create a diverse and competitive environment. In its response, the Government accepts a number of recommendations put forward in the Portas Review, including: the implementation of Town Teams (described as visionary, strategic and strong operational management teams for high streets); the provision of funding for pilot areas who are judged to have the best ideas for improving their town centres and high streets; investing in Business Improvement Districts; and support for a new National Market Day. The Government’s response seeks to encourage areas to think creatively about how their town centres can be enhanced in order to entice people back, including improvements which could be secured through the redesign of high streets, and the promotion of the evening and night time economy.
3.5 Relaxation of Permitted Development Rights
3.5.1 At a national level, recent changes to the Town and Country Planning (General Permitted Development) Order 1995 have sought to support the diversification and vitality of town centres. The changes follow the Portas Report recommendation to make it easier to change surplus space in order to provide for the effective re-use of buildings.
3.5.2 The Town and Country Planning (General Permitted Development) (Amendment) (England) Order 2013 came into force on 30 Mary 2013. It provides, for a period of three years, for the change of use of Use Class B1 offices to residential without the need for planning permission. The Order also provides for the temporary change of use (for up to two years) of uses falling within Use Classes
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A1, A2, A3, A4, A5, B1, D1 and D2 to uses falling within Classes A1, A2, A3 and B1, subject to the use relating to no more than 150 sq m of floorspace and subject to the temporary provision not previously being relied upon.
3.5.3 From 6 April 2014, permitted development rights have been further extended to provide for certain additional changes of use without the need for planning permission. The changes come into force under the Town and Country Planning (General Permitted Development) (Amendment and Consequential Provisions) (England) Order 2014 and result in the introduction of two new classifications that affect commercial premises.
3.5.4 The first provides for the change of use of premises and land from Use Class A1 to use as a ‘deposit taker’ (effectively comprising banks, building societies, credit unions and friendly societies). The second provides for the change of use from Use Classes A1 and A2 to residential. There are certain restrictions as to where and when the rights can be exercised. The intended consequence of such measures is to secure the redevelopment and reuse of premises.
3.6 Maldon Local Development Plan
3.6.1 The Maldon District Replacement Local Plan was adopted in 2005. Relevant policies that were saved in 2008 following the Direction of the Secretary of State are described below.
3.6.2 Saved Policy SH1 states that ground floor retail units will be protected from changes to other uses, with the exception of Class D1(a) uses of medical and health services, in the Core Retail Areas of Maldon and Burnham-on-Crouch Town Centres and Heybridge District Centre. Saved Policy SH2 resists change of use from ground floor retail frontages, within town and district centres outside Core Retail Areas, except to D1(a) medical and health services uses. No changes of use from retail to residential uses will be permitted in any situation. Other changes of use will only be permitted if:
They safeguard and promote the overall retail attractiveness, economic viability and vitality of the shopping centre; They do not detract from the dominant retail appearance of the street frontage; They are capable of attracting high numbers of visits from the general public; Where appropriate, positive measures to enhance or restore the character of the building concerned and its retail appearance will be sought.
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3.6.3 Saved Policy SH3 reserves the purpose of the market site on White Horse Lane for Maldon’s market.
3.6.4 Saved Policy SH4 reserves sites for town centre development proposals SH4/1-428, subject to several design criteria.
3.6.5 Saved Policy SH5 resists the change of use from shop units to residential use in Local Shopping Centres. Changes to other uses may be permitted if it does not undermine the viability or function of the centre as a Local Shopping Centre, or the change of use individually or collectively is not detrimental to the general amenities of the area or occupiers of neighbouring residential properties.
3.6.6 Saved Policy SH6 resists the loss of a village shop or service, unless the existing business has been marketed by estate agents for at least three months prior to the application at a realistic price that reflects the existing business use; whether the existing use is not or cannot be made viable; or whether there is no alternative business use for the premises. Any permitted change of use must preserve the shop front to retain the character of the street scene.
3.7 Maldon District Pre-Submission Local Development Plan 2014-2029
3.7.1 Proposed Policy E2 sets out what retail provision is encouraged in Maldon District. Retail proposals for town centre uses in the town centre areas will be permitted if the scale and type of development proposed is directly related to the role and function of the centre and its catchment area, and that there would be no adverse impact on the viability and vitality of that or other centres. Out- or edge-of-centre proposals are subject to sequential testing.
3.7.2 Within the designated Primary Retail Frontages, A1 ground floor retail uses will be protected. Other types of uses will only be permitted if it can be demonstrated that the use will not have a detrimental impact on the function, vitality or viability of the Primary Retail Frontages, and will not create a new continuous frontage of three or more non-A1 uses units.
3.7.3 Ground floor retail units will be protected within the designated Secondary Retail Frontages, but a wider range of other uses may be supported to maintain the diversity and vitality of the surrounding retail area. Any proposals for non-A1 uses within these frontages must:
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Maintain and enhance the overall attractiveness, vitality and viability of the surrounding retail functions; Encourage active shop fronts and avoid detraction from, and isolation of, the dominant retail appearance of the area; Be capable of attracting a high number of visits from the general public, and; Not create a significant discontinuation to the existing frontage or pedestrian footfall.
3.7.4 New and replacement shop fronts are permitted if proposals use materials sympathetic to the character of the building and the surrounding area, if shopfront subdivisions reflect the character and proportions of existing building, and adjacent shops and properties in the surrounding street scene; independent access is provided or maintained to upper floors where these are in separate use.
3.8 The North Essex Authorities Retail Study 2006
3.8.1 The Stage 2 report by GVA Grimley focused on Maldon District Council and complemented the Stage 1 strategic report which examined interrelationships between centres in the larger North Essex Authorities region. The report contained a review of the local policy framework, an analysis of household telephone surveys, qualitative health checks, and the performance of existing retail floorspace, localised capacity projections and the scope for new development.
3.8.2 Retail floorspace capacity was estimated at 2011, 2016 and 2021. The household survey was undertaken by NEMS and covered 2,000 households over 20 survey zones; Zones 18, 19 (both Maldon/Heybridge area) and 20 (Burnham area) covered the Maldon District Council area.
3.8.3 The results of the convenience shopping patterns predominantly showed that stores in Maldon, the Bentalls Shopping Centre (Heybridge) and Burnham were trading at below average sales density expectations. The only exceptions to this trend were the out-of-centre Tesco Extra in Maldon and the Co-op on Foundry Lane in Burnham District Centre.
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Table 3.1 Convenience and Comparison Goods Market Shares
Zone 18 Zone 19 Zone 20
Convenience Goods Market Share Maldon Town Centre 4% 0% 0% Heybridge District Centre 2% 0% 1% Burnham Town Centre 0% 0% 15% Comparison Goods Market Share Maldon Town Centre 26% 18% Heybridge District Centre N/A Burnham Town Centre 0% 0% 2%
3.8.4 Table 3.1 outlines that Maldon Town Centre had a convenience goods market share of only 4% in Zone 18 (the zone in which Maldon was located). The convenience goods turnover of the town centre was estimated at £3.4m for 1,834 sq m of net sales floorspace. In terms of comparison goods shopping, the town centre had a greater market share of 26% in Zone 18, with additional spend attracted from Zones 19 and 20. It had an estimated turnover of £30.9m in comparison goods. The report considered Maldon to be in a weak trading position for a centre of its size.
3.8.5 Burnham Town Centre (including the Co-op and Tesco Express stores) had a convenience goods market share of 15% in Zone 20, with very little spend attracted from the rest of the Survey Area. The total turnover was estimated at £6.6m, based upon 1,544 sq m of net sales floorspace. It had a low comparison goods market share of only 2% in Zone 20. With a total comparison goods turnover of £1.1m, Burnham Town Centre was found to cater mainly for lower order comparison goods.
3.8.6 Heybridge was calculated to have a 2% convenience goods market share in Maldon’s Zone 18 and 1% in Burnham’s Zone 20. Based on 7,905 sq m of net sales area, Heybridge was calculated to have a turnover of £2.7m in 2006. No comparison goods market share was discussed for Heybridge.
3.8.7 Based on a constant market share basis, the 2006 Retail Study concluded that no surplus expenditure was available to support further convenience goods floorspace. An overprovision of 405 sq m net of floorspace was projected by 2021. In terms of the global comparison goods
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capacity, the Study calculated cautiously positive projections of 757 sq m net for 2011, reaching a capacity for 2,505 sq m net of new floorspace by 2021.
3.8.8 The 2006 Retail Study also produced local capacity projections, as follows:
Table 3.2 Local Convenience and Comparison Goods Capacity Projections
2011 2016 2021 Convenience Goods Floorspace Capacity (sq m net) Maldon -1,093 -764 -418 Burnham-on-Crouch -51 -19 13 Comparison Goods Floorspace Capacity (sq m net) Maldon 735 1,542 2,434 Burnham-on-Crouch 20 41 65
3.9 The North Essex Retail Study – Maldon District Retail Capacity Update November 2009
3.9.1 The Council commissioned GVA to update the retail capacity projections set out in the North Essex Retail Study 2006. The base market share remained derived from the 2006 household survey, and was updating in line with updated Experian population and expenditure data, as well as the (then) latest growth rates from Verdict’s Economic Update (February 2009). On this basis, capacity was then re-forecast for 2014, 2019 and 2024.
3.9.2 For convenience goods, a limited capacity was identified in Maldon. The Budgens previously on Maldon High Street had since been replaced by Marks & Spencer’s and was thought to have had a positive impact on the town centre. One commitment was taken into account of the capacity forecast, a 784 sq m extension to the Tesco Extra store. Based on these factors, Maldon was forecast to have a convenience floorspace capacity of -805 net sq m at 2014; -203 sq m by 2019 and a small positive requirement of 367 sq m by 2024.
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Table 3.3 Convenience and Comparison Goods Residual Capacity
2014 2019 2024 Convenience Goods Capacity (sq m net) 3.9.3 Sq m net -805 -203 367 Maldon 3.9.4 £m -8.1 -2.0 3.6 Sq m net -165 -108 -53 Burnham-on-Crouch £m -1.6 -1.1 -0.5 Comparison Goods Capacity (sq m net) 3.9.5 Sq m net -512 552 2,425 Maldon 3.9.6 £m -2.6 2.9 14.1 Sq m net 19 52 108 Burnham-on-Crouch £m 0.9 0.3 0.6
3.9.7 Turning to consider comparison goods, two commitments were taken into account: the first related to the extension to the Tesco Extra, which also contained 784 sq m of net comparison goods floorspace (estimated turnover of £4.7m in 2009), whilst the second commitment was for an extension and reconfiguration of the existing Focus store at Wycke Hill, to extend it by 930 sq m net comparison goods floorspace (estimated turnover of £1m at 2009).
3.9.8 GVA notably advised at this time that retail warehouses selling ‘town centre’ type goods should be resisted due to unacceptable impact on the town centre, and that any planning permissions should be conditioned appropriately.
3.10 Burnham-on-Crouch Draft Neighbourhood Plan
3.10.1 In December 2014, the Burnham-on-Crouch Neighbourhood Plan Steering Group produced the first draft of Burnham’s Neighbourhood Plan. This draft has been published for an informal consultation during March 2015, and a document for formal consultation will be published at a later date following the review of the draft. As such, this draft carries limited weight at the current time, but provides a useful indication of the likely intended strategy of the future for Burnham.
3.10.2 The plan covers the whole of Burnham Parish, focusing predominantly on the town centre but also proposing a strategy for the rural hinterland.
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3.10.3 In Chapter 5, the Plan proposes its strategy regarding Burnham’s economy. It acknowledges the local need to maintain a small but attractive town centre with a mix of shops and services, though emphasises the large number of people who choose to shop elsewhere. The plan strives to support and extend Burnham’s range of local shops in order to retain a viable role as a service centre meeting the needs for local people. This is coupled with a business strategy to reduce out- commuting and bolster job opportunities locally, as well as supporting the tourism sector which is noted as crucial to Burnham’s economy.
3.10.4 Policy Suggestion EC3 would support the provision of an enterprise centre at the railway station to support small businesses in the local area.
3.10.5 Proposed Objective ECO2 proposes to consolidate and clarify the primary and secondary areas along the town’s high street.
3.10.6 Policy Suggestion EC5 would resist the loss of retail between the cinema and the One-Stop as the primary retail frontage in Burnham. No retail uses should be replaced by residential or office use in this area.
3.10.7 Policy Suggestion EC6 would protect the cluster of shops near the railway station, including the Co-Op and Post Office as an important secondary retail area in the town centre.
3.10.8 Policy Suggestion EC7 would require regular health checks of the town centre reviewing Policy EC5 and EC6 to ensure these areas are still functioning successfully. Any net loss of retail (use class A1, A2, A3) space in the defined primary and secondary retail zones would not be permitted other than where one or more of the following circumstances could be demonstrated. 1) The site must have been marketed for retail use for a period of one year with no viable offers received; 2) a replacement of premises of equivalent size, function and accessibility would be provided in the primary retail area to sure no net loss is caused; 3) the loss of retail would be permitted by the policies in the Local Development Plan.
3.10.9 Proposed Objective ECO3 proposes to support the Co-op supermarket in its existing location while diversifying the food offer in the town centre.
3.10.10 Policy Suggestion EC8 proposes to encourage the Co-op to improve its offer, layout and appearance in its existing town centre location. In the shorter term this could involve retrofitting windows along the southern edge of the store, improving landscaping and re-designing the layout
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inside the store. In the event of redevelopment in the longer term, the store could also incorporate a larger area including parts of the business park and station car park to provide a new and larger store with some residential uses.
3.10.11 Policy Suggestion EC9 would support the local economy and farmers market by exploring new possibilities to engage with local producers.
3.10.12 Proposed Objective ECO4 proposes to improve the visual appearance of the High Street and the wider town centre.
3.10.13 Policy Suggestion EC10 states the visual appearance of the High Street should be improved with a unified public realm treatment and shop front improvement scheme (in combination with policies in Chapter 8 Heritage and Character).
3.10.14 Policy Suggestion EC11 proposes the visual appearance of the wider town centre and along key approach roads should be improved with the de-cluttering of signage and street furniture. Town signage should be co-ordinated and the welcome sign should be updated.
3.10.15 To summarise, the draft Neighbourhood Plan recognises Burnham’s local shopping function and seeks to protect the retail facilities that are currently within the District and Local Centre. It has a realistic view of Burnham’s small scale retail future.
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4.0 Assessment of Key Retail Centres
4.1 Introduction
4.1.1 The National Planning Policy Framework (NPPF) of March 2012 states that local authorities should set out policies for the management and growth of centres over the plan period. The NPPF requires local authorities to recognise town centres as the heart of their communities and to pursue policies to support their viability and vitality. It is recognised that competitive town centre environments should be promoted in order to ensure customer choice, a diverse retail offer and to reflect the individuality of town centres.
4.1.2 Whilst the NPPF does not provide a list of indicators to be used to assess the health of a centre, such criteria has recently been published in the Government’s ‘Ensuring the Vitality of Town Centres’ Planning Practice Guidance (NPPG) of March 2014. Indicators which should be monitored on a regular basis in order to judge the health of a centre and its performance over time include the following:
Diversity of uses | Data on the diversity of uses in the town centre and the district and local centres was collated during our surveys in December 2014 and January 2015.
Proportion of vacant street level property | Vacant properties were identified during the undertaking of the surveys.
Commercial yields on non-domestic property | Yield data is not available due to the smaller size of Maldon’s centres.
Customers’ views and behaviour | Information on customers’ views is based on the NEMS household survey results.
Retailer representation and intentions to change representation | Information on the current strength of centres, retailer representation and retailer requirements has been derived from Venuescore’s UK Shopping Venue Rankings and from other published sources.
Commercial rents | Zone A rental data has been sourced from Estates Gazette Interactive (EGi) and Colliers International, who are widely recognised sources of such data.
Pedestrian flows | General footfall and pedestrian flows were observed during the undertaking of the centre surveys.
Accessibility | Consideration of access to and around each centre is informed by WYG’s surveys.
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Perceptions of safety and occurrence of crime | A general perception of safety was gathered during the undertaking of the surveys and is supplemented by the NEMS household survey results.
State of town centre environmental quality | Consideration of the quality of the buildings and public realm in each of the centres has also been informed by WYG’s ‘on the ground’ observations.
4.1.3 The commentary below provides an overview of our analysis of the health of Maldon’s centres in respect of each of the above indicators. The commentary is supplemented by a more detailed appraisal of available data relating to the centres’ performance and our observations in surveying Maldon, Heybridge and Burnham-on-Crouch centres. We have also provided a more detailed assessment at Appendix D.
4.2 Sub Regional Hierarchy
4.2.1 A plan showing the location of the Study Area relative to the main settlements in the sub-region is included at Appendix A. Venuescore provides a ranking of 2,711 retail venues in the UK (including town centres, stand-alone malls, retail warehouse parks and factory outlet centres) based on the strength of their current retail provision. Towns and major shopping centres are rated using a scoring system which takes account of the presence in each location of multiple retailers – including anchor stores, fashion operators and non-fashion multiples.
4.2.2 The index establishes eight distinct grades of retail venues, ranging from ‘Major City’ to ‘Local’. The index provides a useful starting point in understanding the relative importance of the Study Area’s main towns within the sub-region, and how shopping patterns in the area may be influenced by competing facilities located in neighbouring districts. The market position index and classification, shown in the below table provides an indication as to whether a retail venue’s focus is upmarket (luxury goods) or more downmarket (discount stores).
Table 4.1: Venuescore Sub-Regional Shopping Hierarchy
Market Fashion Venue Score Rank Rank Centre Classification Position Position 2013-2014 2010 2013 Classification Classification Fashion Chelmsford Regional 199 90 72 Middle Moderate Fashion Colchester Regional 206 59 63 Middle Moderate Braintree Sub-Regional 86 350 281 Middle Updated
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Classic Updated Freeport, Braintree Sub-Regional 77 422 320 Upscale Classic Witham District 39 570 681 - - Halstead Minor District 23 895 1155 - - Wickford Minor District 30 952 901 - - Maldon Minor District 31 771 864 - - South Woodham Local 13 2181 1907 - - Ferrers Wycke Hill Local 10 2196 2428 - - Fullbridge Local 11 2416 2216 - - Burnham-on-Crouch Stanway Tiptree Unclassified Heybridge Mayland Southminster Source: Venuescore, 2013 Centres in Study Area shown in bold
4.2.3 Table 4.1 shows Maldon as the highest ranking centre in the District, placed 864th of all centres surveyed. However since 2010 it has dropped 93 places. Its classification as a minor district centre remains subservient to surrounding regional and district centres, notably Chelmsford and Colchester (at around 17km and 29km driving distance from Maldon respectively). Therefore, shopping patterns in the Study Area are likely to continue to be strongly influenced by the greater strength, diversity and attractiveness of the retail offer at these higher-order centres.
4.3 Maldon Town Centre
4.3.1 Maldon Town Centre is the only centre in the District to be mapped by GOAD. The boundary defined by the GOAD survey is broadly similar in extent to the Town Centre Shopping Area shown on the adopted Proposals Map. Further to Figure 4.1, a larger Experian Goad plan for Maldon Town Centre is attached at Appendix C for reference.
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Figure 4.1 Maldon's retail and service uses, and designated Primary and Secondary Shopping Frontages
Historic Analysis
4.3.2 Figure 4.2 below shows the change in Maldon Town Centre’s composition in 2005, during the recession in 2010, and the most recent survey we undertook in January 2015. The below data has come from Experian Goad historic data sets.
Figure 4.2 Maldon Town Centre composition in 2005, 2010 and 2015 (by Unit %)
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4.3.3 The total number of retail and service units dropped from 196 in 2005, to 192 in 2010; though increased to 204 units in 2015. The proportion of convenience units has remained fairly constant over the last ten years, whereas the number of comparison and service units has fluctuated significantly. Just over half the town centre was comprised of comparison units in 2005, declining to 41% by 2010, before slowly regaining ground to around 45% at present. The proportion of service units on the other hand increased during the recession years from a base of around 33% in 2005, to over 40% currently. The highest number of vacancies was recorded between 2010 and 2014 (21 units), however vacancies have now dropped back to original pre-recession levels (14 units).
Maldon’s Current Town Centre Composition
4.3.4 Maldon has a broad mix of uses that are organised in a linear manner along the High Street, running parallel to the River Chelmer. The largest residential areas are located to the south of the town centre and between the High Street and the river towards Heybridge. Services such as the Council offices, educational and medical establishments are located south of the High Street.
4.3.5 The town centre currently comprises 204 units totalling 23,340 sq m of floorspace. The key retail and service activity is concentrated along the High Street, between Silver Street and Butt Lane. The entirety of the High Street is designated Shopping Frontage. A large proportion is Primary Frontage, with either ends of the street and some junctions with side streets as Secondary Frontages. The Primary Shopping Frontage consists of approximately 142 retail units, with the Secondary Frontage consisting of 62 units.
Table 4.2: Composition of Maldon Town Centre
Floorspace Units Floorspace (UK Units Units (%) (UK Average Floorspace (%) (sq m) Average 2015 %) 2015 %) 2015 2010 Jan 2015 2015 2010 Jan 2015 Convenience 14 6.9 6.3 9.0 3,540 14.5 11.6 18.2 Comparison 91 44.6 41.1 40.3 12,270 50.4 45.8 45.4 Service 82 40.2 39.1 37.0 7,340 30.2 32.3 24.9 Vacant 13 6.4 10.9 12.4 1,040 4.3 9.2 10.5 Miscellaneous 4 2.0 2.6 1.2 150 0.6 1.1 1.0
Total 204 23,340
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Source: Experian Goad survey data, January 2015 Historic figures of 2005, 2010 and March 2014 taken from Experian Goad data Goad town centre national averages, January 2015
4.3.6 Figure 4.2 and Table 4.2 provide a breakdown of Maldon Town Centre’s composition and include figures for 2005, 2010 and 2014 for historic analysis before during and after the recession. In summary, the table above shows:
The number of convenience retailers has increased slightly since 2010, but at 6.8% of the total proportion of town centre units remains below the national average of 9%. This is also reflected in the proportion of convenience floorspace (14.5%), which is also lower than the national average of 18.2%. The amount of comparison retail units, both in number and floorspace, is above the UK average. The number of service units has also increased and now makes up 41% of the town centre composition, which is above the UK average of 37%. Vacancies have decreased since 2010, from 21 to 13 units. At 6.3%, Maldon’s unit vacancy rate is significantly lower than the UK average of 12.5%.
Table 4.3: Breakdown of Town Centre Comparison Units
Type of Unit Total % Furniture 8 8.8% DIY 12 13.2% Electrical 4 4.4% Clothing & Footwear 19 20.9% CDs, DVDs and Books 7 7.7% Small Household Goods 25 27.5% Toys, Games, Bicycles and Recreational Goods 9 9.9% Health and Beauty/Chemist Goods 7 7.7%
Total 91
Source: Experian Goad data, January 2015
4.3.7 Table 4.3 above provides further breakdown of the comparison uses in the town centre. Generally, there is a good mix and no notable deficiencies of representation at the centre. The highest proportion of the comparison offer at the centre consists of small household goods units; their
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representation in Maldon account for 27.5% of comparison units. Clothing and footwear (20.9%) and DIY stores (13.2%) make up the next largest proportion of Maldon’s high street units.
Table 4.4. Breakdown of service units
Type of unit Total % Restaurant, café, takeways 30 36.6% Banks & financial and other services 8 9.8% Estate agent & valuers 9 11.0% Travel agents 4 4.9% Hairdressers & beauty parlours 29 35.4% Laundries & dry cleaners 2 2.4%
Total 82
Source: Experian Goad data, January 2015
4.3.8 The table above provides a breakdown of service unit representation in the centre. All of the main service uses are represented, which generally reflect national averages. There is a dominance of hairdressers and beauty parlours (35.4%) as well as cafes, restaurants and takeaways (36.6%). These are mostly situated within the core of the High Street.
Vacancies
4.3.9 As shown in Table 4.2, the proportion of vacant units in the town centre has decreased to 6.8% since 2010, significantly lower than UK average at 12.2%. The predominant number of vacancies can be found towards the eastern end of the High Street, where there is less footfall and the shop fronts appear less well maintained. The remaining units are spread fairly equally around the busier part of Maldon’s Town Centre.
4.3.10 However, Maldon presently has a low level of vacancies which do not currently pose a problem to its vitality. At the eastern end of the High Street, the rents are generally cheaper and thus provide a lower threshold to start a business. More recently businesses have been observed to establish their custom at the lower end of the High Street before ‘moving up’ to the busier part of the High Street.
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Retailer Representation
4.3.11 Retailer representation is an important sign of the vitality and viability of a centre as it demonstrates the existing and potential future level of operators in the locality. We have reviewed the number of national and independent retailers which are present within Maldon, recognising that multiple retailers (such as Boots, Marks & Spencer and Primark) can act as anchor tenants in the centre and add to its appeal and create additional pedestrian footfall.
4.3.12 Maldon accommodates a relatively low number of multiple retailers, containing just 5 of the top 31 Experian Goad defined major retailers, namely: Dorothy Perkins, M&S, Boots Chemist, Superdrug, and WHSmith. The town centre also accommodates Iceland, Morrisons, Costcutter and Greggs convenience stores; Peacocks, Timpson, Specsavers comparison goods stores, as well as HSBC, NatWest, Santander, Halifax, Lloyds, and Barclays banks. Maldon is clearly subservient to nearby higher-order centres such as Colchester, Braintree and Chelmsford and does not have the same representation. Independent retailers form the majority of Maldon’s town centre units, which in itself though is an attractive feature.
4.3.13 In the convenience sector generally, there are three small convenience stores in the town centre: Costcutter, M&S and the new Morrisons, which all serve predominantly as top-up shopping locations. The town centre is also represented by frozen food specialist Iceland and several smaller, independent greengrocers, butchers, bakeries and a fishmonger.
4.3.14 Turning to the service sector, a typical range of national banks and building societies are present in the town centre. There are also numerous food takeaways and a good selection of restaurants and cafes. Generally speaking, the service units are well dispersed throughout the High Street. However, there is a higher concentration to the eastern extremity of the High Street.
4.3.15 When assessing the health of centres, it is also relevant to consider which retailers have expressed an interest in seeking representation in Maldon in the future. EGi’s records set out retailer requirements for additional floorspace in particular town centres, including Maldon. It should be noted that each retailer will have a particular size, layout and format requirement and that some retailers may not have specifically identified town centres for representation, instead targeting regions or nationwide expansion. Whilst it should be noted that EGi principally records the requirements of high street multiple operators, it is of relevance in identifying the type and broad number of retailers currently seeking representation. EGi records a total of 10 retail and leisure
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operators currently seeking premises in the town centre, including Carphone Warehouse, Clarks, Sainsbury’s and Starbucks.
Rental Values
4.3.16 EGi provides estimated Zone A rents across a number of town centres, based on Colliers International data. Zone A rents relate to the first six metres of floorspace from the shop window. There is no data available for Maldon’s centres, so we have reviewed other centres in the sub- region to gain an understanding of general trends.
4.3.17 There has been a general decline in rents over the past five to six years. Table 4.5 indicates that rents in Colchester reduced from a high of £170 per sq ft in 2008 to £155 per sq ft in 2013 (representing a reduction of 8.9%). However, this reduction is not reflected in the Braintree’s trends, where its rents proved more resilient. Braintree has experienced a minor fluctuation in rents between £50 per sq ft in 2005 and 2013 to £60 per sq ft in 2008 (a change of 16.6%). Chelmsford’s rents started at £165 per sq ft in 2005, rising to £190 in 2008, with a slight dip to £175 in 2009 and then rose to £190 per sq ft from 2011 to 2013.
Table 4.5 Zone A rents in centres close to Maldon between 2005 and 2013
2005 2006 2007 2008 2009 2010 2011 2012 2013
Colchester £155 £170 £170 £170 £155 £155 £155 £155 £155
Chelmsford £165 £170 £180 £190 £175 £185 £190 £190 £190
Braintree £50 £55 £60 £60 £55 £55 £50 £50 £50
Source: EGi Town Reports based on Colliers International data, July 2013
Customer Views and Behaviour
4.3.18 As part of the household survey undertaken by NEMS in October 2014, a number of qualitative questions sought to identify how frequently respondents visited particular centres and what their views were in respect of the centres they did visit. We summarise the principle findings of the survey in respect to those questions of relevance to the health of Maldon Town Centre below. Further detail on our research methodology and the quantitative household survey results are described in Chapters 5, 6 and 7.
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Table 4.6 Proportion and Frequency of Visits by Study Area Residents
Proportion of Respondents Centre Respondents Visit Centres who have Visited Most Frequently Heybridge 15.3% 12.8% Maldon 46.8% 77.9% Burnham 11.4% 9.4% (Don’t visit any of these centres) 51.1% -
Source: Question 26 and 27 of Household Survey, Appendix B
4.3.19 Question 26 asked respondents whether they had ever visited Heybridge, Maldon and Burnham, or whether they had never visited any of these centres before. Notably, over half of the respondents within the Study Area had never visited these centres in Maldon before. A high percentage of respondents in Zone 3 (53%), Zone 4 (63%) and Zone 5 (66%) had never frequented any of these centres, indicating that there is little inflow into the District from shoppers living outside it.
4.3.20 Of the respondents who had visited the District’s centres, Maldon has been visited by the highest number of people in the Study Area. As expected, Maldon Town Centre is also visited the most of Maldon’s three centres, especially by respondents in Zone 1 (82%), Zone 4 (100%) and Zone 5 (82%).
4.3.21 The primary reason for visiting Maldon was identified as the choice and range of shops (24% of respondents), while 7% of respondents suggested that an increase in the choice and range of shops would encourage them to visit Maldon more frequently, followed by 5.4% suggesting more parking, and 3.8% suggesting cheaper parking facilities.
Pedestrian flows
4.3.22 The comments below are based on observations at different days during the week, at different period during the working day.
4.3.23 Footfall was observed to be highest along the High Street between Silver Road and Butt Lane. Further west and eastwards pedestrian flows dramatically fall. People generally seem to frequent this core area and use the alleyways to the north and south to get to their cars or other activities. Maldon’s only pedestrianised areas are the alleyways and back alley to the south that runs parallel
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to the High Street, which are too narrow for cars. As these areas are not well linked, the pedestrianisation has a neutral impact on pedestrian flows.
Accessibility
4.3.24 The town centre is primarily accessed by road vehicles. Due to Maldon’s rural location, it does not experience much by way of passing traffic.
4.3.25 There are a number of car parks serving the town centre, at different locations just off the High Street. The town centre car parks are: Butt Lane, High Street East, Friary Fields and White Horse Lane. All car parks operate a pay and display system. The car parks at the Council Offices and The Plume School are free on Saturdays and Sundays, and all town centre car parks are free on Sundays.
4.3.26 Maldon does not have its own railway station. The nearest train stations on the main line Hatfield Peverel (10 minutes) and Witham and Chelmsford are also nearby. On the southern line into London, North Fambridge and South Woodham Ferrers stations are also relatively accessible by road from Maldon. Bus routes also serve the connection to the train station in Chelmsford, as well as other towns and cities nearby and throughout the District. Bus stops are located along the High Street.
4.3.27 Cycle parking is available behind the Barclays Bank, near the Library, on White Horse Lane car park, Butt Lane car park and in the Council Offices car park. A dedicated cycle route is present through Maldon’s town centre, on the back alleys behind the High Street (south).
Perceptions of safety
4.3.28 Question 31 of the household survey asked people whether any measures would encourage them to visit Maldon’s aforementioned centres more often. Not a single respondent found ‘better security’ a reason in any of their three mentions. From our observations made during several visits to Maldon at different times, we felt that Maldon is a very safe place to walk around. The centre seems to be well lit, perhaps less so in the alleys running behind and from the High Street. However, when walking there, crime did not seem to be an issue. The environment feels pleasing and would not induce a fear of insecurity. High footfall around the ‘core’ area ensures there are enough people to observe and create a safe environment to move around the centre.
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Environmental Quality
4.3.29 Maldon’s Town Centre environment is pleasant, clean and tidy. It is well maintained along most of the High Street, with well looked after shopfronts mixing modern with older styles. The courtyards off the High Street provide a welcome and social feel, adding to the High Street’s appeal. Bright’s Path is currently being built, slowly adding boutique stores and cafes to its courtyard. Towards the eastern end, running downhill, shop units are more run down, with more vacant units and a less active frontage.
Figure 4.3 The All Saint's Church, outside seating in Kings Courtyard and Moot Hall
4.3.30 The centre has a few benches in the core area, by the church. The only green space is in front of the church cemetery; no further dedicated public realm or pedestrianised areas are present. The car parks are not visible from the High Street, avoiding any ‘ugly’ streetscapes. The All Saint’s Church, Maeldune Heritage Centre and Moot Hall are well-maintained iconic buildings that contribute positively to Maldon’s image. The riverfront is not part of Maldon’s High Street, but runs along the Promenade Park further down the hill eastwards.
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Stakeholder Engagement
4.3.31 As part of the town centre health checks, WYG undertook formal stakeholder engagement with local businesses to understand our observations more fully in a local context. In Maldon we interviewed board members of Think Local Maldon and the Maldon Business Association, as well as a local business owner. The meeting was held in January 2015.
4.3.32 The vitality and viability of the town centre, vacancies, mix of retail, parking, street environment, crime and security and the potential impacts of the Aquila proposal were discussed (further details of the scheme in Section 4.7).
4.3.33 The current mix of retail was considered to be good, with many high end stores, as well as good quality lower end shops. A wider range of clothes shops was thought to benefit the town centre, as teenagers and young professionals would rather go to larger centres such as Chelmsford where the choice is larger. The Aquila proposals were acknowledged as potentially going some way to addressing this issue, albeit in an out-of-centre location.
4.3.34 The businesses gave an overall positive reaction to the Aquila proposals and envisage that more trade will come to the town centre as a result. More linked trips will be possible and therefore the attraction of Maldon is hoped to grow amongst shoppers but also leisure uses. However, they felt that any new (out/edge-of-centre) developments should be coordinated by linking their accessibility by bus, or share the cost of town centre parking.
4.3.35 The retailers confirmed there has been a noticeable impact of the internet in the town centre. However, this trend of negatively impacting the high street now slightly seems to be reversing as businesses are slowly adapting to new forms of business. The impact is being shifted to out of town locations instead.
4.3.36 It was confirmed that there is a difference in the rent of retail units across the high street. At the top part, where the higher end stores and multiple retailers are located, the rents are higher. At the bottom end, where more vacancies have historically been recorded, the rents are lower and have thus proven to be more affordable for start-up businesses. This rent is thought to be intrinsically linked to the lower footfall levels and perceived distance from the ‘core’ of the town centre.
4.3.37 As a result, the bottom end of the high street has a high turnover rate of retailers. The units have a more run down look than their counterparts further up the high street. However, these lower rents
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have provided the opportunity to test the market with new business areas or products, where if they are successful, the retailers have moved into a different part of the high street.
4.3.38 There is a perceived lack of small to medium sized offices. For start-up businesses or small established firms it is difficult to find a space where the rents are not too high. It was suggested that there is a sort of ‘Business Centre’, where flexible space and conference rooms are offered. The other solution could be to convert some of the (vacant) retail units at the bottom end of the high street to small office spaces.
4.3.39 The meeting confirmed WYG’s observation on low crime rates, with the exception of some minor shoplifting issues.
4.3.40 In terms of general environment, the stakeholders noted that there is a lack of benches on the High Street. In addition, the town centre was said to be poorly signposted, both in terms of numbers and the level of information that is displayed. It was suggested that the local history should be signposted and described better. For tourists this information is crucial to be welcomed as a visitor, and when they arrive it should be clear where they need to go to. Furthermore, it was suggested that leisure facilities need to be more clearly linked with retail to bring more benefit to the town centre.
4.3.41 Parking was emphasized as an issue in the town centre. While there is considered to be enough car parking, and in good locations, the business stakeholders noted that the cost of parking could deter visitors and residents from spending money in Maldon. Car parking at the Tesco Extra is free, and it therefore encourages people to buy their comparison goods in Tesco rather than the town centre, which essentially adds a cost to products that would otherwise be the same price or cheaper.
Summary of Maldon Town Centre Viability and Vitality
4.3.42 Based on the assessment above, we conclude that Maldon Town Centre functions well and displays good levels of vitality and viability in respect of the indicators listed above.
4.3.43 The centre contains a healthy mix and representation of units which is broadly comparable with the national average. The centre is under-represented in convenience terms, but is has a healthy comparison and service unit offer. With a comparatively low vacancy rate and high number of independent retailers, the centre has shown resilience to wider economic changes.
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4.3.44 Rental values have fluctuated nationally in recent years, and we assume the same has happened in Maldon. In the lower, eastern end of the High Street rental values remain below that of the core shopping area according to local business owners. This is generally reflective of lower footfall levels, whereas a lively atmosphere can be felt within the Primary Shopping Frontage. As a result of the rental values and lower footfall, the area feels under-utilised and slightly run down.
4.3.45 The centre is considered accessible. Maldon as a town is best accessed by car or bus, without too many congestion problems seen in larger towns or cities. Once in Maldon, it is easy to walk and cycle around and explore as well as shop. Perceptions of safety are high as the area is well looked after and the town is perceived to have low levels of crime.
4.3.46 Maldon’s unique selection of retailers geared towards local residents and day visitors will remain a lower rung centre competing with Chelmsford or Colchester. While Maldon would benefit from a larger selection of convenience goods stores and more national multiples, this should not be at the expense of the centre’s thriving independent businesses.
4.4 Burnham-on-Crouch Town Centre
4.4.1 Burnham Town Centre has not been mapped by a GOAD plan; therefore WYG undertook a survey in January to update the Council’s annual Retail Monitoring Report (last updated in November 2014). Figure 4.4 shows the updated map produced in similar style to Goad, this is also attached in more detail in Appendix C.
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Figure 4.4 Burnham-on-Crouch retail and service units, within designated Retail Protection Area and Core Shopping Frontage
4.4.2 The boundary of the Core Retail Area (currently Policy SH1 of the adopted 2005 Local Plan) runs along the main frontages on Burnham High Street and Station Road. A few retail units that fall outside these frontages are protected under Policy SH2, as Protected Retail Frontage. These units do not currently benefit from the same level of protection as units falling under Policy SH1.
4.4.3 Burnham has a fairly wide mix of uses in the town centre. The High Street runs close to the waterfront of the River Crouch. Hotels, pubs, cafes and restaurants are located along The Quay, utilising views over the water to draw in tourist trade. To the east of the centre are a number of small marinas, residential areas, boating industries and a caravan park. Residential areas surround the shopping area, with the predominant areas situated to the north of Burnham. To the north- west a number of employment and industrial sites can be found; namely: Burnham Business Park, Springfield Industrial Estate, Mayfield Centre and the Springfield Nursery Estate. Another yacht marina is situated just further along the coast to Burnham’s west. Schools and leisure facilities are located to the west of Burnham.
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4.4.4 The town centre comprises around 51 units. The key retail and service activity is concentrated along the High Street, between Chapel Road and Riverside Road. Further units can be found on Station Road going uphill towards Burnham’s train station and the Co Op store in Foundry Lane.
Table 4.7: Composition of Burnham-on-Crouch Town Centre
Units Units (%) Units (UK Average %)
2015 Jan 2015 2012 2015 Convenience 4 7.8 5.3 9.05 Comparison 14 27.5 28.1 40.3 Service 28 54.9 56.1 37.0 Vacant 4 7.8 10.5 12.45 Miscellaneous 1 2.0 0.0 1.15 Total 51
Sources: WYG survey data, January 2015 Historic figures of 2012 taken from Maldon’s Retail Monitoring Report (2012) Goad town centre national averages, January 2015
4.4.5 The table above provides a breakdown of Burnham Town Centre’s composition, including figures for 2012, derived from the Council’s retail monitoring report and WYG updates.
4.4.6 The number of convenience retailers has increased slightly since 2012, and at 7.8% of the total proportion of town centre units is just below the national average of 9%. The number of comparison retail units has also increased since 2012, but now comprises a smaller proportion of Burnham’s total units. At 27.5%, the number of comparison units is well below the UK average of 40%. The number of service units has decreased since 2012, and now makes up 55% of the town centre composition, which is above UK average of 37%.
4.4.7 Vacancies have decreased since 2012, from 6 to 4 units. At 7.8%, Burnham’s vacancy rate is still lower than UK’s average at 12.5%.
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Table 4.8: Breakdown of Town Centre Comparison Units
Type of Unit Total %
Bulky Goods 5 36% Non-bulky Goods 9 64%
Total 14
Source: WYG survey data, January 2015
4.4.8 The table above provides further breakdown of the comparison uses in the town centre. There are a number of notable deficiencies in the centre; there are no clothing & footwear stores, no motor vehicle units, jewellers or electrical, games and music stores. The highest proportion of the comparison offer at the centre consists of antique stores, charity shops and household goods. Typically these units make up a smaller proportion of UK centres, except for charity shops.
Table 4.9. Breakdown of service units
Type of unit Total %
Restaurant, café, takeways 14 50.0
Banks & financial and other services 2 7.1
Estate agent & valuers 3 10.7
Travel agents 1 3.6
Hairdressers & beauty parlours 6 21.4
Laundries & dry cleaners 2 7.1
Total 28
Source: WYG survey data, January 2015
4.4.9 The table above provides a breakdown of service unit representation in the centre. There is a dominance of restaurants, takeaways and cafes (50%) as well as hairdressers and beauty parlours (21%). These are situated along the entire Core Frontage of the town centre.
Vacancies
4.4.10 As shown in Table 4.7, the proportion of vacant units in the town centre (7.8%) has decreased from 10.5% in 2012, which is lower than UK average at 12.4%. At the time of writing, there are two vacant units at the northern end of Station Road and two within the perceived ‘core’. At the northern end there is less footfall, however within the core footfall would seem reasonable.
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4.4.11 Burnham presents a moderately healthy level of vacancies that does not currently pose a problem to the centre’s viability. The retailers present in the town centre seem fairly constant, without too much change in the type of retail or services offered.
Retailer Representation
4.4.12 Burnham has a very low representation of multiple retailers. Only a handful of national multiples are present in the town centre: Tesco Express, NatWest and Barclays.
4.4.13 Burnham competes with nearby higher-order centres such as South Woodham Ferrers for convenience shopping, as well as Chelmsford and other higher-order centres for comparison shopping. This is due to the absence of a large anchor foodstore and the lack of clothing, footwear and accessories stores. Independent retailers form the majority of Burnham’s town centre units.
4.4.14 In the convenience sector, there are four convenience stores in the town centre, a small Tesco Express at the edge of the town centre, a One Stop shop, sweet shop and newsagents. These only provide a minor top up shopping role. The nearest larger convenience store is Co-Op which is located in the local centre at Foundry Lane and is within walking distance.
4.4.15 Within the service sector two of the national banks are present in the town centre: NatWest and Barclays. There are numerous food takeaways and a good selection of restaurants and cafes. Generally speaking, the service units are well dispersed throughout the High Street.
4.4.16 The Estates Gazette (EG) has not published any retailer requirements data for Burnham.
Rental Values
4.4.17 The Estates Gazette and Valuation Office Agency do not have any data for rental values in Burnham.
Customer Views and Behaviour
4.4.18 The household survey (Table 4.6, Question 25 & 26) showed that within Burnham’s ‘home zone’ (Zone 2), more residents actually frequent Maldon Town Centre (60%) than Burnham Town Centre itself (36%).
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4.4.19 The proximity of the centre had an effect on respondent’s likelihood of visiting the centre; where 12% of people in Zone 3 had visited Burnham before, respondents living in Zones 4 and 5 were far less likely to ever have been in Burnham.
Pedestrian flows
4.4.20 Low footfall levels were observed in the winter period we carried out our surveys. For a town dependent on summer tourists, this is not unexpected, though does reflect the strongly seasonal nature of the centre. Most people were seen along the ‘core’ of the High Street where dedicated parking spaces are provided across from the clock tower. Walking further west, following Station Road uphill, pedestrian flows fell sharply. People generally seem to frequent this core area and use the alleyways to the waterfront or simply park up and do their necessary shopping. The Quay, by the waterfront, is pedestrianised and people use this for leisurely walks, even in the winter.
Accessibility
4.4.21 There are a number of car parks serving the town centre, at different locations just off the High Street, Station Road and the train station. The town centre car parks are: Providence/Ship Road, Foundry Lane, Millfields Upper & Lower and Burnham Country Park. All of these car parks are free, except for the car park by the station. There are also a significant number of on-street parking spaces.
4.4.22 Burnham is served by its own railway station, with trains to Southminster, Wickford and Shenfield. Bus routes also operate through Burnham, with connections to Chelmsford, Maldon, Danbury and Steeple. Bus stops are located along the High Street and Station Road.
4.4.23 Cycle parking is available on the High Street by the ‘One Stop’ shop and at Tesco Express. Cycle routes are planned throughout the Dengie Peninsula.
Perceptions of safety
4.4.24 From our observations of Burnham on a weekday, we felt that Burnham was a very safe place to walk around. The centre seems to be well lit. Crime did not seem to be an issue here in this small centre. The environment feels pleasing and would not induce a fear of insecurity. ‘Better security’ was never mentioned as a measure to encourage respondents to visit Burnham more often (Question 31 in the household survey).
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Environmental Quality
4.4.25 Burnham’s Town Centre environment is pleasant, clean and tidy. It is well maintained along most of the High Street, with well looked after shop fronts mixing modern with older styles. Uphill along Station Road, some shop units are more run down and could benefit from an uplift.
Figure 4.5 Burnham's clock tower and an example of a public space by the waterfront
4.4.26 The Quay by the waterfront is pedestrianised and is well suited for leisurely walks. In front of the ‘One Stop’ an area on the northern side of the High Street provides a public space with seating. Further small public spaces with seating and information on Burnham’s heritage are located between High Street and the Quay. There are no green spaces within Burnham Town Centre.
Stakeholder Engagement
4.4.27 In January 2015, WYG also undertook formal stakeholder engagement with local businesses in Burnham to understand Burnham’s local context. We interviewed a board member of Burnham’s Chamber of Commerce.
4.4.28 The vitality and viability of the town centre, vacancies, mix of retail, parking, street environment, crime and security and the relationship with Maldon Town Centre were discussed.
4.4.29 Overall, the businesses that are located in Burnham are reported to be doing well and have been stable, even during the recession. This is partly due to the longevity of leases, many now purchased, amongst shop-owners. Therefore rents are not a factor of instability. As a result there are rarely any vacancies. It was noted that only a certain type of stores and service will prosper in Burnham, as it is highly seasonal, and does not benefit by way of much pass-through trade. As
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such, clothes or shoes shops were observed not to work in Burnham as there will never be enough choice or competition for this to be a viable type of retail.
4.4.30 Burnham was noted as having a very aged population and its economy is heavily dependent on the summer season. Outside of the core months of July and August, the town is fairly busy. To combat the seasonality of trade, the Chamber of Commerce, Town Council and traders organise the Burnham Carnival and other events to boost trade a few times a year.
4.4.31 Parking is predominantly free in Burnham, except for the car park at the train station. As a result, the car park is barely half full on a regular working day (with direct connections into London). Instead, it was observed that many commuters park for free on the side streets surrounding the train station and that this has the unwanted consequence of narrowing the availability of parking for the Co-op and other stores in the vicinity. It is understood that the Council are currently negotiating a subsidy with Network Rail/NCP to reduce the costs.
4.4.32 Despite some problems with signage, it has been reported to be improved recently. The street environment is generally pleasant and good. There are no issues with crime, relative to larger towns.
4.4.33 A stark difference in mentality and separation was noted between Burnham and Maldon/Heybridge. Due to the political merger of the Council in the 1970s, the towns were linked. However, the infrastructure to travel to South Woodham Ferrers or Chelmsford is better and more evident than to drive to Maldon. Southminster and Burnham are connected by train to the west and the road layout favours this route too.
Summary of Burnham Town Centre Viability and Vitality
4.4.34 We conclude that Burnham Town Centre functions well and displays good levels of vitality and viability in respect of the indicators listed above.
4.4.35 The centre contains a viable mix of retailers suited to this tourist destination. Due to this, Burnham has a slight overbalance of service units in comparison with national averages; they trade at the expense of comparison and convenience units. With a comparatively low vacancy rate and high number of independent retailers, the centre shows it is resilient to big market changes.
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4.4.36 The centre is considered accessible. Once in Burnham, it is possible to walk between the town centre and the local centre fairly comfortably. Perceptions of safety are good as the area is well looked after and the town is perceived to have very low levels of crime.
4.4.37 Burnham’s unique selection of retailers is geared towards local residents and day visitors. However, for all significant convenience and comparison goods purchases, it is evident that local residents will seek to travel to South Woodham Ferrers and Chelmsford, or beyond.
4.5 The network of Supporting District, Local Centres, and Village Centres and Shops
4.5.1 As part of our instruction, we have also been asked to consider the current performance of Heybridge District Centre and Burnham Local Centre. In order to inform local policy formulation WYG has reviewed these two existing centres to identify the most appropriate role in a consolidated local hierarchy of District, Local and Village Centres. This review includes a health check assessment of both centres which is supplemented by Council’s own survey information on the remaining District and Local Centres. The detailed assessments and accompanying plans are provided in full at Appendix D. A summary assessment of centres is provided below.
4.5.2 Maldon and Burnham Town Centres cannot solely cater for all of the retail, service and community needs of Maldon District’s population. It is important the District has a hierarchy of centres that are able to adequately service the day to day retail and community needs of the local population as near to their homes as possible. This is particularly important for less mobile/more vulnerable members of the community. This approach can help to ensure that centres are lively, thriving and safe places to visit while reducing unsustainable travel patterns and thereby reducing congestion. This principle works for retail needs and also other service and community facility needs e.g. surgeries and libraries etc. To adequately supplement the town centres, the District needs a network of District and Neighbourhood Centres.
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Figure 4.6 Maldon District hierarchy of retail centres, as adopted in Local Plan 2005
4.5.3 Figure 4.6 sets out the retail hierarchy in the adopted Local Plan (2005).
District Centres
4.5.4 District centres are designated to act as the primary focus for shopping and other services delivery within that town – to cover weekly retail, service and community requirements. These centres will provide a range of shopping and act as the natural focus for investment to ensure one journey can satisfy most needs of the local population.
4.5.5 These centres typically have small to medium supermarkets, and a range of other community and potentially health services. These district centres have dedicated parking and should act as a public transport hub to a greater or lesser extent, depending on their location. Over time it is anticipated both the Council and public transport operators will seek to focus services at these centres in order to cater for a considerable portion of local journeys. These centres will also be a focus for ensuring improvements to walking and cycling provision.
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4.5.6 Heybridge
4.5.7 Heybridge District Centre is located to the north east of Maldon’s Town Centre, across from the River Chelmer and past the Causeway area. A large number of the 36 units cluster around the Bentalls Shopping Centre, which is one of the designated Core Retail Areas. The other Core Retail Area runs along The Street and Hall Road. Heybridge has a number of industrial units in close proximity to the small centre which largely comprises of terraced two storey retail units and the Bentalls Shopping Centre.
4.5.8 It has a predominantly service orientated offer of shops, catering for restaurants, takeaways and cafes, as well as a variety of car repairs, furniture stores and a pharmacy and charity shop. The centre only has three vacancies, which is one less than when the centre was surveyed in 2012 by the Council. The Asda store provides an important anchor to the Bentalls Centre; the Tesco Express has closed since our survey was undertaken in January 2015.
4.5.9 The household survey (Table 4.6, Questions 25 & 26) demonstrates that Heybridge benefits from its close proximity to Maldon and that people from all zones have visited Heybridge. Respondents from Zone 1 (17%) and 5 (18%) frequent the District Centre the most.
4.5.10 Pedestrian flows are good within the Bentalls Shopping Centre, though the centre as a whole experiences low footfall, particularly during weekdays. We did not observe many people walking along The Street or over the Chelmer and Blackwater Navigation Channel to The Square. Despite low footfall levels outside the Shopping Centre, the businesses that are located along The Square and The Street have not changed in tenancy very much since 2012. Most retailers have withstood the recession.
4.5.11 The environmental quality of the centre is reasonable. Shop front maintenance was though observed to be relatively poor in the secondary areas. Heybridge does not have any obvious public open space. Perhaps as part of the Causeway regeneration, Heybridge would benefit from a general improvement in its outlook and function too.
4.5.12 The centre is at about a 25 minute walking distance (uphill) to Maldon’s High Street.
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Local Centres
4.5.13 Local centres are intended to satisfy more local day to day trips and are likely to cater almost exclusively for the local population. The centres are typically characterised by a parade of shops, defined by the DCLG as: ‘a group of 5 to approximately 40, mainly independent shops in one or more continuous rows; having a mainly local customer base; being largely retail/service service based (convenience stores, newsagents, greengrocers, bakers etc), (hairdressers, café etc); with other public services clustered in the vicinity, typically including health, education and leisure services’ 29.
4.5.14 Their more limited retail offer means a lesser role and function to district centres – local centres are primarily intended to service the needs of the population within walking distance. They are unlikely to cater for the same levels of passing trade and provide the same level of parking.
4.5.15 WYG only assessed Burnham-on-Crouch local centre for its potential to perform a local centre role and function over the forthcoming plan period. Assessing the other local and village centres was not part of the initial instruction.
Burnham-on-Crouch – Foundry Lane/Station Road parade
4.5.16 This centre is located to the north of Burnham’s town centre, just south of Burnham’s train station. It is centred around the Co Op foodstore that shares its car park with a row of service and retail units and a timber yard and store. Opposite to this cluster, there is a local parade of shops on Station Road and Devonshire Road. From there a number of retail and service units are dotted on Station Road up to the boundary of the Protected Retail Frontage as part of Burnham’s designated town centre.
4.5.17 There is a good mix of retail and service units within this local centre. In the convenience goods sector, the Centre is home to a relatively large Co-Op store, a bakery and convenience and newsagent store. This centre also offers household and homeware goods facilities, as well as a pharmacy and charity shop. The service sector is important, with many cafes, hairdressers, restaurants and takeaways. A post office is also present within the centre.
4.5.18 The Co-Op store functions as an anchor food store within this are of Maldon District. We estimated the food and non-food ratio at 80/20, offering services such as a travel agent, pharmacy, home
29 ‘Parades of shops – towards an understanding of performance and prospects’, DCLG 2012
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ware section, white goods and electrics, CTN and a florist concession. The store has 7 checkouts and shares its parking facilities with other units in the centre.
4.5.19 The centre is well served by car parks, with three being located within the local centre at the station, the Co-Op foodstore and general car park on Foundry Lane. The centre benefits from the ability to walk to other car parks in Burnham.
4.5.20 The environmental quality around the foodstore is high within the car park area. However, the building has shielded itself off to the rest of the local centre. As such the inactive frontage and large, empty pavement in front of the store causes some urban design issues. This part of the centre would benefit from a regeneration scheme to make the public realm more attractive and functional. Further down Station Road the units are almost isolated between the residential dwellings. The units that do trade here look slightly run down.
4.5.21 Footfall levels are good where the Co-Op is situated. However, far less pedestrians are seen from the junction following Station Road downhill.
4.5.22 The local centre designation is appropriate for this area. It cannot be linked as one town centre to Burnham High Street as the geographic gap is too wide, and to allocate a single centre would encompass including a large number of residential, commercial and public buildings. However, the retail areas by the station need to be protected adequately to avoid any closures.
4.6 Out of Centre
4.6.1 In addition to the designated centres in Maldon District, two notable out-of-centre developments are discussed below. These retail destinations attract significant customers, as discussed in Chapter 5.
4.6.2 Along Limebrook Way and Wycke Hill an out-of-centre retail and business park is located south east of Maldon. A Morrisons foodstore of 5,822 sq m gross (2,967 sq m net sales area) operates alongside of the bulky-goods Focus and Carpet Right stores. It has 12 petrol pumps and a recycling area. The store has an estimated 90/10 split between convenience and comparison goods, with a fish counter, butchers, salad bar, hot food bar, cheese and deli counter, bakery, cafe, a CTN unit and a dry cleaning concession, as well as 18 normal and 8 self checkouts. This retail park is situated on the edge of Maldon, however the Council are currently considering an outline
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application for an urban extension of 1,000 dwellings just south of Limebrook Way (ref. 14/01103/OUT).
4.6.3 Between Maldon Town Centre and Heybridge District Centre, a Tesco Extra is located along Fullbridge. This large foodstore of 9,652 sq m gross has a net sales area of 4,749 sq m and attracts a significant amount of trade. We estimated this Tesco to have a 60/40 convenience and comparison goods split, with 39 checkouts. It has 12 petrol pumps and a recycling area on the car park. In addition to the normal Tesco range, the store offers a CTN unit, travel agent, pharmacy, photo expert, click & collect service, coffee shop, phone shop, opticians, bakery, pizzeria/hot food counter, cheese and deli bar, butchers and fish counter. It is a major part of the Causeway, which is a key employment area of the District. The Council are bringing forward the Causeway as a regeneration opportunity as part of the emerging Local Development Plan and Essex Integrated County Strategy.
4.7 Pipeline Developments
4.7.1 Within the District, a hybrid planning permission was recently granted on the Brook Brothers Site adjacent to the Blackwater Trading Estate in the Causeway, Maldon (ref. 14/00861). The proposals include a foodstore of 2,166 sq m gross (1,394 sq m net sales area) and five non-food comparison retail units of 5,384 sq m gross (4,308 sq m net). The proposed foodstore is sought to be occupied by Waitrose, and the non-food retail units are proposed to be occupied by Next, Brantano and a range of unnamed occupants in the bulky and non-bulky goods sectors.
4.7.2 Furthermore, the application for a side and rear extension, installation of a new shopfront and car parking for a converted pub into an A1 retail unit (permitted development rights) was allowed on appeal (ref. 12/00709/FUL). The proposed Tesco store would be located on Wantz Road in Maldon, would comprise 200 sq m of gross retail floorspace, and approximately 140 sq m of net convenience sales area.
4.7.3 In accordance with the duty to cooperate, WYG has worked with Maldon District Council to contact neighbouring local planning authorities in order to identify future capacity and pipeline schemes within competing centres which will have the effect of consolidating their retail offer and enhancing their market share.
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4.7.4 A number of forthcoming retail developments have been highlighted in Colchester Borough Council. Three Tesco and Morrison’s extant permissions have been abandoned since, according to representatives from the Council. An amended application for a Lidl foodstore on Gosbecks Road (1,250 sq m net convenience) was approved in February 2015 (ref. 145510). Further commitments that were taken into account in the 2013 Retail Study Update (NLP) were the North Colchester UE food store of 2,415 sq m net, and the Northern Gateway food store of 2,300 sq m net. A proposal for a refurbishment of the B&Q at Lightship Way (ref. 143715) for use by Sainsbury’s was submitted in March 2014 and is currently pending further work on highways implications; there would be no significant retail impact issues. An outline application for a mixed use retail and leisure development at Tollgate (ref. 150239) was submitted in February 2015, but may have impacts upon the Town Centre and is currently under consideration. The Vineyard Gate remains a key aspiration for Colchester Council for further retail development in the Town Centre; however there are no current proposals for the allocated 9,000 sq m net retail floorspace.
4.7.5 Within Braintree District Council, a number of applications are currently pending decisions or are under construction. The reserved matters for two convenience foodstores (990 sq m and 280 sq m net sales areas) and 5 non-food comparison units (total 2,412 sq m net sales area) on Land South of Maltings Lane in Witham (ref. 14/00918/REM) were approved in November 2014. This includes an Aldi foodstore and is currently being built out. An extension to the Morrison’s in Witham (ref. 12/01569/FUL) was approved on appeal in February 2013 for 1,319 sq m of net additional sales area; construction has not yet started for this permission. Speculations exist whether a start has been made in 2011 on an A1 DIY store and garden centre at Swan Vale Industrial Estate in Witham (ref. 08/00410/OUT). Furthermore, the application for a Sainsbury’s store at the Broomhills Industrial Estate (ref. 12/01000/FUL) in Braintree was refused. Sainsbury’s have appealed this decision and a decision is due after a public inquiry in June 2015. Finally, an application for a new DIY retail warehouse store on Land South of Millennium Way in Cressing (ref.13/01476/FUL) is still pending a decision. The latest Retail Study Update was published in April 2010.
4.7.6 Chelmsford City Council has a relatively outdated Retail Study from 2005. An application for developing a Neighbourhood Centre, was permitted at Greater Beaulieu Park, White Hart Lane, on 12th March 2015 (ref. 14/01473/REM). The Centre comprises of five buildings, including an A1 foodstore of 432 sq m GIA and 7 A1 non-food retail units that have a combined GIA of 743.14 sq m, bringing the total retail element of the scheme to 1,175.14 sq m. Furthermore, the Council are currently considering a retail application submitted in May at Crouch Vale Nurseries & Plantworld on
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Burnham Road, South Woodham Ferrers (ref. 14/00830/FUL). This application proposes 4,260 sq m of net sales area.
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5.0 Population and Expenditure
5.1 Introduction
5.1.1 This section of the report assesses the current population and available expenditure (for both convenience and comparison goods) within the Study Area. This is for the purpose of setting the context to the original market research WYG instructed through NEMS, the nature and results of which will be described in Chapters 6, 7 and 8.
5.2 Definition of Study Area
5.2.1 Drawing on the empirical evidence that was collated for the previous study in 2006, an important element of this Retail Study is to review previous shopping patterns within the local area to highlight any changes which have occurred since 2006 and ascertain any impacts on behaviour which may have arisen as a result of the wider UK economy, and also as a result of retail led development in the vicinity of the Study Area.
5.2.2 The previous 2006 Study comprised of 20 zones that covered the North Essex Authorities of Maldon, Braintree, Colchester and Tendering. Zones 18 and 19 represented Maldon District Council (see Figure 5.1).
Figure 5.1 Map of 2006 Retail Study Area
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5.2.3 We have broadly covered the same outline of zones 18 and 20 in Maldon, which are referenced as Zones 1 and 2 in our Study (see Figure 5.2). For Zone 1 (Maldon and Heybridge), we included postcode CM8 3 to ensure the entire District was incorporated within the core zones. However, when interpreting the household survey results that differentiate the respondents by zone, it should be noted that the small element of the population living in CM8 3 does not live within the boundary of Maldon District. Elsewhere, Zone 2 (Burnham) is identical to the previous Study. Within this study, we have included the postcode sectors for Chelmsford (Zone 3), Braintree and Witham (Zone 4), and Colchester (Zone 5). For each of these outer zones, we selected the postcode zones that included the city centre and its surrounding postcodes located nearest to Maldon.
Figure 5.2 Map of Retail Study Area Zones
5.2.4 Table 5.1 outlines the postcodes areas that comprise each zone.
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Table 5.1 Postcodes by Survey Zone
Survey Zone Postcode Sectors
Zone 1: Maldon, Heybridge CM8 3, CM9 4, CM9 5, CM9 6, CM9 8 Zone 2: Burnham-on-Crouch CM0 7, CM0 8, CM3 6 CM1 1, CM1 2, CM1 6, CM1 7, CM2 0, CM2 5, CM2 6, CM2 7, Zone 3: Chelmsford CM2 8, CM2 9, CM3 1, CM3 3, CM3 4, CM3 5, CM3 7, CM3 8, SS11 7 CM3 2, CM7 1, CM7 2, CM7 3, CM7 9, CM77 6, CM77 7, CM77 8, Zone 4: Braintree CM8 1, CM8 2 CO1 1, CO1 2, CO2 0, CO2 7, CO2 8, CO2 9, CO3 0, CO3 3, CO3 Zone 5: Colchester 4, CO3 8, CO3 9, CO5 0, CO5 7, CO5 9, CO6 1
Source: NEMS Maldon Household Survey (October, 2014)
5.3 Household Telephone Survey
5.3.1 A key requirement of this study is the detailed understanding of shopping patterns in terms of the use of the town centres and local centres and the identification of the centre’s catchment area. WYG commissioned specialist market researchers NEMS Market Researchers Limited (NEMS) to undertake a comprehensive household telephone survey to identify consumer’s habits and preferences in the Study Area.
5.3.2 In October 2014 a survey of 1,000 households was undertaken within the Study Area. The questions and full tabulation of results from the household survey are provided in Appendix B and F. Appendix A provides a more detailed map of the Study Area catchment.
5.3.3 The results of the household survey are utilised to calculate the expenditure claimed by each existing retail facility within the Study Area, a process which is considered in Chapter 7 of this report.
5.3.4 The household survey is also of assistance in identifying the market share claimed by specific retail destinations, the frequency of visit to purchase various types of goods, the incidence of linked trips, the most popular means of accessing town centre facilities, the use of other town centre facilities, and so on.
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5.4 Study Area Population
5.4.1 The population within each postal code sector has been calculated using Experian Micromarketer G3 data (2012 estimates, which was issued in October 2014). The baseline population data takes into consideration the findings of the recent 2011 Census release which has then been projected forward by Experian (using growth rates derived from ONS population projections).
5.4.2 For the purpose of this Study, the ‘Assessing Maldon’s Housing Requirement’ by Neil McDonald and Christine Whitehead (August 2014) has been used as a basis to calculating future population numbers in Maldon District. Within the report, two growth scenarios are presented for population growth 2014-2029: ’10 year internal migration’ at 10.7% and ’10 year migration + unattributable flows’ at 8.9%. In agreement with the Council, we used the average of 9.8% to project both growth scenarios. For zones 1 and 2, we took the 2014 Experian base year and projected this forward to 2029 by 9.8%. From there we calculated the increased number of people over the Plan period and per annum.
5.4.3 Population and expenditure has been calculated at five year intervals from 2014 (the base date) to 2029 in accordance with the emerging local plan and the NPPF (i.e. 2014, 2019, 2024, and 2029).
5.4.4 On this basis, the population in Maldon District Council is estimated to be 62,417 in 2014, projected forwards to 74,026 by 2029 (at 9.8% growth). The total number of people in the entire Study Area is estimated to contain approximately 414,735 people at 2014 rising to 471,936 people between 2014 and 2029.
5.4.5 Table 5.2 provides a detailed breakdown of the forecast population change within each survey zone in each of the reporting periods to 2029.
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Table 5.2. Study Area Population by Survey Zone (2014 to 2029)
Zone 2014 2019 2024 2029
Zone 1 41,319 42,669 44,019 45,368
Zone 2 26,100 26,953 27,805 28,658
District Sub-Total 67,419 69,622 71,824 74,026
Zone 3 148,698 154,121 159,749 164,858
Zone 4 84,447 88,747 93,077 96,929
Zone 5 114,171 122,126 129,478 136,123
Study Area Total 414,735 434,615 454,128 471,936
Source: Experian Micromarketer G3 data and Neil McDonald Report (2014)
5.5 Retail Expenditure
5.5.1 In order to calculate per capita convenience and comparison goods expenditure, WYG has again utilised Experian Micromarketer G3 data which provides detailed information on local consumer expenditure which takes into consideration the socio-economic characteristics of the local population. Experian is a widely accepted source of expenditure and population data and is regularly used by WYG in calculating retail capacity.
5.5.2 The base year for Experian expenditure data is 2012. Per capita growth forecasts have been derived from Experian Retail Planner Briefing Note 12.1, which was published in October 2014. For the purpose of this study, the following annual growth forecasts have been applied.
Table 5.3. Expenditure Growth Forecasts (%)
Year Convenience Comparison
2012 -0.5 2.6
2013 -1.3 4.6
2014 -0.5 5.6
2015 0.5 4.4
2016 0.4 3.1
2017-2021 0.6 3.1
2022-2029* 0.6 3.3
Source: Table 1a, Experian Retail Planner Briefing Note 12.1 (October 2014) * based on a continuation of the up-to-date average for the period 2022-2029
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5.5.3 The latest growth forecasts suggest that the downturn in the economy, which has resulted in negative convenience goods growth over recent years, has now been reversed. Positive growth in the convenience goods sector is forecast over the period 2015-2030, though commentators are cautious as to the size of this growth. Experian forecasts modest growth of +0.5% at 2015, increasing to 0.6% per annum over the period 2017-2029.
5.5.4 By contrast Experian identifies an immediate and relatively strong annual comparison growth rate of +4.4% at 2015. A drop in the rate of growth is anticipated over the period 2016-2021 (to +3.1%), before growth rates thereafter picks up once again at +3.3% for the period 2022-2030.
5.5.5 Growth in expenditure forecast in the longer term (beyond the next ten years) should be treated with caution given the inherent uncertainties in predicting the economy’s performance over time. Assessments of this nature should therefore be reviewed on a regular basis in order to ensure that forecasts over the medium and long term are reflective of any changes to relevant available data.
5.5.6 Experian Retail Planner Briefing Note 12.1 also provides a forecast as to the proportion of expenditure which will be committed through special forms of trading 30 over the reporting period. We have ‘stripped out’ any expenditure which survey respondents indicated was committed via special forms of trading and instead have made an allowance derived from Experian’s recommendation.
5.5.7 In considering special forms of trading, it should be noted that many products which are ordered online are actually sourced from a physical store’s shelves or stockroom (particularly in the case of convenience goods). Accordingly, expenditure committed in this manner acts to support stores and should be considered ‘available’ to tangible retail destinations.
5.5.8 Accordingly, in order not to overstate the influence of expenditure committed via special forms of trading, we adopt Experian’s ‘adjusted’ figure (provided at Appendix 3 of its Briefing Note) which makes an allowance for internet sales which are sourced from stores. The proportion of expenditure committed through special forms of trading cited below at Table 5.4 is ‘stripped out’ of the identified expenditure as it is not available to stores within the Study Area.
30 This comprises ‘non-store retailing’, such as internet sales, TV shopping and so on.
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Table 5.4: Special Forms of Trading Forecasts
Year Convenience Comparison
2014 2.6% 11.7%
2019 3.8% 15.3%
2024 4.8% 16.0%
2029 5.3% 15.7%
Source: Appendix 3, Experian Retail Planner Briefing Note 12.1 (October 2014)
5.5.9 Using the above growth rates and SFT allowances, it is possible to produce expenditure estimates for each survey zone under each population growth scenario at 2014, 2019, 2024 and 2029. In doing so, our assessment takes into account both per capita retail expenditure growth and population change.
5.6 Convenience Goods Expenditure
5.6.1 Taking into consideration the above increases in population and per capita expenditure, it is estimated that, at 2014, the resident population of the Study Area generates £805.8m in convenience goods expenditure. This expenditure figure is forecast to increase to £971.4m in 2029, which represents an increase of £165.5 (or 17%) between 2014 and 2029.
Table 5.5: Total Available Study Area Expenditure - Convenience (£m)
Growth Growth Growth 2014 2019 2024 2029 2014-2019 2014-2024 2014-2029 £805.8 £856.5 £912.2 £971.4 £50.6 £106.4 £165.5
Source: Table 2a, Appendix F
Main Food and ‘Top-up’ Shopping
5.6.2 It has been assumed that the proportion of convenience goods expenditure to each respondent’s main food shopping destination equates broadly to 82% of their overall convenience shopping expenditure. The remaining 18% of expenditure (which will typically be spent on regular purchases such as milk, bread and so on) is therefore attributed to the respondent’s ‘top-up’ convenience shopping destination. This ratio reflects the respective expenditure committed during main food and top-up shopping trips as identified by the household survey (Q5 and Q15) for each zone; the survey questions and results will be discussed in Chapter 6.
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5.6.3 By applying these estimates to the identified resident population of the Study Area, convenience goods expenditure at 2014 committed through ‘main food’ shopping trips is estimated to be £662.9m, and trips through ‘top-up’ shopping to account for £142.9m.
5.7 Comparison Goods Expenditure
5.7.1 For comparison goods, Table 5.6 indicates that, at 2014, it is estimated that the resident population of the Study Area generates £1,241.4m of comparison goods expenditure, which is forecast to increase to £2,266.3m in 2029. This represents an increase of £1,024.9m (or 45%) between 2014 and 2029. Within Zones 1 and 2 in Maldon District, this expenditure amounts to £207.6m in 2014. Whilst this increase is clearly significant, it is more modest than what has previously been achieved due to the more circumspect level of comparison goods growth which is forecast over the short and medium term in particular. Indeed, the identified comparison goods expenditure growth of £287.3 within the Study Area between 2014 and 2019 represents just a 23.1% increase.
Table 5.6: Total Available Expenditure Study Area - Comparison (£m)
Growth Growth Growth 2014 2019 2024 2029 2014-2019 2014-2024 2014-2029 £1,241.4 £1,528.7 £1,848.1 £2,266.3 £287.3 £606.7 £1,024.9
Source: Table 8, Appendix F
5.7.2 For the purposes of this study, comparison goods expenditure has been divided into eight sub- categories: ‘Furniture’, ‘DIY & Gardening’, ‘Electrical’ (these three categories collectively being referred to as bulky goods), ‘Clothing & Footwear’, ‘CDs, DVDs and Books’, ‘Small Household Goods’, ‘Toys, Games, Bicycles and Recreational Goods’ and ‘Health and Beauty/Chemist Goods’ (collectively referred to as non-bulky goods). The proportion of expenditure directed to each sub- category is estimated by Experian on a zone by zone basis, in Table 5.7.
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Table 5.7: Proportion of Expenditure per Comparison Sub-Category (%)
2014
Furniture 11.7%
Bulky goods DIY & Gardening 6.2%
Electrical 14.4%
Sub-total 32.3%
Clothing & Footwear 25.6%
CDs, DVDs and Books 6.2%
Non-bulky goods Small Household Goods 19.1% Toys, Games, Bicycles and 14.2% Recreational Goods Health and Beauty/Chemist Goods 2.8%
Sub-total 67.9%
Source: Table 8, Appendix F
5.8 Inflow Expenditure to Maldon District
5.8.1 Maldon Town Centre is recognised as a tourist destination in Essex’s tourism economy for families and older couples. It is known principally due to its historical context of the hill town with a strong maritime tradition, and for its leisurely activities and associated craftsmanship of sailing within the larger Dengie Peninsula. Maldon otherwise attracts people interested in the general offer of food, drink and shopping. WYG has sought to establish the level of shopping expenditure that is attracted to the area from visitor and tourist spend. WYG has drawn data from the ’Maldon District Tourism Strategy Research’, prepared by East of England Tourism in 2009, to provide a background to this. The data established that visitors were relatively low spenders. The average shopping expenditure31 by visitors in Maldon Town Centre is £8.57. The low average spend is supported by qualitative data confirming that Maldon is less popular of a shopping destination than Essex as a whole. A total of 63% of visitors spent their money on food and drink at an average of £14.69, which includes eating out at destinations such as restaurants, pubs and cafés. Further leisure activities were found to be undertaken by tourists were shopping (43%) and visiting local markets (33%). Another £24.03 on average is spent on accommodation, recreation and transport. Most people visiting Maldon come from neighbouring Local Authorities in Essex and will visit Maldon on day trips predominantly (94%
31 This is a sum of ‘Buying food, drinks or snacks’ and ‘Shopping (all purchases except food and drink)’ categories
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of respondents). The shopping spend was not broken down to other destinations such as Burnham- on-Crouch.
5.8.2 Due to the generalised nature of the report, WYG have taken these figures into account but we cannot use the numbers to give a full picture of the visitors coming into Maldon. Maldon District is a coastal District which offers less than its neighbouring authorities in terms of retail choice and associated leisure activities, therefore functioning as a less developed and attractive tourist destination as a whole. As this tourism study has pointed out, Maldon does not attract many tourists that stay for longer than a day, which would indicate that people would not go to Maldon unless it is for work or to go home. Therefore, WYG consider there to be a low level of tourist inflow into Maldon District.
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6.0 Original Market Research
6.1 Introduction
6.1.1 This section considers the market share of existing retail facilities based on known shopping patterns. The analysis of shopping patterns within each of the zones allows for detailed assessments to be undertaken for the various goods identified (e.g. main food, clothing, electrical goods, DIY, recreation, and so on). This can often assist with the identification of any qualitative deficiencies in provision. The results (where possible) of the 2006 survey are compared to the results of the current household survey in order to ascertain whether there have been any significant changes in shopping patterns over the last eight years and to consider the reasons for any such changes.
6.1.2 Undertaking original market research enables in-depth analysis at a local level and allows evaluation of the trade draw of particular town centres. The use of specifically commissioned and tailored survey research is fundamental to identifying the likely capacity for future retail floorspace across the Study Area. Notwithstanding this, WYG acknowledges that there can be limitations to survey research, particularly with regard to the sample size which can be achieved, and the results should therefore be taken to be a broad indication of consumer preferences.
6.1.3 Further to our summary of the previous North Essex Authorities Retail Study 2006 and its 2009 update in Section 3, we have established that the Studies cannot be compared directly. When comparing Figures 5.1 and 5.2, the geographic scope of the 2006 Study Area was much wider and did not fully incorporate Chelmsford. Moreover, there are differences between individual Zone geographies. As such, it is not possible to directly compare market share data. This section therefore solely focuses on the results of the 2014 household survey undertaken by NEMS.
6.1.4 The results shown in the following tables take into account special forms of trading, such as internet shopping and therefore do not include such special forms of trade.
6.2 Convenience Shopping Patterns
6.2.1 Table 6.1 summarises the proportion of shoppers for both main food and ‘top up’ food shopping trips which are directed to retailers within Maldon District. The designated centres in Maldon, Heybridge and Burnham, as well as the various Village Centres within the District, claim a combined
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market share of just 5.1% of all convenience shopping trips in the Study Area. A further 11.5% of Study Area residents carry out their food shopping at the large out-of-centre Morrisons (3.3%) and Tesco Extra (8.2%) stores within the District. Of note, the Tesco Extra store attracts £66.0m of convenience goods spend, which is almost as much as the remainder of the District’s retail facilities combined (£67.1m).
6.2.2 Overall, therefore, Maldon District has a market share of 16.5% of all convenience goods spending carried out by residents of the Study Area. The remaining 83.5% is spent elsewhere in the Study Area, or beyond.
Table 6.1 Total Convenience Expenditure and Market Share of Study Area by Centre
Centre Expenditure (£m) Market Share (%)
Maldon Town Centre £14.4 1.8% Heybridge District Centre £16.0 2.0% Morrisons, Limebrook Way, Maldon * £26.6 3.3% Tesco Extra, Fullbridge, Maldon * £66.0 8.2% Burnham Town Centre £7.3 0.9% Southminster & Mayland Village Centres £2.8 0.4% Other £672.6 83.5% Total ** £805.8 100%
Source: Tables 3 and 4 in Appendix F * Out-of-centre locations are italicised. ** Due to rounding, some columns may not add up to 100% exactly.
6.2.3 For the purpose of this Study in describing the household survey results, it should be noted that we have combined Burnham’s designated Town Centre and Local Centre, rather than to discuss the two as having separate market shares. Market shares for the Co-op store in Burnham’s Local Centre, and the One Stop and Tesco Express stores in Burnham Town Centre, are therefore grouped together under ‘Burnham Town Centre’.
6.2.4 A more detailed breakdown of convenience market shares across the Study Area is provided in our statistical tables at Appendix F.
6.2.5 Appendix E illustrates the market share of each centre across the study area on a zone by zone basis.
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Main Food Shopping
6.2.6 When looking into detailed patterns of main food shopping on a zone-by-zone basis, we can see that the District retains a significant proportion of spending by its own residents. Residents of Zone 1 carry out 72.9% of their main food spending in the District, whilst residents of Zone 2 carry out slightly less at 57.2% of all trips. This is reflective of the reduced choice and scale of convenience facilities available to residents in Zone 2 i.e. the southern part of the District.
Table 6.2 Main Food Convenience Shopping Market Share in Study Area (%)
Study Area Market Share (%) Foodstore 1 2 3 4 5 Average Maldon Town Centre 6.6 1.7 1.0 0.0 0.0 1.1 Heybridge District Centre 2.1 0.9 0.0 0.0 6.4 2.0 Morrisons, Limebrook Way, Maldon * 18.9 16.2 1.1 0.0 0.0 3.3 Tesco Extra, Fullbridge, Maldon * 45.4 27.3 6.2 2.7 1.9 9.6 Burnham Town Centre 0.0 9.7 0.0 0.0 0.0 0.6 Southminster & Mayland Village Centres 0.0 1.4 0.0 0.0 0.0 0.1 Other 27.1 42.8 91.7 97.3 91.7 83.3 Total ** 100.0 100.0 100.0 100.0 100.0 100.0
Source: Table 3 in Appendix F * Out-of-centre locations are italicised. ** Due to rounding, some columns may not add up to 100% exactly.
6.2.7 However, Maldon attracts only very low levels of market share from beyond its own boundaries. Less than 10% of trips carried out by residents of Zones 3, 4 and 5 are carried out within Maldon’s boundaries, with the Tesco Extra store accounting for the vast majority of those trips.
‘Top-Up’ Food Shopping
6.2.8 People typically undertake their ‘top-up’ shopping a few times a week, getting staple and perishable food items. Such trips would normally be carried out nearer to people’s home, work or leisure activities. Maldon’s top-up market share is fairly low for this localised way of shopping, where it retains a market share of 67.7% in Zone 1 and 69.3% in Zone 2.
6.2.9 Due to Maldon’s geographical location, almost all respondents who live outside Maldon District undertake their top up shopping elsewhere.
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Table 6.3 'Top-up' Convenience Goods Shopping Market Share in Study Area (%)
Study Area Market Share (%) Foodstore 1 2 3 4 5 Average Maldon Town Centre 24.9 13.3 1.3 0.0 0.0 4.8 Heybridge District Centre 15.4 0.0 0.0 0.0 0.0 2.0 Morrisons, Limebrook Way, Maldon * 21.9 4.4 0.0 0.0 0.0 3.2 Tesco Extra, Fullbridge, Maldon * 5.8 7.8 0.0 1.5 0.0 1.7 Burnham Town Centre 0.0 25.1 0.0 0.0 0.0 2.2 Southminster & Mayland Village Centres 0.0 17.7 0.0 0.0 0.0 1.6 Other 32.3 31.7 98.7 98.6 100.0 84.4
Total ** 100.0 100.0 100.0 100.0 100.0 100.0
Source: Table 3 in Appendix F * Out-of-centre locations are italicised. ** Due to rounding, some columns may not add up to 100% exactly.
6.2.10 To summarise, the figures below show total convenience goods market shares for residents of Zone 1 and 2 (i.e. main food and top-up shopping).
Figure 6.1 - Zone 1 Respondents - Convenience Goods Market Share
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6.2.11 Figure 6.1 demonstrates the high overall retention rate of convenience goods expenditure. Respondents in Zone 1 undertake 71.8% of their combined main food and top up shopping in Zone 12 itself. Notably, no survey respondents travelled to Burnham for their food shopping. Surrounding Zones 3, 4 and 5 account for the remaining small market shares, often linked to peoples place of work.
6.2.12 In contrast, Figure 6.2 demonstrates that respondents living in Zone 2 undertake just 18.4% of their total food shopping in their ‘home zone’, whereas 41.4% of trips are made to Zone 1, which is therefore a significant net importer of trips made within the District. The Chelmsford area account for a large amount of spending by residents of Zone 2.
Figure 6.2 - Zone 2 Respondents - Convenience Goods Market Share
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6.3 Non-Food Shopping Patterns
6.3.1 Below we will set out the market share for different comparison goods categories, under bulky and non-bulky goods.
6.3.2 Further to the assessment of key retail centres in Section 4, we concluded that there are no significant clusters of comparison goods retail units in Maldon District, whether in the form of retail warehousing, out-of-centre locations or in larger department stores in the town centres. The potential building out of the Aquila proposals in the Causeway is likely to significantly influence future comparison goods shopping patterns and it will be an important focus of the next Retail Study to focus on the shifting market shares related to those proposals, assuming it reaches fruition.
6.3.3 Bulky Goods
6.3.4 Reflective of the limited offer of bulk comparison goods in the, Maldon District only accounts for marginal amounts of Study Area market share for furniture (5.2%), DIY and gardening (8.2%) and electrics (4.1%). The smaller bulky goods stores on Maldon High Street and Heybridge District Centre are sufficient for the occasional needs, comparable to top-up shopping for convenience goods.
6.3.5 For a wider choice in the range of goods and type of stores, as well as the larger items, people tend to go to locations where such stores cluster. Examples of such within the Study Area are Chelmer Village Retail Park, Tollgate Retail Park in Colchester and Braintree Freeport Retail Park. The larger regional and sub-regional centres of Chelmsford, Colchester and Braintree also attract a large amount of respondents for bulky goods shopping; these centres were mentioned as separate destinations from the respective Retail Parks. In Table 6.4, these destinations have been grouped within their respective zones to indicate the general direction of travel for bulky goods.
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Table 6.4 Market Share of Study Area Residents for Bulky Comparison Goods
Study Area Market Share (%) Zone Furniture DIY & Gardening Electrics Zone 1 3.1 8.0 4.0 Maldon District Zone 2 2.1 0.2 0.1 Zone 3 Chelmsford 29.8 40.2 46.6 Zone 4 Braintree 16.9 17.9 9.2 Zone 5 Colchester 32.3 25.5 27.3 Total Study Area 84.2 91.8 87.2 Other destinations outside Study 15.9 8.1 12.6 Area Total 100.0 100.0 100.0
Source: Tables 19, 21, 23 in Appendix F
6.3.6 Lakeside, Basildon and Ipswich are popular destinations for expenditure which flows outside the Study Area.
Non-Bulky Goods
6.3.7 Within the comparison goods category, non-bulky goods form the largest share of comparison goods stores, typically found on a high street or in a shopping centre.
6.3.8 Table 6.5 demonstrates that Maldon performs best in supplying health and beauty/chemist goods and CDs, Books and DVDs. Such items typically do not require a competitive market or extensive choice. The District has an exceptionally low market share in clothes and shoes. Chelmsford is the most popular destination for Study Area residents in each non-bulky goods comparison goods category, followed in each case by Colchester.
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Table 6.5 Market Share of Study Area Residents for Non-Bulky Comparison Goods
Study Area Market Share (%) Zone Clothes CDs Household Recreation Chemist 1 2.2 7.1 5.9 4.4 9.8 Maldon District 2 0.0 0.2 0.2 0.1 1.2 3 Chelmsford 46.5 53.3 41.4 52.7 38.7 4 Braintree 13.2 7.2 8.4 9.7 17.6 5 Colchester 21.8 20.4 31.8 21.7 22.6 Total Study Area 83.7 88.2 87.7 88.6 89.9 Other destinations 16.0 11.8 12.2 11.2 10.3 outside Study Area Total 100.0 100.0 100.0 100.0 100.0
Source: Tables 9, 11, 13, 15 and 17 in Appendix F
6.3.9 To summarise, the figures below show where residents of the District divert their comparison goods spending.
Figure 6.3 - Zone 1 Residents - Comparison Goods Market Share
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6.3.10 Figure 6.3 depicts residents in Zone 1 spending 26.2% of their comparison goods spend within their ‘home zone’, and a further 1.7% in Zone 2. The remaining 62.1% of spending is carried out outside the District, which Chelmsford notably accounting for 34.4% of all Zone 1 residents spending.
Figure 6.4 - Zone 2 Residents - Comparison Goods Market Share
6.3.11 Figure 6.4 shows that Zone 2 residents spend marginal amount of money ‘locally’ in Zone 2 (7.5%) or in Zone 1 (9.1%). The bulk of Zone 2 respondents travel instead to Chelmsford (50.2%) for their comparison goods shopping or to other locations outside the Study Area (31%).
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6.4 Conclusion
6.4.1 Table 6.6 summarises the distribution of Study Area residents market share across all goods categories.
6.4.2 As would be expected, Maldon District performs best in terms of convenience goods attraction, though this is almost entirely derived from its own population. There is very little inflow of trade. The District performs a very subservient role to higher order centres in all categories of comparison goods provision.
6.4.3 The District attracts 10.1% of all spending in the Study Area.
Table 6.6 - Study Area Market Share Breakdown by Location
Study Area Market Share by Category (%)
Convenience Comparison Goods Goods
6.4.4 Destination
up
-
DIY
Top
Clothes
CDs etc CDs
Chemist
Electrical
Furniture
Main Food Main
Household
Recreation Average
Maldon 1.1 4.8 3.4 3.6 3.3 2.3 4.7 3.3 3.4 3.5 2.7
Heybridge 2.0 2.0 0.2 0.3 0.2 0.0 0.4 0.2 0.2 0.3 0.9
Burnham 0.6 2.2 0.1 0.1 0.1 0.1 0.3 0.1 0.1 0.0 0.4
Others in the 13 6.5 3.1 3.1 3.3 0.0 0.3 2.9 2.9 3.0 6.1 District
District 16.7 15.6 6.8 7.1 7.0 2.4 7.0 6.6 6.8 6.7 10.1 Sub-Total
Others in Zones 80.6 72.0 80.2 79.9 80.0 81.3 81.4 80.7 80.3 80.3 79.6 3, 4 and 5
Outside of the 2.7 12.4 12.9 13.0 13.1 16.3 11.6 12.7 12.9 13.0 10.3 Study Area
Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
Source: Tables 4, 10, 12, 14, 16, 18, 20, 22, 24 and 25 in Appendix F
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6.4.5 Table 6.7 focuses in on where residents of the District carry out their spending.
Table 6.7 - Market Share of Zones 1 and 2 Residents
Zones 1 and 2 Market Share by Category (%)
Convenience Comparison Goods Goods
6.4.6 Destination
up
-
thes
DIY
Top
Clo
CDs etc CDs
Chemist
Electrical
Furniture
Main Food Main
Household
Recreation Average
Maldon 4.7 20.2 18.0 17.4 18.5 10.3 32.6 18.2 18.2 18.3 13.5
Heybridge 1.7 9.3 1.2 1.4 1.4 0.0 2.2 1.6 1.3 1.7 2.0
Burnham 3.8 10.3 0.8 0.7 0.7 0.4 1.5 0.8 0.7 0.0 2.5
Others in the 56.7 28.5 2.9 2.9 2.7 0.0 1.5 2.6 2.7 1.7 21.4 District
District 66.9 68.3 22.9 22.5 23.3 10.6 37.8 23.2 22.9 21.7 39.4 Sub-Total South Woodham 12.6 7.1 2.0 2.2 2.1 3.6 5.2 2.1 2.0 1.7 6.1 Ferrers
Chelmsford 3.6 1.6 37.1 36.2 37.0 50.6 38.5 37.0 37.0 38.3 25.5
Braintree 0.7 0.3 4.9 4.3 4.8 8.6 0.7 4.4 4.4 5.0 3.5
Witham 7.9 6.1 2.0 2.2 2.1 4.6 1.5 1.8 2.0 1.7 4.6
Colchester 1.4 1.9 9.8 9.4 9.9 6.3 4.4 9.9 9.8 10.0 5.7
Others in Zones 5.9 3.5 1.6 1.4 1.7 1.3 3.7 1.8 1.7 1.7 3.2 3, 4 and 5
Basildon - - 4.9 5.1 4.8 3.4 3.0 4.9 5.1 5.0 2.7
Bluewater, Kent - - 1.6 2.2 1.4 0.8 0.0 1.6 1.3 1.7 0.7
West Thurrock - - 7.3 7.2 7.2 4.6 0.0 7.3 11.8 8.3 4.1
Others outside 1.2 11.5 6.5 5.8 6.5 5.7 5.2 6.3 1.7 5.0 4.6 Study Area
Total Leakage 33.3 32.0 77.7 76.0 77.5 89.5 62.2 77.1 76.8 76.7 60.7
Total market 100 100 100 100 100 100 100 100 100 100 100 share
Source: Tables 4, 10, 12, 14, 16, 18, 20, 22, 24 and 25 in Appendix F
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6.4.7 The District’s highest retention rates are in the convenience goods expenditure; 67% main food and 68.5% of top up shopping is undertaken in Maldon District. Around a third of the expenditure leaks out of Maldon, predominantly to South Woodham Ferrers, Witham and Tiptree, as well as other locations in Zones 3 to 5.
6.4.8 In all comparison goods categories, at least 60% of the spending of residents of the District ‘leaks’ to destinations outside the District. In the case of clothing and footwear, this leakage is as high as 90% of all spending. Chelmsford draws the largest amount of expenditure out of Maldon, accounting for at least 35% of market share in every comparison goods category.
6.4.9 Maldon Town Centre is the dominant retail destination amongst the three main centres in the District. It accounts for 13.5% of all spending by residents of Zones 1 and 2, whilst Heybridge and Burnham account for much lower proportions at 2.0% and 2.4% respectively. Notably, the market share of all three centres combined (17.9%) is less though than that attracted to other retail destinations in the District (21.4%), which is principally the out-of-centre stores in Maldon.
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7.0 Retail Capacity
7.1 Introduction
7.1.1 We have examined the need for new convenience and comparison goods floorspace over five year reporting periods from 2014 to 2029. At the outset, it is important to note that an assessment in the long term should be viewed with caution, due to the obvious difficulties inherent in predicting the performance of the economy and shopping habits over time. In any event, any identified capacity should not necessarily be viewed as justification of new retail floorspace outside of centres as this could prejudice the implementation of any emerging town centre redevelopment strategies and the development of more central sites which may be currently available or which could become available over time.
7.1.2 A complete series of quantitative capacity tables are provided at Appendix F to provide further detail in terms of the step-by-step application of our Study methodology.
7.2 Capacity Formula
7.2.1 For all types of capacity assessment, the conceptual approach is identical, although the data sources and assumptions may differ.
7.2.2 Expenditure (£m) – The expenditure element is calculated by taking the population within the defined catchment and then multiplying this figure by the average annual expenditure levels for various forms of retail spending per annum. The expenditure is estimated with reference to a number of factors, namely:
Growth in population;
Growth in expenditure per person per annum; and
Special forms of trading (e.g. catalogue shopping / internet).
7.2.3 Turnover (£m) – The turnover figure relates to the annual turnover generated by existing retail facilities within the Study Area. The turnover of existing facilities is calculated using Mintel Retail Rankings and Verdict UK Grocery Retailers reports – independent analysis which lists the sales density for all major multiple retailers.
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7.2.4 Surplus / Deficit (£m) – This represents the difference between the expenditure and turnover figures outlined above. Clearly, a surplus figure will represent an under provision of retail facilities within the Study Area (which, all things being equal, would suggest that additional floorspace is required), whereas a deficit would suggest a quantitative overprovision of retail facilities.
7.2.5 Although a surplus figure is presented in monetary terms, it is possible to convert this figure to provide an indication of the quantum of floorspace which may be required. The level of floorspace will vary dependent on the type of retailer proposed and the type of goods traded. For example, in the case of comparison goods, electrical retailers such as Curry’s (which is considered a bulky goods retailer) have a much higher sales density than other bulky goods retailers, such as B&Q.
7.3 Capacity for Future Convenience Goods Floorspace
7.3.1 In order to ascertain the likely need for additional convenience goods floorspace in Maldon, it is first necessary to consider the performance of the current provision. Given the geography of the District on the coastline as well as the limited planned private and public investment in retail in the District (the foodstore element of the Aquila proposals being the only committed investment), we can cautiously assume that any future convenience goods expenditure available to Maldon will be commensurate with its current market share.
7.3.2 Tables 7.1 and 7.2 set out the current convenience goods trading position compared against the ‘benchmark’ (or anticipated) turnover of existing convenience goods floorspace and projects this forward to 2029 under each population growth scenario, assuming that the identified market share remains constant. The ‘benchmark’ turnover differs for each operator based on its average turnover per square meter throughout the country. Although robust up-to-date information is available in terms of the convenience goods floorspace provided by large foodstores, it can be more difficult to quantify the extent of local convenience provision as there is no single comprehensive database to rely on. Where we have been unable to verify the exact quantum of floorspace provided by existing smaller-scale convenience stores, we have assumed that stores are trading ‘at equilibrium’ (i.e. the survey-derived turnover equates to the expected level of turnover).
7.3.3 For each convenience goods retail destination, consideration has been given as to whether any of its turnover is likely to be derived as ‘inflow’ from outside the Study Area. Due to Maldon’s coastal position, isolated from its southern neighbours by the River Crouch, Zones 3, 4 and 5 cover an extensive area and therefore we consider it unlikely that residents further afield will travel to
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Maldon in very significant numbers to undertake food shopping where higher order centres such as Chelmsford or Colchester are closer. As such, we consider that retailers in Maldon are only likely to benefit from small amounts of trade from visitors and have not accounted for any additional ‘inflow’ trade.
7.3.4 Our assessment is based upon a ‘goods based’ approach, which disaggregates expenditure by category type, and it is important to recognise that major foodstore operators generally sell an element of non-food goods such as books, compact discs, clothing and household goods. To account for this, the typical ratio between convenience/comparison goods provision for each operator32 has been applied to the estimated net floorspace of each foodstore33. This provides an indication of the likely sales area dedicated to the sale of convenience goods at each store.
7.3.5 Whilst survey results are commonly accepted as a means by which to identify existing shopping patterns, their findings should be treated with a ‘note of caution’. Questions 1 and 13 asking where people do their main food and top up shopping does not allow for multiple answers, and as a result the surveys tend to have a bias towards larger stores and can understate the role of smaller stores of independent retailers.
7.3.6 The individual performance of each of the main convenience goods facilities is identified in Table 5 of Appendix F.
7.3.7 Our assessment identifies that taking all convenience goods retail facilities in Maldon District together, the actual identified survey-derived turnover of £133.2m is higher than the benchmarked turnover of £101.2m per annum at 2014. This suggests that, taken cumulatively, existing convenience goods turnover are ‘overtrading’ when compared to expected turnover. Table 5 of Appendix F breaks down which stores ‘under-trade’ and which ‘over-trade’ when compared to benchmark figures. An approximate total over-trade of £32m identified would suggest that existing provision is stretched in meeting the existing quantitative need. This is though a relatively polarised phenomenon, relating only really to two Tesco stores which are evidenced to trade far in advance of average expectations; the Extra at the Causeway, and the Metro store in Heybridge (see below), which over-trade by £33.3 and £10.6m respectively. Notwithstanding this, there are also instances
32 Derived from Verdict UK Food & Grocery 2014 Company Briefing Reports. Where Verdict data is not available or is considered not to appropriately reflect how a store trades in practice, we have applied professional judgement in the manner set out in the notes to Table 5 of Appendices 6 and 7. 33 Net sales areas have been sourced from Institute of Grocery Distribution data where available. Where such data is not available, we have applied professional judgement in the manner set out in the notes to Table 5 of Appendices 6 and 7.
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were stores are ‘undertrading’, for example the Morrisons and Iceland in Maldon, the Asda in Heybridge and Co-Op and Tesco Express in Burnham.
7.3.8 Since the NEMS household survey and WYG’s site visits were undertaken, the Tesco Express in Heybridge has closed. In view of the stores ‘local’ function and geographic location, we assume for the purposes of our ensuing capacity analysis that its estimated trade of £10.6m has largely been re-distributed amongst the Asda in the Bentalls Centre, the Tesco Extra and various other convenience stores in Maldon and Heybridge. The closure of this store does not therefore impact on our forecast capacity floorspace analysis below.
7.3.9 In order to appraise the need for additional convenience goods retail floorspace, it is necessary to consider how the performance of stores will be affected by future growth in expenditure. Accordingly, the next set of tables set out the anticipated increases in expenditure which will be available to the District’s convenience goods retail facilities, assuming that the current market share is maintained. It is also assumed that the turnover of existing floorspace will improve through improvements in floorspace efficiency as set out in Experian Retail Planner Briefing Note 12.1. Following this exercise, we then consider the effect Aquila’s extant planning commitment34 will have in addressing any identified convenience goods shopping need.
Convenience Goods Quantitative Need
7.3.10 Table 7.1 indicates that an effective convenience goods expenditure surplus of £32m exists at the present time. By 2019, after increases in population and expenditure are considered against increases in floorspace productivity35, it is estimated that this surplus will grow to £41.7m (still based on a constant market share of 16.5%). By 2024, we estimate this surplus to be £51m, increasing thereafter to £60.3m at 2029.
34 This development for a mixed convenience and comparison retail development was approved for The Causeway between Maldon and Heybridge, ref: FUL/MAL/14/00861. 35 Account has been made for the turnover efficiency of existing convenience goods floorspace to change (on the basis that operators have historically been able to make their existing floorspace more productive over time) in accordance with the projections set out in Table 4a of Experian Retail Planner Briefing Note 12.1.
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Table 7.1 Available Expenditure for Convenience Goods Floorspace in Maldon District Council
Surplus Benchmark Available Maldon District Year Expenditure Turnover (£m)1 Expenditure (£m)2 Inflow (£m) (£m) 2014 101.2 133.2 0.0 32.0 2019 99.9 141.6 0.0 41.7 2024 99.8 150.8 0.0 51.0 2029 100.3 160.6 0.0 60.3
Source: Table 6A of Appendix F 1 Benchmark turnover to increase in line with improvements in turnover efficiency set out in Table 4a of Experian Retail Planner 12.1 (October 2014) 2 Assumes constant market share of Study Area expenditure (16.5%) claimed by facilities across the District 2012 Prices
7.3.11 The extant retail planning permission for a foodstore as part of the Aquila retail development would, if implemented, provide 1,255 sq m of net convenience good sales floorspace. As set out in Table 6c of Appendix F, we estimate that this commitment will have a benchmark turnover of £15.8m at 2014. The Tesco convenience store on Wantz Road in Maldon was allowed on appeal, would provide 140 sq m of net convenience goods floorspace if implemented. It would generate a benchmark turnover of £1.6m, amounting to a total turnover of £17.4m derived from commitments.
7.3.12 After taking account of these commitments, a residual spend of £24.3m is identified at 2019, increasing to £33.5m at 2024 and £42.5m at 2029. We then convert this to a potential floorspace capacity by adopting suitable average sales densities. In using this methodology, we conclude that there is potential capacity for new convenience goods floorspace in the District of between, 1,900 and 2,700 sq m net by 2019, increasing to between 3,400 sq m net to 4,800 sq m net by 2029. Our results are summarised in Table 7.2 below.
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Table 7.2 Quantitative Capacity for Convenience Goods Floorspace in Maldon District Council
Convenience Goods
Year £m Floorspace requirement (sq m net) Surplus Commitments Residual Min1 Max2 (£m) (£m) (£m) 2014 32.0 17.4 14.7 1,200 1,600 2019 41.7 17.4 24.3 1,900 2,700 2024 51.0 17.6 33.5 2,700 3,800 2029 60.3 17.8 42.5 3,400 4,800
Source: Table 6b of Appendix F 1 Average sales density assumed to be £12,524 per sq m at 2015 (based on the average sales density of the leading four supermarket operators as identified by Verdict 2013) 2 50% of residual expenditure assumed to be consumed by leading four supermarkets (£12,502/sq m) and 50% assumed to be consumed by discount operators (£5,289 per sq m) as identified by Verdict 2013. This equates to £8,896/sq m. 2012 Prices
7.4 Capacity for Future Comparison Goods Floorspace
7.4.1 Turning to comparison goods capacity, it is first important to note that our methodology deviates from the methodology used in respect of convenience goods for two principle reasons. Firstly, it can be extremely difficult to attribute an appropriate benchmark turnover to existing comparison goods provision. Secondly, there tends to be greater disparity between the trading performance of apparently similar comparison goods provision depending on its location, the character of the area and the nature of the catchment. As a consequence, we adopt the approach with comparison goods floorspace that it is trading ‘at equilibrium’ (i.e. our survey derived turnover estimate effectively acts as a benchmark) at 2014. Especially in the case of Maldon where hardly any multiple retailers operate from the District, we assume that the large number of independent retailers is trading at equilibrium.
7.4.2 We assume that there is therefore a nil quantitative need for any additional floorspace across the District at 2014. Once again, it has generally been assumed that the future performance of Maldon’s facilities will be commensurate with its current market share. However, we consider that retail units in Maldon Town Centre and Heybridge will attract a minor amount of custom from outside the Study Area. Accordingly, we have assumed that some facilities in Maldon Town Centre attract an additional 10% of their turnover, while stores in Heybridge attract an extra 2% of turnover from outside of the Study Area (Table 25, Appendix F). The inflow allowance has the net effect of uplifting Maldon District’s identified survey derived turnover from by £4.1m at 2014.
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7.4.3 The £80.3m of comparison goods expenditure claimed from inside the Study Area at 2014 equates to a market share of 6.5% of all comparison goods expenditure generated by residents of the Study Area. Our assessment ‘rolls forward’ this market share to examine the likely level of comparison foods floorspace required to maintain the role and function of Maldon’s retail facilities.
Comparison Goods Quantitative Capacity in Maldon
7.4.4 Taking into account this low market share and making provision for marginal inflow from outside the District, we estimate that facilities in the District will attract £95.1m of comparison goods expenditure at 2019, increasing to £105.6m at 2024, and to £117.7m at 2029 based on a continuation of Maldon’s current market share.
Table 7.3 - Available Expenditure for Comparison Goods Floorspace
Surplus Total Turnover Maldon District Maldon District Year Expenditure (£m)1 Turnover (£m)2 Inflow (£m) (£m) 2014 84.4 80.3 4.1 0.0 2019 95.1 98.8 5.1 8.8 2024 105.6 119.4 6.1 19.9 2029 117.7 146.4 7.5 36.1
Source: Table 26A of Appendix F 1 Turnover of existing stores to increase in line with improvements in turnover efficiency set out in Table 4b of Experian Retail Planner 12.1, October 2014. 2 Assumes constant market share (24.4%) claimed by facilities within the Study Area 2012 Prices
7.4.5 Given the forecast increases in comparison goods expenditure and population, and allowing for year on year increases in the productivity of existing floorspace, we estimate that by 2019 there will be an expenditure surplus of £8.8m to support additional comparison goods stores within the District. As set out in Table 7.3, this surplus is forecast to increase to £19.9m by 2024, and £36.1m at 2029. Account has been made for the turnover efficiency of existing comparison goods floorspace to increase on the basis that operators are generally able to make their existing floorspace more productive over time36.
7.4.6 Once again, this initial analysis does not take into account existing commitments, which we set out in detail in Table 26c in Appendix F. The Aquila development was permitted to include a foodstore unit with 139 sq m net of comparison floorspace, as well as five comparison units. The approved comparison units have a total net floorspace of 4,447 sq m; and are expected to be occupied by
36 Such increases have been derived from the projections set out in Table 4b of Experian Retail Planner Briefing Note Addendum 12.1.
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the following retailers: electrical retailer in unit 2, clothing/footwear/furniture or homewares retailer in unit 3, footwear retailer in unit 4, sportswear retailer in unit 5, and a generic bulky goods operator in unit 6. We estimate this commitment will have a combined comparison benchmark turnover of £18.3m at 2012 prices, if it were assumed to be operational by 2019.
7.4.7 After taking account of commitments, a deficit spend of -£9.5m is identified at 2019, increasing to a small surplus of £1.4m at 2024 and £17.4m at 2029. We then convert this to a potential floorspace capacity by adopting suitable average sales densities. The minimum figure of £4,500/sq m is based on the identified need being met through the delivery of high street floorspace and the maximum figure of £2,500/sq m relates to need being met by bulky goods retailers or units in smaller town centres (which both generally accommodate operators which achieve lesser sales densities). Adopting this methodology, we conclude that there is marginal potential capacity for new comparison floorspace in the District of between 2,800 sq m net and 5,000 sq m net by 2029. Our results are summarised in Table 7.4 below.
Table 7.4 - Quantitative Capacity for Comparison Goods Floorspace in Maldon District Council
Comparison Goods
Year £m Floorspace requirement (sq m net) Surplus Commitments Residual Min1 Max2 (£m) (£m) (£m) 2019 8.8 18.3 -9.5 -1,900 -3,400 2024 19.9 18.5 1.4 300 500 2029 36.1 18.7 17.4 2,800 5,000
Source: Table 6c of Appendix F 1 Average sales density assumed to be £4,500 per sq m which WYG considers to be towards the higher end of what could be achieved in Maldon District. 2 Average sales density assumed to be £2,500 per sq m which WYG considers to be towards the lower end of what could be achieved in Maldon District. 2012 prices
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8.0 Opportunities for Accommodating Growth
8.1 Introduction
8.1.1 The NPPF requires local planning authorities, as part of their development plan, to set out a strategy for the management and growth of centres over the plan period. Most particularly, paragraph 23 of the NPPF indicates that, as part of their strategy, authorities should, inter alia:
Recognise town centres as the heart of their communities and by pursuing policies to support their vitality and viability;
Define a network and hierarchy of centres that is resilient to anticipated future economic changes;
Define the extent of town centres and primary shopping areas, based on a clear definition of primary and secondary frontages in designated centres, and set policies that make clear which uses will be permitted in such locations;
Promote competitive town centres that provide customer choice and a diverse retail offer;
Retain and enhance existing markets and, where appropriate, re-introduce or create new ones, ensuring that markets remain attractive and competitive;
Allocate a range of suitable sites to meet the scale and type of retail, leisure, commercial, office, tourism, cultural, community and residential development needed in town centres;
Allocate appropriate edge of centre sites for main town centre uses that are well connected to the town centre where suitable and viable town centre sites are not available. If sufficient edge of centre sites cannot be identified, set policies for meeting the identified needs in other accessible locations that are well connected to the town centre; and
Set policies for the consideration of proposals for main town centre uses which cannot be accommodated in or adjacent to town centres.
8.1.2 Policy 26 of the NPPF also indicates that local planning authorities should set their own appropriate threshold relating to the quantum of floorspace above which an impact test for retail, leisure and office development will be required.
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8.1.3 Each of the above requirements is considered where relevant below in relation to Maldon District and its principal Town, District, Local and Village centres.
8.2 Retail Strategy
Market Share and Floorspace Capacity
8.2.1 The household survey, undertaken in October 2014, identified that Zones 1 and 2 in Maldon District accounted for a market share of 16.5% of convenience trade in the Study Area and 6.5% of comparison trade in the Study Area.
8.2.2 Focusing in on spending by residents of Maldon District only, 67% of convenience goods spending was retained by retail operators in the District. The amount of comparison goods spending retained by the District’s operators is substantially lower at just 21%.
8.2.3 Following on from identifying the District’s market share, Chapter 7 of this study identified potential long-term capacity for between an additional 3,400 sq m and 4,800 sq m of net convenience floorspace by 2029, and between 2,800 sq m and 5,000 sq m of net comparison floorspace at the same date.
Spatial Capacity for New Floorspace
8.2.4 The identified global capacity for new convenience and comparison floorspace across the District should be carefully balanced with the actual implications of additional retail space in a District such as Maldon. Unlike its larger, more densely populated, neighbouring authorities, Maldon lacks a range and depth of retail facilities. This makes the District, and its existing Centres, particularly sensitive to the insertion of new retail floorspace, and means that any significant quantum of retail development needs careful management. Bearing in mind the considerable outflow of expenditure to surrounding survey zones, the predominantly local shopping function of Maldon’s largest centres, and the likelihood that Maldon will remain a net exporter of employment to its larger neighbours such as Chelmsford and Colchester, as well as London beyond, caution needs to be applied to bringing forward too much new retail floorspace, too soon. These were also our recommendations in auditing the Aquila proposals at the Causeway.
8.2.5 In terms of the identified convenience and comparison floorspace capacity in the District in the short to medium term, the Aquila proposals will take up a large proportion of this capacity and
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represent a significant step-change in the level of local provision. Additionally, a small proportion may be taken up by a Tesco Express on Wantz Road in Maldon.
8.2.6 When the Aquila development has been implemented, the Council is advised to monitor the vitality and viability of nearby town and district centres. The foodstore and accompanying comparison units are likely to have a positive impact on the centres of Maldon and Heybridge in terms of trip retention rates, and therefore self-sustainability, as a whole in the District. However, the proposals will inevitably result in some trade diversion away from the existing centres, and whilst we have forecast previously that this is unlikely to be of concern, it should nevertheless be monitored closely (see our recommendations at 8.5 below).
8.2.7 Notwithstanding our capacity analysis, we therefore suggest that any further retail floorspace in the Maldon and Heybridge area should come forward towards the middle to the end of the Plan period, once the Aquila proposals have been built out and open for trade for a reasonable period of time.
8.2.8 At the current retention rate for comparison goods, we do not recommend any significant proportion of comparison goods floorspace is directed to the Burnham area due to its disproportionate and weak comparison goods offer. It seems likely that additional large-footprint comparison units would be unlikely to be viable in any event, set alongside the town’s secondary market position and seasonal trade.
8.2.9 In general, whilst we have identified theoretical capacity for between 2,800 and 5,000 sq m net of comparison goods capacity in the District at 2029 (based on a current market share basis), we would urge caution in planning for such a large quantum of comparison goods floorspace in the District. We would recommend that the lower bracket of 2,800 sq m is more realistic in this instance, and that even then, this quantum of floorspace would need scrutinising very carefully for impact upon the vitality and viability of existing centres. Any such assessment would be closely linked to the impact of the Aquila proposals which are likely to come before.
8.2.10 Turning to consider convenience goods capacity, when taking into account the proposed foodstore in the Causeway and the a convenience store in Maldon, there would theoretically be capacity for one further medium/large-sized foodstore in the District in the longer term by 2029, or a range of smaller facilities. We consider that the cluster of foodstores operating in Maldon and Heybridge currently provides a sufficiently strong range and choice to local residents, even after closure of the
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Tesco Express in Heybridge. Therefore, we would suggest that any additional convenience floorspace capacity should be located around the Burnham area, after allowance is made for the necessary convenience floorspace to support the urban extensions at South Maldon and North Heybridge. The current leakage of trade from Zone 2 is unsustainable and should be sought to be addressed.
8.2.11 Residents of Zone 2 mostly frequent the existing Asda store in South Woodham Ferrers. Of significant relevance, there is also a pending application for a Sainsbury’s store within a larger mixed use development on Burnham Road in South Woodham Ferrers (ref. 14/00830/FUL). This store, if implemented, would attract a significant number of people from the Burnham area. With this potential commitment in mind, we would support the intent of the Burnham Neighbourhood Plan where it seeks to enhance the scale and range of the existing Co-Op store in Burnham, to strengthen its function as an anchor foodstore for local residents. Any proposals beyond this for new foodstore floorspace on the edge or outskirts of Burnham should firstly be tested for their impact on the vitality and viability of the Co-op store, and any potential prejudicial impact upon any demonstrable planned investment in that store, as well as the statutory sequential test.
8.2.12 We suggest that any remaining capacity in the long term therefore should be distributed to existing local centres or the proposed urban extensions. The urban extensions to the south of Maldon and north of Heybridge, planned for the forthcoming plan period 2014-2029, will accommodate a large number of residents in the area. Both urban extensions are planned to be centred on a local centre, and typically we would expect a convenience retail element in the order of 250 sq m net to support each centre. We would assume that a small convenience store would be the most appropriate retail unit to function in such a local centre. The extensions would therefore be expected to subsume a modest 500 sq m of floorspace of the estimated capacity by 2029.
8.3 Retail Hierarchy
Designation of Retail Frontages
8.3.1 Within the published emerging Local Plan document, the proposed Town Centre Areas, Primary and Secondary Retail Frontages are deemed appropriate to safeguard each centres viability and vitality. The different tiers recognise the importance of town centre uses in certain areas. Main town centre
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uses37 are encouraged in ‘town centre areas’ identified for Maldon, Heybridge and Burnham that cover a wider area supporting the Primary and Secondary Retail Frontages. In the case of Maldon and Burnham, both town centres have alleyways that have an important function in creating an area in which people can shop, eat, drink, or carry out leisure activities. As such, the ‘Town Centre Areas’ should accommodate a range of main town centre uses to support the larger economy of diverse town and district centres. A1 retail units are protected under the designated Retail Frontages, to ensure the core shopping areas can continue to thrive. The current hierarchy of these designated Primary and Secondary Frontages is appropriate.
8.4 Local Impact Threshold
8.4.1 In accordance with national planning policy, it is appropriate to identify locally set thresholds for the scale of edge-of-centre and out-of-centre retail development which should be subject to the assessment of the impact criteria set out by paragraph 26 of the NPPF.
8.4.2 The NPPF considers the following aspects important in setting a locally appropriate threshold:
Scale of proposals relative to town centres The existing viability and vitality of town centres Cumulative effects of recent developments Whether local town centres are vulnerable Likely effects of development on any town centre strategy Impact on any other planned investment
8.4.3 WYG does not consider that a blanket threshold is suitable for all types of centre across an administrative area. For example, a 500 sq m convenience store (which could be operated by Tesco Express or Sainsbury’s Local) will likely have a greater impact on a small town centre like Burnham than a similar facility would on Maldon Town Centre. Therefore, in developing the policy in the future, it is more appropriate to have two thresholds, depending upon which centre the development applies to.
37 Main town centre uses as defined by the NPPF: Retail development (including warehouse clubs and factory outlet centres); leisure, entertainment facilities the more intensive sport and recreation uses (including cinemas, restaurants, drive-through restaurants, bars and pubs, night-clubs, casinos, health and fitness centres, indoor bowling centres, and bingo halls); offices; and arts, culture and tourism development (including theatres, museums, galleries and concert halls, hotels and conference facilities).
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8.4.4 Accordingly, policy could advocate a tiered approach whereby the threshold applied to planning applications at edge-of-centre and out-of-centre locations varies in relation to the role and function of the particular centre.
8.4.5 For the centres of Maldon and Heybridge, it is recommended that development proposals providing greater than 1,500 sq m gross floorspace for main town centre uses in an edge or out-of-centre location should be subject of an impact assessment. However, any future policy should allow the local planning authority some degree of discretion on requesting a retail impact assessment.
8.4.6 We consider it appropriate to reduce the threshold for Burnham to development proposals greater than 1,000 sq m gross, taking account of its smaller scale and therefore fragility to change. This is also true of all other parts of the District.
8.4.7 In our experience, it will only generally be development of a scale greater than these thresholds which could lead to a ‘significant adverse’ impact, which could merit the refusal of an application for town centre uses. The above thresholds have had consideration to the Sunday trading limit of trading floorspace of 280 sq m (net). These thresholds should equally apply to variation of condition applications for existing floorspace whereby the nature of the goods to be sold may change which would ultimate change local trading patterns and have an effect on established centres.
8.4.8 However, it should be noted that in accordance with the Government’s former Practice Guidance on ‘Need, Impact and the Sequential Approach’ (2009), the scope of supplementary documentation accompanying an application addressing impact should be proportionate to the scale of development being proposed. Accordingly, the Council should expect a more modest submission to justify a 1,000 sq m convenience store than it would in support of a large superstore. Accordingly, it will be important during pre-application discussions to agree the content of any submissions to address the test of retail impact. It may be that smaller proposals can be satisfactorily appraised by the Council accompanied only by a brief statement summarising the likely impacts arising from development. The setting of a threshold should allow the authority to retain appropriate control to ensure that particular scrutiny can be given to those application proposals which genuinely threaten to have an adverse impact on existing defined centres.
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8.5 Monitoring measures
8.5.1 In order to ensure the Aquila proposals are carefully monitored for their impact on existing town centres and the ranking of Maldon’s retail hierarchy, we propose the Council use the following indicators as part of annual monitoring exercise. This procedure follows the NPPF and NPPG policy guidelines to ensure the vitality and viability of town centres.
8.5.2 We recommend that this exercise is undertaken before the works for the Aquila proposals commence, and at annual intervals thereafter. The impact of the proposals should be monitored for a minimum period of five years after the date of first opening.
8.5.3 We recommend the following indicators are assessed:
Diversity of town centre uses – a ‘Goad’ style survey of the centre should be undertaken in order to establish the changing composition of the centres. Critical to this survey would be to understand changing vacancy rates, and any qualitative change to the offer of each centre.
Customer views and behaviour - should be monitored through undertaking qualitative surveys, underpinned by a consistent sample size with a representational percentage of age groups, household type and ethnicity. This could be through on-street surveys or telephone surveys, with specific questions aimed at understanding changing consumer behaviour in relation to shopping patterns resulting from the new development.
An appreciation of commercial rents - National indices can be used, such as the Estates Gazette and Valuation Office Agency. These should be compared to local trends based on the Council’s research into rents for Maldon and Heybridge.
Analysis of pedestrian flows – counts should be undertaken of the number of people walking to and from Maldon or Heybridge town centres to the existing Tesco Extra or proposed Aquila development. Due to the seasonal nature of Maldon’s retail areas, it is advisable to undertake this simple monitoring exercise twice a year, in the summer and winter months.
8.5.4 These performance indicators should be analysed and published in the form of a report annually.
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8.6 Proposed Retail Policy E2
In light of all the foregoing, we suggest a rewording of proposed Policy E2 (both policy and supporting text) to reflect our findings as follows:
Town Centre Areas
Proposals for the development of retail, office, tourism, cultural, community, residential and other main town centre uses, as defined by national planning policy, will be permitted within defined Town Centre Areas where:
1) The scale and type of development proposed is directly related to the role and function of the centre and its catchment; and 2) There would be no significant adverse impact on the vitality and viability of the centre or other centres.
Proposals for town centre uses outside Town Centre Areas, including significant edge of centre / out of centre retail development, will also be subject to sequential testing as required by national planning policy.
Primary Retail Frontages
Within the designated primary retail frontage, ground floor retail units will be protected for A1 Retail Uses. Other types of uses will normally be resisted unless it can be demonstrated that they:
1) Will not have a detrimental impact on the function, vitality or viability of the Primary Retail Frontages; and 2) Will not create a new continuous frontage of three or more units of non-A1 Uses.
Secondary Retail Frontages
Within the designated secondary retail frontage areas, ground floor retail units will be protected for A1 Retail Uses but a wider range of other uses may be supported to maintain the diversity and vitality of the surrounding retail area. Proposals for other non-A1 Uses within Secondary Retail Frontages must:
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1) Maintain and enhance the overall attractiveness, viability and vitality of the surrounding retail functions; 2) Encourage active shop fronts and avoid detraction from, and isolation of, the dominant retail appearance of the area; 3) Be capable of attracting a high number of visits from the general public; and 4) Not create significant discontinuation to the existing frontage or pedestrian footfall.
Design of Shop Fronts
New and replacement shop fronts will be permitted provided that:
1) Proposals are constructed in materials sympathetic to the character of the building and the surrounding area; 2) Any shop front subdivisions reflect the character and proportions of the existing building, and adjacent shops and properties in the surrounding street scene; and 3) Independent access is provided or maintained to upper floors where these are in separate use.
Local Impact Threshold
Applications for new retail uses, including new buildings, alterations and changes of use or to vary or remove conditions in respect of the range of goods sold or service provided, in edge or out-of- centre locations, will be required to submit an impact assessment where the following floorspace thresholds are exceeded:
Maldon and Heybridge: 1,500 sq m gross
Burnham and the rest of the District: 1,000 sq m gross
New Retail Space
The Retail Study identifies capacity for between 3,400 – 4,800 sq m of convenience retail space and 2,800 – 5,000 sq m of comparison retail space by 2029. Where possible, this additional retail need should be accommodated in town centres, in line with the sequential test. Only where it is proven that there is no town centre site that is available, suitable and viable, should edge of out of centre sites be considered. To a limited extent, there is the potential to locate new retail space, in the form of Local Centres, to support the garden suburb population needs at the growth areas of South Maldon and Heybridge identified in Policy S2.
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Notwithstanding the findings of the Retail Study, it is recognised that the extant permission for the Aquila retail development at The Causeway represents a significant step-change in the provision of comparison goods retail facilities in Maldon, and the District as a whole. The Retail Study has advised that the impacts of this development be monitored very closely in the first two years after its initial opening to gain a better understanding of the actual impact of this development to the local economy. The Council will review its retail evidence after the two year period and update Policy E2 if there is evidence to suggest a need to allocate new retail floorspace. Within this two year period, it is not considered appropriate to allocate new retail floor space given the risk of over- allocation; and the Council will only permit major new retail development in exceptional circumstances.
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Glossary of Terms
Capacity Retail capacity in terms of this report refers to surplus/deficit of expenditure (£m) which represents the difference between the expenditure and turnover of the identified facilities.
Comparison Goods Comparison goods relate to items not obtained on a frequent basis, these include clothing, footwear, household and recreational goods. A more detailed breakdown of comparison goods categories is provided below.
Furniture Goods Includes all consumer expenditure on furniture, floor coverings and household textiles such as beds, sofas, tables , cupboards, bed linen, curtains, towels, lamps, mirrors, and so on.
DIY Goods Includes all consumer expenditure on hardware, DIY, decorators’ supplies and garden centre type goods. This category includes products such as hammers, saw, screwdrivers, wallpaper, plumbing items, floorboards, ceramic tiles, plants, pots, turf for lawns, and so on.
Electrical Goods All consumer retail expenditure on domestic electrical and gas appliances, such as washing machines, dryers, dishwashers, ironing and press machines, cookers, freezers and fridge-freezers, coffee makers, radios, televisions, DVD players, and so on.
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Clothing & Footwear All consumer retail expenditure on shoes and other footwear, garments for men, women, children and infants either ready-to-wear or made-to- measure, underwear, ties, handkerchiefs, scarves, and so on.
Household Goods Includes household textiles and soft furnishings, china, glassware, jewellery and other miscellaneous goods such as greeting cards, notebooks, pens, pencils, and so on.
Recreational Goods All consumer retail expenditure on bicycles and tricycles (excluding toy bicycles), musical instruments, sports equipment, camping equipment, toys of all kinds including dolls, soft toys, and so on.
Chemist Goods All consumer retail expenditure on prescription and non-prescription drugs, adhesive and non-adhesive bandages, first-aid kits, hot-water bottles, toilet shops, sponges, and so on.
Convenience Goods Convenience goods relate to everyday essential items including confectionary, food, drinks, newspapers and magazines.
District Centre District centres will usually comprise groups of shops often containing at least one supermarket or superstore, and a range of non-retail services, such as banks, building societies and restaurants, as well as local public facilities such as a library.
Expenditure Per Capita The average spend of each person within the defined Study Area on a variety of retail goods.
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Expenditure Expenditure is calculated by taking the population within a defined area and then multiplying this figure by average annual expenditure levels for various forms of goods.
Expenditure Forecasts This assessment has been undertaken using the ‘goods based’ approach as prescribed in the Planning for Town Centres Practice Guidance. Retail expenditure forecasts have been derived from Experian Retail Planner Briefing Note 12.1 (October 2014).
Experian (MMG3) The database used to identify population, expenditure and socio-economic breakdown of the Study Area population.
Gross Floorspace Represents the level of total floorspace or footprint of a specific development (i.e. sales area, storage, checkouts, café, display, and so on).
GOAD Plans Provide accurate information on the composition of town centres, shopping areas, out-of-town retail parks and outlet villages in the UK. Identifies the fascia name, retail category, floorspace, and exact location of all retail
outlets and vacant premises.
GOAD Reports Provide a snap-shot of the retail status or demographic make-up of Goad
surveyed town centres. Provides a comprehensive breakdown of floorspace and outlet count for all individual trade types in the Convenience, Comparison, Retail Service, Leisure, Financial/Business Services and Vacancy sectors.
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Local Centre Local centres include a range of small shops of a local nature, serving a small catchment. Typically, local centres might include, amongst other shops, a small supermarket, a newsagent, a sub-post office and a pharmacy. Other facilities could include a hot-food takeaway and launderette. In rural areas, large villages may perform the role of a local centre.
Net Floorspace Represents the level of internal area devoted to the sale of goods.
Market Share Market shares derived from the household survey results, which are based on either the proportion of shopping trips or the proportion of expenditure attracted to a particular centre/facility.
National Multiple This is a retail or service operator which is or part of a network of nine or more outlets.
Price Base The price base for the Study is 2012; all prices are or have been adjusted to 2012 in order to be consistent.
Rates of Productivity This takes into account the potential for existing retail floorspace to improve their turnover productivity (e.g. smaller goods could be sold from a smaller area for more money, increased opening hours, etc.).
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Sales Density Retail capacity figures are expressed in term of floorspace, relying on the application of assumed sales density figures to the surplus expenditure identified. This is based on the typical turnover of a store by square metre/foot.
Special Forms of Trading Defined by Experian as expenditure not directed to traditional floorspace such as the internet, mail order, party plan and vending machines and other non-store activity such as market and road-side stalls.
Study Area This represents the household survey area, which is based on postal sectors.
Trade Draw This refers to the level of trade attracted to a particular facility/centre.
Turnover The turnover figure relates to the annual turnover generated by existing retail facilities.
Town Centre A town centre will usually be the second level of centres after city centres and, in many cases, they will be the principal centre of centres in a local authority’s area. In rural areas they are likely to be market towns and other centres of similar size and role which function as important service centres, providing a range of facilities and services for extensive rural catchment areas. In planning the future of town centres, local planning authorities should consider the function of different parts of the centre and how these contribute to its overall vitality and viability.
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Appendices
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Maldon District Council A089416 05/08/2015
Maldon Retail Study
Appendix A – Map of Study Area and Zones
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Maldon District Council A089416 05/08/2015 Maldon Postal Zones Map
A1232 Colchester
CO 3 9
CO 3 4 A120 Braintree CO 1 1
A12 CO 3 3 ¯ CO 1 2
COLC HESTER CM 7 9 CO 3 8
CO 2 7 CM 7 1 CO 6 1
CM 7 2 CO 3 0 CM77 6 CM 7 3 CO 2 8 BRAINTREE CM77 8 CO 2 9 CM 7 1
DUNMOW CM77 7 4
CO 5 9 5 CO 2 0
A12
CO 5 7
CM 8 1 A12 CM 3 1 CM 8 2 CO 5 0 CM 8 3
WITH AM
CM 3 2
CM 3 3
CM 9 8 CM 1 7 1 CM 1 6
CM 2 5 CM 9 4
CM 1 2 CM 1 1 CM 2 6 3 MA LD ON CHELMSFORD CM 9 5 Chelmsford CM 2 0
CM 3 4 Maldon CM 2 9 CM 9 6
CM 2 7 A12
CM 0 7
CM 2 8
2 Legend
SOUTHMINSTER Maldon Dis IN GATESTONE CM 3 8 CM 3 6 Zone 1
A12 CM 3 5 Zone 2
CM 0 8
BURN HAM-ON-C ROUC H Zone 3 CM 3 7 SS11 7 Zone 4 BILLER IC AY Zone 5 BREN TWOOD WICKFORD HOCKLEY
Maldon Retail Study
Appendix B – NEMS Household Survey Results
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Maldon District Council A089416 05/08/2015 Zone Filtered Maldon Household Survey Page 1 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q01 Where did you last go to undertake your main food and grocery shopping? Exl. DK / Don't do / Internet
Asda, Bentalls Shopping 0.2% 1 0.4% 0 0.0% 0 0.0% 0 0.0% 0 0.5% 1 Centre, Colchester Road, Heybridge Asda, Queen Elizabeth 5.7% 39 0.4% 0 31.4% 14 10.4% 25 0.0% 0 0.0% 0 Square, South Woodham Ferrers Co-operative, Foundry Lane, 0.5% 3 0.0% 0 7.0% 3 0.0% 0 0.0% 0 0.0% 0 Burnham Costcutter, Post Office, 0.0% 0 0.0% 0 0.3% 0 0.0% 0 0.0% 0 0.0% 0 Maldon High Street, Maldon Marks and Spencer, Maldon 0.8% 5 3.9% 3 0.3% 0 1.0% 2 0.0% 0 0.0% 0 High Street, Maldon Morrisons, Braintree Road, 3.5% 24 8.7% 6 0.0% 0 0.0% 0 11.7% 17 0.5% 1 Whitham Morrisons, Limebrook Way, 3.5% 24 19.0% 14 16.2% 7 1.1% 3 0.0% 0 0.0% 0 Maldon One Stop, High Street, 0.0% 0 0.0% 0 0.3% 0 0.0% 0 0.0% 0 0.0% 0 Burnham Sainsbury’s, White Hart 7.3% 50 1.5% 1 1.8% 1 17.9% 43 3.8% 5 0.0% 0 Lane, Chelmsford Tesco Express, Station 0.1% 1 0.0% 0 1.8% 1 0.0% 0 0.0% 0 0.0% 0 Road, Burnham Tesco Extra, Causeway, 9.9% 68 45.5% 33 27.3% 12 6.2% 15 2.7% 4 1.9% 4 Fullbridge, Maldon Tesco Metro, Bentalls 1.8% 13 1.7% 1 0.9% 0 0.0% 0 0.0% 0 5.9% 11 Shopping Centre, Colchester Road, Heybridge Tesco, Church Road, Tiptree 5.3% 37 6.8% 5 0.0% 0 0.0% 0 0.0% 0 17.0% 32 Tesco, The Grove Centre, 3.0% 21 4.3% 3 0.0% 0 0.0% 0 11.3% 16 0.6% 1 Whitham Local shops, Burnham 0.0% 0 0.0% 0 0.6% 0 0.0% 0 0.0% 0 0.0% 0 Local shops, Chelmsford 0.6% 4 0.0% 0 0.3% 0 1.6% 4 0.0% 0 0.0% 0 Local shops, Colchester 1.2% 8 0.0% 0 0.0% 0 0.6% 1 0.0% 0 3.5% 7 Local shops, Maldon 0.2% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Local shops, Tiptree 0.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.5% 1 Local shops, Wickford 0.4% 3 0.0% 0 0.7% 0 1.0% 2 0.0% 0 0.0% 0 Other 2.7% 18 0.6% 0 2.1% 1 3.6% 9 1.6% 2 3.2% 6 Aldi, London Road, 3.1% 21 0.6% 0 0.0% 0 0.0% 0 0.0% 0 11.1% 21 Colchester Other in Colchester 2.3% 16 0.0% 0 0.0% 0 0.0% 0 0.0% 0 8.6% 16 Aldi, Springfield Road, 3.5% 24 0.7% 1 2.6% 1 7.9% 19 2.6% 4 0.0% 0 Chelmsford Aldi, The Broadway, 3.5% 24 0.0% 0 3.9% 2 9.3% 22 0.0% 0 0.0% 0 Wickford Asda, Chelmer Village 2.8% 20 0.0% 0 0.0% 0 7.7% 18 0.8% 1 0.0% 0 Centre, Chelmsford Asda, Church Road, Tiptree 0.3% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.2% 2 Asda, Highfields Road, 1.0% 7 0.0% 0 0.0% 0 0.0% 0 4.6% 7 0.0% 0 Witham Asda, Turners Rise, 1.8% 12 0.0% 0 0.0% 0 0.0% 0 0.0% 0 6.5% 12 Colchester Other in Chelmsford 2.2% 15 0.0% 0 0.0% 0 6.2% 15 0.0% 0 0.0% 0 Iceland, High Street, Maldon 0.2% 1 1.3% 1 1.1% 1 0.0% 0 0.0% 0 0.0% 0 Lidl, Burghley Way, 1.6% 11 0.6% 0 0.0% 0 4.5% 11 0.0% 0 0.0% 0 Chelmsford Lidl, Rayne Road, Braintree 0.7% 5 0.0% 0 0.0% 0 0.0% 0 3.4% 5 0.0% 0 Local Shops, Southminster 0.1% 1 0.0% 0 1.4% 1 0.0% 0 0.0% 0 0.0% 0 Morrisons, Rayne Road, 0.3% 2 0.0% 0 0.0% 0 0.0% 0 1.4% 2 0.0% 0 Braintree Sainsburys, Priory Walk, 0.5% 3 0.7% 1 0.0% 0 0.0% 0 0.0% 0 1.6% 3 Colchester Sainsburys, Tofts Walk, 1.3% 9 0.0% 0 0.0% 0 0.0% 0 6.3% 9 0.0% 0 Braintree Sainsburys, Western 9.5% 65 0.6% 0 0.0% 0 0.0% 0 1.9% 3 33.3% 62 Approach, Stanway Tesco, Coggleshall Road, 3.6% 25 1.2% 1 0.0% 0 0.0% 0 15.9% 23 0.5% 1 Marks Gate, Braintree Tesco, Market Place, 0.8% 6 0.0% 0 0.0% 0 0.0% 0 3.8% 6 0.0% 0 Braintree
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 2 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Tesco, Notley Green, 6.5% 44 0.0% 0 0.0% 0 1.5% 4 28.2% 41 0.0% 0 Braintree Tesco, Princes Road, 4.4% 30 0.0% 0 0.0% 0 12.8% 30 0.0% 0 0.0% 0 Chelmsford Tesco, Springfield Road, 2.3% 16 0.0% 0 0.0% 0 6.6% 16 0.0% 0 0.0% 0 Chelmsford Waitrose, St Andrews 1.0% 7 0.4% 0 0.0% 0 0.0% 0 0.0% 0 3.6% 7 Avenue, Colchester Weighted base: 687 73 45 238 145 186 Sample: 699 194 188 113 93 111
Q02 Which retailer do you purchase your main food internet / home delivery shopping from? Those who said Internet at Q01
Asda 4.0% 2 0.0% 0 46.6% 1 0.0% 0 0.0% 0 10.1% 1 Morrisons 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Iceland 2.8% 1 0.0% 0 0.0% 0 4.5% 1 0.0% 0 0.0% 0 Sainsbury’s 7.0% 4 0.0% 0 5.9% 0 0.0% 0 0.0% 0 39.5% 4 Tesco 69.1% 37 82.9% 1 42.9% 1 73.7% 24 88.7% 7 40.3% 4 Ocado 14.9% 8 0.0% 0 0.0% 0 21.7% 7 11.3% 1 0.0% 0 Other 2.3% 1 17.1% 0 4.8% 0 0.0% 0 0.0% 0 10.1% 1 (Don't know / varies) 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 54 1 3 33 8 9 Sample: 42 4 12 10 7 9
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Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q03 What is the main reason you choose (STORE MENTIONED AT Q01) to do your main food and grocery shopping?
Accessibility by public 0.7% 5 0.0% 0 0.3% 0 0.0% 0 0.0% 0 2.4% 5 transport Car parking prices 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Car parking provision 1.1% 8 0.9% 1 0.3% 0 1.3% 4 2.4% 4 0.0% 0 Choice of food goods 3.5% 27 11.1% 8 4.4% 2 2.3% 6 2.5% 4 3.0% 6 available Choice of shops nearby 0.6% 4 0.3% 0 0.0% 0 0.5% 1 1.8% 3 0.0% 0 selling non-food goods Choice of shops selling food 0.0% 0 0.0% 0 0.3% 0 0.0% 0 0.0% 0 0.0% 0 goods Cleanliness 0.2% 1 0.0% 0 0.0% 0 0.4% 1 0.0% 0 0.0% 0 Delivery service 2.7% 20 2.2% 2 2.0% 1 3.5% 9 1.8% 3 2.7% 5 Easy to get to by car 1.3% 10 2.0% 2 0.3% 0 1.3% 4 0.6% 1 1.9% 4 Entertainment / events 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Good internal layout 0.2% 1 0.3% 0 0.3% 0 0.0% 0 0.0% 0 0.5% 1 Good service / friendly staff 0.7% 6 1.0% 1 0.3% 0 0.0% 0 0.0% 0 2.3% 5 Habit / always use it / 6.5% 49 10.4% 8 3.8% 2 8.9% 24 5.5% 8 3.3% 7 preference for retailer Internet shopping is 2.1% 16 0.0% 0 0.0% 0 4.9% 13 1.8% 3 0.0% 0 convenient Lower prices 10.2% 77 3.8% 3 21.4% 10 11.6% 32 7.7% 12 10.2% 21 Loyalty card / points scheme 2.6% 20 2.8% 2 2.1% 1 2.7% 7 4.8% 7 0.9% 2 Near to home 42.6% 320 38.0% 29 31.3% 15 40.7% 111 60.2% 92 36.3% 74 Near to work 0.9% 7 2.5% 2 4.0% 2 0.0% 0 0.6% 1 0.9% 2 Nice shopping environment 1.1% 8 0.7% 1 0.0% 0 0.0% 0 0.0% 0 3.6% 7 Only one in the area / no 1.2% 9 0.3% 0 0.5% 0 0.5% 1 0.0% 0 3.6% 7 other choice Preference for retailer 2.0% 15 0.0% 0 3.9% 2 1.0% 3 4.2% 6 1.9% 4 Provision of leisure facilities 0.2% 2 0.0% 0 0.8% 0 0.4% 1 0.0% 0 0.0% 0 nearby Provision of services nearby, 0.2% 1 0.0% 0 0.3% 0 0.4% 1 0.0% 0 0.0% 0 such as banks and other financial services Public information, signposts 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 and public facilities Quality of food goods 4.8% 36 7.3% 6 4.4% 2 6.2% 17 2.7% 4 3.7% 7 available Quality of shops selling food 0.6% 5 0.8% 1 1.3% 1 0.0% 0 0.0% 0 1.8% 4 goods Safety (during the day) 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Safety (during the evening / 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 night time) Staff discount / work there 1.5% 11 1.4% 1 2.4% 1 1.3% 4 0.0% 0 2.6% 5 Value for money 3.8% 29 1.7% 1 0.5% 0 6.7% 18 0.0% 0 4.5% 9 Other 1.9% 14 3.5% 3 1.4% 1 1.7% 5 1.5% 2 2.0% 4 It is convenient 1.4% 11 0.0% 0 3.1% 1 1.3% 4 1.2% 2 1.9% 4 I get a lift there 0.1% 1 0.5% 0 1.0% 0 0.0% 0 0.0% 0 0.0% 0 It is a large store 1.1% 9 1.5% 1 0.0% 0 0.0% 0 0.0% 0 3.6% 7 Close to other location of 0.4% 3 2.2% 2 0.8% 0 0.0% 0 0.0% 0 0.5% 1 interest (Don’t know / no reason in 3.6% 27 4.5% 3 8.6% 4 2.4% 6 0.6% 1 6.1% 12 particular) Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 4 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q04 What if anything is the one thing you most dislike about your main food shopping destination (STORE MENTIONED AT Q01) ?
Nothing 69.4% 522 69.2% 52 63.4% 30 75.1% 205 63.0% 96 67.9% 138 Change layout too often 0.8% 6 0.7% 1 2.8% 1 1.0% 3 0.8% 1 0.0% 0 Difficult / expensive parking 0.8% 6 0.3% 0 0.0% 0 1.4% 4 0.0% 0 0.9% 2 Difficult to get to 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Expensive 5.2% 39 7.7% 6 12.3% 6 1.9% 5 8.4% 13 4.7% 10 Lack of cycle parking 0.6% 5 0.0% 0 0.0% 0 1.7% 5 0.0% 0 0.0% 0 Lack of parking 3.1% 24 0.3% 0 1.8% 1 2.5% 7 2.4% 4 6.0% 12 Lack of public transport 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Limited range of goods 5.1% 39 4.9% 4 6.2% 3 3.0% 8 7.2% 11 6.2% 13 No petrol station 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Poor internal layout 0.6% 4 1.2% 1 0.0% 0 0.5% 1 0.6% 1 0.6% 1 Poor quality 1.5% 11 2.1% 2 1.1% 1 1.8% 5 0.6% 1 1.5% 3 Preference for retailer 0.0% 0 0.3% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Staff rude / unhelpful 0.4% 3 2.8% 2 0.0% 0 0.0% 0 0.8% 1 0.0% 0 Too busy 2.9% 22 0.5% 0 1.2% 1 5.3% 14 2.4% 4 1.5% 3 Too far away 1.4% 10 0.0% 0 2.6% 1 1.3% 4 1.8% 3 1.3% 3 Too small 1.1% 8 1.0% 1 0.6% 0 0.5% 1 3.6% 5 0.0% 0 Other 3.8% 28 6.3% 5 3.2% 2 2.4% 6 4.2% 6 4.5% 9 It is too big 1.1% 8 0.3% 0 0.3% 0 0.0% 0 0.6% 1 3.3% 7 Problems with internet 0.4% 3 0.0% 0 2.3% 1 0.4% 1 0.0% 0 0.5% 1 shopping Poor ethics 0.6% 4 0.8% 1 0.3% 0 0.0% 0 0.6% 1 1.3% 3 Poor offers 0.7% 5 0.0% 0 1.1% 1 1.1% 3 1.2% 2 0.0% 0 (Don’t know) 0.5% 4 1.3% 1 0.8% 0 0.0% 0 1.8% 3 0.0% 0 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Q05 How much on average does your household normally spend on main food shopping in a week?
£0-£10 0.0% 0 0.0% 0 0.3% 0 0.0% 0 0.0% 0 0.0% 0 £11-£20 2.3% 18 0.7% 1 1.1% 1 1.9% 5 5.3% 8 1.6% 3 £21-£30 4.2% 32 3.1% 2 3.2% 1 4.5% 12 3.1% 5 5.4% 11 £31-£40 6.6% 50 4.4% 3 6.1% 3 6.5% 18 5.5% 8 8.4% 17 £41-£50 8.4% 63 11.3% 9 8.7% 4 5.2% 14 8.2% 13 11.8% 24 £51-£60 5.9% 44 6.2% 5 8.6% 4 7.6% 21 5.0% 8 3.3% 7 £61-£70 8.9% 67 9.8% 7 12.2% 6 11.8% 32 7.3% 11 5.0% 10 £71-£80 9.1% 68 10.2% 8 12.2% 6 8.4% 23 10.8% 17 7.4% 15 £81-£90 5.1% 38 2.9% 2 3.8% 2 4.0% 11 8.4% 13 5.2% 11 £91-£100 17.2% 129 15.1% 11 15.9% 8 16.6% 45 16.9% 26 19.2% 39 £101-£125 6.4% 48 5.7% 4 2.7% 1 8.0% 22 7.8% 12 4.4% 9 £126-£150 8.1% 61 8.8% 7 3.7% 2 7.8% 21 10.3% 16 7.5% 15 £151-£175 0.7% 5 1.6% 1 2.4% 1 0.0% 0 0.0% 0 1.3% 3 £176-£200 1.6% 12 1.4% 1 1.8% 1 1.7% 5 3.0% 5 0.5% 1 £201+ 1.4% 10 0.3% 0 0.8% 0 0.9% 2 0.0% 0 3.6% 7 (Don't know / varies) 12.8% 96 17.6% 13 15.5% 7 13.3% 36 7.6% 12 13.6% 28 (Refused) 1.4% 10 0.9% 1 1.1% 1 1.6% 4 0.8% 1 1.8% 4 Mean: 86.50 86.09 82.10 85.31 86.45 89.29 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Q06 How often do you normally do your main food shopping at (STORE MENTIONED AT Q01?)
Daily 2.6% 20 2.4% 2 1.6% 1 3.2% 9 1.8% 3 2.7% 6 At least two times a week 10.8% 81 11.4% 9 9.2% 4 5.2% 14 19.2% 29 12.1% 25 At least once a week 70.4% 530 70.3% 53 64.4% 31 77.4% 211 68.6% 105 63.9% 130 At least once a fortnight 8.4% 63 5.7% 4 15.1% 7 5.1% 14 4.2% 6 15.5% 32 At least once a month 4.5% 34 5.1% 4 6.7% 3 3.3% 9 6.2% 10 4.3% 9 At least every two months 1.1% 8 0.3% 0 0.0% 0 3.0% 8 0.0% 0 0.0% 0 Less often 0.1% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Have only visited once 0.2% 1 0.0% 0 0.0% 0 0.4% 1 0.0% 0 0.0% 0 (Don’t know / varies) 1.9% 14 4.2% 3 3.0% 1 2.4% 6 0.0% 0 1.5% 3 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 5 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q07 How do you normally travel to (STORE MENTIONED AT Q01)? Those who didn't say Internet at Q01
Car / van (as driver) 79.7% 557 69.8% 52 77.6% 35 82.8% 199 79.2% 115 80.6% 157 Car / van (as passenger) 8.5% 60 12.8% 10 8.3% 4 6.0% 14 10.5% 15 8.6% 17 Bus, minibus or coach 1.6% 11 1.4% 1 2.4% 1 1.4% 3 2.4% 3 1.0% 2 Motorcycle, scooter or 0.2% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.6% 1 moped Walk 6.0% 42 8.2% 6 4.8% 2 8.3% 20 4.6% 7 3.8% 7 Taxi 0.9% 6 3.4% 3 0.0% 0 0.0% 0 1.9% 3 0.6% 1 Train 0.0% 0 0.0% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 Metro 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Bicycle 0.3% 2 0.9% 1 0.3% 0 0.0% 0 0.8% 1 0.0% 0 Mobility scooter / disability 0.3% 2 0.4% 0 0.0% 0 0.0% 0 0.0% 0 1.0% 2 vehicle Other 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Delivered 0.6% 4 0.5% 0 3.3% 1 0.6% 1 0.6% 1 0.0% 0 (Don’t know / varies) 1.8% 13 2.6% 2 2.8% 1 1.0% 2 0.0% 0 3.8% 7 Weighted base: 699 74 45 240 145 194 Sample: 710 196 189 114 93 118
Q08 How long did your last journey to (STORE MENTIONED AT Q01) take? Those who didn't say Internet at Q01
0-5 minutes 42.7% 298 43.6% 32 7.7% 3 49.4% 119 59.8% 86 29.5% 57 6-10 minutes 26.7% 187 31.6% 24 12.2% 5 25.1% 60 23.2% 34 32.8% 64 11-15 minutes 15.7% 110 8.4% 6 22.3% 10 16.2% 39 9.8% 14 20.7% 40 16-20 minutes 7.4% 52 6.7% 5 22.2% 10 8.1% 20 0.6% 1 8.4% 16 21-25 minutes 1.7% 12 1.5% 1 15.3% 7 0.0% 0 2.6% 4 0.0% 0 26-30 minutes 1.9% 13 3.7% 3 7.3% 3 0.0% 0 2.7% 4 1.5% 3 31-45 minutes 0.8% 6 0.5% 0 5.7% 3 0.0% 0 0.0% 0 1.5% 3 46-60 minutes 0.6% 4 0.4% 0 1.0% 0 0.0% 0 0.0% 0 1.8% 4 60 minutes+ 0.2% 1 0.0% 0 0.5% 0 0.0% 0 0.0% 0 0.5% 1 (Don’t know / can’t 2.2% 15 3.5% 3 5.2% 2 1.2% 3 0.8% 1 3.2% 6 remember) (Refused) 0.2% 1 0.0% 0 0.5% 0 0.0% 0 0.6% 1 0.0% 0 Mean: 10.28 9.82 19.89 8.59 7.79 12.32 Weighted base: 699 74 45 240 145 194 Sample: 710 196 189 114 93 118
Q09 When do you do your main food shopping?
Weekdays during the day 37.6% 283 39.0% 30 43.3% 21 33.6% 92 43.3% 66 36.7% 75 Weekdays during the 13.7% 103 7.5% 6 14.2% 7 16.7% 45 13.3% 20 12.0% 24 evening Saturday 12.1% 91 10.8% 8 8.1% 4 16.3% 44 12.2% 19 7.8% 16 Sunday 5.6% 42 4.5% 3 4.5% 2 3.6% 10 4.9% 7 9.5% 19 (Don’t know / varies) 31.1% 234 38.1% 29 29.8% 14 29.9% 81 26.3% 40 34.0% 69 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 6 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q10 When you go main food shopping is your trip linked with any other activity? Those who didn't say Internet at Q01
Yes – non-food shopping 7.4% 52 5.4% 4 4.7% 2 8.5% 21 9.6% 14 5.6% 11 Yes – other food shopping 3.8% 27 1.3% 1 5.1% 2 4.2% 10 0.0% 0 6.9% 13 Yes – visiting services such 2.8% 20 1.1% 1 3.4% 2 3.2% 8 3.8% 5 2.2% 4 as banks and other financial institutions Yes – leisure activity 4.7% 33 2.2% 2 10.6% 5 5.5% 13 4.1% 6 3.8% 7 Yes – travelling to/from 6.8% 48 4.3% 3 5.8% 3 9.6% 23 5.9% 9 5.1% 10 work Yes – travelling to/from 0.9% 7 3.6% 3 0.8% 0 1.5% 4 0.0% 0 0.0% 0 school/college/university Yes – getting petrol 3.4% 23 1.6% 1 0.7% 0 6.1% 15 1.9% 3 2.3% 4 Yes – visiting café / pub / 3.7% 26 3.0% 2 2.6% 1 1.7% 4 5.6% 8 5.3% 10 restaurant Yes – visiting family/friends 1.6% 11 3.5% 3 1.5% 1 1.0% 2 1.3% 2 2.0% 4 Yes – visiting health service 0.3% 2 0.5% 0 1.4% 1 0.0% 0 0.8% 1 0.0% 0 such as doctor, dentist, hospital Yes – visiting other service 0.0% 0 0.0% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 such as laundrette, hairdresser, recycling Yes – getting petrol 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Yes – visiting family / 0.2% 1 1.3% 1 0.8% 0 0.0% 0 0.0% 0 0.0% 0 friends Yes – other activity 1.0% 7 0.4% 0 0.0% 0 0.6% 1 0.8% 1 2.1% 4 No activity 58.4% 408 68.1% 51 56.3% 25 52.6% 126 63.5% 92 58.4% 113 School run 1.9% 13 1.1% 1 0.6% 0 2.0% 5 0.0% 0 3.8% 7 (Don’t know / varies) 3.0% 21 2.6% 2 5.0% 2 3.4% 8 2.6% 4 2.4% 5 Weighted base: 699 74 45 240 145 194 Sample: 710 196 189 114 93 118
Q11 Where do you do this linked trip? Those who use shops, services or financial services at Q10 AND Exl. DK / Don't do / Internet
Marks and Spencer, Maldon 0.5% 0 0.0% 0 7.7% 0 0.0% 0 0.0% 0 0.0% 0 High Street, Maldon Morrisons, Limebrook Way, 1.2% 1 3.9% 0 16.2% 1 0.0% 0 0.0% 0 0.0% 0 Maldon Sainsbury’s, White Hart 1.4% 1 0.0% 0 2.1% 0 3.2% 1 0.0% 0 0.0% 0 Lane, Chelmsford Tesco Express, Station 0.2% 0 0.0% 0 3.8% 0 0.0% 0 0.0% 0 0.0% 0 Road, Burnham Local shops, Braintree 18.1% 18 0.0% 0 0.0% 0 0.0% 0 85.8% 17 3.2% 1 Local shops, Burnham 0.7% 1 0.0% 0 11.8% 1 0.0% 0 0.0% 0 0.0% 0 Local shops, Chelmsford 20.4% 20 8.8% 0 2.6% 0 50.6% 19 0.0% 0 0.0% 0 Local shops, Colchester 21.2% 21 22.1% 1 0.0% 0 0.0% 0 14.1% 3 58.6% 17 Local shops, Heybridge 0.3% 0 4.8% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Local shops, Maldon 5.8% 6 30.8% 2 28.8% 2 6.1% 2 0.0% 0 0.0% 0 Local shops, South 4.8% 5 0.0% 0 20.5% 1 9.2% 4 0.0% 0 0.0% 0 Woodham Ferrers Local shops, Tiptree 3.0% 3 17.2% 1 0.0% 0 0.0% 0 0.0% 0 7.1% 2 Local shops, Wickford 6.8% 7 0.0% 0 2.6% 0 17.0% 6 0.0% 0 0.0% 0 Local shops, Witham 1.6% 2 7.6% 0 0.0% 0 0.0% 0 0.0% 0 3.9% 1 Other 8.7% 9 4.8% 0 0.0% 0 7.0% 3 0.0% 0 19.4% 6 Aldi, London Road, 1.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 3.9% 1 Colchester Other in Chelmsford 2.7% 3 0.0% 0 0.0% 0 7.0% 3 0.0% 0 0.0% 0 Local Shops, Mayland 0.2% 0 0.0% 0 4.0% 0 0.0% 0 0.0% 0 0.0% 0 Sainsburys, Western 1.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 3.9% 1 Approach, Stanway Weighted base: 98 5 6 38 19 29 Sample: 108 19 35 22 10 22
Q12 Do you make ‘top up’ shopping trips for staple goods, such as bread and milk, in between your main food shopping trip?
Yes 73.9% 556 79.0% 60 72.3% 34 66.3% 181 83.0% 127 75.8% 154 No 26.1% 196 21.0% 16 27.7% 13 33.7% 92 17.0% 26 24.2% 49 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 7 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q13 Where did you last go to undertake this ‘top up’ shopping? Those who do top up food shopping at Q12 AND Exl. DK / Don't do / Internet
Asda, Bentalls Shopping 1.3% 7 12.7% 7 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Centre, Colchester Road, Heybridge Asda, Queen Elizabeth 4.1% 22 0.5% 0 17.0% 5 9.2% 16 0.0% 0 0.0% 0 Square, South Woodham Ferrers Co-operative, Foundry Lane, 1.0% 5 0.0% 0 16.9% 5 0.0% 0 0.0% 0 0.0% 0 Burnham Marks and Spencer, Maldon 1.3% 7 8.8% 5 7.1% 2 0.0% 0 0.0% 0 0.0% 0 High Street, Maldon Morrisons, Braintree Road, 2.8% 15 1.2% 1 0.0% 0 0.0% 0 11.2% 14 0.6% 1 Whitham Morrisons, Limebrook Way, 2.6% 14 21.8% 12 4.4% 1 0.0% 0 0.0% 0 0.0% 0 Maldon Sainsbury’s, White Hart 4.3% 23 0.0% 0 0.0% 0 12.7% 23 0.0% 0 0.0% 0 Lane, Chelmsford Tesco Express, Station 0.3% 1 0.0% 0 4.5% 1 0.0% 0 0.0% 0 0.0% 0 Road, Burnham Tesco Extra, Causeway, 1.4% 8 5.8% 3 7.8% 2 0.0% 0 1.5% 2 0.0% 0 Fullbridge, Maldon Tesco Metro, Bentalls 0.1% 1 1.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Shopping Centre, Colchester Road, Heybridge Tesco, Church Road, Tiptree 3.7% 20 4.4% 2 0.0% 0 0.0% 0 0.0% 0 11.9% 17 Tesco, The Grove Centre, 1.8% 10 2.7% 2 0.0% 0 0.0% 0 6.8% 8 0.0% 0 Whitham Local shops, Braintree 1.4% 8 0.0% 0 0.0% 0 0.0% 0 6.2% 8 0.0% 0 Local shops, Burnham 0.2% 1 0.0% 0 3.7% 1 0.0% 0 0.0% 0 0.0% 0 Local shops, Chelmsford 5.1% 27 0.0% 0 0.0% 0 14.5% 26 0.9% 1 0.0% 0 Local shops, Colchester 4.1% 22 0.0% 0 0.0% 0 0.0% 0 0.0% 0 14.9% 22 Local shops, Heybridge 0.2% 1 1.6% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Local shops, Maldon 2.3% 12 14.1% 8 6.2% 2 1.3% 2 0.0% 0 0.0% 0 Local shops, Tiptree 0.7% 4 1.1% 1 0.0% 0 0.0% 0 0.0% 0 2.2% 3 Local shops, Wickford 1.0% 5 0.0% 0 0.0% 0 2.9% 5 0.0% 0 0.0% 0 Local shops, Witham 0.9% 5 3.5% 2 0.0% 0 0.0% 0 2.3% 3 0.0% 0 Other 12.5% 67 11.1% 6 12.1% 4 11.4% 20 10.2% 12 16.4% 24 Aldi, London Road, 1.1% 6 0.0% 0 0.0% 0 0.0% 0 0.0% 0 4.0% 6 Colchester Other in Colchester 7.2% 39 0.0% 0 0.0% 0 2.8% 5 0.0% 0 23.1% 34 Aldi, Springfield Road, 2.2% 12 0.8% 0 1.7% 1 5.4% 10 0.8% 1 0.0% 0 Chelmsford Aldi, The Broadway, 2.6% 14 0.0% 0 0.4% 0 6.1% 11 2.3% 3 0.0% 0 Wickford Asda, Chelmer Village 0.9% 5 0.0% 0 0.0% 0 2.6% 5 0.0% 0 0.0% 0 Centre, Chelmsford Asda, Church Road, Tiptree 1.5% 8 1.8% 1 0.0% 0 0.0% 0 0.0% 0 4.6% 7 Asda, Highfields Road, 2.0% 11 3.1% 2 0.0% 0 0.0% 0 7.5% 9 0.0% 0 Witham Asda, Turners Rise, 1.6% 8 0.0% 0 0.0% 0 0.0% 0 0.0% 0 5.7% 8 Colchester Other in Chelmsford 6.5% 35 0.0% 0 0.5% 0 19.2% 35 0.0% 0 0.0% 0 Iceland, High Street, Maldon 0.2% 1 2.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Lidl, Burghley Way, 0.9% 5 0.0% 0 0.0% 0 2.6% 5 0.0% 0 0.0% 0 Chelmsford Lidl, Rayne Road, Braintree 2.3% 12 0.0% 0 0.0% 0 0.0% 0 10.0% 12 0.0% 0 Local Shops, Mayland 0.5% 3 0.0% 0 8.0% 3 0.0% 0 0.0% 0 0.0% 0 Local Shops, Southminster 0.6% 3 0.0% 0 9.7% 3 0.0% 0 0.0% 0 0.0% 0 Morrisons, Rayne Road, 1.0% 6 0.0% 0 0.0% 0 0.0% 0 4.6% 6 0.0% 0 Braintree Sainsburys, Priory Walk, 0.2% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.8% 1 Colchester Sainsburys, Tofts Walk, 0.7% 4 0.0% 0 0.0% 0 0.0% 0 3.2% 4 0.0% 0 Braintree Sainsburys, Western 4.1% 22 0.8% 0 0.0% 0 0.0% 0 0.8% 1 13.9% 20 Approach, Stanway Tesco, Coggleshall Road, 2.4% 13 0.4% 0 0.0% 0 0.0% 0 10.6% 13 0.0% 0 Marks Gate, Braintree Tesco, Market Place, 1.5% 8 0.0% 0 0.0% 0 0.0% 0 6.8% 8 0.0% 0 Braintree Tesco, Notley Green, 4.0% 21 0.0% 0 0.0% 0 2.0% 4 14.5% 18 0.0% 0
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 8 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Braintree Tesco, Princes Road, 1.7% 9 0.0% 0 0.0% 0 5.2% 9 0.0% 0 0.0% 0 Chelmsford Tesco, Springfield Road, 0.7% 4 0.4% 0 0.0% 0 2.0% 4 0.0% 0 0.0% 0 Chelmsford Waitrose, St Andrews 0.6% 3 0.5% 0 0.0% 0 0.0% 0 0.0% 0 1.9% 3 Avenue, Colchester Weighted base: 537 56 32 180 122 147 Sample: 549 153 143 85 76 92
Q14 How often do you make ‘top up’ shopping trips to (STORE MENTIONED AT Q13)? Those who do top up food shopping at Q12
Daily 3.9% 21 9.4% 6 3.2% 1 4.6% 8 0.7% 1 3.5% 5 At least two times a week 37.8% 210 28.5% 17 27.4% 9 35.6% 64 48.2% 61 37.8% 58 At least once a week 43.6% 242 41.7% 25 31.9% 11 47.9% 87 41.6% 53 43.5% 67 At least once a fortnight 5.2% 29 7.9% 5 13.8% 5 4.7% 9 2.9% 4 4.7% 7 At least once a month 3.4% 19 1.7% 1 11.2% 4 3.6% 6 0.0% 0 4.8% 7 At least every two months 0.6% 3 0.0% 0 1.6% 1 0.0% 0 0.0% 0 1.9% 3 Less often 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Have only visited once 0.1% 1 1.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Don’t know / varies) 5.5% 30 9.8% 6 10.9% 4 3.6% 7 6.5% 8 3.8% 6 Weighted base: 556 60 34 181 127 154 Sample: 575 160 151 86 81 97
Q15 How much on average does your household normally spend on top up shopping in a week? Those who do top up food shopping at Q12
£0-£5 9.5% 53 7.7% 5 9.2% 3 10.0% 18 8.8% 11 10.3% 16 £6-£10 23.3% 130 14.1% 8 13.8% 5 31.7% 57 18.1% 23 23.5% 36 £11-£15 12.5% 70 11.5% 7 8.5% 3 9.5% 17 16.6% 21 14.0% 22 £16-£20 20.0% 111 16.2% 10 13.6% 5 15.8% 29 31.4% 40 18.5% 28 £21-£30 10.1% 56 13.7% 8 20.5% 7 9.8% 18 11.7% 15 5.4% 8 £31-£40 4.0% 22 5.4% 3 2.8% 1 1.9% 4 0.7% 1 9.0% 14 £41-£50 2.8% 16 4.2% 3 4.0% 1 1.9% 4 3.6% 5 2.3% 4 £51-£75 1.9% 11 3.5% 2 2.5% 1 1.3% 2 2.9% 4 1.2% 2 £76-£100 0.4% 2 2.3% 1 1.8% 1 0.0% 0 0.0% 0 0.0% 0 £101+ 0.1% 1 0.4% 0 1.4% 0 0.0% 0 0.0% 0 0.0% 0 (Don't know / varies) 13.9% 77 19.1% 11 21.7% 7 16.0% 29 6.1% 8 14.1% 22 (Refused) 1.4% 8 2.0% 1 0.4% 0 2.0% 4 0.0% 0 1.7% 3 Mean: 18.75 24.40 24.52 16.33 19.17 17.87 Weighted base: 556 60 34 181 127 154 Sample: 575 160 151 86 81 97
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 9 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q16 Where did you last go to buy clothing or footwear goods? Exl. DK / Don't do / Internet
Basildon town centre 1.4% 9 0.0% 0 8.7% 3 2.5% 6 0.0% 0 0.0% 0 Braintree 5.0% 31 8.2% 5 0.8% 0 1.1% 3 16.0% 21 1.3% 2 Burnham 0.0% 0 0.0% 0 1.0% 0 0.0% 0 0.0% 0 0.0% 0 Chelmer Village Retail Park, 4.4% 27 3.7% 2 1.2% 0 9.5% 23 1.4% 2 0.0% 0 Chelmsford Chelmsford 40.4% 252 43.4% 27 52.9% 16 57.6% 138 46.9% 62 5.3% 8 Colchester 18.1% 113 8.7% 5 0.8% 0 3.1% 7 2.8% 4 60.9% 96 Freeport Retail Outlet, 7.0% 43 4.5% 3 1.0% 0 4.3% 10 18.4% 24 3.6% 6 Freeport Lakeside, West Thurrock 2.5% 16 1.0% 1 10.4% 3 2.0% 5 4.3% 6 1.0% 2 Maldon 2.2% 14 12.0% 8 7.5% 2 1.6% 4 0.0% 0 0.0% 0 South Woodham Ferrers 0.3% 2 0.4% 0 5.2% 2 0.0% 0 0.0% 0 0.0% 0 Tiptree 0.5% 3 2.1% 1 0.0% 0 0.0% 0 0.0% 0 1.2% 2 Tollgate Retail Park, 2.2% 13 0.3% 0 0.0% 0 0.0% 0 2.1% 3 6.6% 10 Colchester Wickford 0.6% 4 0.0% 0 0.0% 0 1.5% 4 0.0% 0 0.0% 0 Witham 1.2% 8 7.3% 5 0.0% 0 0.0% 0 2.2% 3 0.0% 0 Other 2.8% 18 2.8% 2 5.0% 2 0.5% 1 3.5% 5 5.4% 9 Other in Chelmsford 0.7% 4 1.3% 1 0.0% 0 1.5% 4 0.0% 0 0.0% 0 Other in Colchester 0.5% 3 0.7% 0 0.0% 0 0.0% 0 0.0% 0 1.8% 3 Asda, Queen Elizabeth 0.4% 2 0.7% 0 2.6% 1 0.5% 1 0.0% 0 0.0% 0 Square, South Woodham Ferrers Other in Basildon 1.2% 7 0.0% 0 0.0% 0 3.1% 7 0.0% 0 0.0% 0 Bluewater, Kent 1.0% 7 0.8% 0 0.4% 0 2.5% 6 0.0% 0 0.0% 0 Other in London 5.2% 33 1.4% 1 1.3% 0 8.3% 20 0.0% 0 7.2% 11 Ipswich 1.0% 6 0.7% 0 0.0% 0 0.0% 0 1.4% 2 2.5% 4 Romford 0.5% 3 0.0% 0 0.0% 0 0.0% 0 1.3% 2 0.7% 1 Southend 0.4% 3 0.0% 0 1.3% 0 0.5% 1 0.0% 0 0.6% 1 Stanway 0.5% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.8% 3 Weighted base: 624 63 31 240 133 158 Sample: 596 162 141 110 85 98
Q16A How often do you make shopping trips for clothing or footwear to (DESTINATION MENTIONED AT Q16)? Those who shop for clothing and footwear at Q16
Daily 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least two times a week 1.1% 7 0.8% 0 0.0% 0 1.5% 4 0.0% 0 1.7% 3 At least once a week 4.6% 29 2.5% 2 4.1% 1 4.1% 10 7.1% 9 4.2% 7 At least once a fortnight 7.2% 45 8.2% 5 5.0% 2 6.2% 15 3.5% 5 11.7% 19 At least once a month 30.1% 188 23.1% 15 36.7% 11 30.9% 74 35.3% 47 25.8% 41 At least every two months 13.1% 82 18.1% 11 5.1% 2 12.6% 30 16.6% 22 10.5% 17 At least every 3 months 15.2% 95 13.4% 8 14.9% 5 14.9% 36 11.3% 15 19.9% 31 At least every 6 months 11.8% 74 11.9% 7 12.6% 4 11.9% 28 12.9% 17 10.5% 17 Less often than once every 6 5.5% 34 9.5% 6 6.9% 2 6.9% 17 3.1% 4 3.4% 5 months Have only visited once 1.5% 9 1.4% 1 4.3% 1 1.1% 3 2.1% 3 1.2% 2 (Don’t know / varies) 10.0% 62 11.3% 7 10.5% 3 9.8% 23 8.3% 11 11.0% 17 Weighted base: 624 63 31 240 133 158 Sample: 596 162 141 110 85 98
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 10 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q17 How do you normally travel to (LOCATION MENTIONED AT Q16)? Those who shop for clothing and footwear at Q16
Car / van (as driver) 69.0% 431 72.9% 46 81.6% 25 60.7% 146 76.7% 102 71.3% 113 Car / van (as passenger) 7.1% 44 9.4% 6 5.9% 2 5.3% 13 9.3% 12 7.2% 11 Bus, minibus or coach 9.1% 57 7.5% 5 8.7% 3 8.9% 21 6.4% 9 12.2% 19 Motorcycle, scooter or 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 moped Walk 7.8% 49 6.9% 4 0.0% 0 14.7% 35 2.8% 4 3.6% 6 Taxi 0.3% 2 1.3% 1 0.0% 0 0.0% 0 0.0% 0 0.7% 1 Train 4.1% 26 1.1% 1 2.8% 1 6.4% 15 4.1% 5 2.0% 3 Metro 0.6% 4 0.0% 0 0.0% 0 1.5% 4 0.0% 0 0.0% 0 Bicycle 0.6% 4 0.0% 0 0.0% 0 1.5% 4 0.0% 0 0.0% 0 Mobility scooter / disability 0.2% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.7% 1 vehicle Other 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Delivered 0.1% 1 1.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Don't know / varies) 1.1% 7 0.0% 0 1.0% 0 1.0% 2 0.7% 1 2.2% 4 Weighted base: 624 63 31 240 133 158 Sample: 596 162 141 110 85 98
Q18 When you go shopping for clothing or footwear, do you link this trip with another activity? Those who shop for clothing and footwear at Q16
Yes – food shopping 2.4% 15 5.1% 3 6.2% 2 1.5% 4 0.7% 1 3.4% 5 Yes – non-food shopping 6.1% 38 7.6% 5 6.5% 2 5.2% 12 6.3% 8 6.5% 10 Yes – visiting services such 3.4% 21 6.1% 4 2.5% 1 2.9% 7 6.6% 9 0.6% 1 as banks and other financial institutions Yes – leisure activity 4.3% 27 2.3% 1 4.2% 1 1.1% 3 2.3% 3 11.8% 19 Yes – travelling to/from 1.6% 10 2.4% 2 0.8% 0 2.0% 5 1.4% 2 1.2% 2 work Yes – travelling to/from 0.4% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.6% 3 school/college/university Yes – getting petrol 0.3% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.1% 2 Yes – visiting café / pub / 16.3% 102 18.9% 12 9.4% 3 21.1% 51 9.6% 13 14.9% 24 restaurant Yes – visiting family/friends 4.7% 30 2.1% 1 4.1% 1 1.6% 4 10.3% 14 6.0% 9 Yes – visiting health service 0.1% 1 1.2% 1 0.4% 0 0.0% 0 0.0% 0 0.0% 0 such as doctor, dentist, hospital Yes – visiting other service 0.6% 3 0.3% 0 0.9% 0 0.5% 1 0.0% 0 1.1% 2 such as laundrette, hairdresser, recycling Yes – getting petrol 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Yes – visiting family / 1.7% 11 0.8% 0 6.1% 2 2.2% 5 1.4% 2 0.7% 1 friends Yes – other activity 1.2% 7 1.1% 1 1.0% 0 0.0% 0 4.8% 6 0.0% 0 No 54.5% 340 45.9% 29 50.5% 15 60.4% 145 55.9% 74 48.6% 77 (Don’t know / varies) 2.4% 15 6.3% 4 7.4% 2 1.5% 4 0.7% 1 2.6% 4 Weighted base: 624 63 31 240 133 158 Sample: 596 162 141 110 85 98
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 11 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q19 Where did you last go to buy Books, CDs, DVDs? Exl. DK / Don't do / Internet
Basildon town centre 0.8% 2 0.0% 0 7.2% 1 1.2% 1 0.0% 0 0.0% 0 Braintree 4.7% 11 0.0% 0 0.0% 0 0.0% 0 27.9% 11 0.0% 0 Burnham 0.2% 0 0.0% 0 4.1% 0 0.0% 0 0.0% 0 0.0% 0 Chelmsford 51.0% 123 32.4% 10 48.3% 5 76.8% 80 51.7% 21 13.2% 7 Colchester 16.4% 40 5.9% 2 2.3% 0 0.0% 0 4.5% 2 63.4% 36 Freeport Retail Outlet, 0.1% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Freeport Heybridge 0.5% 1 3.9% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Lakeside, West Thurrock 0.5% 1 0.0% 0 0.0% 0 1.2% 1 0.0% 0 0.0% 0 Maldon 6.4% 15 42.5% 12 16.3% 2 1.2% 1 0.0% 0 0.0% 0 South Woodham Ferrers 1.4% 3 0.0% 0 10.3% 1 2.2% 2 0.0% 0 0.0% 0 Tiptree 1.4% 3 4.4% 1 0.0% 0 0.0% 0 0.0% 0 3.6% 2 Tollgate Retail Park, 1.1% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 4.7% 3 Colchester Wickford 0.7% 2 0.0% 0 1.5% 0 1.4% 1 0.0% 0 0.0% 0 Witham 2.4% 6 2.3% 1 0.0% 0 1.2% 1 6.8% 3 2.0% 1 Other 4.1% 10 4.9% 1 1.5% 0 3.4% 4 6.8% 3 3.6% 2 Other in Colchester 1.1% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 4.7% 3 Asda, Queen Elizabeth 0.2% 1 1.4% 0 1.2% 0 0.0% 0 0.0% 0 0.0% 0 Square, South Woodham Ferrers Other in London 5.8% 14 0.7% 0 0.0% 0 11.6% 12 0.0% 0 3.1% 2 Romford 0.6% 2 0.0% 0 5.8% 1 0.0% 0 2.3% 1 0.0% 0 Stanway 0.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.6% 1 Tesco Extra, Fulbridge, 0.2% 0 0.9% 0 1.5% 0 0.0% 0 0.0% 0 0.0% 0 Maldon Weighted base: 241 29 10 104 40 56 Sample: 225 67 49 48 25 36
Q19A How often do you make shopping trips for Books, CDs or DVDs to (DESTINATION MENTIONED AT Q19)? Those who shop for books, Cd's, DVD's at Q19
Daily 0.5% 1 0.0% 0 0.0% 0 1.2% 1 0.0% 0 0.0% 0 At least two times a week 0.4% 1 3.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least once a week 2.7% 6 2.5% 1 4.9% 1 2.8% 3 0.0% 0 4.0% 2 At least once a fortnight 5.0% 12 5.3% 2 0.0% 0 0.0% 0 18.1% 7 5.6% 3 At least once a month 22.0% 53 14.3% 4 24.9% 3 31.2% 33 20.4% 8 9.6% 5 At least every two months 16.4% 40 10.7% 3 11.9% 1 15.2% 16 2.3% 1 32.7% 18 At least every 3 months 13.0% 31 9.2% 3 7.6% 1 10.7% 11 17.8% 7 16.8% 9 At least every 6 months 14.5% 35 19.6% 6 17.2% 2 19.5% 20 0.0% 0 12.6% 7 Less often than once every 6 11.3% 27 9.3% 3 9.3% 1 10.8% 11 7.0% 3 16.8% 9 months Have only visited once 1.1% 3 6.2% 2 0.0% 0 0.0% 0 2.3% 1 0.0% 0 (Don’t know / varies) 13.1% 31 19.9% 6 24.2% 3 8.6% 9 32.2% 13 2.0% 1 Weighted base: 241 29 10 104 40 56 Sample: 225 67 49 48 25 36
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 12 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q20 Where did you last go to buy small household goods such as home furnishings, glass and china items? Exl. DK / Don't do / Internet
Basildon town centre 2.0% 8 0.0% 0 7.1% 1 4.4% 6 0.0% 0 0.0% 0 Braintree 4.0% 16 3.7% 1 0.0% 0 1.1% 1 12.7% 10 2.3% 3 Burnham 0.1% 0 0.0% 0 2.0% 0 0.0% 0 0.0% 0 0.0% 0 Chelmer Village Retail Park, 7.5% 29 5.4% 2 7.0% 1 12.7% 18 6.8% 6 2.3% 3 Chelmsford Chelmsford 28.0% 109 23.3% 8 41.8% 9 47.4% 66 24.7% 20 5.5% 6 Colchester 16.6% 65 7.6% 3 2.1% 0 0.0% 0 16.9% 14 41.9% 48 Freeport Retail Outlet, 3.4% 13 3.7% 1 0.0% 0 1.7% 2 11.9% 10 0.0% 0 Freeport Heybridge 0.2% 1 1.5% 1 1.2% 0 0.0% 0 0.0% 0 0.0% 0 Lakeside, West Thurrock 4.5% 18 4.2% 1 11.8% 2 3.3% 5 5.7% 5 3.9% 5 Maldon 2.9% 11 24.9% 9 7.7% 2 0.9% 1 0.0% 0 0.0% 0 South Woodham Ferrers 0.2% 1 0.7% 0 2.4% 0 0.0% 0 0.0% 0 0.0% 0 Tiptree 0.5% 2 2.9% 1 0.0% 0 0.0% 0 0.0% 0 0.8% 1 Tollgate Retail Park, 6.5% 25 7.1% 2 0.0% 0 0.0% 0 6.8% 6 15.2% 17 Colchester Wickford 1.2% 5 0.0% 0 0.0% 0 3.5% 5 0.0% 0 0.0% 0 Witham 1.0% 4 3.1% 1 0.0% 0 0.0% 0 3.4% 3 0.0% 0 Other 2.8% 11 4.3% 2 6.8% 1 4.2% 6 0.0% 0 2.0% 2 Other in Chelmsford 4.1% 16 0.6% 0 0.0% 0 9.5% 13 3.4% 3 0.0% 0 Other in Colchester 7.2% 28 0.0% 0 0.0% 0 0.0% 0 4.5% 4 21.2% 24 Asda, Queen Elizabeth 0.4% 2 0.0% 0 1.8% 0 0.9% 1 0.0% 0 0.0% 0 Square, South Woodham Ferrers Other in Basildon 0.9% 4 0.0% 0 5.7% 1 1.7% 2 0.0% 0 0.0% 0 Bluewater, Kent 0.5% 2 1.9% 1 1.2% 0 0.9% 1 0.0% 0 0.0% 0 Other in London 0.6% 2 0.0% 0 0.0% 0 1.1% 1 1.2% 1 0.0% 0 Ipswich 0.4% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.5% 2 Romford 0.5% 2 0.7% 0 0.7% 0 0.0% 0 2.1% 2 0.0% 0 Southend 0.0% 0 0.0% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 Southminster 0.1% 0 1.2% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Stanway 1.0% 4 0.0% 0 0.0% 0 0.0% 0 0.0% 0 3.3% 4 Tesco Extra, Fulbridge, 2.8% 11 3.1% 1 0.0% 0 7.0% 10 0.0% 0 0.0% 0 Maldon Weighted base: 391 35 20 140 82 115 Sample: 363 91 84 69 55 64
Q20A How often do you make shopping trips for small household goods to (DESTINATION MENTIONED AT Q20)? Those who shop for small household items at Q20
Daily 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least two times a week 0.3% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.0% 1 At least once a week 5.7% 22 1.2% 0 6.3% 1 9.5% 13 0.0% 0 6.5% 7 At least once a fortnight 1.1% 4 0.6% 0 1.5% 0 0.0% 0 2.2% 2 1.6% 2 At least once a month 9.2% 36 4.3% 2 11.2% 2 15.0% 21 7.1% 6 4.7% 5 At least every two months 3.6% 14 4.1% 1 1.8% 0 0.9% 1 11.3% 9 1.8% 2 At least every 3 months 11.5% 45 13.3% 5 16.1% 3 7.8% 11 25.1% 20 4.9% 6 At least every 6 months 17.3% 68 13.6% 5 8.5% 2 19.4% 27 15.7% 13 18.5% 21 Less often than once every 6 23.0% 90 27.5% 10 24.0% 5 13.6% 19 21.8% 18 33.8% 39 months Have only visited once 6.7% 26 10.1% 4 3.3% 1 9.7% 14 0.0% 0 7.5% 9 (Don’t know / varies) 21.6% 85 25.2% 9 27.3% 6 24.2% 34 16.8% 14 19.7% 23 Weighted base: 391 35 20 140 82 115 Sample: 363 91 84 69 55 64
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 13 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q21 Where did you last go to buy goods such as toys, games, bicycles and recreational goods? Exl. DK / Don't do / Internet
Basildon town centre 2.7% 9 0.0% 0 6.0% 1 4.9% 7 1.6% 1 0.0% 0 Braintree 6.3% 20 10.7% 3 1.2% 0 0.0% 0 28.1% 17 0.0% 0 Burnham 0.1% 0 0.0% 0 2.3% 0 0.0% 0 0.0% 0 0.0% 0 Chelmer Village Retail Park, 5.8% 18 6.9% 2 0.0% 0 11.5% 16 0.0% 0 0.0% 0 Chelmsford Chelmsford 41.6% 130 27.0% 8 53.2% 7 61.7% 87 39.6% 23 7.5% 5 Colchester 13.7% 43 6.5% 2 3.2% 0 0.0% 0 1.6% 1 55.4% 40 Freeport Retail Outlet, 2.7% 8 0.9% 0 2.0% 0 0.0% 0 11.8% 7 1.3% 1 Freeport Lakeside, West Thurrock 3.0% 9 0.0% 0 5.9% 1 6.0% 9 0.0% 0 0.0% 0 Maldon 4.3% 13 29.3% 8 7.2% 1 2.9% 4 0.0% 0 0.0% 0 South Woodham Ferrers 0.2% 1 0.0% 0 6.2% 1 0.0% 0 0.0% 0 0.0% 0 Tiptree 0.2% 1 2.3% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Tollgate Retail Park, 6.9% 21 5.0% 1 0.0% 0 0.0% 0 6.3% 4 22.9% 16 Colchester Wickford 0.5% 1 0.0% 0 0.0% 0 1.0% 1 0.0% 0 0.0% 0 Witham 0.7% 2 7.5% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 3.6% 11 1.7% 0 10.3% 1 3.6% 5 0.0% 0 6.3% 5 Other in Chelmsford 4.2% 13 0.0% 0 0.0% 0 7.4% 10 4.7% 3 0.0% 0 Other in Colchester 0.6% 2 0.7% 0 0.0% 0 0.0% 0 0.0% 0 2.5% 2 Asda, Queen Elizabeth 0.4% 1 0.0% 0 1.2% 0 0.9% 1 0.0% 0 0.0% 0 Square, South Woodham Ferrers Other in London 0.4% 1 0.7% 0 0.0% 0 0.0% 0 0.0% 0 1.6% 1 Ipswich 1.2% 4 0.0% 0 0.0% 0 0.0% 0 4.7% 3 1.3% 1 Southend 0.3% 1 0.0% 0 0.0% 0 0.0% 0 1.6% 1 0.0% 0 Southminster 0.0% 0 0.0% 0 1.2% 0 0.0% 0 0.0% 0 0.0% 0 Stanway 0.3% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.3% 1 Tollesbury 0.1% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 312 29 12 141 59 72 Sample: 259 68 51 57 41 42
Q21A How often do you make shopping trips for toys, games, bicycles and recreational goods to (DESTINATION MENTIONED AT Q21)? Those who shop for toys, games, bicycles and recreational goods at Q21
Daily 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least two times a week 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least once a week 1.6% 5 6.9% 2 1.2% 0 2.1% 3 0.0% 0 0.0% 0 At least once a fortnight 2.2% 7 0.0% 0 4.9% 1 2.5% 4 1.6% 1 2.6% 2 At least once a month 16.7% 52 9.4% 3 12.7% 2 24.1% 34 1.6% 1 17.9% 13 At least every two months 7.5% 24 4.4% 1 2.0% 0 9.7% 14 6.3% 4 6.6% 5 At least every 3 months 12.0% 37 6.3% 2 24.7% 3 13.1% 18 9.9% 6 11.7% 8 At least every 6 months 23.6% 74 26.6% 8 17.8% 2 19.3% 27 32.6% 19 24.6% 18 Less often than once every 6 22.4% 70 18.1% 5 26.8% 3 18.0% 25 30.8% 18 25.4% 18 months Have only visited once 5.0% 16 7.8% 2 0.0% 0 5.1% 7 0.0% 0 8.8% 6 (Don’t know / varies) 8.9% 28 20.6% 6 10.0% 1 6.2% 9 17.3% 10 2.5% 2 Weighted base: 312 29 12 141 59 72 Sample: 259 68 51 57 41 42
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 14 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q22 Where did you last go to buy chemist goods (including health and beauty products)? Exl. DK / Don't do / Internet
Basildon town centre 1.0% 6 0.0% 0 2.1% 1 2.5% 6 0.0% 0 0.0% 0 Braintree 10.8% 67 3.7% 2 0.0% 0 1.5% 4 45.1% 60 0.6% 1 Burnham 0.8% 5 0.0% 0 14.6% 5 0.0% 0 0.0% 0 0.0% 0 Chelmer Village Retail Park, 3.8% 24 0.4% 0 0.0% 0 9.0% 21 2.1% 3 0.0% 0 Chelmsford Chelmsford 29.8% 186 7.2% 5 17.4% 6 65.2% 150 15.8% 21 2.8% 4 Colchester 12.3% 77 4.2% 3 0.0% 0 0.0% 0 2.1% 3 44.3% 71 Freeport Retail Outlet, 0.2% 1 0.0% 0 0.0% 0 0.0% 0 0.9% 1 0.0% 0 Freeport Heybridge 0.4% 3 3.9% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Lakeside, West Thurrock 0.0% 0 0.0% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 Maldon 8.5% 53 58.1% 38 30.3% 10 1.2% 3 0.7% 1 0.6% 1 South Woodham Ferrers 1.8% 11 0.4% 0 10.9% 4 3.1% 7 0.0% 0 0.0% 0 Tiptree 2.0% 12 2.8% 2 0.0% 0 0.0% 0 0.0% 0 6.5% 11 Tollgate Retail Park, 4.3% 27 0.3% 0 0.0% 0 0.0% 0 0.7% 1 16.1% 26 Colchester Wickford 1.8% 11 0.0% 0 0.0% 0 4.9% 11 0.0% 0 0.0% 0 Witham 6.6% 41 8.4% 6 5.9% 2 0.5% 1 22.1% 30 2.0% 3 Other 5.7% 35 6.2% 4 2.3% 1 2.7% 6 7.2% 10 9.1% 15 Other in Chelmsford 1.2% 7 0.0% 0 0.0% 0 3.2% 7 0.0% 0 0.0% 0 Other in Colchester 3.5% 22 0.0% 0 0.0% 0 0.0% 0 0.0% 0 13.7% 22 Asda, Queen Elizabeth 0.3% 2 0.0% 0 1.2% 0 0.5% 1 0.0% 0 0.0% 0 Square, South Woodham Ferrers Other in Basildon 0.6% 4 0.0% 0 0.4% 0 1.5% 4 0.0% 0 0.0% 0 Other in London 1.8% 11 0.0% 0 0.0% 0 2.6% 6 1.4% 2 2.2% 4 Ipswich 0.3% 2 0.0% 0 0.0% 0 0.0% 0 1.4% 2 0.0% 0 Romford 0.2% 1 0.0% 0 0.0% 0 0.0% 0 0.7% 1 0.0% 0 Southend 0.7% 5 0.0% 0 0.4% 0 1.5% 4 0.0% 0 0.6% 1 Southminster 0.4% 3 0.0% 0 7.3% 3 0.0% 0 0.0% 0 0.0% 0 Stanway 0.5% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.8% 3 Tesco Extra, Fulbridge, 0.6% 4 2.0% 1 6.8% 2 0.0% 0 0.0% 0 0.0% 0 Maldon Tollesbury 0.3% 2 2.4% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 625 66 34 230 134 161 Sample: 608 172 144 107 86 99
Q22A How often do you make shopping trips for chemist goods (including health and beauty products) to (DESTINATION MENTIONED AT Q22)? Those who shop for chemist goods at Q22
Daily 0.0% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least two times a week 0.4% 3 0.4% 0 0.0% 0 0.5% 1 0.0% 0 0.7% 1 At least once a week 15.4% 97 12.2% 8 9.6% 3 15.3% 35 22.8% 31 12.1% 19 At least once a fortnight 14.8% 93 13.1% 9 12.2% 4 12.8% 29 14.6% 20 19.1% 31 At least once a month 33.0% 206 42.6% 28 48.6% 17 30.8% 71 24.4% 33 36.1% 58 At least every two months 8.3% 52 4.9% 3 2.1% 1 8.1% 19 9.6% 13 10.2% 16 At least every 3 months 5.9% 37 5.6% 4 2.6% 1 8.1% 19 3.5% 5 5.5% 9 At least every 6 months 3.4% 21 3.9% 3 3.4% 1 2.3% 5 4.1% 5 4.3% 7 Less often than once every 6 0.6% 4 1.7% 1 0.7% 0 0.6% 1 0.7% 1 0.0% 0 months Have only visited once 0.5% 3 0.0% 0 1.1% 0 0.0% 0 1.4% 2 0.6% 1 (Don’t know / varies) 17.6% 110 15.2% 10 19.7% 7 21.4% 49 18.9% 25 11.5% 19 Weighted base: 625 66 34 230 134 161 Sample: 608 172 144 107 86 99
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 15 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q23 Where did you last go to buy electrical items, such as televisions, washing machines and computers? Exl. DK / Don't do / Internet
Basildon town centre 5.9% 24 0.4% 0 6.1% 1 9.9% 16 0.0% 0 7.3% 7 Braintree 5.8% 24 10.6% 5 0.0% 0 2.2% 4 18.0% 15 0.0% 0 Burnham 0.1% 0 0.0% 0 2.2% 0 0.0% 0 0.0% 0 0.0% 0 Chelmer Village Retail Park, 28.9% 119 29.7% 14 35.4% 7 54.4% 86 13.0% 11 0.9% 1 Chelmsford Chelmsford 16.0% 66 8.7% 4 20.2% 4 20.7% 33 29.7% 25 0.0% 0 Colchester 8.3% 34 4.7% 2 0.6% 0 0.0% 0 9.0% 8 23.7% 24 Freeport Retail Outlet, 2.9% 12 0.0% 0 0.0% 0 0.0% 0 12.9% 11 1.1% 1 Freeport Heybridge 0.1% 0 0.5% 0 0.8% 0 0.0% 0 0.0% 0 0.0% 0 Lakeside, West Thurrock 1.8% 8 0.0% 0 6.5% 1 2.2% 4 3.2% 3 0.0% 0 Maldon 2.9% 12 19.6% 9 12.3% 2 0.0% 0 0.0% 0 0.0% 0 South Woodham Ferrers 0.4% 2 0.0% 0 8.8% 2 0.0% 0 0.0% 0 0.0% 0 Tiptree 0.6% 3 3.5% 2 0.0% 0 0.0% 0 0.0% 0 0.9% 1 Tollgate Retail Park, 15.8% 65 12.5% 6 0.0% 0 0.0% 0 12.0% 10 47.9% 49 Colchester Wickford 0.3% 1 0.0% 0 0.0% 0 0.8% 1 0.0% 0 0.0% 0 Witham 0.5% 2 0.4% 0 0.0% 0 0.0% 0 2.1% 2 0.0% 0 Other 3.0% 12 1.8% 1 4.9% 1 4.7% 7 0.0% 0 3.1% 3 Other in Chelmsford 0.9% 4 1.8% 1 0.0% 0 1.9% 3 0.0% 0 0.0% 0 Other in Colchester 2.2% 9 0.0% 0 0.0% 0 0.0% 0 0.0% 0 9.0% 9 Asda, Queen Elizabeth 0.0% 0 0.0% 0 0.8% 0 0.0% 0 0.0% 0 0.0% 0 Square, South Woodham Ferrers B&Q Homelands Retail Park 0.1% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other in Basildon 0.9% 4 0.0% 0 0.6% 0 2.4% 4 0.0% 0 0.0% 0 Bluewater, Kent 0.5% 2 0.8% 0 0.0% 0 0.0% 0 0.0% 0 1.7% 2 Ipswich 0.2% 1 1.3% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Romford 0.3% 1 0.0% 0 0.0% 0 0.8% 1 0.0% 0 0.0% 0 Stanway 0.4% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.7% 2 Tesco Extra, Fulbridge, 0.3% 1 2.4% 1 0.6% 0 0.0% 0 0.0% 0 0.0% 0 Maldon Tollesbury 0.7% 3 0.5% 0 0.0% 0 0.0% 0 0.0% 0 2.6% 3 Weighted base: 413 48 19 158 85 102 Sample: 410 127 89 72 55 67
Q23A How often do you make shopping trips for electrical items, such as televisions, washing machines and computers to (DESTINATION MENTIONED AT Q23)? Those who shop for electrical items at Q23
Daily 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least two times a week 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least once a week 0.1% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least once a fortnight 0.3% 1 0.8% 0 0.0% 0 0.0% 0 0.0% 0 0.9% 1 At least once a month 0.8% 3 0.5% 0 3.2% 1 0.0% 0 1.4% 1 1.1% 1 At least every two months 0.8% 3 0.9% 0 4.0% 1 0.0% 0 0.0% 0 2.0% 2 At least every 3 months 2.6% 11 0.9% 0 9.4% 2 0.0% 0 6.5% 5 2.9% 3 At least every 6 months 7.4% 30 8.6% 4 7.2% 1 7.1% 11 9.8% 8 5.3% 5 Less often than once every 6 53.5% 221 34.3% 17 21.1% 4 55.7% 88 57.2% 49 62.2% 64 months Have only visited once 9.2% 38 24.2% 12 0.8% 0 14.0% 22 0.0% 0 3.7% 4 (Don’t know / varies) 25.4% 105 29.3% 14 54.4% 10 23.2% 37 25.2% 21 21.9% 22 Weighted base: 413 48 19 158 85 102 Sample: 410 127 89 72 55 67
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 16 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q24 Where did you last go to buy DIY or gardening goods? Exl. DK / Don't do / Internet
Basildon town centre 1.7% 10 0.4% 0 3.6% 1 3.9% 8 0.0% 0 0.0% 0 Braintree 11.1% 63 3.3% 2 0.0% 0 1.7% 4 44.3% 55 1.8% 3 Burnham 0.2% 1 0.0% 0 4.3% 1 0.0% 0 0.0% 0 0.0% 0 Chelmer Village Retail Park, 13.2% 75 22.8% 12 14.1% 4 20.4% 43 12.2% 15 0.0% 0 Chelmsford Chelmsford 21.3% 121 6.1% 3 15.4% 5 50.1% 105 5.9% 7 0.0% 0 Colchester 10.1% 57 7.6% 4 0.5% 0 0.0% 0 1.5% 2 34.8% 51 Freeport Retail Outlet, 6.5% 37 2.4% 1 0.0% 0 0.0% 0 21.9% 27 5.8% 9 Freeport Maldon 7.5% 42 38.1% 21 55.6% 17 0.7% 1 2.9% 4 0.0% 0 South Woodham Ferrers 0.4% 2 0.0% 0 0.0% 0 1.1% 2 0.0% 0 0.0% 0 Tiptree 2.2% 12 8.6% 5 0.5% 0 0.0% 0 0.0% 0 5.1% 7 Tollgate Retail Park, 5.7% 32 2.3% 1 0.4% 0 0.0% 0 3.7% 5 17.9% 26 Colchester Wickford 0.0% 0 0.0% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 Witham 0.3% 2 1.0% 1 0.0% 0 0.0% 0 0.9% 1 0.0% 0 Other 4.4% 25 3.6% 2 4.3% 1 3.7% 8 6.7% 8 3.8% 6 Other in Chelmsford 3.5% 20 1.5% 1 0.0% 0 8.9% 19 0.0% 0 0.0% 0 Other in Colchester 6.2% 35 0.0% 0 0.0% 0 0.0% 0 0.0% 0 23.9% 35 B&Q Homelands Retail Park 1.8% 10 2.3% 1 0.5% 0 4.2% 9 0.0% 0 0.0% 0 Other in Basildon 1.8% 10 0.0% 0 0.4% 0 4.7% 10 0.0% 0 0.0% 0 Bluewater, Kent 0.2% 1 0.0% 0 0.0% 0 0.6% 1 0.0% 0 0.0% 0 Stanway 1.3% 7 0.0% 0 0.0% 0 0.0% 0 0.0% 0 5.1% 7 Tollesbury 0.5% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.8% 3 Weighted base: 566 54 30 210 124 147 Sample: 535 141 121 101 82 90
Q24A How often do you make shopping trips for DIY or gardening goods to (DESTINATION MENTIONED AT Q24)? Those who shop for DIY and gardening goods at Q24
Daily 0.2% 1 0.0% 0 0.4% 0 0.6% 1 0.0% 0 0.0% 0 At least two times a week 0.6% 4 0.0% 0 0.0% 0 1.7% 4 0.0% 0 0.0% 0 At least once a week 2.5% 14 2.2% 1 0.8% 0 2.8% 6 3.7% 5 1.4% 2 At least once a fortnight 4.9% 27 8.0% 4 2.3% 1 3.1% 6 6.8% 8 5.2% 8 At least once a month 14.3% 81 12.7% 7 16.1% 5 11.1% 23 17.9% 22 16.1% 24 At least every two months 11.1% 63 8.7% 5 4.1% 1 17.3% 36 4.4% 5 10.3% 15 At least every 3 months 12.3% 70 14.6% 8 24.2% 7 10.0% 21 15.0% 19 10.1% 15 At least every 6 months 15.6% 88 15.2% 8 11.7% 4 14.6% 31 19.5% 24 14.8% 22 Less often than once every 6 17.2% 97 18.1% 10 14.0% 4 20.5% 43 11.3% 14 17.7% 26 months Have only visited once 3.5% 20 4.5% 2 0.8% 0 4.5% 10 0.0% 0 5.0% 7 (Don’t know / varies) 17.8% 101 16.0% 9 25.5% 8 13.9% 29 21.4% 27 19.5% 29 Weighted base: 566 54 30 210 124 147 Sample: 535 141 121 101 82 90
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 17 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q25 Where did you last go to buy furniture, carpets and floor coverings? Exl. DK / Don't do / Internet
Basildon town centre 1.7% 6 0.0% 0 8.8% 2 3.6% 5 0.0% 0 0.0% 0 Braintree 3.3% 12 4.8% 2 0.0% 0 1.1% 1 8.4% 7 1.7% 2 Burnham 1.9% 7 1.6% 1 16.5% 3 2.7% 4 0.0% 0 0.0% 0 Chelmer Village Retail Park, 10.5% 39 15.0% 6 9.1% 2 19.3% 25 8.0% 7 0.0% 0 Chelmsford Chelmsford 18.0% 67 13.3% 5 28.6% 5 35.4% 46 13.2% 11 0.0% 0 Colchester 15.4% 57 8.2% 3 2.8% 1 2.7% 4 14.6% 12 37.0% 38 Freeport Retail Outlet, 4.1% 15 0.0% 0 0.0% 0 1.1% 1 16.4% 14 0.0% 0 Freeport Heybridge 0.8% 3 7.9% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Lakeside, West Thurrock 4.4% 16 3.2% 1 4.9% 1 8.2% 11 2.2% 2 1.6% 2 Maldon 2.3% 9 14.2% 6 8.2% 1 1.1% 1 0.0% 0 0.0% 0 South Woodham Ferrers 0.7% 3 0.0% 0 2.1% 0 1.8% 2 0.0% 0 0.0% 0 Tiptree 1.0% 4 3.0% 1 0.0% 0 1.1% 1 0.0% 0 1.1% 1 Tollgate Retail Park, 12.9% 48 7.1% 3 0.7% 0 0.0% 0 11.2% 9 34.9% 36 Colchester Wickford 0.6% 2 0.0% 0 0.0% 0 1.8% 2 0.0% 0 0.0% 0 Witham 9.5% 35 10.4% 4 5.0% 1 0.9% 1 22.6% 19 10.1% 10 Other 8.2% 31 5.7% 2 7.6% 1 16.0% 21 3.3% 3 3.5% 4 Other in Chelmsford 0.0% 0 0.0% 0 0.8% 0 0.0% 0 0.0% 0 0.0% 0 Other in Colchester 2.7% 10 2.2% 1 0.0% 0 1.1% 1 0.0% 0 7.4% 8 Other in Basildon 0.5% 2 0.0% 0 2.8% 1 0.9% 1 0.0% 0 0.0% 0 Other in London 0.1% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Ipswich 0.5% 2 0.5% 0 0.0% 0 0.0% 0 0.0% 0 1.7% 2 Romford 0.1% 0 0.0% 0 1.3% 0 0.0% 0 0.0% 0 0.0% 0 Southend 0.4% 1 0.7% 0 0.0% 0 0.9% 1 0.0% 0 0.0% 0 Southminster 0.2% 1 1.0% 0 0.8% 0 0.0% 0 0.0% 0 0.0% 0 Stanway 0.3% 1 0.5% 0 0.0% 0 0.0% 0 0.0% 0 0.9% 1 Weighted base: 373 39 18 129 84 102 Sample: 379 109 89 61 56 64
Q25A How often do you make shopping trips for furniture, carpets and floor coverings to (DESTINATION MENTIONED AT Q25)? Those who shop for furniture, floor coverings and carpets at Q25
Daily 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least two times a week 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least once a week 0.1% 0 0.0% 0 2.0% 0 0.0% 0 0.0% 0 0.0% 0 At least once a fortnight 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least once a month 0.6% 2 0.5% 0 5.5% 1 0.0% 0 1.4% 1 0.0% 0 At least every two months 0.4% 1 3.7% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 At least every 3 months 1.5% 6 0.0% 0 2.3% 0 1.9% 2 2.2% 2 1.1% 1 At least every 6 months 6.3% 23 4.5% 2 5.2% 1 9.3% 12 5.8% 5 3.7% 4 Less often than once every 6 62.8% 234 52.7% 21 29.8% 5 57.4% 74 73.0% 61 71.0% 72 months Have only visited once 7.9% 30 20.0% 8 8.9% 2 11.9% 15 0.0% 0 4.6% 5 (Don’t know / varies) 20.3% 76 18.6% 7 46.3% 8 19.5% 25 17.6% 15 19.6% 20 Weighted base: 373 39 18 129 84 102 Sample: 379 109 89 61 56 64
Q26 Do you ever visit any of the following centres? [MR/PR]
Heybridge 15.3% 115 60.0% 45 22.9% 11 10.5% 29 4.1% 6 11.7% 24 Maldon 46.8% 352 86.4% 65 80.9% 38 46.4% 126 36.4% 56 32.6% 66 Burnham 11.4% 86 9.8% 7 70.4% 33 12.0% 33 1.2% 2 5.2% 11 (Don't visit any of these 51.1% 384 9.6% 7 8.1% 4 52.7% 144 62.9% 96 65.6% 133 centres) Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Q27 Which centre do you visit the most? [PR] Those who mentioned more than one centre at Q26
Heybridge 12.8% 19 16.9% 7 4.3% 1 13.6% 6 0.0% 0 17.9% 4 Maldon 77.9% 115 82.2% 36 59.9% 18 81.4% 39 100.0% 5 82.1% 16 Burnham 9.4% 14 0.9% 0 35.8% 11 5.0% 2 0.0% 0 0.0% 0 Don't visit any of these 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 centres Weighted base: 148 44 31 48 5 20 Sample: 293 112 135 27 4 15
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 18 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q28 How often do you visit (CENTRE MENTIONED AT Q27)? Those who visit Heybridge at Q26
Daily 7.8% 9 16.4% 7 13.6% 1 0.0% 0 0.0% 0 0.0% 0 At least two times a week 10.5% 12 22.2% 10 7.1% 1 0.0% 0 18.6% 1 0.0% 0 At least once a week 26.8% 31 28.7% 13 46.4% 5 25.6% 7 29.1% 2 15.1% 4 At least once a fortnight 14.3% 16 15.2% 7 16.5% 2 16.5% 5 18.6% 1 7.7% 2 At least once a month 9.4% 11 9.6% 4 13.7% 1 13.6% 4 0.0% 0 4.7% 1 At least every two months 4.5% 5 2.8% 1 1.4% 0 4.2% 1 0.0% 0 10.8% 3 At least every 3 months 12.5% 14 1.9% 1 0.0% 0 22.6% 6 33.7% 2 20.8% 5 At least every 6 months 8.7% 10 1.7% 1 1.1% 0 17.5% 5 0.0% 0 17.2% 4 Less often than once every 6 5.1% 6 0.5% 0 0.0% 0 0.0% 0 0.0% 0 23.7% 6 months Have only visited once 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Don’t know / varies) 0.5% 1 1.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 115 45 11 29 6 24 Sample: 193 116 37 16 5 19
Q28 How often do you visit (CENTRE MENTIONED AT Q27)? Those who visit Maldon at Q26
Daily 5.2% 18 14.4% 9 8.0% 3 1.8% 2 0.0% 0 5.4% 4 At least two times a week 6.3% 22 24.1% 16 14.0% 5 0.0% 0 1.7% 1 0.0% 0 At least once a week 13.7% 48 24.9% 16 37.0% 14 9.7% 12 4.9% 3 4.0% 3 At least once a fortnight 13.1% 46 16.3% 11 17.2% 7 16.2% 20 8.6% 5 5.4% 4 At least once a month 13.1% 46 8.1% 5 13.5% 5 20.9% 26 13.1% 7 3.1% 2 At least every two months 6.8% 24 3.5% 2 5.1% 2 8.4% 11 8.4% 5 6.9% 5 At least every 3 months 9.1% 32 2.0% 1 0.6% 0 9.1% 12 18.6% 10 12.8% 9 At least every 6 months 17.4% 61 1.8% 1 0.3% 0 23.8% 30 29.8% 17 20.2% 13 Less often than once every 6 9.4% 33 0.7% 0 0.0% 0 2.9% 4 10.0% 6 35.5% 24 months Have only visited once 1.5% 5 0.0% 0 0.0% 0 2.1% 3 4.9% 3 0.0% 0 (Don’t know / varies) 4.4% 15 4.2% 3 4.3% 2 5.1% 6 0.0% 0 6.7% 4 Weighted base: 352 65 38 126 56 66 Sample: 484 177 165 62 37 43
Q28 How often do you visit (CENTRE MENTIONED AT Q27)? Those who visit Burnham at Q26
Daily 6.5% 6 22.3% 2 11.8% 4 0.0% 0 0.0% 0 0.0% 0 At least two times a week 7.8% 7 16.0% 1 16.6% 6 0.0% 0 0.0% 0 0.0% 0 At least once a week 18.7% 16 16.3% 1 35.5% 12 3.7% 1 100.0% 2 0.0% 0 At least once a fortnight 13.8% 12 23.2% 2 14.1% 5 11.0% 4 0.0% 0 17.3% 2 At least once a month 18.7% 16 16.8% 1 13.0% 4 32.1% 11 0.0% 0 0.0% 0 At least every two months 5.8% 5 5.5% 0 3.2% 1 10.8% 4 0.0% 0 0.0% 0 At least every 3 months 11.9% 10 0.0% 0 0.7% 0 18.9% 6 0.0% 0 36.0% 4 At least every 6 months 5.7% 5 0.0% 0 1.1% 0 7.1% 2 0.0% 0 21.3% 2 Less often than once every 6 7.6% 7 0.0% 0 0.0% 0 11.9% 4 0.0% 0 25.4% 3 months Have only visited once 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Don’t know / varies) 3.3% 3 0.0% 0 4.0% 1 4.5% 1 0.0% 0 0.0% 0 Weighted base: 86 7 33 33 2 11 Sample: 192 20 144 20 1 7
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 19 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q29 How do you usually travel to (CENTRE MENTIONED AT Q27) (main part of journey)? Those who visit Heybridge at Q26
Car / van (as driver) 74.2% 85 66.2% 30 83.5% 9 82.5% 24 62.8% 4 78.1% 19 Car / van (as passenger) 12.7% 15 6.3% 3 2.8% 0 17.5% 5 37.2% 2 17.2% 4 Bus, minibus or coach 2.2% 3 2.0% 1 4.2% 0 0.0% 0 0.0% 0 4.7% 1 Motorcycle, scooter or 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 moped Walk 9.1% 10 21.5% 10 6.1% 1 0.0% 0 0.0% 0 0.0% 0 Taxi 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Train 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Metro 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Bicycle 0.2% 0 0.6% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Mobility scooter / disability 0.4% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 vehicle Other 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Don't know / varies) 1.3% 2 2.5% 1 3.3% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 115 45 11 29 6 24 Sample: 193 116 37 16 5 19
Q29 How do you usually travel to (CENTRE MENTIONED AT Q27) (main part of journey)? Those who visit Maldon at Q26
Car / van (as driver) 74.6% 263 58.6% 38 79.2% 30 72.8% 92 82.6% 46 84.3% 56 Car / van (as passenger) 13.5% 47 7.6% 5 3.6% 1 18.2% 23 17.4% 10 12.6% 8 Bus, minibus or coach 4.3% 15 5.5% 4 4.3% 2 6.2% 8 0.0% 0 3.1% 2 Motorcycle, scooter or 0.1% 1 0.8% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 moped Walk 5.1% 18 21.9% 14 9.0% 3 0.0% 0 0.0% 0 0.0% 0 Taxi 0.3% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Train 0.2% 1 0.0% 0 2.2% 1 0.0% 0 0.0% 0 0.0% 0 Metro 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Bicycle 1.3% 5 1.6% 1 0.0% 0 2.8% 4 0.0% 0 0.0% 0 Mobility scooter / disability 0.1% 0 0.6% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 vehicle Other 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Don't know / varies) 0.5% 2 1.8% 1 1.7% 1 0.0% 0 0.0% 0 0.0% 0 Weighted base: 352 65 38 126 56 66 Sample: 484 177 165 62 37 43
Q29 How do you usually travel to (CENTRE MENTIONED AT Q27) (main part of journey)? Those who visit Burnham at Q26
Car / van (as driver) 67.5% 58 63.1% 5 71.5% 24 61.7% 20 100.0% 2 70.1% 7 Car / van (as passenger) 16.1% 14 11.9% 1 3.2% 1 30.1% 10 0.0% 0 19.3% 2 Bus, minibus or coach 6.6% 6 7.0% 1 4.0% 1 8.2% 3 0.0% 0 10.6% 1 Motorcycle, scooter or 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 moped Walk 7.6% 7 18.0% 1 15.6% 5 0.0% 0 0.0% 0 0.0% 0 Taxi 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Train 1.0% 1 0.0% 0 2.5% 1 0.0% 0 0.0% 0 0.0% 0 Metro 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Bicycle 0.2% 0 0.0% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 Mobility scooter / disability 0.3% 0 0.0% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 vehicle Other 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Don't know / varies) 0.8% 1 0.0% 0 2.0% 1 0.0% 0 0.0% 0 0.0% 0 Weighted base: 86 7 33 33 2 11 Sample: 192 20 144 20 1 7
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 20 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q30 What is the main reason for visiting (CENTRE MENTIONED AT Q27)? Those who visit Heybridge at Q26
Choice and range of shops 23.2% 27 29.9% 14 26.8% 3 12.3% 4 29.1% 2 20.1% 5 Strength of supermarket 3.4% 4 8.6% 4 0.0% 0 0.0% 0 0.0% 0 0.0% 0 provision Choice of leisure facilities 15.3% 18 10.6% 5 12.1% 1 18.7% 5 0.0% 0 25.5% 6 (restaurants, pubs etc) Choice of services 4.7% 5 5.0% 2 12.8% 1 0.0% 0 0.0% 0 7.4% 2 (hairdressers, banks etc) Environmental quality of 8.1% 9 4.3% 2 1.1% 0 8.4% 2 37.2% 2 10.8% 3 centre Close to home 12.5% 14 22.8% 10 20.1% 2 0.0% 0 0.0% 0 7.7% 2 Close to work 11.4% 13 7.6% 3 2.2% 0 20.4% 6 0.0% 0 15.2% 4 Easily accessible by public 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 transport Convenient car parking 0.4% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.2% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 4.6% 5 2.4% 1 3.7% 0 5.2% 1 18.6% 1 4.7% 1 Close to family / friends 10.2% 12 1.9% 1 10.4% 1 26.9% 8 15.1% 1 4.7% 1 The park 0.6% 1 1.5% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Good day out 2.0% 2 0.0% 0 0.0% 0 8.1% 2 0.0% 0 0.0% 0 Go for a walk 0.4% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing in particular) 3.0% 3 3.1% 1 10.7% 1 0.0% 0 0.0% 0 3.9% 1 Weighted base: 115 45 11 29 6 24 Sample: 193 116 37 16 5 19
Q30 What is the main reason for visiting (CENTRE MENTIONED AT Q27)? Those who visit Maldon at Q26
Choice and range of shops 24.0% 84 31.0% 20 27.4% 11 16.8% 21 33.3% 19 20.9% 14 Strength of supermarket 2.2% 8 4.8% 3 1.8% 1 1.0% 1 5.1% 3 0.0% 0 provision Choice of leisure facilities 16.1% 57 12.7% 8 9.4% 4 23.6% 30 11.6% 6 13.1% 9 (restaurants, pubs etc) Choice of services 4.3% 15 5.9% 4 8.2% 3 3.7% 5 0.0% 0 5.3% 4 (hairdressers, banks etc) Environmental quality of 12.9% 45 6.4% 4 5.5% 2 10.5% 13 15.2% 8 26.2% 17 centre Close to home 7.8% 27 21.2% 14 23.5% 9 2.1% 3 0.0% 0 2.8% 2 Close to work 7.2% 25 6.3% 4 3.1% 1 10.2% 13 0.0% 0 10.8% 7 Easily accessible by public 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 transport Convenient car parking 0.1% 0 0.6% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.1% 0 0.3% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 8.1% 28 3.7% 2 3.4% 1 11.7% 15 7.0% 4 9.1% 6 Close to family / friends 9.3% 33 1.7% 1 6.4% 2 11.9% 15 14.9% 8 8.8% 6 The park 2.0% 7 1.0% 1 0.0% 0 2.8% 4 4.9% 3 0.0% 0 Good day out 1.4% 5 0.0% 0 0.4% 0 3.0% 4 0.0% 0 1.7% 1 Go for a walk 0.7% 2 0.6% 0 0.4% 0 0.0% 0 1.7% 1 1.4% 1 (Nothing in particular) 3.8% 14 3.9% 3 10.4% 4 2.8% 4 6.3% 3 0.0% 0 Weighted base: 352 65 38 126 56 66 Sample: 484 177 165 62 37 43
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 21 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q30 What is the main reason for visiting (CENTRE MENTIONED AT Q27)? Those who visit Burnham at Q26
Choice and range of shops 21.7% 19 12.7% 1 23.7% 8 21.5% 7 100.0% 2 8.7% 1 Strength of supermarket 0.9% 1 0.0% 0 2.3% 1 0.0% 0 0.0% 0 0.0% 0 provision Choice of leisure facilities 19.9% 17 20.9% 2 6.6% 2 25.8% 8 0.0% 0 46.7% 5 (restaurants, pubs etc) Choice of services 4.2% 4 11.9% 1 8.1% 3 0.0% 0 0.0% 0 0.0% 0 (hairdressers, banks etc) Environmental quality of 7.5% 6 0.0% 0 5.0% 2 14.7% 5 0.0% 0 0.0% 0 centre Close to home 13.8% 12 28.7% 2 29.2% 10 0.0% 0 0.0% 0 0.0% 0 Close to work 8.4% 7 13.9% 1 4.1% 1 3.7% 1 0.0% 0 34.0% 4 Easily accessible by public 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 transport Convenient car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 1.8% 2 2.9% 0 4.0% 1 0.0% 0 0.0% 0 0.0% 0 Close to family / friends 10.3% 9 9.0% 1 5.2% 2 16.4% 5 0.0% 0 10.6% 1 The park 4.1% 4 0.0% 0 0.0% 0 10.8% 4 0.0% 0 0.0% 0 Good day out 2.9% 2 0.0% 0 0.5% 0 7.1% 2 0.0% 0 0.0% 0 Go for a walk 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing in particular) 4.4% 4 0.0% 0 11.3% 4 0.0% 0 0.0% 0 0.0% 0 Weighted base: 86 7 33 33 2 11 Sample: 192 20 144 20 1 7
Q31 Are there any measures that would encourage you to visit (CENTRE MENTIONED AT Q27) more often? Those who visit Heybridge at Q26
1st Mention
Increased general choice and 7.0% 8 10.4% 5 30.1% 3 0.0% 0 0.0% 0 0.0% 0 range of shops Improved food shops within 1.1% 1 0.0% 0 1.1% 0 0.0% 0 0.0% 0 4.7% 1 the town centre Discount foodstores within 0.9% 1 2.3% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Improved non-food shops 0.8% 1 1.9% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 6.5% 7 6.3% 3 2.3% 0 0.0% 0 0.0% 0 18.2% 4 Improved quality of shops 0.2% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 More parking 6.1% 7 10.6% 5 6.9% 1 5.2% 1 0.0% 0 0.0% 0 Cheaper parking 5.9% 7 5.4% 2 4.5% 0 13.3% 4 0.0% 0 0.0% 0 Improved street cleaning 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 1.2% 1 0.0% 0 1.1% 0 4.2% 1 0.0% 0 0.0% 0 Cheaper public transport 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better environment 0.5% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 3.0% 3 5.4% 2 9.3% 1 0.0% 0 0.0% 0 0.0% 0 Aldi 0.4% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 1.1% 1 2.8% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.5% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.7% 1 1.4% 1 2.2% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 1.4% 2 0.6% 0 1.4% 0 4.2% 1 0.0% 0 0.0% 0 Improve the traffic system 0.8% 1 1.9% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 61.0% 70 46.8% 21 41.1% 4 73.2% 21 100.0% 6 72.3% 17 (Don't know) 1.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 4.7% 1 Weighted base: 115 45 11 29 6 24 Sample: 193 116 37 16 5 19
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 22 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
2nd Mention
Increased general choice and 2.0% 2 2.5% 1 0.0% 0 4.2% 1 0.0% 0 0.0% 0 range of shops Improved food shops within 0.2% 0 0.0% 0 2.2% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Discount foodstores within 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Improved non-food shops 0.4% 1 0.6% 0 2.2% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 1.7% 2 4.2% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improved quality of shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 More parking 0.5% 1 1.0% 0 1.1% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper parking 2.4% 3 5.4% 2 2.8% 0 0.0% 0 0.0% 0 0.0% 0 Improved street cleaning 0.5% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 0.4% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper public transport 1.0% 1 0.0% 0 0.0% 0 4.2% 1 0.0% 0 0.0% 0 Better environment 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 1.5% 2 3.8% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 0.7% 1 0.9% 0 3.3% 0 0.0% 0 0.0% 0 0.0% 0 Aldi 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.1% 0 0.0% 0 1.1% 0 0.0% 0 0.0% 0 0.0% 0 Improve the traffic system 0.5% 1 1.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 88.0% 101 78.1% 36 87.2% 9 91.6% 26 100.0% 6100.0% 24 (Don't know) 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 115 45 11 29 6 24 Sample: 193 116 37 16 5 19
3rd Mention
Increased general choice and 0.2% 0 0.6% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 range of shops Improved food shops within 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Discount foodstores within 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Improved non-food shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 0.8% 1 1.9% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improved quality of shops 0.4% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 More parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improved street cleaning 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper public transport 0.2% 0 0.6% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better environment 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 0.9% 1 1.4% 1 3.3% 0 0.0% 0 0.0% 0 0.0% 0 Aldi 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improve the traffic system 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 97.5% 112 94.6% 43 96.7% 11100.0% 29 100.0% 6100.0% 24 (Don't know) 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 115 45 11 29 6 24 Sample: 193 116 37 16 5 19
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 23 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Any mention
Increased general choice and 9.3% 11 13.5% 6 30.1% 3 4.2% 1 0.0% 0 0.0% 0 range of shops Improved food shops within 1.3% 1 0.0% 0 3.3% 0 0.0% 0 0.0% 0 4.7% 1 the town centre Discount foodstores within 0.9% 1 2.3% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Improved non-food shops 1.2% 1 2.5% 1 2.2% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 8.2% 9 10.5% 5 2.3% 0 0.0% 0 0.0% 0 18.2% 4 Improved quality of shops 0.6% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 More parking 6.6% 8 11.6% 5 8.1% 1 5.2% 1 0.0% 0 0.0% 0 Cheaper parking 8.3% 9 10.8% 5 7.3% 1 13.3% 4 0.0% 0 0.0% 0 Improved street cleaning 0.5% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 1.5% 2 0.9% 0 1.1% 0 4.2% 1 0.0% 0 0.0% 0 Cheaper public transport 1.3% 1 0.6% 0 0.0% 0 4.2% 1 0.0% 0 0.0% 0 Better environment 0.5% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 1.5% 2 3.8% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 4.2% 5 7.7% 3 12.6% 1 0.0% 0 0.0% 0 0.0% 0 Aldi 0.4% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 1.1% 1 2.8% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.5% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.7% 1 1.4% 1 2.2% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 1.5% 2 0.6% 0 2.5% 0 4.2% 1 0.0% 0 0.0% 0 Improve the traffic system 1.2% 1 3.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 115 45 11 29 6 24 Sample: 193 116 37 16 5 19
Q31 Are there any measures that would encourage you to visit (CENTRE MENTIONED AT Q27) more often? Those who visit Maldon at Q26
1st Mention
Increased general choice and 7.0% 24 13.2% 9 16.6% 6 6.7% 9 1.7% 1 0.0% 0 range of shops Improved food shops within 1.0% 4 0.3% 0 1.3% 0 0.0% 0 0.0% 0 4.3% 3 the town centre Discount foodstores within 1.3% 5 1.6% 1 0.4% 0 2.8% 4 0.0% 0 0.0% 0 the town centre Improved non-food shops 0.5% 2 2.7% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 4.1% 15 4.7% 3 2.0% 1 0.0% 0 6.6% 4 10.5% 7 Improved quality of shops 0.3% 1 0.7% 0 1.7% 1 0.0% 0 0.0% 0 0.0% 0 More parking 5.4% 19 9.1% 6 10.6% 4 1.2% 1 10.4% 6 2.6% 2 Cheaper parking 3.7% 13 6.8% 4 9.8% 4 3.9% 5 0.0% 0 0.0% 0 Improved street cleaning 0.1% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 1.8% 6 0.0% 0 1.1% 0 1.0% 1 4.9% 3 2.8% 2 Cheaper public transport 0.0% 0 0.0% 0 0.3% 0 0.0% 0 0.0% 0 0.0% 0 Better environment 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 0.3% 1 0.0% 0 0.0% 0 1.0% 1 0.0% 0 0.0% 0 Other 3.8% 13 2.5% 2 5.0% 2 4.9% 6 6.5% 4 0.0% 0 Aldi 0.3% 1 1.0% 1 1.3% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 1.9% 7 2.3% 2 0.0% 0 1.8% 2 4.9% 3 0.0% 0 Less charity shops 1.0% 4 1.0% 1 0.8% 0 0.0% 0 0.0% 0 4.0% 3 A market 0.4% 1 1.6% 1 0.6% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.7% 3 1.4% 1 1.1% 0 1.0% 1 0.0% 0 0.0% 0 Improve the traffic system 0.4% 2 2.3% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 64.4% 227 48.0% 31 44.0% 17 75.8% 96 61.9% 34 72.6% 48 (Don't know) 1.5% 5 0.4% 0 3.4% 1 0.0% 0 3.0% 2 3.1% 2 Weighted base: 352 65 38 126 56 66 Sample: 484 177 165 62 37 43
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 24 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
2nd Mention
Increased general choice and 1.1% 4 3.4% 2 1.4% 1 1.0% 1 0.0% 0 0.0% 0 range of shops Improved food shops within 0.3% 1 1.0% 1 1.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Discount foodstores within 0.2% 1 0.7% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Improved non-food shops 1.8% 6 2.1% 1 0.9% 0 3.7% 5 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 0.6% 2 3.3% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improved quality of shops 0.8% 3 0.4% 0 0.0% 0 1.9% 2 0.0% 0 0.0% 0 More parking 0.5% 2 2.1% 1 1.1% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper parking 3.2% 11 3.7% 2 2.4% 1 3.9% 5 4.9% 3 0.0% 0 Improved street cleaning 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 0.3% 1 1.6% 1 0.3% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper public transport 0.3% 1 0.0% 0 0.0% 0 1.0% 1 0.0% 0 0.0% 0 Better environment 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 0.5% 2 2.6% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 0.8% 3 1.6% 1 1.3% 1 1.0% 1 0.0% 0 0.0% 0 Aldi 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.1% 0 0.0% 0 1.0% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.1% 0 0.0% 0 0.6% 0 0.0% 0 0.0% 0 0.0% 0 Improve the traffic system 0.1% 1 0.8% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 88.1% 311 76.4% 50 86.0% 33 87.6% 111 92.0% 51 98.6% 65 (Don't know) 1.1% 4 0.4% 0 3.0% 1 0.0% 0 3.0% 2 1.4% 1 Weighted base: 352 65 38 126 56 66 Sample: 484 177 165 62 37 43
3rd Mention
Increased general choice and 0.5% 2 2.5% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 range of shops Improved food shops within 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Discount foodstores within 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Improved non-food shops 0.2% 1 1.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 0.3% 1 1.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improved quality of shops 0.2% 1 1.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 More parking 0.1% 0 0.0% 0 0.6% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper parking 0.1% 0 0.3% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improved street cleaning 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper public transport 0.1% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better environment 0.2% 1 1.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 0.1% 0 0.0% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 Aldi 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improve the traffic system 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 97.1% 342 91.1% 60 95.4% 37100.0% 126 97.0% 54 98.6% 65 (Don't know) 1.3% 5 1.4% 1 3.0% 1 0.0% 0 3.0% 2 1.4% 1 Weighted base: 352 65 38 126 56 66 Sample: 484 177 165 62 37 43
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 25 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Any mention
Increased general choice and 8.2% 29 18.0% 12 17.3% 7 7.7% 10 1.7% 1 0.0% 0 range of shops Improved food shops within 1.3% 5 1.3% 1 2.3% 1 0.0% 0 0.0% 0 4.3% 3 the town centre Discount foodstores within 1.6% 5 2.3% 2 1.1% 0 2.8% 4 0.0% 0 0.0% 0 the town centre Improved non-food shops 2.5% 9 5.7% 4 0.9% 0 3.7% 5 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 4.7% 17 8.0% 5 2.0% 1 0.0% 0 6.6% 4 10.5% 7 Improved quality of shops 1.3% 4 2.2% 1 1.7% 1 1.9% 2 0.0% 0 0.0% 0 More parking 5.8% 20 10.5% 7 11.7% 4 1.2% 1 10.4% 6 2.6% 2 Cheaper parking 7.0% 25 10.8% 7 12.2% 5 7.9% 10 4.9% 3 0.0% 0 Improved street cleaning 0.1% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 2.1% 7 1.6% 1 1.4% 1 1.0% 1 4.9% 3 2.8% 2 Cheaper public transport 0.5% 2 0.4% 0 0.3% 0 1.0% 1 0.0% 0 0.0% 0 Better environment 0.2% 1 1.0% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 0.8% 3 2.6% 2 0.0% 0 1.0% 1 0.0% 0 0.0% 0 Other 4.5% 16 3.7% 2 6.3% 2 5.9% 7 6.5% 4 0.0% 0 Aldi 0.3% 1 1.0% 1 1.3% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 1.9% 7 2.3% 2 0.0% 0 1.8% 2 4.9% 3 0.0% 0 Less charity shops 1.1% 4 1.0% 1 1.8% 1 0.0% 0 0.0% 0 4.0% 3 A market 0.4% 1 1.6% 1 0.6% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.8% 3 1.4% 1 1.8% 1 1.0% 1 0.0% 0 0.0% 0 Improve the traffic system 0.6% 2 3.1% 2 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 352 65 38 126 56 66 Sample: 484 177 165 62 37 43
Q31 Are there any measures that would encourage you to visit (CENTRE MENTIONED AT Q27) more often? Those who visit Burnham at Q26
1st Mention
Increased general choice and 8.7% 7 17.4% 1 14.9% 5 3.7% 1 0.0% 0 0.0% 0 range of shops Improved food shops within 0.6% 0 0.0% 0 1.5% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Discount foodstores within 4.7% 4 0.0% 0 1.5% 1 10.8% 4 0.0% 0 0.0% 0 the town centre Improved non-food shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 4.5% 4 5.5% 0 2.3% 1 0.0% 0 0.0% 0 25.4% 3 Improved quality of shops 1.9% 2 0.0% 0 4.9% 2 0.0% 0 0.0% 0 0.0% 0 More parking 5.7% 5 11.3% 1 12.1% 4 0.0% 0 0.0% 0 0.0% 0 Cheaper parking 4.6% 4 2.9% 0 4.2% 1 7.1% 2 0.0% 0 0.0% 0 Improved street cleaning 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 1.9% 2 0.0% 0 1.3% 0 3.7% 1 0.0% 0 0.0% 0 Cheaper public transport 0.1% 0 0.0% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 Better environment 0.7% 1 8.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 1.4% 1 0.0% 0 0.0% 0 3.7% 1 0.0% 0 0.0% 0 Other 1.9% 2 0.0% 0 4.9% 2 0.0% 0 0.0% 0 0.0% 0 Aldi 0.6% 0 0.0% 0 1.5% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.4% 0 0.0% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.8% 1 5.5% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.5% 0 0.0% 0 1.3% 0 0.0% 0 0.0% 0 0.0% 0 Improve the traffic system 0.7% 1 8.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 60.0% 52 40.7% 3 46.8% 16 71.1% 23 100.0% 2 74.6% 8 (Don't know) 0.4% 0 0.0% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 86 7 33 33 2 11 Sample: 192 20 144 20 1 7
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 26 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
2nd Mention
Increased general choice and 1.2% 1 0.0% 0 3.1% 1 0.0% 0 0.0% 0 0.0% 0 range of shops Improved food shops within 0.5% 0 0.0% 0 1.2% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Discount foodstores within 0.3% 0 0.0% 0 0.8% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Improved non-food shops 1.1% 1 8.4% 1 1.1% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 0.3% 0 0.0% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 Improved quality of shops 1.4% 1 0.0% 0 0.0% 0 3.7% 1 0.0% 0 0.0% 0 More parking 0.6% 0 2.9% 0 0.8% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper parking 0.9% 1 2.9% 0 1.8% 1 0.0% 0 0.0% 0 0.0% 0 Improved street cleaning 0.7% 1 8.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 0.6% 1 5.5% 0 0.4% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper public transport 1.4% 1 0.0% 0 0.0% 0 3.7% 1 0.0% 0 0.0% 0 Better environment 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 2.0% 2 0.0% 0 1.5% 1 3.7% 1 0.0% 0 0.0% 0 Aldi 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.3% 0 0.0% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 Improve the traffic system 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 88.5% 76 72.0% 5 87.4% 29 89.0% 29 100.0% 2100.0% 11 (Don't know) 0.2% 0 0.0% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 86 7 33 33 2 11 Sample: 192 20 144 20 1 7
3rd Mention
Increased general choice and 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 range of shops Improved food shops within 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Discount foodstores within 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 the town centre Improved non-food shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improved quality of shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 More parking 0.3% 0 0.0% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improved street cleaning 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Cheaper public transport 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better environment 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other 1.4% 1 8.4% 1 1.8% 1 0.0% 0 0.0% 0 0.0% 0 Aldi 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Improve the traffic system 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Nothing / Nothing else) 98.1% 84 91.6% 7 97.0% 32100.0% 33 100.0% 2100.0% 11 (Don't know) 0.2% 0 0.0% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 86 7 33 33 2 11 Sample: 192 20 144 20 1 7
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 27 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Any mention
Increased general choice and 9.3% 8 17.4% 1 16.4% 5 3.7% 1 0.0% 0 0.0% 0 range of shops Improved food shops within 1.0% 1 0.0% 0 2.6% 1 0.0% 0 0.0% 0 0.0% 0 the town centre Discount foodstores within 5.0% 4 0.0% 0 2.4% 1 10.8% 4 0.0% 0 0.0% 0 the town centre Improved non-food shops 1.1% 1 8.4% 1 1.1% 0 0.0% 0 0.0% 0 0.0% 0 within the town centre Improved leisure facilities 4.8% 4 5.5% 0 3.0% 1 0.0% 0 0.0% 0 25.4% 3 Improved quality of shops 3.3% 3 0.0% 0 4.9% 2 3.7% 1 0.0% 0 0.0% 0 More parking 6.2% 5 14.1% 1 12.9% 4 0.0% 0 0.0% 0 0.0% 0 Cheaper parking 5.5% 5 5.7% 0 6.0% 2 7.1% 2 0.0% 0 0.0% 0 Improved street cleaning 0.7% 1 8.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Increased public transport 2.5% 2 5.5% 0 1.7% 1 3.7% 1 0.0% 0 0.0% 0 Cheaper public transport 1.5% 1 0.0% 0 0.4% 0 3.7% 1 0.0% 0 0.0% 0 Better environment 0.7% 1 8.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Better security 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Longer opening hours 1.4% 1 0.0% 0 0.0% 0 3.7% 1 0.0% 0 0.0% 0 Other 4.9% 4 8.4% 1 7.2% 2 3.7% 1 0.0% 0 0.0% 0 Aldi 0.6% 0 0.0% 0 1.5% 0 0.0% 0 0.0% 0 0.0% 0 Free car parking 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Less charity shops 0.4% 0 0.0% 0 0.9% 0 0.0% 0 0.0% 0 0.0% 0 A market 0.8% 1 5.5% 0 0.7% 0 0.0% 0 0.0% 0 0.0% 0 Another supermarket 0.8% 1 0.0% 0 2.0% 1 0.0% 0 0.0% 0 0.0% 0 Improve the traffic system 0.7% 1 8.4% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Weighted base: 86 7 33 33 2 11 Sample: 192 20 144 20 1 7
Q32 Why don’t you visit Heybridge/Maldon/Burnham? [MR] Those who don't visit a centre at Q26
Lack of choice and range of 6.4% 24 3.6% 0 7.2% 0 4.4% 6 6.7% 6 8.4% 11 non-food shops Lack of choice and range of 4.0% 16 3.6% 0 7.2% 0 2.7% 4 3.8% 4 5.6% 7 food shops Choice of leisure facilities 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (cinema, gym, pubs etc) Choice of services 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (hairdressers, banks etc) Environmental quality of 0.7% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 2.0% 3 centre Too far away from home 33.9% 130 6.5% 0 26.2% 1 30.7% 44 36.3% 35 37.5% 50 Too far away from work 0.1% 0 2.9% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Not accessible by public 0.9% 3 2.9% 0 0.0% 0 0.0% 0 0.0% 0 2.4% 3 transport Inconveniently located car 0.6% 2 2.9% 0 4.0% 0 0.0% 0 1.2% 1 0.7% 1 parking Expensive car parking 0.4% 2 2.9% 0 4.0% 0 0.0% 0 1.2% 1 0.0% 0 Other 5.3% 20 3.6% 0 7.9% 0 3.9% 6 5.1% 5 7.0% 9 Nothing, no reason to visit 52.9% 203 54.0% 4 47.6% 2 62.6% 90 48.8% 47 45.4% 61 I don't drive 1.7% 7 23.6% 2 0.0% 0 0.0% 0 2.9% 3 1.5% 2 (Don't know) 0.3% 1 0.0% 0 7.2% 0 0.0% 0 1.0% 1 0.0% 0 Weighted base: 384 7 4 144 96 133 Sample: 234 16 16 60 62 80
Q33 Do you make use of electronic home shopping (i.e. internet or TV shopping)? [MR]
Yes, Internet 69.1% 520 70.2% 53 69.0% 33 67.0% 183 76.0% 116 66.5% 135 Yes, Portable internet 13.4% 101 7.8% 6 15.1% 7 12.7% 35 20.5% 31 10.8% 22 shopping (through mobile phone) Yes, TV Shopping 2.9% 21 5.8% 4 4.2% 2 2.8% 8 2.4% 4 1.8% 4 No 26.2% 197 27.7% 21 30.1% 14 24.5% 67 19.2% 29 32.2% 65 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 28 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
Q34 Which goods or services do you currently purchase via electronic (home/mobile) shopping? Those who said Yes at Q33
Food 13.9% 77 4.8% 3 14.6% 5 18.0% 37 16.6% 20 8.7% 12 Clothes 44.4% 246 45.3% 25 46.2% 15 45.7% 94 40.6% 50 44.9% 62 Banking / finance 3.1% 17 2.4% 1 5.7% 2 4.0% 8 3.7% 5 0.7% 1 Books 48.7% 271 36.5% 20 47.1% 16 43.1% 89 56.2% 70 55.6% 77 CDs, DVDs, music 42.1% 234 30.7% 17 47.6% 16 29.2% 60 52.6% 65 55.1% 76 DIY goods 7.0% 39 6.1% 3 6.2% 2 14.1% 29 2.2% 3 1.3% 2 Furniture / Carpets 5.7% 32 9.7% 5 5.4% 2 8.2% 17 0.8% 1 5.1% 7 Garden items 1.0% 6 2.5% 1 4.7% 2 0.0% 0 0.0% 0 1.9% 3 Holiday and / or Travel 4.2% 24 3.5% 2 3.0% 1 6.9% 14 2.3% 3 2.7% 4 Tickets Jewellery 3.0% 17 0.0% 0 0.4% 0 4.7% 10 4.5% 6 0.8% 1 Major electrical items 17.3% 96 14.6% 8 21.6% 7 16.6% 34 20.1% 25 15.8% 22 Small electrical items 21.4% 119 27.5% 15 17.3% 6 21.1% 43 21.8% 27 20.2% 28 Small household goods 10.3% 57 12.8% 7 2.6% 1 13.3% 27 10.8% 13 6.2% 8 Sports goods 4.5% 25 2.3% 1 7.5% 3 7.8% 16 3.0% 4 1.3% 2 Toys 9.8% 54 20.6% 11 9.0% 3 9.1% 19 6.0% 7 10.1% 14 Other 4.4% 25 1.3% 1 4.2% 1 6.4% 13 3.7% 5 3.4% 5 Gifts 1.5% 9 3.4% 2 6.1% 2 0.0% 0 3.7% 5 0.0% 0 Cosmetics 1.9% 10 4.7% 3 0.4% 0 1.1% 2 3.7% 5 0.7% 1 Car parts 2.6% 15 0.7% 0 0.4% 0 0.6% 1 1.5% 2 8.0% 11 Craft items 0.9% 5 0.7% 0 0.0% 0 0.0% 0 3.7% 5 0.0% 0 Pet goods 1.1% 6 0.9% 0 7.9% 3 0.6% 1 0.9% 1 0.7% 1 (Don't know) 3.3% 18 4.4% 2 9.8% 3 5.1% 11 0.0% 0 1.5% 2 Weighted base: 555 55 33 206 124 138 Sample: 495 128 123 81 79 84
Q35 Which goods or services are you likely to purchase in the future via electronic (home/mobile) shopping? Those who said Yes at Q33
Food 2.7% 15 1.9% 1 3.3% 1 3.5% 7 3.9% 5 0.7% 1 Clothes 5.9% 33 7.7% 4 7.1% 2 4.8% 10 2.2% 3 9.9% 14 Banking / finance 0.9% 5 0.0% 0 1.1% 0 0.6% 1 2.2% 3 0.7% 1 Books 4.3% 24 3.4% 2 8.2% 3 0.0% 0 3.7% 5 10.6% 15 CDs, DVDs, music 3.2% 18 1.9% 1 7.4% 2 1.2% 2 2.2% 3 6.6% 9 DIY goods 0.2% 1 0.0% 0 0.0% 0 0.6% 1 0.0% 0 0.0% 0 Furniture / Carpets 0.5% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.9% 3 Garden items 0.4% 2 0.5% 0 0.0% 0 0.0% 0 0.0% 0 1.5% 2 Holiday and / or Travel 3.3% 18 0.8% 0 0.0% 0 0.6% 1 5.3% 7 7.3% 10 Tickets Jewellery 0.3% 1 0.0% 0 0.0% 0 0.7% 1 0.0% 0 0.0% 0 Major electrical items 2.3% 13 3.0% 2 3.4% 1 0.0% 0 1.5% 2 5.9% 8 Small electrical items 2.1% 12 1.1% 1 3.8% 1 0.0% 0 0.0% 0 7.2% 10 Small household goods 0.5% 3 0.5% 0 0.7% 0 0.6% 1 0.9% 1 0.0% 0 Sports goods 0.9% 5 0.4% 0 0.0% 0 0.6% 1 3.0% 4 0.0% 0 Toys 1.8% 10 5.4% 3 3.9% 1 0.0% 0 0.0% 0 4.2% 6 Other 1.7% 9 1.4% 1 1.4% 0 2.3% 5 0.9% 1 1.5% 2 Same as before 63.7% 354 64.5% 35 72.2% 24 65.5% 135 74.9% 93 48.4% 67 Gifts 1.8% 10 0.8% 0 1.3% 0 0.6% 1 3.7% 5 2.6% 4 (None) 17.2% 96 17.5% 10 12.4% 4 22.8% 47 6.6% 8 19.4% 27 Weighted base: 555 55 33 206 124 138 Sample: 495 128 123 81 79 84
GEN Gender of respondent.
Male 33.7% 253 35.0% 27 28.7% 14 35.3% 96 31.9% 49 33.5% 68 Female 66.3% 499 65.0% 49 71.3% 34 64.7% 176 68.1% 104 66.5% 135 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 29 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
AGE Could I ask, how old are you?
18 – 24 years 4.0% 30 9.6% 7 3.8% 2 4.3% 12 3.0% 5 2.2% 4 25 – 34 years 14.2% 107 11.4% 9 25.4% 12 17.9% 49 0.0% 0 18.2% 37 35 – 44 years 23.1% 174 14.8% 11 12.3% 6 24.6% 67 32.4% 50 19.8% 40 45 – 54 years 21.5% 162 13.2% 10 12.0% 6 22.9% 63 27.0% 41 20.7% 42 55 – 64 years 16.9% 127 23.2% 18 15.1% 7 12.7% 35 26.0% 40 13.8% 28 65+ years 18.1% 136 27.2% 21 27.6% 13 15.2% 41 10.6% 16 22.1% 45 (Refused) 2.2% 17 0.5% 0 3.8% 2 2.4% 6 1.1% 2 3.2% 7 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
ADU How many adults, including yourself, live in your household (16 years and above)?
One 14.7% 111 17.2% 13 18.3% 9 12.5% 34 7.4% 11 21.5% 44 Two 54.5% 410 61.1% 46 54.3% 26 53.6% 146 58.9% 90 50.1% 102 Three 16.8% 127 12.3% 9 7.9% 4 17.4% 48 22.3% 34 15.6% 32 Four or more 11.7% 88 8.7% 7 15.5% 7 14.7% 40 10.3% 16 9.0% 18 (Refused) 2.2% 17 0.7% 1 4.0% 2 1.8% 5 1.1% 2 3.9% 8 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
CHI How many children aged under 16 years old are there living in your household?
None 58.9% 443 69.9% 53 64.3% 31 59.3% 162 53.7% 82 57.1% 116 One 15.3% 115 16.3% 12 9.9% 5 13.2% 36 15.1% 23 19.1% 39 Two 18.2% 137 10.0% 8 16.7% 8 19.2% 52 23.5% 36 16.4% 33 Three 4.8% 36 2.3% 2 2.1% 1 6.6% 18 4.8% 7 4.1% 8 Four or more 0.6% 5 0.8% 1 2.9% 1 0.0% 0 1.8% 3 0.0% 0 (Refused) 2.1% 16 0.7% 1 4.0% 2 1.8% 5 1.1% 2 3.3% 7 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
CAR How many cars does your household own or have the use of?
None 5.6% 42 12.4% 9 8.4% 4 4.6% 13 3.7% 6 5.3% 11 One 37.8% 285 32.1% 24 26.1% 12 39.3% 107 36.5% 56 41.7% 85 Two 39.9% 300 40.1% 30 42.0% 20 41.7% 114 41.9% 64 35.4% 72 Three or more 14.7% 111 15.0% 11 18.9% 9 13.2% 36 16.8% 26 14.1% 29 (Refused) 1.9% 14 0.3% 0 4.5% 2 1.2% 3 1.1% 2 3.4% 7 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
EMP Is the chief wage earner in full-time or part-time emloyment? Those in employment
Full-time 76.2% 490 62.5% 39 57.1% 22 83.7% 194 82.4% 113 70.4% 121 Part-time 7.5% 48 7.3% 5 14.2% 5 3.1% 7 6.0% 8 13.3% 23 Retired - private company 15.6% 100 27.1% 17 26.8% 10 13.3% 31 11.6% 16 15.2% 26 pension Other 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Refused) 0.7% 4 3.1% 2 1.9% 1 0.0% 0 0.0% 0 1.1% 2 Weighted base: 643 63 38 232 137 172 Sample: 608 159 154 103 88 104
HOM Do you own your own home?
Yes 82.0% 617 77.3% 59 78.6% 37 83.7% 228 83.6% 128 81.0% 165 No 15.2% 114 20.2% 15 14.1% 7 14.1% 38 15.3% 23 15.0% 31 (Refused) 2.8% 21 2.4% 2 7.3% 3 2.2% 6 1.1% 2 4.0% 8 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 30 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
ETH To ensure we get a representative sample can I please ask what you consider your ethnicity to be?
White 94.8% 713 98.0% 74 92.4% 44 93.4% 255 97.5% 149 93.8% 191 Indian 1.3% 10 0.0% 0 0.0% 0 3.6% 10 0.0% 0 0.0% 0 Pakistani 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Bangladeshi 0.1% 0 0.5% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other Asian 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Black Caribbean 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Black African 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Other Black 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Chinese 0.4% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.3% 3 Mixed Race 0.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.5% 1 Other Ethnic Group 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 (Refused) 3.4% 26 1.5% 1 7.6% 4 3.0% 8 2.5% 4 4.4% 9 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
QUOTA Zone
Zone 1 10.1% 76 100.0% 76 0.0% 0 0.0% 0 0.0% 0 0.0% 0 Zone 2 6.3% 48 0.0% 0100.0% 48 0.0% 0 0.0% 0 0.0% 0 Zone 3 36.3% 273 0.0% 0 0.0% 0100.0% 273 0.0% 0 0.0% 0 Zone 4 20.3% 153 0.0% 0 0.0% 0 0.0% 0 100.0% 153 0.0% 0 Zone 5 27.0% 203 0.0% 0 0.0% 0 0.0% 0 0.0% 0100.0% 203 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research Zone Filtered Maldon Household Survey Page 31 Weighted: for WYG October 2014
Total Zone 1 Zone 2 Zone 3 Zone 4 Zone 5
PC Postcode
CM0 7 2.1% 16 0.0% 0 33.7% 16 0.0% 0 0.0% 0 0.0% 0 CM0 8 1.6% 12 0.0% 0 26.1% 12 0.0% 0 0.0% 0 0.0% 0 CM1 1 0.7% 5 0.0% 0 0.0% 0 1.8% 5 0.0% 0 0.0% 0 CM1 2 2.2% 16 0.0% 0 0.0% 0 6.0% 16 0.0% 0 0.0% 0 CM1 6 6.3% 47 0.0% 0 0.0% 0 17.4% 47 0.0% 0 0.0% 0 CM1 7 1.8% 13 0.0% 0 0.0% 0 4.9% 13 0.0% 0 0.0% 0 CM2 0 1.6% 12 0.0% 0 0.0% 0 4.4% 12 0.0% 0 0.0% 0 CM2 6 1.9% 15 0.0% 0 0.0% 0 5.3% 15 0.0% 0 0.0% 0 CM2 7 1.9% 14 0.0% 0 0.0% 0 5.2% 14 0.0% 0 0.0% 0 CM2 8 1.1% 8 0.0% 0 0.0% 0 3.0% 8 0.0% 0 0.0% 0 CM2 9 4.7% 36 0.0% 0 0.0% 0 13.1% 36 0.0% 0 0.0% 0 CM3 1 0.8% 6 0.0% 0 0.0% 0 2.2% 6 0.0% 0 0.0% 0 CM3 2 0.9% 7 0.0% 0 0.0% 0 0.0% 0 4.3% 7 0.0% 0 CM3 3 1.4% 11 0.0% 0 0.0% 0 3.9% 11 0.0% 0 0.0% 0 CM3 4 3.4% 25 0.0% 0 0.0% 0 9.3% 25 0.0% 0 0.0% 0 CM3 5 2.3% 18 0.0% 0 0.0% 0 6.5% 18 0.0% 0 0.0% 0 CM3 6 2.5% 19 0.0% 0 40.2% 19 0.0% 0 0.0% 0 0.0% 0 CM3 7 1.4% 11 0.0% 0 0.0% 0 3.9% 11 0.0% 0 0.0% 0 CM3 8 0.8% 6 0.0% 0 0.0% 0 2.3% 6 0.0% 0 0.0% 0 CM7 1 1.7% 13 0.0% 0 0.0% 0 0.0% 0 8.2% 13 0.0% 0 CM7 2 0.5% 4 0.0% 0 0.0% 0 0.0% 0 2.5% 4 0.0% 0 CM7 3 0.4% 3 0.0% 0 0.0% 0 0.0% 0 2.0% 3 0.0% 0 CM7 9 3.2% 24 0.0% 0 0.0% 0 0.0% 0 15.6% 24 0.0% 0 CM776 1.8% 14 0.0% 0 0.0% 0 0.0% 0 9.0% 14 0.0% 0 CM777 3.7% 28 0.0% 0 0.0% 0 0.0% 0 18.1% 28 0.0% 0 CM778 2.3% 17 0.0% 0 0.0% 0 0.0% 0 11.2% 17 0.0% 0 CM8 1 3.1% 24 0.0% 0 0.0% 0 0.0% 0 15.4% 24 0.0% 0 CM8 2 2.8% 21 0.0% 0 0.0% 0 0.0% 0 13.7% 21 0.0% 0 CM8 3 1.7% 13 16.8% 13 0.0% 0 0.0% 0 0.0% 0 0.0% 0 CM9 4 2.9% 22 28.8% 22 0.0% 0 0.0% 0 0.0% 0 0.0% 0 CM9 5 0.7% 5 6.7% 5 0.0% 0 0.0% 0 0.0% 0 0.0% 0 CM9 6 2.5% 19 24.8% 19 0.0% 0 0.0% 0 0.0% 0 0.0% 0 CM9 8 2.3% 17 22.8% 17 0.0% 0 0.0% 0 0.0% 0 0.0% 0 CO1 1 0.1% 1 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.5% 1 CO1 2 1.4% 10 0.0% 0 0.0% 0 0.0% 0 0.0% 0 5.1% 10 CO2 0 3.0% 23 0.0% 0 0.0% 0 0.0% 0 0.0% 0 11.2% 23 CO2 7 1.5% 11 0.0% 0 0.0% 0 0.0% 0 0.0% 0 5.4% 11 CO2 8 1.7% 13 0.0% 0 0.0% 0 0.0% 0 0.0% 0 6.4% 13 CO2 9 0.7% 6 0.0% 0 0.0% 0 0.0% 0 0.0% 0 2.8% 6 CO3 0 0.6% 5 0.0% 0 0.0% 0 0.0% 0 0.0% 0 2.3% 5 CO3 3 1.8% 13 0.0% 0 0.0% 0 0.0% 0 0.0% 0 6.6% 13 CO3 4 2.8% 21 0.0% 0 0.0% 0 0.0% 0 0.0% 0 10.2% 21 CO3 8 0.4% 3 0.0% 0 0.0% 0 0.0% 0 0.0% 0 1.3% 3 CO3 9 1.5% 11 0.0% 0 0.0% 0 0.0% 0 0.0% 0 5.5% 11 CO5 0 4.6% 34 0.0% 0 0.0% 0 0.0% 0 0.0% 0 17.0% 34 CO5 7 1.3% 10 0.0% 0 0.0% 0 0.0% 0 0.0% 0 4.7% 10 CO5 9 2.0% 15 0.0% 0 0.0% 0 0.0% 0 0.0% 0 7.5% 15 CO6 1 3.7% 28 0.0% 0 0.0% 0 0.0% 0 0.0% 0 13.6% 28 SS11 0.4% 3 0.0% 0 0.0% 0 1.2% 3 0.0% 0 0.0% 0 SS117 3.5% 26 0.0% 0 0.0% 0 9.5% 26 0.0% 0 0.0% 0 Weighted base: 752 76 48 273 153 203 Sample: 752 200 201 124 100 127
Column %ges. 111014 NEMS market research
Maldon Retail Study
Appendix C – GOAD Plans
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Maldon District Council A089416 05/08/2015 MALDON
B E EL E IG BE H R Maldon E O L E AD IG H R O AD
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Maldon Town Centre Land Use Plan Legend Plan Ref Appendix 1 Primary Shopping Project A089416 Convenience Services Miscellaneous Frontage Date January 2015
Secondary WYG Transport Planning & Environment Comparison Vacant Other Shopping Frontage Tel: +44 (0)20 7250 7500 Email: [email protected] © Crown copyright. All rights reserved MLA100018588 2014
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Heybridge Centre Land Use Plan Legend Plan Ref Appendix 1 Primary Shopping Miscellaneous Project A089416 Convenience Services Frontage Survey Date January 2015
Secondary WYG Transport Planning & Environment Comparison Vacant Other Shopping Frontage Tel: +44 (0)20 7250 7500 Email: [email protected] 1 Burnham HighD b Street 9 S 2 A 9 tud 7 4 O io D A 9 2 0 R 1 3 6 2 N R H 3 A E IM 0 R 38 T O OA 2 D E R S S ub N 4 1 I S 21 6 R 79 ta E 2 O 1 9 1 2 D M 5 4 9 8 1 5 A 2 2 1 D 6 3 L 3 W A 39 ES A 41 TE 54 O 4 R R 1 2 b N 2 R 0 4 OA 5 K 2 6 0 5 D R a I 1 7 6 0 K 1 2 4 Church N 6 U 9 11 on 4 6.7m TCB D o E 7 M l P t alf 6 Sub res LB 12 H S b C 14 ta y n 5 PA Green 2 R 7 o 9 K 1 1 2 s l 0 4 8 8 7 e 4 1 59 o 1 8 N t 3 39 8 5 1 0 2 1 3 7 2 9 2 6 l 1 8 E 17 1 1 9 1 4 2 t o 4 2 9 1 1 8 19 10 a
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Plan Ref Appendix 1 Core Retail Area (SH1) Convenience Project A089416 Survey Date January 2015 Protection of retail Comparison function (SH2) WYG Transport Planning & Environment Services Vacant Tel: +44 (0)20 7250 7500 Email: [email protected] Other Miscellaneous
Maldon Retail Study
Appendix D – Health Check Assessments
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Maldon District Council A089416 05/08/2015
MALDON
ADDRESS High Street
Maldon Town Centre runs along the entirety of the High Street, starting at the junction with London Road, running down hill and ending where DESCRIPTION the road splits into Church Street and Mill Road. The main part of the Primary Shopping Frontage is located at the top, to which Secondary Frontages are connected at either end. CURRENT STATUS Town Centre
Most western end of High Street King’s Courtyard with cafes and boutique shops
Looking westwards to ‘core’ of High Street Moot Hall, within the ‘core’ shopping area
Looking eastward, downhill Most eastern end of High Street, looking westward
DIVERSITY OF USES COMMUNITY FACILITIES Convenience 14 Total: Comparison 91 NATIONAL OPERATORS Service 82 Total: 10 Miscellaneous 4 M&S Dorothy Perkins Morrisons Peacocks Vacant 13 Boots Iceland Total no. of units 204 Costa Coffee WH Smith Superdrug Greggs USES Maldon Town Centre has 204 retail units and clearly functions as the centre of Maldon District. It has a good range of unit types and offers both high end and cheaper stores. A total of 14 convenience stores are trading in Maldon, with a number of butchers, bakers, a greengrocers, deli and fishmongers. Next to these independent retailers, M&S, Iceland and Costcutter provide a range of top up shopping locations. Maldon has a strong mix of independent comparison retailers, offering high end boutique stores, high street retailers, florists, kitchen and household goods, furniture stores, jewellers, card shops, opticians, antiques and gift stores. Only a small number of national multiple retailers are present, such as Dorothy Perkins, indicating that Maldon does not serve as a destination for clothes shopping but competes with larger centres. The 84 service units are made up of beauty salons, solariums, hairdressers, estate and travel agents, banks, cafes, restaurants and take aways. A post office, two tourist information centres and an employment agency are the miscellaneous units. A low number of units were vacant at the time of surveying, at 6.3% of the total. Most of these are clustered at the bottom end of the High Street, currently designated as the Secondary Shopping Frontage. The other vacancies are dotted randomly along the High Street. From the last two known surveys of Maldon High Street, in March and November 2014, the location rather than number of vacancies fluctuated, indicating businesses are making use of the availability of lower rents and better located units.
PEDESTRIAN FLOWS Maldon has a healthy number level of footfall on its High Street. Most people are seen at the top of the High Street, around the two churches and where most banks and high street retailers are located. The area has a good buzz, where the cafes and shops are well integrated to boost pedestrian flows. The alleyways that run north and south from the High Street towards Council services, schools and parking facilities are well used. Cafes and boutique stores have created courtyards in the alleyways of Kings Courtyard, the newly built Brights Path, Edward’s Walk and Wenlock Way. Lower footfall is noted along the south eastern part of the High Street.
ACCESSIBILITY The town centre is very walkable and despite the length of the High Street, it is overseeable and can be accessed by foot. A number of bike stands are located around the centre to accommodate cyclists. Some cycle paths run along back alleys, but there is no dedicated space for bikes along the High Street. The High Street itself is a national cycle route. Most people will choose to drive to Maldon, for which a number of car parks are located just off the High Street: White Horse Lane, Butt Lane, Friary Fields, and High Street East. However these car parks do involve a charge. Maldon does not have its own train station. The nearest train station on the main line is Hatfield Peverel (10 mins), or Witham and Chelmsford. On the southern line into London North Fambridge and South Woodham Ferrers are also near.
A number of buses run to and from Maldon, connecting the town with nearby cities for shopping: - No. 31 between Chelmsford and Maldon (Milton Road), via Danbury - No. 31C between Chelmsford and Burnham, via Danbury, Maldon, Steeple - No. 31X between Chelmsford and Burnham, via Danbury, Maldon - No. 73 between Chelmsford and Maldon, via Hatfield Peverel, Nounsley, Heybridge Basin - No. 75 between Essex University and Maldon, via Colchester, Colchester Zoo, Tiptree - No. 75A between Essex University and Tiptree, via Colchester, Colchester Zoo
PERCEPTION OF SAFETY Maldon has an image of low crime and a safe town. The High Street and alleyways are well used and well lit, therefore encouraging good behaviour. The overall low crime rate feeds into a perception safety in Maldon. No safety issues came out of the household survey.
ENVIRONMENTAL QUALITY Maldon’s streetscape is well maintained, free from litter and has a positive vibe to it. The shopfronts are in good shape in the main shopping part of the High Street, slowly deteriorating in quality towards the bottom end where most of the vacancies are. The empty shops, lower end retail offer and take aways and less visually appealing shopping environment all contribute towards lower footfall, which in turn gives the perception that this area is more run down. Overall though, Maldon’s shopping environment is well presented. A number of benches are located around the centre. Most benches are placed in the centre of the High Street where there is more space. As there is no dedicated public plaza in Maldon, the grassed area and public realm around the churches function as public space. CONCLUSION As Maldon District’s largest centre, it has a well-functioning High Street that has withstood the recession reasonably. A majority of the retailers are independents that complement each other’s business well. Maldon’s Town Centre cannot compete with larger centres like Chelmsford or Colchester, but considering the isolated nature of Maldon geographically, it does well to attract visitors and offers a niche shopping destination with many independent retailers.
KEY ISSUES One of the High Street’s weaknesses is the eastern end that is physically lower than the rest of the High Street. This part of the Secondary Shopping Frontage needs to raise its profile. The High Street would benefit greatly from signposting that will connect Maldon’s heritage to its retail offer. The river Chelmer, Maldon’s marina and the Marine Parade Promenade Park are not linked to the town centre, but if tourists were to link these destinations on foot, the deprived part of the High Street could see a boost in footfall and business.
RECOMMENDED DESIGNATION Town Centre
HEYBRIDGE
ADDRESS The Street, The Square, Colchester Road, Bentalls Shopping Centre
A large number of the units cluster around the Bentalls Shopping Centre, which is one of the designated Core Retail Areas. The other Core Retail DESCRIPTION Area runs along The Street and Hall Road. Heybridge has many industrial units in close proximity to the small centre which largely comprises of terraced two storey retail units and the two-storey Bentalls Shopping Centre. CURRENT STATUS District Centre
The Square The Street Bentalls Shopping Centre
Bentalls Shopping Centre DIVERSITY OF USES COMMUNITY FACILITIES Convenience 4 Total: Comparison 10 NATIONAL OPERATORS Service 19 Total: 2 Miscellaneous 0 Tesco Vacant 3 Asda Total no. of units 36
USES Heybridge functions as a local centre, providing predominantly service units and some convenience shopping. The Bentalls Shopping Centre houses dentists, veterinary surgery, a medical centre, Asda, a number of cafes and take away units, chemists, a charity shop, laundrette, a bakery, solarium and some hairdressers. It has its own car park to accommodate resident’s food shopping. To the east of the Bentalls Centre, auto repairs, garages and electrical supplies businesses trade from an industrial cluster of buildings. Towards the Causeway and Maldon, restaurants, take aways, hairdressers, furniture shops and the odd fireplace and betting shop are located along The Street. The surrounding uses in Heybridge are industrial, highlighting Heybridge heritage in agricultural machinery manufacturing. Three vacancies were noted in Heybridge, with one unit being refurbished and opening in March 2015. The Tesco Express in the Bentalls Centre was reportedly closed after the survey was undertaken in January 2015. It is unclear whether another retailer has now taken residence. The Tesco Extra in the Causeway attracts a large number of people, diverting people away from Heybridge’s small convenience stores. The large ratio of comparison goods sold in the Tesco complements the lack of comparison goods stores in Heybridge. PEDESTRIAN FLOWS The Bentalls Shopping Centre functions well and attracts a reasonable number of local residents. The good mix of local facilities encourage people to linger in the Bentalls for longer than strictly necessary. In the surrounding streets of the shopping area the footfall is very low. People do not seem to link their trips to the nearby Tesco Extra in the Causeway by foot, which is apparent by the type of businesses that are located outside of the Bentalls Centre.
ACCESSIBILITY Heybridge is predominantly accessible by car. Free parking by the Bentalls facilitates this mode of transport. Although the Causeway is a short walking distance, people are seen to prefer using their car. Some bike stands are located by the Bentalls, but no cycle routes or specific road infrastructure encourages people to use their bikes.
Due to the lack of a nearby train station, buses provide public transport links to Maldon, Hatfield Peverel, Witham, Chelmsford and to the south of the District. These buses serve Heybridge:
- No. 73 between Chelmsford and Maldon, via Hatfield Peverel, Nounsley, Heybridge Basin - No. 75 between Essex University and Maldon, via Colchester, Colchester Zoo, Tiptree - No. 75A between Essex University and Tiptree, via Colchester, Colchester Zoo
PERCEPTION OF SAFETY Heybridge has a calm atmosphere and low perceived crime rate. The centre is aged and has run down shop fronts. These do not contribute positively to the perception of safety. Otherwise, the Bentalls Centre is well lit, whereas the roads to the Causeway are very car-focused and therefore limits ‘eyes on the street’. No issues of safety were brought forward in the household survey.
ENVIRONMENTAL QUALITY The Bentalls Centre is maintained but it is aged. By reimagining the car parking and spaces in and around the Bentalls Centre, Heybridge can improve its public realm and image. The Street and Square do not have a positive image, their shop fronts need a revamp and signage needs to ensure the retailers are better linked. Otherwise the centre is clean and tidy.
CONCLUSION
This District Centre is small, in close proximity to Maldon’s Town Centre and therefore functions as ancillary to Maldon and the Causeway shopping destinations. Heybridge, however, is frequented by local residents and has a strong, service-focused function.
The centre should benefit from larger regeneration efforts geared towards the Causeway area that will hopefully encourage people to link their trips from Maldon to Heybridge by foot.
KEY ISSUES The District Centre would benefit from a general uplift in public realm features. Furthermore, The Street and Square should be tied in better to the Bentalls which essentially forms the core of Heybridge shopping. They currently function as ‘side streets’, and do not support the function of Heybridge as a shopping destination. The focus needs to be split between the Bentalls and surrounding streets equally, offering a chance for units outside the Bentalls to do good business.
RECOMMENDED DESIGNATION District Centre
BURNHAM-ON-CROUCH – HIGH STREET
ADDRESS High Street
Burnham’s designated shopping centre runs along the High Street and part DESCRIPTION of Station Road. The core is centred around the clock tower, with an area for parking and seating. This part of the High Street runs parallel to the waterfront. CURRENT STATUS Town Centre
Station Road part of centre Looking south to the High Street from Station Road
Burnham Clock Tower, busy part of High Street Burnham’s waterfront DIVERSITY OF USES COMMUNITY FACILITIES Convenience 4 Total: Comparison 14 NATIONAL OPERATORS Service 28 Total: 3 Miscellaneous 1 Tesco Vacant 4 Barclays Natwest Total no. of units 51
USES The town centre comprises approximately 52 retail and service units. It functions as the main centre in Burnham but is dependent on the Station Road centre for its larger Co Op convenience foodstore. There are a few small convenience stores like a One Stop shop, newsagents, Tesco Express and sweet shop. Apart from the bakery on Station Road, it does not have any independent butchers or fishmongers. Service units outbalance the number of comparison units, with a large number of restaurants, take aways, cafes, laundrettes, banks, estate agents and hairdressers present. Remarkable is the type of comparison goods that can be found in Burnham, a combination of antique stores, charity shops, furniture/hardware and cookery stores, and florists. Apart from sports goods and one fashion accessories stores, no clothing stores trade in Burnham. Clothes stores tend to exist only in clusters, and as such a single operator could not stay in business.
PEDESTRIAN FLOWS Our surveys were undertaken in the winter; for this period the pedestrian flows were low to moderate. People were seen to walk between stores and/or cafes or use the street to chat. However, in the summertime Burnham is known to be much busier, as both visitors and residents frequent the area. The waterfront runs parallel to the High Street and is connected by alleyways. This centre is very dependent on its summer trade. The interaction between the waterfront and High Street are beneficial and complementary to each other.
ACCESSIBILITY Burnham train station is serviced by trains from Southminster to Wickford and Shenfield. The walk from the train station to the centre is around 15 minutes, downhill.
Buses that run to and from Burnham, stop on the High Street:
- No. 31 between Chelmsford and Maldon (Milton Road), via Danbury - No. 31C between Chelmsford and Burnham, via Danbury, Maldon, Steeple - No. 31X between Chelmsford and Burnham, via Danbury, Maldon
Walking routes are signposted and the centre is can easily be accessed by foot. Some cycle parking stands can be found by the clock tower, in the middle of the High Street. Otherwise this centre is quite car-dependent. A few free car parks have been provided in addition to the on-street car parking on the High Street to accommodate tourists and local residents popping into the High Street. These car parks are: Providence/Ship Road, Foundry Lane, Millfields Upper, Millfields Lower, Burnham Country Park. The car park at the train station is a pay & display.
PERCEPTION OF SAFETY Perceptions of safety are very good; it is a calm village to walk around in. There is no perceived risk of crime in Burnham, as the centre is well lit. No negative comments were made regarding the safety of Burnham in the household survey.
ENVIRONMENTAL QUALITY The general environmental quality of the centre is good. The streets are clean and litter-free. A few benches mark the pavement where it is wider at the centre of Burnham’s High Street. It provides a good area to stop and enjoy the area. The alleyways to the waterfront encourage further exploration, with nice views from the High Street. The quality of shopfronts differs, some have clearly been kept in good shape, while others look tired and could benefit from an uplift.
CONCLUSION
Burnham-on-Crouch has a viable High Street, with its own unique mix of retailers that can trade at a sustainable level. Much of their trade depends on the summer season. Due to this anomaly, the choice of retail and service units is geared towards antiques, flowers, restaurants, takeways, hairdressers and estate agents. The lack of footfall and passing through trade has resulted in a complete lack of clothes and shoes stores, or other comparison goods stores, like electric goods. Despite the limited comparison goods offer, the centre has a low level of vacancies (7.8%) and therefore indicates a viable centre, even in the winter months.
KEY ISSUES Burnham functions as a destination in itself, rather than a passing through place. This gives Burnham their unique character but also prevents people from dropping in on the way. The highly seasonal dependency is a difficult factor for stores that rent their units. It does not have an anchor foodstore within the designated town centre, only a Tesco Express, and a relatively larger convenience Co Op store at a 20 minute walk.
RECOMMENDED DESIGNATION Town Centre
BURNHAM-ON-CROUCH – STATION ROAD / FOUNDRY LANE
ADDRESS Station Road, Foundry Lane, Church Road
Burnham Local Centre is centred around the Co Op supermarket situated on the Mildmay Industrial Estate. A number of units that share the car park, DESCRIPTION a small shopping along the junction of Devonshire Road and Church road and a number of retail units along Station Road make up this centre. The centre is designated as a Core Retail Shopping Area.
CURRENT STATUS Local Centre
Station Road Devonshire Road / Church road junction
Co Operative supermarket Mildmay House units sharing car park with Co Op DIVERSITY OF USES COMMUNITY FACILITIES Convenience Total: Comparison 3 NATIONAL OPERATORS Service 7 Total: 3 Miscellaneous 15 Vacant 1 Co Op Bairstow Eves McColl’s Total no. of units 0
USES The top end of Burnham Station Road has a number of convenience units, consisting of a bakery, Co Op supermarket and a convenience store, supported by day-to-day service units such as hairdressers, take away’s, estate agents, beauty salons and cafes. Some mechanics and a computer repair shop can also be found along more industrial and businesses uses. A limited number of comparison units can be found here, ranging from hardware, tiles and household stores to a pharmacy and charity shop.
PEDESTRIAN FLOWS Due to the day-to-day function of this centre, footfall is fairly constant, albeit low. In the summer season this centre will attract more visitors, as this centre sits between the train station and Burnham’s High Street and waterfront.
ACCESSIBILITY Burnham train station is serviced by trains from Southminster to Wickford and Shenfield.
Buses that run to and from Burnham:
- No. 31 between Chelmsford and Maldon (Milton Road), via Danbury - No. 31C between Chelmsford and Burnham, via Danbury, Maldon, Steeple - No. 31X between Chelmsford and Burnham, via Danbury, Maldon
Walking routes are signposted and the centre is can easily be accessed by foot. Otherwise this centre is quite car-dependent. Limited to no cycle parking stands around the centre.
PERCEPTION OF SAFETY This is a safe place to walk around. There is a very low crime rate, especially compared to urban regions of Essex. Resident’s perception of safety is good, according to the household survey results.
ENVIRONMENTAL QUALITY The general street environment of this part of Burnham is well kept, although it is fairly aged. The public realm around the Co Op is clearly newer; the pavements are in better condition. Some landscaping and benches are also present around the cluster of Co Op and cafes, but this could be improved. The centre does not encourage visitors to sit down and take a break. Going down Station Road towards the waterfront, simple road works align the street. This part especially could do with an upgrade as well as better signposting to encourage the link to the High Street and its waterfront.
CONCLUSION This centre just north of Burnham’s designated High Street centre supports a decent amount of trade and turnover. The very low vacancy rate and movement in the units indicate this is a healthy functioning centre. This rural location is accessible by train, car and bus.
KEY ISSUES This local centre is dependent on the influx of summer visitors and the viability of the High Street. The street environment would benefit from an investment in its urban design features, such as street furniture, landscaping, directional signposting as well as informational signs. A more clear connection must be made with the High Street to ensure linked trips are made for leisure and retail purposes.
RECOMMENDED DESIGNATION Local centre within a larger Core Shopping Area
Maldon Retail Study
Appendix E – Market Share Plans
1 www.wyg.com creative minds safe hands
Maldon District Council A089416 05/08/2015 Zone 1 Respondents Convenience Goods Market Share ¯
Braintree Colchester
5 4
Tiptree
Witham
1 HEYBRIDGE Chelmsford 3 MALDON
2
Southminster
South Woodham Ferrers Burnham- Wickford on-Crouch
Other outside the Study Area 0 1.25 2.5 5 7.5 10 Miles
Convenience Goods Market Share of Zone 1 0% Respondents (%) 1-15% - 71.8 % spent in Zone 1 16-30% - 0.0 % spent in Zone 2 - 2.9 % spent in Zone 3 31-45% - 13.4 % spent in Zone 4 - 9.0 % spent in Zone 5 46-60% - 2.9 % spent in locations outside Study Area
61-75% Zone 2 Respondents Convenience Goods Market Share ¯
Braintree Colchester
5 4
Tiptree
Witham
1 Heybridge Chelmsford 3 Maldon
2
SOUTHMINSTER
South Woodham Ferrers BURNHAM- Wickford ON-CROUCH
Other outside the Study Area 0 1.25 2.5 5 7.5 10 Miles
Convenience Goods Market Share of Zone 2 0% Respondents (%) 1-15% - 41.4 % spent in Zone 1 16-30% - 18.4 % spent in Zone 2 - 35.8 % spent in Zone 3 31-45% - 0.0 % spent in Zone 4 - 0.0 % spent in Zone 5 46-60% - 4.4 % spent in locations outside Study Area
61-75% Zone 1 Respondents Comparison Goods Market Share ¯
Braintree Colchester
5 4
Tiptree
Witham
1 HEYBRIDGE Chelmsford 3 MALDON
2
Southminster
South Woodham Ferrers Burnham- Wickford on-Crouch
Other outside the Study Area 0 1.25 2.5 5 7.5 10 Miles
Comparison Goods Market Share of Zone 1 0% Respondents (%) 1-15% - 26.2 % spent in Zone 1 16-30% - 1.7 % spent in Zone 2 - 34.4 % spent in Zone 3 31-45% - 12.4 % spent in Zone 4 - 15.7 % spent in Zone 5 46-60% - 9.6 % spent in locations outside Study Area
61-75% Zone 2 Respondents Comparison Goods Market Share ¯
Braintree Colchester
5 4
Tiptree
Witham
1 Heybridge Chelmsford 3 Maldon
2
SOUTHMINSTER
South Woodham Ferrers BURNHAM- Wickford ON-CROUCH
0 1.25 2.5 5 7.5 10 Other outside the Study Area Miles
Comparison Goods Market Share of Zone 2 0% Respondents (%) 1-15% - 9.1 % spent in Zone 1 16-30% - 7.5 % spent in Zone 2 - 50.2 % spent in Zone 3 31-45% - 0.4 % spent in Zone 4 - 1.8 % spent in Zone 5 46-60% - 31.0 % spent in locations outside Study Area
61-75%
Maldon Retail Study
Appendix F – Statistical Tables
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Maldon District Council A089416 05/08/2015 WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 1: POPULATION AND PER CAPITA EXPENDITURE WITHIN EACH ZONE OF STUDY AREA
Population Per Capita Expenditure Convenience (£) Zone 2014 2019 2024 2029 2014 2012 2014 2019 2024 2029 with SfT
1 41,319 42,669 44,019 45,368 2,127 2,089 2,035 2,064 2,105 2,157 2 26,100 26,953 27,805 28,658 2,200 2,160 2,104 2,135 2,177 2,231 3 148,698 154,121 159,749 164,858 2,064 2,027 1,974 2,003 2,043 2,094 4 84,447 88,747 93,077 96,929 1,967 1,932 1,881 1,909 1,947 1,995 5 114,171 122,126 129,478 136,123 1,963 1,928 1,878 1,905 1,943 1,991
TOTAL 414,735 434,615 454,128 471,936
Notes: a. Zones based on the following post code sectors 1 - CM9 4, CM9 5, CM9 6, CM9 8, CM8 3 2 - CM3 6, CM0 7, CM0 8 3 - CM1 1, CM1 2, CM1 6, CM1 7, CM2 5, CM2 6, CM2 7, CM2 8, CM2 9, SS11 7, CM3 1, CM3 3, CM3 4, CM3 5, CM3 5, CM3 8 4 - CM3 2, CM8 1, CM8 2, CM77 6, CM77 7, CM77 8, CM7 1, CM7 2, CM7 3, CM7 8, CM7 9 5 - CO1 1, CO1 2, CO2 0, CO2 7, CO2 8, CO2 9, CO3 0, CO3 3, CO3 4, CO3 8, CO3 9, CO5 0, CO5 7, CO5 9, CO6 1 b. Per capita expenditure derived from Experian MMG3 data (2014 report) c. Population derived from Experian MMG3 data (2014 report) d. Per capita expenditure projected forward using forecast growth rates taken from Table 1a of Experian Retail Planner Briefing Note 12.1 e. Expenditure excludes Special Forms of Trading in line with 'adjusted' allowance derived from Annex 3 of Experian Retail Planner Briefing Note 12.1
2012 Prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 2A: TOTAL CONVENIENCE GOODS EXPENDITURE
Expenditure (£m) Growth (£m) Convenience Convenience Zone 2014 2019 2024 2029 2014-19 2014-24 2014-29
1 84.1 88.1 92.7 97.9 4.0 8.6 13.8 2 54.9 57.5 60.5 63.9 2.6 5.6 9.0 3 293.6 308.7 326.3 345.1 15.2 32.7 51.6 4 158.9 169.4 181.2 193.4 10.5 22.3 34.5 5 214.4 232.7 251.5 271.0 18.3 37.1 56.7 TOTAL 805.8 856.5 912.2 971.4 50.6 106.4 165.5
TABLE 2B: CONVENIENCE GOODS EXPENDITURE SPLIT BETWEEN MAIN FOOD SHOPPING AND TOP-UP FOOD SHOPPING SPEND
Expenditure (£m) Convenience - 2014 Zone Main Top-up Total
1 65.5 18.6 84.1 2 42.3 12.6 54.9 3 246.4 47.2 293.6 4 130.0 28.8 158.9 5 178.6 35.7 214.4 TOTAL 662.9 142.9 805.8
Notes: a. Zones based on the following post code sectors 1 - CM9 4, CM9 5, CM9 6, CM9 8, CM8 3 2 - CM3 6, CM0 7, CM0 8 3 - CM1 1, CM1 2, CM1 6, CM1 7, CM2 5, CM2 6, CM2 7, CM2 8, CM2 9, SS11 7, CM3 1, CM3 3, CM3 4, CM3 5, CM3 5, CM3 8 4 - CM3 2, CM8 1, CM8 2, CM77 6, CM77 7, CM77 8, CM7 1, CM7 2, CM7 3, CM7 8, CM7 9 5 - CO1 1, CO1 2, CO2 0, CO2 7, CO2 8, CO2 9, CO3 0, CO3 3, CO3 4, CO3 8, CO3 9, CO5 0, CO5 7, CO5 9, CO6 1 b. Per capita expenditure derived from Experian MMG3 data (2014 report) c. Population derived from Experian MMG3 data (2014 report) d. Per capita expenditure projected forward using forecast growth rates taken from Table 1a of Experian Retail Planner Briefing Note 12.1 e. Expenditure excludes Special Forms of Trading in line with 'adjusted' allowance derived from Annex 3 of Experian Retail Planner Briefing Note 12.1 f. Figures derived from multiplying per capita expenditure with population within each zone using data provided at Table 1
2012 Prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 3: CONVENIENCE GOODS SHOPPING PATTERNS
TOTAL TOTAL 1 2 3 4 5 MAIN FOOD TOP UP MAIN FOOD TOP UP MAIN FOOD TOP UP MAIN FOOD TOP UP MAIN FOOD TOP UP MAIN FOOD TOP UP DESTINATION (%) (%) (%) (%) (%) (%) (%) (%) (%) (%) (%) (%)
STUDY AREA
Zone 1 Asda, Bentalls Shopping Centre, Colchester Road, Heybridge 0.2 1.3 0.4 12.7 0.0 0.0 0.0 0.0 0.0 0.0 0.5 0.0 Costcutter, Post Office, Maldon High Street, Maldon 0.0 0.0 0.0 0.0 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Marks and Spencer, Maldon High Street, Maldon 0.8 1.3 3.9 8.8 0.3 7.1 1.0 0.0 0.0 0.0 0.0 0.0 Morrisons, Limebrook Way, Maldon 3.5 2.6 19.0 21.8 16.2 4.4 1.1 0.0 0.0 0.0 0.0 0.0 Tesco Extra, Causeway, Fullbridge, Maldon 9.9 1.4 45.5 5.8 27.3 7.8 6.2 0.0 2.7 1.5 1.9 0.0 Tesco Metro, Bentalls Shopping Centre, Colchester Road, Heybridge 1.8 0.1 1.7 1.1 0.9 0.0 0.0 0.0 0.0 0.0 5.9 0.0 Local shops, Heybridge 0.0 0.2 0.0 1.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Local shops, Maldon 0.2 2.3 1.4 14.1 0.0 6.2 0.0 1.3 0.0 0.0 0.0 0.0 Iceland, High Street, Maldon 0.2 0.2 1.3 2.0 1.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 16.6 9.4 73.2 67.9 46.1 25.5 8.3 1.3 2.7 1.5 8.3 0.0
Zone 2 Co-operative, Foundry Lane, Burnham 0.5 1.0 0.0 0.0 7.0 16.9 0.0 0.0 0.0 0.0 0.0 0.0 One Stop, High Street, Burnham 0.0 0.0 0.0 0.0 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Tesco Express, Station Road, Burnham 0.1 0.3 0.0 0.0 1.8 4.5 0.0 0.0 0.0 0.0 0.0 0.0 Local shops, Burnham 0.0 0.2 0.0 0.0 0.6 3.7 0.0 0.0 0.0 0.0 0.0 0.0 Local shops, Mayland 0.0 0.5 0.0 0.0 0.0 8.0 0.0 0.0 0.0 0.0 0.0 0.0 Local shops, Southminster 0.1 0.6 0.0 0.0 1.4 9.7 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.7 2.6 0.0 0.0 11.1 42.8 0.0 0.0 0.0 0.0 0.0 0.0
SUB-TOTAL MALDON DISTRICT (Zones 1 and 2) 17.3 12.0 73.2 67.9 57.2 68.3 8.3 1.3 2.7 1.5 8.3 0.0
OUTSIDE STUDY AREA
Outside Study Area, Chelmsford, Zone 3 Asda, Queen Elizabeth Square, South Woodham Ferrers 5.7 4.1 0.4 0.5 31.4 17.0 10.4 9.2 0.0 0.0 0.0 0.0 Sainsbury's, White Hart Lane, Chelmsford 7.3 4.3 1.5 0.0 1.8 0.0 17.9 12.7 3.8 0.0 0.0 0.0 Local shops, Chelmsford 0.6 5.1 0.0 0.0 0.3 0.0 1.6 14.5 0.0 0.9 0.0 0.0 Local shops, Wickford 0.4 1.0 0.0 0.0 0.7 0.0 1.0 2.9 0.0 0.0 0.0 0.0 Aldi, Springfield Road, Chelmsford 3.5 2.2 0.7 0.8 2.6 1.7 7.9 5.4 2.6 0.8 0.0 0.0 Aldi, The Broadway, Wickford 3.5 2.6 0.0 0.0 3.9 0.4 9.3 6.1 0.0 2.3 0.0 0.0 Asda, Chelmer Village Centre, Chelmsford 2.8 0.9 0.0 0.0 0.0 0.0 7.7 2.6 0.8 0.0 0.0 0.0 Other in Chelmsford 2.2 6.5 0.0 0.0 0.0 0.5 6.2 19.2 0.0 0.0 0.0 0.0 Lidl, Burghley Way, Chelmsford 1.6 0.9 0.6 0.0 0.0 0.0 4.5 2.6 0.0 0.0 0.0 0.0 Tesco, Princes Road, Chelmsford 4.4 1.7 0.0 0.0 0.0 0.0 12.8 5.2 0.0 0.0 0.0 0.0 Tesco, Springfield Road, Chelmsford 2.3 0.7 0.0 0.4 0.0 0.0 6.6 2.0 0.0 0.0 0.0 0.0 Sub Total (Chelmsford, Zone 3) 34.3 30.0 3.2 1.7 40.7 19.6 85.9 82.4 7.2 4.0 0.0 0.0
Outside Study Area, Braintree, Zone 4 Morrisons, Braintree Road, Witham 3.5 2.8 8.7 1.2 0.0 0.0 0.0 0.0 11.7 11.2 0.5 0.6 Tesco, The Grove Centre, Witham 3.0 1.8 4.3 2.7 0.0 0.0 0.0 0.0 11.3 6.8 0.6 0.0 Local shops, Braintree 0.0 1.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 6.2 0.0 0.0 Local shops, Witham 0.0 0.9 0.0 3.5 0.0 0.0 0.0 0.0 0.0 2.3 0.0 0.0 Asda, Highfields Road, Witham 1.0 2.0 0.0 3.1 0.0 0.0 0.0 0.0 4.6 7.5 0.0 0.0 Lidl, Rayne Road, Braintree 0.7 2.3 0.0 0.0 0.0 0.0 0.0 0.0 3.4 10.0 0.0 0.0 Morrisons, Rayne Road, Braintree 0.3 1.0 0.0 0.0 0.0 0.0 0.0 0.0 1.4 4.6 0.0 0.0 Sainsbury's, Tofts Walk, Braintree 1.3 0.7 0.0 0.0 0.0 0.0 0.0 0.0 6.3 3.2 0.0 0.0 Tesco, Coggleshall Road, Marks Gate, Braintree 3.6 2.4 1.2 0.4 0.0 0.0 0.0 0.0 15.9 10.6 0.5 0.0 Tesco, Market Place, Braintree 0.8 1.5 0.0 0.0 0.0 0.0 0.0 0.0 3.8 6.8 0.0 0.0 Tesco, Notley Green, Braintree 6.5 4.0 0.0 0.0 0.0 0.0 1.5 2.0 28.2 14.5 0.0 0.0 Sub Total (Braintree, Zone 4) 20.7 20.8 14.2 10.9 0.0 0.0 1.5 2.0 86.6 83.7 1.6 0.6
Outside Study Area, Colchester, Zone 5 Tesco, Church Road, Tiptree 5.3 3.7 6.8 4.4 0.0 0.0 0.0 0.0 0.0 0.0 17.0 11.9 Local shops, Colchester 1.2 4.1 0.0 0.0 0.0 0.0 0.6 0.0 0.0 0.0 3.5 14.9 Local shops, Tiptree 0.1 0.7 0.0 1.1 0.0 0.0 0.0 0.0 0.0 0.0 0.5 2.2 Aldi, London Road, Colchester 3.1 1.1 0.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 11.1 4.0 Other in Colchester 2.3 7.2 0.0 0.0 0.0 0.0 0.0 2.8 0.0 0.0 8.6 23.1 Asda, Church Road, Tiptree 0.3 1.5 0.0 1.8 0.0 0.0 0.0 0.0 0.0 0.0 1.2 4.6 Asda, Turners Rise, Colchester 1.8 1.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 6.5 5.7 Sainsbury's, Priory Walk, Colchester 0.5 0.2 0.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.6 0.8 Sainsbury's, Western Approach, Stanway 9.5 4.1 0.6 0.8 0.0 0.0 0.0 0.0 1.9 0.8 33.3 13.9 Waitrose, St Andrews Avenue, Colchester 1.0 0.6 0.4 0.5 0.0 0.0 0.0 0.0 0.0 0.0 3.6 1.9 Sub Total (Colchester, Zone 5) 25.1 24.8 9.1 8.6 0.0 0.0 0.6 2.8 1.9 0.8 86.9 83.0
Other 2.7 12.5 0.6 11.1 2.1 12.1 3.6 11.4 1.6 10.2 3.2 16.4
SUB-TOTAL OUTSIDE PRIMARY STUDY AREA 82.8 88.1 27.1 32.3 42.8 31.7 91.6 98.6 97.3 98.7 91.7 100.0
TOTAL 100.1 100.1 100.3 100.2 100.0 100.0 99.9 99.9 100.0 100.2 100.0 100.0
Notes: a. Zones based on post code sectors b. Market shares for 'main' and 'top-up' shopping derived directly from NEMS Household Survey c. Excludes 'don't know/varies', markets and internet sales 2012 Prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 4: CONVENIENCE GOODS EXPENDITURE
TOTAL 1 2 3 4 5 MAIN FOOD TOP UP MAIN FOOD TOP UP MAIN FOOD TOP UP MAIN FOOD TOP UP MAIN FOOD TOP UP MAIN FOOD TOP UP DESTINATION (£m) (£m) (£m) (£m) (£m) (£m) (£m) (£m) (£m) (£m) (£m) (£m)
STUDY AREA
Zone 1 Asda, Bentalls Shopping Centre, Colchester Road, Heybridge 1.2 2.4 0.3 2.4 0.0 0.0 0.0 0.0 0.0 0.0 0.9 0.0 Costcutter, Post Office, Maldon High Street, Maldon 0.1 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Marks and Spencer, Maldon High Street, Maldon 5.1 2.5 2.6 1.6 0.1 0.9 2.5 0.0 0.0 0.0 0.0 0.0 Morrisons, Limebrook Way, Maldon 22.0 4.6 12.4 4.0 6.9 0.6 2.7 0.0 0.0 0.0 0.0 0.0 Tesco Extra, Causeway, Fullbridge, Maldon 63.5 2.5 29.8 1.1 11.5 1.0 15.3 0.0 3.5 0.4 3.4 0.0 Tesco Metro, Bentalls Shopping Centre, Colchester Road, Heybridge 12.0 0.2 1.1 0.2 0.4 0.0 0.0 0.0 0.0 0.0 10.5 0.0 Local shops, Heybridge 0.0 0.3 0.0 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Local shops, Maldon 0.9 4.0 0.9 2.6 0.0 0.8 0.0 0.6 0.0 0.0 0.0 0.0 Iceland, High Street, Maldon 1.3 0.4 0.9 0.4 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 106.2 16.9 47.9 12.6 19.5 3.2 20.5 0.6 3.5 0.4 14.8 0.0
Zone 2 Co-operative, Foundry Lane, Burnham 3.0 2.1 0.0 0.0 3.0 2.1 0.0 0.0 0.0 0.0 0.0 0.0 One Stop, High Street, Burnham 0.1 0.0 0.0 0.0 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Tesco Express, Station Road, Burnham 0.8 0.6 0.0 0.0 0.8 0.6 0.0 0.0 0.0 0.0 0.0 0.0 Local shops, Burnham 0.3 0.5 0.0 0.0 0.3 0.5 0.0 0.0 0.0 0.0 0.0 0.0 Local shops, Mayland 0.0 1.0 0.0 0.0 0.0 1.0 0.0 0.0 0.0 0.0 0.0 0.0 Local shops, Southminster 0.6 1.2 0.0 0.0 0.6 1.2 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 4.7 5.4 0.0 0.0 4.7 5.4 0.0 0.0 0.0 0.0 0.0 0.0
SUB-TOTAL PRIMARY STUDY AREA 110.9 22.3 47.9 12.6 24.2 8.6 20.5 0.6 3.5 0.4 14.8 0.0 SUB-TOTAL MALDON DISTRICT (Zones 1 and 2)
OUTSIDE STUDY AREA
Chelmsford, Zone 3 Asda, Queen Elizabeth Square, South Woodham Ferrers 39.2 6.6 0.3 0.1 13.3 2.1 25.6 4.3 0.0 0.0 0.0 0.0 Sainsbury's, White Hart Lane, Chelmsford 50.8 6.0 1.0 0.0 0.8 0.0 44.1 6.0 4.9 0.0 0.0 0.0 Local shops, Chelmsford 4.1 7.1 0.0 0.0 0.1 0.0 3.9 6.8 0.0 0.3 0.0 0.0 Local shops, Wickford 2.8 1.4 0.0 0.0 0.3 0.0 2.5 1.4 0.0 0.0 0.0 0.0 Aldi, Springfield Road, Chelmsford 24.4 3.1 0.5 0.1 1.1 0.2 19.5 2.5 3.4 0.2 0.0 0.0 Aldi, The Broadway, Wickford 24.6 3.6 0.0 0.0 1.6 0.1 22.9 2.9 0.0 0.7 0.0 0.0 Asda, Chelmer Village Centre, Chelmsford 20.0 1.2 0.0 0.0 0.0 0.0 19.0 1.2 1.0 0.0 0.0 0.0 Other in Chelmsford 15.3 9.1 0.0 0.0 0.0 0.1 15.3 9.1 0.0 0.0 0.0 0.0 Lidl, Burghley Way, Chelmsford 11.5 1.2 0.4 0.0 0.0 0.0 11.1 1.2 0.0 0.0 0.0 0.0 Tesco, Princes Road, Chelmsford 31.5 2.5 0.0 0.0 0.0 0.0 31.5 2.5 0.0 0.0 0.0 0.0 Tesco, Springfield Road, Chelmsford 16.3 1.0 0.0 0.1 0.0 0.0 16.3 0.9 0.0 0.0 0.0 0.0 Sub Total (Chelmsford, Zone 3) 240.3 42.8 2.1 0.3 17.2 2.5 211.7 38.9 9.4 1.2 0.0 0.0
Braintree, Zone 4 Morrisons, Braintree Road, Witham 21.8 3.7 5.7 0.2 0.0 0.0 0.0 0.0 15.2 3.2 0.9 0.2 Tesco, The Grove Centre, Witham 18.6 2.5 2.8 0.5 0.0 0.0 0.0 0.0 14.7 2.0 1.1 0.0 Local shops, Braintree 0.0 1.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.8 0.0 0.0 Local shops, Witham 0.0 1.3 0.0 0.6 0.0 0.0 0.0 0.0 0.0 0.7 0.0 0.0 Asda, Highfields Road, Witham 6.0 2.7 0.0 0.6 0.0 0.0 0.0 0.0 6.0 2.2 0.0 0.0 Lidl, Rayne Road, Braintree 4.4 2.9 0.0 0.0 0.0 0.0 0.0 0.0 4.4 2.9 0.0 0.0 Morrisons, Rayne Road, Braintree 1.8 1.3 0.0 0.0 0.0 0.0 0.0 0.0 1.8 1.3 0.0 0.0 Sainsbury's, Tofts Walk, Braintree 8.2 0.9 0.0 0.0 0.0 0.0 0.0 0.0 8.2 0.9 0.0 0.0 Tesco, Coggleshall Road, Marks Gate, Braintree 22.4 3.1 0.8 0.1 0.0 0.0 0.0 0.0 20.7 3.1 0.9 0.0 Tesco, Market Place, Braintree 4.9 2.0 0.0 0.0 0.0 0.0 0.0 0.0 4.9 2.0 0.0 0.0 Tesco, Notley Green, Braintree 40.4 5.1 0.0 0.0 0.0 0.0 3.7 0.9 36.7 4.2 0.0 0.0 Sub Total (Braintree, Zone 4) 128.5 27.3 9.3 2.0 0.0 0.0 3.7 0.9 112.6 24.1 2.9 0.2
Colchester, Zone 5 Tesco, Church Road, Tiptree 34.8 5.1 4.5 0.8 0.0 0.0 0.0 0.0 0.0 0.0 30.4 4.3 Local shops, Colchester 7.7 5.3 0.0 0.0 0.0 0.0 1.5 0.0 0.0 0.0 6.3 5.3 Local shops, Tiptree 0.9 1.0 0.0 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.9 0.8 Aldi, London Road, Colchester 20.2 1.4 0.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 19.8 1.4 Other in Colchester 15.4 9.6 0.0 0.0 0.0 0.0 0.0 1.3 0.0 0.0 15.4 8.3 Asda, Church Road, Tiptree 2.1 2.0 0.0 0.3 0.0 0.0 0.0 0.0 0.0 0.0 2.1 1.6 Asda, Turners Rise, Colchester 11.6 2.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 11.6 2.0 Sainsbury's, Priory Walk, Colchester 3.3 0.3 0.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.9 0.3 Sainsbury's, Western Approach, Stanway 62.3 5.3 0.4 0.1 0.0 0.0 0.0 0.0 2.5 0.2 59.5 5.0 Waitrose, St Andrews Avenue, Colchester 6.7 0.8 0.3 0.1 0.0 0.0 0.0 0.0 0.0 0.0 6.4 0.7 Sub Total (Colchester, Zone 5) 165.1 32.8 6.0 1.6 0.0 0.0 1.5 1.3 2.5 0.2 155.2 29.7
Other 17.9 17.8 0.4 2.1 0.9 1.5 8.9 5.4 2.1 2.9 5.7 5.9
SUB-TOTAL OUTSIDE STUDY AREA 551.9 120.7 17.8 6.0 18.1 4.0 225.7 46.5 126.5 28.5 163.8 35.7
TOTAL 662.8 143.0 65.7 18.6 42.3 12.6 246.2 47.1 130.0 28.9 178.6 35.7
Notes: a. Zones based on post code sectors b. Market shares for 'main' and 'top-up' shopping derived directly from NEMS Household Survey c. Excludes 'don't know/varies', markets and internet sales 2012 Prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 5: SURVEY-DERIVED PERFORMANCE OF STORES COMPARED TO EXPECTED BENCHMARK PERFORMANCE AT 2014
DESTINATION GROSS FLOORSPACE NET SALES NET CONVENIENCE SALES DENSITY BENCHMARK TURNOVER SURVEY TURNOVER INFLOW ESTIMATED SURVEY OVERTRADING (sq m) (sq m) SALES AREA (sq m) (£ per sq m) (£m) (£m) ALLOWANCE T/O WITH INFLOW (£m) (A) (B) (AxB) (%) (£m)
Zone 1 Asda, Bentalls Shopping Centre, Colchester Road, Heybridge 682 499 334 13,350 4.5 3.5 0.0 3.5 -1.0 Costcutter, Post Office, Maldon High Street, Maldon 0.1 0.1 0.0 0.1 0.0 Marks and Spencer, Maldon High Street, Maldon 813 585 558 11,119 6.2 7.7 0.0 7.7 1.5 Morrisons, Limebrook Way, Maldon 5,822 2,967 2,374 12,857 30.5 26.6 0.0 26.6 -3.9 Tesco Extra, Causeway, Fullbridge, Maldon 6,904 3,726 2,821 11,619 32.8 66.0 0.0 66.0 33.3 Tesco Metro, Bentalls Shopping Centre, Colchester Road, Heybridge 297 146 139 11,619 1.6 12.2 0.0 12.2 10.6 Local shops, Heybridge 0.3 0.3 0.0 0.3 0.0 Local shops, Maldon 4.9 4.9 0.0 4.9 0.0 Iceland, High Street, Maldon 1,230 649 630 7,313 4.6 1.7 0.0 1.7 -2.9 Sub Total (Zone 1) 85.5 123.1 123.1 37.6
Zone 2 Co-operative, Foundry Lane, Burnham 2,669 1,441 1,258 7,823 9.8 5.1 0.0 5.1 -4.7 One Stop, High Street, Burnham 139 139 0.0 0.1 0.0 0.1 0.1 Tesco Express, Station Road, Burnham 370 203 193 11,619 2.2 1.3 0.0 1.3 -0.9 Local shops, Burnham 0.7 0.7 0.0 0.7 0.0 Local shops, Mayland 1.0 1.0 0.0 1.0 0.0 Local shops, Southminster 1.8 1.8 0.0 1.8 0.0 Sub Total (Zone 2) 15.6 10.1 10.1 -5.5
TOTAL IN MALDON DISTRICT 101.2 133.2 0.0 133.2 32.0 SUB-TOTAL MALDON DISTRICT (Zones 1 and 2) Notes: a. Gross floorspace derived from Council database, IGD Database or WYG Assessment b. Net floorspace derived from IGD data where available or based on WYG professional judgement (generally assumed to be 70% of gross floorspace for smaller stores where not specifically known) c. Proportion of net floorspace derived from typical company split between convenience and comparison floorspace as identified by Verdict UK Food & Grocery Retailers 2012 with the exception of large food superstores (i.e. over 4,000 sq m net sales area) which are assumed to have approximately 60:40 split in favour of convenience goods. Aldi and Lidl are assumed to have 90% of net sales dedicated to convenience goods, which correlates with our experience elsewhere d. Sales densities relate to the monetary turnover of each square metre of net sales area and are derived from Verdict UK Food & Grocery Retailers 2012 or Mintel Retail Rankings 2013, with adjusted 2012 prices. e. It has been assumed that all unnamed convenience stores within a centre are 'trading at equilibrium' (i.e. their 'benchmark' turnover equates to that identified by the survey) f. Survey derived performance of stores calculated by adding together 'main' and 'top up' turnover as set out in Table 4
2012 Prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 6: ESTIMATED (BASELINE) CAPACITY FOR NEW CONVENIENCE GOODS PROVISION WITHIN STUDY AREA
Table 6a: Available Expenditure for Convenience Goods Facilities in Maldon District Total survey turnoverTurnover / 2014 expenditure Benchmark Turnover - Maldon District Surplus Expenditure - Year Surveyed Turnover - £m2 £m1 Inflow - £m £m 133.21 16.5 2014 101.2 133.2 0.0 32.0 133.2 2019 99.9 141.6 0.0 41.7 141.6 2024 99.8 150.8 0.0 51.0 150.8 2029 100.3 160.6 0.0 60.3 160.6 Market Share (%) 16.5 1. Allows for increased turnover efficiency as set out in Table 4a Experian Retail Planner 12.1 Addendum (Oct 2014) 2. Assumes constant market share claimed by Maldon facilities at 16.5% from Study Area (allows for no inflow) 2012 prices Density gr rate Ratio 2015 -0.1 0.999 2016 -0.2 0.998 Table 6b: Net Quantitative Capacity for Additional Convenience Goods Floorspace in Maldon District
Convenience Goods Year Surplus Commitments Residual Floorspace Requirement £m £m £m Min1 Max2 2014 32.0 17.4 14.7 1,200 1,600 2019 41.7 17.4 24.3 1,900 2,700 2024 51.0 17.6 33.5 2,700 3,800 2029 60.3 17.8 42.5 3,400 4,800 1. Average sales density assumed to be £12,502 per sq m (rounded) based on the average sales density of the leading four supermarkets as identified by Verdict 2014 2. 50% of residual expenditure assumed to be consumed by leading four supermarkets (£12,502/sq m) and 50% assumed to be consumed by discount operators (£5,289 per sq m) as identified by Verdict 2013. This equates to £8,896/sq m. 3. Residual calculated by subtracting turnover of commitments (sourced from Table 6d) from surplus expenditure (sourced from Table 6a) 4. Allows for increased turnover efficiency as set out in Table 4a Experian Retail Planner 12.1 (Oct 2014) 2012 prices
Table 6c: Extant Convenience Goods Commitments in Maldon District Estimated Gross Retail Floorspace (sq Net Convenience Estimated Sales Destination Reference Proposal Convenience Status m) Floorspace (sq m) Density (£/sq m) Turnover (£m) Zone 1
Hybrid application (part full/part outline) comprising demolition of existing buildings and redevelopment of site to provide foodstore, non food retail units incorporating flexible A1/A3 Waitrose, The Causeway FUL/MAL/14/00861 2,166 1,255 12,561 15.76 Granted permission component, together with hotel; access, servicing, vehicle and cycle parking, hard and soft landscaping and associated works . Full consent is sought for the retail element; outline consent for the hotel.
Erection Of Single Storey Side/Rear Tesco, Wantz Extension, Installation Of New Road/Cross Road, 12/00709/FUL 199.4 140 11,619 1.62 Allowed on appeal Shopfront And Creation Of 9No. Car Maldon Parking Spaces
TOTAL 1,255 17.39 1. Assumed sales density for Waitrose/Aquila convenience store turnover is based on published company average turnover derived from Verdict. 2. Net convenience floorspace for Tesco convenience store proposal is based on 70% of net tradable floorspace of gross floorspace. 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 7a: POPULATION AND COMPARISON GOODS EXPENDITURE
POPULATION
ZONE 2014 2019 2024 2029
1 41,319 42,669 44,019 45,368 2 26,100 26,953 27,805 28,658 3 148,698 154,121 159,749 164,858 4 84,447 88,747 93,077 96,929 5 114,171 122,126 129,478 136,123
TOTAL 414,735 434,615 454,128 471,936
TABLE 7b: POPULATION AND COMPARISON GOODS EXPENDITURE
COMPARISON GOODS PER CAPITA EXPENDITURE COMPARISON GOODS PER CAPITA EXPENDITURE 2012 with SFT 2012 2014 2019 2024 2029
Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL 1 396 218 477 860 217 624 483 97 3,371 354 195 427 771 194 559 433 87 3,020 360 198 434 783 198 568 440 88 3,069 423 233 510 921 232 667 517 104 3,608 490 270 590 1,066 269 773 599 120 4,177 579 319 697 1,258 317 912 707 142 4,930 2 405 234 475 850 223 629 487 99 3,402 363 210 425 762 200 564 436 89 3,048 368 213 432 774 203 573 443 90 3,098 433 251 508 910 239 674 521 106 3,642 502 290 588 1,053 276 780 603 123 4,216 592 343 695 1,243 326 920 712 145 4,977 3 405 206 540 875 213 626 483 98 3,445 363 184 484 784 191 561 433 88 3,087 368 187 492 797 194 570 440 89 3,137 433 220 578 937 228 670 517 105 3,688 501 255 669 1,084 264 775 599 121 4,269 592 301 790 1,280 312 915 707 143 5,040 4 365 182 414 808 190 707 447 83 3,197 327 163 371 724 170 634 401 74 2,864 333 166 377 736 173 644 407 76 2,910 391 195 443 865 203 757 479 89 3,422 453 226 513 1,001 235 876 554 103 3,961 534 267 605 1,182 278 1,035 654 121 4,676 5 363 187 432 810 193 577 446 86 3,093 325 167 387 726 173 517 400 77 2,772 330 170 393 737 176 526 406 78 2,817 388 200 462 867 207 618 477 92 3,312 449 232 535 1,004 239 716 553 107 3,833 530 273 631 1,185 282 845 652 126 4,525
Notes: a. Zones based on the following post code sectors 1 - CM9 4, CM9 5, CM9 6, CM9 8, CM8 3 2 - CM3 6, CM0 7, CM0 8 3 - CM1 1, CM1 2, CM1 6, CM1 7, CM2 5, CM2 6, CM2 7, CM2 8, CM2 9, SS11 7, CM3 1, CM3 3, CM3 4, CM3 5, CM3 5, CM3 8 4 - CM3 2, CM8 1, CM8 2, CM77 6, CM77 7, CM77 8, CM7 1, CM7 2, CM7 3, CM7 8, CM7 9 5 - CO1 1, CO1 2, CO2 0, CO2 7, CO2 8, CO2 9, CO3 0, CO3 3, CO3 4, CO3 8, CO3 9, CO5 0, CO5 7, CO5 9, CO6 1 b. Per capita expenditure derived from Experian MMG3 data (2014 report) c. Population derived from Experian MMG3 data (2014 report) d. Per capita expenditure projected forward using forecast growth rates taken from Table 1a of Experian Retail Planner Briefing Note 12.1 e. Expenditure excludes Special Forms of Trading in line with 'adjusted' allowance derived from Annex 3 of Experian Retail Planner Briefing Note 12.1
2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 8: TOTAL COMPARISON GOODS EXPENDITURE
COMPARISON GOODS PER CAPITA EXPENDITURE ZONE 2014 2019 2024 2029 COMPARISON GOODS GROWTH
Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL Furniture DIY Electrical Clothes CDs etc Household Recreation Chemist TOTAL 2014-19 2014-24 2014-29 1 14.9 8.2 17.9 32.4 8.2 23.5 18.2 3.6 126.8 18.1 10.0 21.8 39.3 9.9 28.5 22.1 4.4 154.0 21.6 11.9 26.0 46.9 11.8 34.0 26.3 5.3 183.9 26.2 14.5 31.6 57.1 14.4 41.4 32.1 6.4 223.7 27.2 57.1 96.9 2 9.6 5.6 11.3 20.2 5.3 15.0 11.6 2.4 80.8 11.7 6.8 13.7 24.5 6.4 18.2 14.1 2.9 98.2 13.9 8.1 16.4 29.3 7.7 21.7 16.8 3.4 117.2 17.0 9.8 19.9 35.6 9.3 26.4 20.4 4.2 142.6 17.3 36.4 61.8 3 54.8 27.8 73.1 118.5 28.8 84.7 65.4 13.3 466.4 66.8 33.9 89.1 144.4 35.1 103.3 79.7 16.2 568.4 80.1 40.7 106.9 173.2 42.2 123.9 95.6 19.4 682.0 97.6 49.6 130.3 211.0 51.4 150.9 116.5 23.6 830.8 102.0 215.6 364.4 4 28.1 14.0 31.8 62.1 14.6 54.4 34.4 6.4 245.8 34.7 17.3 39.3 76.8 18.1 67.2 42.5 7.9 303.7 42.1 21.0 47.7 93.2 21.9 81.6 51.6 9.6 368.7 51.8 25.8 58.7 114.6 26.9 100.3 63.4 11.8 453.2 57.9 122.9 207.5 5 37.7 19.4 44.9 84.2 20.1 60.0 46.4 8.9 321.6 47.4 24.4 56.4 105.9 25.2 75.5 58.3 11.2 404.4 58.2 30.0 69.2 130.0 31.0 92.6 71.6 13.8 496.3 72.2 37.2 85.9 161.3 38.4 115.0 88.8 17.1 616.0 82.9 174.8 294.4 TOTAL 145.0 75.0 179.0 317.3 77.0 237.5 175.9 34.6 1,241.4 178.6 92.4 220.3 390.9 94.8 292.6 216.6 42.6 1,528.7 215.9 111.7 266.3 472.6 114.6 353.8 261.9 51.5 1,848.1 264.7 136.9 326.4 579.6 140.5 433.9 321.1 63.1 2,266.3 287.3 606.7 1,024.9
Notes: a. Zones based on the following post code sectors 1 - CM9 4, CM9 5, CM9 6, CM9 8, CM8 3 2 - CM3 6, CM0 7, CM0 8 3 - CM1 1, CM1 2, CM1 6, CM1 7, CM2 5, CM2 6, CM2 7, CM2 8, CM2 9, SS11 7, CM3 1, CM3 3, CM3 4, CM3 5, CM3 5, CM3 8 4 - CM3 2, CM8 1, CM8 2, CM77 6, CM77 7, CM77 8, CM7 1, CM7 2, CM7 3, CM7 8, CM7 9 5 - CO1 1, CO1 2, CO2 0, CO2 7, CO2 8, CO2 9, CO3 0, CO3 3, CO3 4, CO3 8, CO3 9, CO5 0, CO5 7, CO5 9, CO6 1 b. Per capita expenditure derived from Experian MMG3 data (2014 report) c. Population derived from Experian MMG3 data (2014 report) d. Per capita expenditure projected forward using forecast growth rates taken from Table 1a of Experian Retail Planner Briefing Note 12.1 e. Expenditure excludes Special Forms of Trading in line with 'adjusted' allowance derived from Annex 3 of Experian Retail Planner Briefing Note 12.1
2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 9: SHOPPING PATTERNS CLOTHES/SHOES
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 CLOTHES/SHOES CLOTHES/SHOES CLOTHES/SHOES CLOTHES/SHOES CLOTHES/SHOES CLOTHES/SHOES DESTINATION (%) (%) (%) (%) (%) (%)
WITHIN STUDY AREA
Zone 1 Maldon 2.2 12.0 7.5 1.6 0.0 0.0 Heybridge 0.0 0.0 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.0 0.0 0.0 0.0 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 2.2 12.0 7.5 1.6 0.0 0.0
Zone 2 Burnham 0.0 0.0 1.0 0.0 0.0 0.0 Southminster 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.0 0.0 1.0 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.3 0.4 5.2 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.4 0.7 2.6 0.5 0.0 0.0 Chelmer Village Retail Park, Chelmsford 4.4 3.7 1.2 9.5 1.4 0.0 Chelmsford 40.4 43.4 52.9 57.6 46.9 5.3 Wickford 0.6 0.0 0.0 1.5 0.0 0.0 Other in Chelmsford 0.7 1.3 0.0 1.5 0.0 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 46.5 49.1 56.7 70.6 48.3 5.3
Zone 4 Braintree 5.0 8.2 0.8 1.1 16.0 1.3 Freeport Retail Outlet, Freeport 7.0 4.5 1.0 4.3 18.4 3.6 Witham 1.2 7.3 0.0 0.0 2.2 0.0 Sub Total (Zone 4) 13.2 20.0 1.8 5.4 36.6 4.9
Zone 5 Colchester 18.1 8.7 0.8 3.1 2.8 60.9 Tiptree 0.5 2.1 0.0 0.0 0.0 1.2 Tollgate Retail Park, Colchester 2.2 0.3 0.0 0.0 2.1 6.6 Other in Colchester 0.5 0.7 0.0 0.0 0.0 1.8 Stanway 0.5 0.0 0.0 0.0 0.0 1.8 Sub Total (Zone 5) 21.8 11.8 0.8 3.1 4.9 72.3
SUB TOTAL STUDY AREA 83.7 92.9 67.8 80.7 89.8 82.5 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 2.2 12.0 8.5 1.6 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 1.4 0.0 8.7 2.5 0.0 0.0 Other in Basildon 1.2 0.0 0.0 3.1 0.0 0.0 Sub Total (Basildon) 2.6 0.0 8.7 5.6 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 1.0 0.8 0.4 2.5 0.0 0.0 Sub Total (Bluewater) 1.0 0.8 0.4 2.5 0.0 0.0
Outside Study Area, Ipswich Ipswich 1.0 0.7 0.0 0.0 1.4 2.5 Sub Total (Ipswich) 1.0 0.7 0.0 0.0 1.4 2.5
Outside Study Area, London Other in London 5.2 1.4 1.3 8.3 0.0 7.2 Sub Total (London) 5.2 1.4 1.3 8.3 0.0 7.2
Outside Study Area, Romford Romford 0.5 0.0 0.0 0.0 1.3 0.7 Sub Total (Romford) 0.5 0.0 0.0 0.0 1.3 0.7
Outside Study Area, Southend Southend 0.4 0.0 1.3 0.5 0.0 0.6 Sub Total (Southend) 0.4 0.0 1.3 0.5 0.0 0.6
Outside Study Area, West Thurrock Lakeside, West Thurrock 2.5 1.0 10.4 2.0 4.3 1.0 Sub Total (West Thurrock) 2.5 1.0 10.4 2.0 4.3 1.0
Outside Study Area, Other Other 2.8 2.8 5.0 0.5 3.5 5.4 Sub Total (Other) 2.8 2.8 5.0 0.5 3.5 5.4
SUB TOTAL OUTSIDE STUDY AREA 16.0 6.7 27.1 19.4 10.5 17.4
TOTAL 99.7 99.6 94.9 100.1 100.3 99.9
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 10: CLOTHES/SHOES EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 CLOTHES/SHOES CLOTHES/SHOES CLOTHES/SHOES CLOTHES/SHOES CLOTHES/SHOES CLOTHES/SHOES DESTINATION (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 7.3 3.9 1.5 1.9 0.0 0.0 Heybridge 0.0 0.0 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.0 0.0 0.0 0.0 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 7.3 3.9 1.5 1.9 0.0 0.0
Zone 2 Burnham 0.2 0.0 0.2 0.0 0.0 0.0 Southminster 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.2 0.0 0.2 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 1.2 0.1 1.1 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 1.3 0.2 0.5 0.6 0.0 0.0 Chelmer Village Retail Park, Chelmsford 13.6 1.2 0.2 11.3 0.9 0.0 Chelmsford 126.6 14.0 10.7 68.2 29.1 4.5 Wickford 1.8 0.0 0.0 1.8 0.0 0.0 Other in Chelmsford 2.2 0.4 0.0 1.8 0.0 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 146.6 16.0 12.5 83.6 30.0 4.5
Zone 4 Braintree 15.2 2.7 0.2 1.3 9.9 1.1 Freeport Retail Outlet, Freeport 21.2 1.5 0.2 5.1 11.4 3.0 Witham 3.7 2.4 0.0 0.0 1.4 0.0 Sub Total (Zone 4) 40.1 6.5 0.4 6.4 22.7 4.1
Zone 5 Colchester 59.7 2.8 0.2 3.7 1.7 51.3 Tiptree 1.7 0.7 0.0 0.0 0.0 1.0 Tollgate Retail Park, Colchester 7.0 0.1 0.0 0.0 1.3 5.6 Other in Colchester 1.7 0.2 0.0 0.0 0.0 1.5 Stanway 1.5 0.0 0.0 0.0 0.0 1.5 Sub Total (Zone 5) 71.6 3.8 0.2 3.7 3.0 60.9
SUB TOTAL STUDY AREA 265.8 30.2 14.7 95.6 55.8 69.5 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 7.5 3.9 1.7 1.9 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 4.7 0.0 1.8 3.0 0.0 0.0 Other in Basildon 3.7 0.0 0.0 3.7 0.0 0.0 Sub Total (Basildon) 8.4 0.0 1.8 6.6 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 3.3 0.3 0.1 3.0 0.0 0.0 Sub Total (Bluewater) 3.3 0.3 0.1 3.0 0.0 0.0
Outside Study Area, Ipswich Ipswich 3.2 0.2 0.0 0.0 0.9 2.1 Sub Total (Ipswich) 3.2 0.2 0.0 0.0 0.9 2.1
Outside Study Area, London Other in London 16.6 0.5 0.3 9.8 0.0 6.1 Sub Total (London) 16.6 0.5 0.3 9.8 0.0 6.1
Outside Study Area, Romford Romford 1.4 0.0 0.0 0.0 0.8 0.6 Sub Total (Romford) 1.4 0.0 0.0 0.0 0.8 0.6
Outside Study Area, Southend Southend 1.4 0.0 0.3 0.6 0.0 0.5 Sub Total (Southend) 1.4 0.0 0.3 0.6 0.0 0.5
Outside Study Area, West Thurrock Lakeside, West Thurrock 8.3 0.3 2.1 2.4 2.7 0.8 Sub Total (West Thurrock) 8.3 0.3 2.1 2.4 2.7 0.8
Outside Study Area, Other Other 9.2 0.9 1.0 0.6 2.2 4.5 Sub Total (Other) 9.2 0.9 1.0 0.6 2.2 4.5
SUB TOTAL OUTSIDE STUDY AREA 51.8 2.2 5.5 23.0 6.5 14.7
TOTAL 317.6 32.4 20.2 118.6 62.3 84.1
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q19
TABLE 11: SHOPPING PATTERNS BOOKS, CDs, DVDs, ETC
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 BOOKS, CDs, DVDs BOOKS, CDs, DVDs BOOKS, CDs, DVDs BOOKS, CDs, DVDs BOOKS, CDs, DVDs BOOKS, CDs, DVDs DESTINATION (%) (%) (%) (%) (%) (%)
WITHIN STUDY AREA
Zone 1 Maldon 6.4 42.5 16.3 1.2 0.0 0.0 Heybridge 0.5 3.9 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.2 0.9 1.5 0.0 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 7.1 47.3 17.8 1.2 0.0 0.0
Zone 2 Burnham 0.2 0.0 4.1 0.0 0.0 0.0 Southminster 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.2 0.0 4.1 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 1.4 0.0 10.3 2.2 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.2 1.4 1.2 0.0 0.0 0.0 Chelmer Village Retail Park, Chelmsford 0.0 0.0 0.0 0.0 0.0 0.0 Chelmsford 51.0 32.4 48.3 76.8 51.7 13.2 Wickford 0.7 0.0 1.5 1.4 0.0 0.0 Other in Chelmsford 0.0 0.0 0.0 0.0 0.0 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 53.3 33.8 61.3 80.4 51.7 13.2
Zone 4 Braintree 4.7 0.0 0.0 0.0 27.9 0.0 Freeport Retail Outlet, Freeport 0.1 0.7 0.0 0.0 0.0 0.0 Witham 2.4 2.3 0.0 1.2 6.8 2.0 Sub Total (Zone 4) 7.2 3.0 0.0 1.2 34.7 2.0
Zone 5 Colchester 16.4 5.9 2.3 0.0 4.5 63.4 Tiptree 1.4 4.4 0.0 0.0 0.0 3.6 Tollgate Retail Park, Colchester 1.1 0.0 0.0 0.0 0.0 4.7 Other in Colchester 1.1 0.0 0.0 0.0 0.0 4.7 Stanway 0.4 0.0 0.0 0.0 0.0 1.6 Sub Total (Zone 5) 20.4 10.3 2.3 0.0 4.5 78.0
SUB TOTAL STUDY AREA 88.2 94.4 85.5 82.8 90.9 93.2 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 7.3 47.3 21.9 1.2 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 0.8 0.0 7.2 1.2 0.0 0.0 Other in Basildon 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Basildon) 0.8 0.0 7.2 1.2 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Bluewater) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Ipswich) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, London Other in London 5.8 0.7 0.0 11.6 0.0 3.1 Sub Total (London) 5.8 0.7 0.0 11.6 0.0 3.1
Outside Study Area, Romford Romford 0.6 0.0 5.8 0.0 2.3 0.0 Sub Total (Romford) 0.6 0.0 5.8 0.0 2.3 0.0
Outside Study Area, Southend Southend 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Southend) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 0.5 0.0 0.0 1.2 0.0 0.0 Sub Total (West Thurrock) 0.5 0.0 0.0 1.2 0.0 0.0
Outside Study Area, Other Other 4.1 4.9 1.5 3.4 6.8 3.6 Sub Total (Other) 4.1 4.9 1.5 3.4 6.8 3.6
SUB TOTAL OUTSIDE STUDY AREA 11.8 5.6 14.5 17.4 9.1 6.7
TOTAL 100.0 100.0 100.0 100.2 100.0 99.9
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 12: BOOKS, CDs, DVDs, ETC EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 BOOKS, CDs, DVDs BOOKS, CDs, DVDs BOOKS, CDs, DVDs BOOKS, CDs, DVDs BOOKS, CDs, DVDs BOOKS, CDs, DVDs DESTINATION (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 4.7 3.5 0.9 0.3 0.0 0.0 Heybridge 0.3 0.3 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.2 0.1 0.1 0.0 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 5.2 3.9 0.9 0.3 0.0 0.0
Zone 2 Burnham 0.2 0.0 0.2 0.0 0.0 0.0 Southminster 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.2 0.0 0.2 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 1.2 0.0 0.5 0.6 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.2 0.1 0.1 0.0 0.0 0.0 Chelmer Village Retail Park, Chelmsford 0.0 0.0 0.0 0.0 0.0 0.0 Chelmsford 37.6 2.6 2.6 22.1 7.6 2.6 Wickford 0.5 0.0 0.1 0.4 0.0 0.0 Other in Chelmsford 0.0 0.0 0.0 0.0 0.0 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 39.4 2.8 3.2 23.2 7.6 2.6
Zone 4 Braintree 4.1 0.0 0.0 0.0 4.1 0.0 Freeport Retail Outlet, Freeport 0.1 0.1 0.0 0.0 0.0 0.0 Witham 1.9 0.2 0.0 0.3 1.0 0.4 Sub Total (Zone 4) 6.1 0.2 0.0 0.3 5.1 0.4
Zone 5 Colchester 14.0 0.5 0.1 0.0 0.7 12.7 Tiptree 1.1 0.4 0.0 0.0 0.0 0.7 Tollgate Retail Park, Colchester 0.9 0.0 0.0 0.0 0.0 0.9 Other in Colchester 0.9 0.0 0.0 0.0 0.0 0.9 Stanway 0.3 0.0 0.0 0.0 0.0 0.3 Sub Total (Zone 5) 17.3 0.8 0.1 0.0 0.7 15.6
SUB TOTAL STUDY AREA 68.1 7.7 4.5 23.9 13.3 18.7 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 5.4 3.9 1.2 0.3 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 0.7 0.0 0.4 0.3 0.0 0.0 Other in Basildon 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Basildon) 0.7 0.0 0.4 0.3 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Bluewater) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Ipswich) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, London Other in London 4.0 0.1 0.0 3.3 0.0 0.6 Sub Total (London) 4.0 0.1 0.0 3.3 0.0 0.6
Outside Study Area, Romford Romford 0.6 0.0 0.3 0.0 0.3 0.0 Sub Total (Romford) 0.6 0.0 0.3 0.0 0.3 0.0
Outside Study Area, Southend Southend 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Southend) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 0.3 0.0 0.0 0.3 0.0 0.0 Sub Total (West Thurrock) 0.3 0.0 0.0 0.3 0.0 0.0
Outside Study Area, Other Other 3.2 0.4 0.1 1.0 1.0 0.7 Sub Total (Other) 3.2 0.4 0.1 1.0 1.0 0.7
SUB TOTAL OUTSIDE STUDY AREA 8.9 0.5 0.8 5.0 1.3 1.3
TOTAL 77.0 8.2 5.3 28.9 14.6 20.0
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q20
TABLE 13: SHOPPING PATTERNS SMALL HOUSEHOLD GOODS
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 SMALL HOUSEHOLD SMALL HOUSEHOLD SMALL HOUSEHOLD SMALL HOUSEHOLD SMALL HOUSEHOLD SMALL HOUSEHOLD DESTINATION (%) (%) (%) (%) (%) (%)
WITHIN STUDY AREA
Zone 1 Maldon 2.9 24.9 7.7 0.9 0.0 0.0 Heybridge 0.2 1.5 1.2 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 2.8 3.1 0.0 7.0 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 5.9 29.5 8.9 7.9 0.0 0.0
Zone 2 Burnham 0.1 0.0 2.0 0.0 0.0 0.0 Southminster 0.1 1.2 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.2 1.2 2.0 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.2 0.7 2.4 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.4 0.0 1.8 0.9 0.0 0.0 Chelmer Village Retail Park, Chelmsford 7.5 5.4 7.0 12.7 6.8 2.3 Chelmsford 28.0 23.3 41.8 47.4 24.7 5.5 Wickford 1.2 0.0 0.0 3.5 0.0 0.0 Other in Chelmsford 4.1 0.6 0.0 9.5 3.4 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 41.4 30.0 53.0 74.0 34.9 7.8
Zone 4 Braintree 4.0 3.7 0.0 1.1 12.7 2.3 Freeport Retail Outlet, Freeport 3.4 3.7 0.0 1.7 11.9 0.0 Witham 1.0 3.1 0.0 0.0 3.4 0.0 Sub Total (Zone 4) 8.4 10.5 0.0 2.8 28.0 2.3
Zone 5 Colchester 16.6 7.6 2.1 0.0 16.9 41.9 Tiptree 0.5 2.9 0.0 0.0 0.0 0.8 Tollgate Retail Park, Colchester 6.5 7.1 0.0 0.0 6.8 15.2 Other in Colchester 7.2 0.0 0.0 0.0 4.5 21.2 Stanway 1.0 0.0 0.0 0.0 0.0 3.3 Sub Total (Zone 5) 31.8 17.6 2.1 0.0 28.2 82.4
SUB TOTAL STUDY AREA 87.7 88.8 66.0 84.7 91.1 92.5 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 6.1 30.7 10.9 7.9 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 2.0 0.0 7.1 4.4 0.0 0.0 Other in Basildon 0.9 0.0 5.7 1.7 0.0 0.0 Sub Total (Basildon) 2.9 0.0 12.8 6.1 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.5 1.9 1.2 0.9 0.0 0.0 Sub Total (Bluewater) 0.5 1.9 1.2 0.9 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.4 0.0 0.0 0.0 0.0 1.5 Sub Total (Ipswich) 0.4 0.0 0.0 0.0 0.0 1.5
Outside Study Area, London Other in London 0.6 0.0 0.0 1.1 1.2 0.0 Sub Total (London) 0.6 0.0 0.0 1.1 1.2 0.0
Outside Study Area, Romford Romford 0.5 0.7 0.7 0.0 2.1 0.0 Sub Total (Romford) 0.5 0.7 0.7 0.0 2.1 0.0
Outside Study Area, Southend Southend 0.0 0.0 0.7 0.0 0.0 0.0 Sub Total (Southend) 0.0 0.0 0.7 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 4.5 4.2 11.8 3.3 5.7 3.9 Sub Total (West Thurrock) 4.5 4.2 11.8 3.3 5.7 3.9
Outside Study Area, Other Other 2.8 4.3 6.8 4.2 0.0 2.0 Sub Total (Other) 2.8 4.3 6.8 4.2 0.0 2.0
SUB TOTAL OUTSIDE STUDY AREA 12.2 11.1 34.0 15.6 9.0 7.4
TOTAL 99.9 99.9 100.0 100.3 100.1 99.9
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 14: SMALL HOUSEHOLD GOODS EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 SMALL HOUSEHOLDSMALL HOUSEHOLDSMALL HOUSEHOLDSMALL HOUSEHOLDSMALL HOUSEHOLDSMALL HOUSEHOLD DESTINATION (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 7.8 5.8 1.2 0.8 0.0 0.0 Heybridge 0.5 0.4 0.2 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 6.7 0.7 0.0 5.9 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 14.9 6.9 1.3 6.7 0.0 0.0
Zone 2 Burnham 0.3 0.0 0.3 0.0 0.0 0.0 Southminster 0.3 0.3 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.6 0.3 0.3 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.5 0.2 0.4 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 1.0 0.0 0.3 0.8 0.0 0.0 Chelmer Village Retail Park, Chelmsford 18.2 1.3 1.0 10.8 3.7 1.4 Chelmsford 68.6 5.5 6.2 40.2 13.4 3.3 Wickford 3.0 0.0 0.0 3.0 0.0 0.0 Other in Chelmsford 10.0 0.1 0.0 8.0 1.8 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 101.3 7.0 7.9 62.7 19.0 4.7
Zone 4 Braintree 10.1 0.9 0.0 0.9 6.9 1.4 Freeport Retail Outlet, Freeport 8.8 0.9 0.0 1.4 6.5 0.0 Witham 2.6 0.7 0.0 0.0 1.8 0.0 Sub Total (Zone 4) 21.4 2.5 0.0 2.4 15.2 1.4
Zone 5 Colchester 36.4 1.8 0.3 0.0 9.2 25.1 Tiptree 1.2 0.7 0.0 0.0 0.0 0.5 Tollgate Retail Park, Colchester 14.5 1.7 0.0 0.0 3.7 9.1 Other in Colchester 15.2 0.0 0.0 0.0 2.4 12.7 Stanway 2.0 0.0 0.0 0.0 0.0 2.0 Sub Total (Zone 5) 69.2 4.1 0.3 0.0 15.3 49.5
SUB TOTAL STUDY AREA 207.5 20.8 9.9 71.8 49.5 55.5 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 15.5 7.2 1.6 6.7 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 4.8 0.0 1.1 3.7 0.0 0.0 Other in Basildon 2.3 0.0 0.9 1.4 0.0 0.0 Sub Total (Basildon) 7.1 0.0 1.9 5.2 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 1.4 0.4 0.2 0.8 0.0 0.0 Sub Total (Bluewater) 1.4 0.4 0.2 0.8 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.9 0.0 0.0 0.0 0.0 0.9 Sub Total (Ipswich) 0.9 0.0 0.0 0.0 0.0 0.9
Outside Study Area, London Other in London 1.6 0.0 0.0 0.9 0.7 0.0 Sub Total (London) 1.6 0.0 0.0 0.9 0.7 0.0
Outside Study Area, Romford Romford 1.4 0.2 0.1 0.0 1.1 0.0 Sub Total (Romford) 1.4 0.2 0.1 0.0 1.1 0.0
Outside Study Area, Southend Southend 0.1 0.0 0.1 0.0 0.0 0.0 Sub Total (Southend) 0.1 0.0 0.1 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 11.0 1.0 1.8 2.8 3.1 2.3 Sub Total (West Thurrock) 11.0 1.0 1.8 2.8 3.1 2.3
Outside Study Area, Other Other 6.8 1.0 1.0 3.6 0.0 1.2 Sub Total (Other) 6.8 1.0 1.0 3.6 0.0 1.2
SUB TOTAL OUTSIDE STUDY AREA 30.2 2.6 5.1 13.2 4.9 4.4
TOTAL 237.8 23.4 15.0 85.0 54.4 60.0
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q21
TABLE 15: SHOPPING PATTERNS TOYS, RECREATION GOODS, ETC
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 RECREATION RECREATION RECREATION RECREATION RECREATION RECREATION DESTINATION (%) (%) (%) (%) (%) (%)
WITHIN STUDY AREA
Zone 1 Maldon 4.3 29.3 7.2 2.9 0.0 0.0 Heybridge 0.0 0.0 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.0 0.0 0.0 0.0 0.0 0.0 Tollesbury 0.1 0.7 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 4.4 30.0 7.2 2.9 0.0 0.0
Zone 2 Burnham 0.1 0.0 2.3 0.0 0.0 0.0 Southminster 0.0 0.0 1.2 0.0 0.0 0.0 Sub Total (Zone 2) 0.1 0.0 3.5 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.2 0.0 6.2 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.4 0.0 1.2 0.9 0.0 0.0 Chelmer Village Retail Park, Chelmsford 5.8 6.9 0.0 11.5 0.0 0.0 Chelmsford 41.6 27.0 53.2 61.7 39.6 7.5 Wickford 0.5 0.0 0.0 1.0 0.0 0.0 Other in Chelmsford 4.2 0.0 0.0 7.4 4.7 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 52.7 33.9 60.6 82.5 44.3 7.5
Zone 4 Braintree 6.3 10.7 1.2 0.0 28.1 0.0 Freeport Retail Outlet, Freeport 2.7 0.9 2.0 0.0 11.8 1.3 Witham 0.7 7.5 0.0 0.0 0.0 0.0 Sub Total (Zone 4) 9.7 19.1 3.2 0.0 39.9 1.3
Zone 5 Colchester 13.7 6.5 3.2 0.0 1.6 55.4 Tiptree 0.2 2.3 0.0 0.0 0.0 0.0 Tollgate Retail Park, Colchester 6.9 5.0 0.0 0.0 6.3 22.9 Other in Colchester 0.6 0.7 0.0 0.0 0.0 2.5 Stanway 0.3 0.0 0.0 0.0 0.0 1.3 Sub Total (Zone 5) 21.7 14.5 3.2 0.0 7.9 82.1
SUB TOTAL STUDY AREA 88.6 97.5 77.7 85.4 92.1 90.9 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 4.5 30.0 10.7 2.9 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 2.7 0.0 6.0 4.9 1.6 0.0 Other in Basildon Sub Total (Basildon) 2.7 0.0 6.0 4.9 1.6 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Bluewater) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Ipswich Ipswich 1.2 0.0 0.0 0.0 4.7 1.3 Sub Total (Ipswich) 1.2 0.0 0.0 0.0 4.7 1.3
Outside Study Area, London Other in London 0.4 0.7 0.0 0.0 0.0 1.6 Sub Total (London) 0.4 0.7 0.0 0.0 0.0 1.6
Outside Study Area, Romford Romford 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Romford) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Southend Southend 0.3 0.0 0.0 0.0 1.6 0.0 Sub Total (Southend) 0.3 0.0 0.0 0.0 1.6 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 3.0 0.0 5.9 6.0 0.0 0.0 Sub Total (West Thurrock) 3.0 0.0 5.9 6.0 0.0 0.0
Outside Study Area, Other Other 3.6 1.7 10.3 3.6 0.0 6.3 Sub Total (Other) 3.6 1.7 10.3 3.6 0.0 6.3
SUB TOTAL OUTSIDE STUDY AREA 11.2 2.4 22.2 14.5 7.9 9.2
TOTAL 99.8 99.9 99.9 99.9 100.0 100.1
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 16: TOYS, RECREATION GOODS, ETC GOODS EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 RECREATION RECREATION RECREATION RECREATION RECREATION RECREATION DESTINATION (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 6.0 4.5 0.9 0.6 0.0 0.0 Heybridge 0.4 0.3 0.1 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 5.1 0.6 0.0 4.6 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 11.6 5.4 1.0 5.2 0.0 0.0
Zone 2 Burnham 0.2 0.0 0.2 0.0 0.0 0.0 Southminster 0.2 0.2 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.4 0.2 0.2 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.4 0.1 0.3 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.8 0.0 0.2 0.6 0.0 0.0 Chelmer Village Retail Park, Chelmsford 13.5 1.0 0.8 8.3 2.3 1.1 Chelmsford 51.1 4.2 4.8 31.0 8.5 2.5 Wickford 2.3 0.0 0.0 2.3 0.0 0.0 Other in Chelmsford 7.5 0.1 0.0 6.2 1.2 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 75.6 5.5 6.1 48.4 12.0 3.6
Zone 4 Braintree 6.8 0.7 0.0 0.7 4.4 1.1 Freeport Retail Outlet, Freeport 5.9 0.7 0.0 1.1 4.1 0.0 Witham 1.7 0.6 0.0 0.0 1.2 0.0 Sub Total (Zone 4) 14.4 1.9 0.0 1.8 9.6 1.1
Zone 5 Colchester 26.9 1.4 0.2 0.0 5.8 19.4 Tiptree 0.9 0.5 0.0 0.0 0.0 0.4 Tollgate Retail Park, Colchester 10.7 1.3 0.0 0.0 2.3 7.0 Other in Colchester 11.4 0.0 0.0 0.0 1.5 9.8 Stanway 1.5 0.0 0.0 0.0 0.0 1.5 Sub Total (Zone 5) 51.3 3.2 0.2 0.0 9.7 38.2
SUB TOTAL STUDY AREA 153.4 16.1 7.6 55.4 31.3 42.9 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 12.0 5.6 1.3 5.2 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 3.7 0.0 0.8 2.9 0.0 0.0 Other in Basildon 1.8 0.0 0.7 1.1 0.0 0.0 Sub Total (Basildon) 5.5 0.0 1.5 4.0 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 1.1 0.3 0.1 0.6 0.0 0.0 Sub Total (Bluewater) 1.1 0.3 0.1 0.6 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.7 0.0 0.0 0.0 0.0 0.7 Sub Total (Ipswich) 0.7 0.0 0.0 0.0 0.0 0.7
Outside Study Area, London Other in London 1.1 0.0 0.0 0.7 0.4 0.0 Sub Total (London) 1.1 0.0 0.0 0.7 0.4 0.0
Outside Study Area, Romford Romford 0.9 0.1 0.1 0.0 0.7 0.0 Sub Total (Romford) 0.9 0.1 0.1 0.0 0.7 0.0
Outside Study Area, Southend Southend 0.1 0.0 0.1 0.0 0.0 0.0 Sub Total (Southend) 0.1 0.0 0.1 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 8.1 0.8 1.4 2.2 2.0 1.8 Sub Total (West Thurrock) 8.1 0.8 1.4 2.2 2.0 1.8
Outside Study Area, Other Other 5.2 0.8 0.8 2.7 0.0 0.9 Sub Total (Other) 5.2 0.8 0.8 2.7 0.0 0.9
SUB TOTAL OUTSIDE STUDY AREA 22.7 2.0 3.9 10.2 3.1 3.4
TOTAL 176.0 18.2 11.6 65.6 34.4 46.3
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q22
TABLE 17: SHOPPING PATTERNS CHEMIST GOODS
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 CHEMIST CHEMIST CHEMIST CHEMIST CHEMIST CHEMIST DESTINATION (%) (%) (%) (%) (%) (%)
WITHIN STUDY AREA
Zone 1 Maldon 8.5 58.1 30.3 1.2 0.7 0.6 Heybridge 0.4 3.9 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.6 2.0 6.8 0.0 0.0 0.0 Tollesbury 0.3 2.4 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 9.8 66.4 37.1 1.2 0.7 0.6
Zone 2 Burnham 0.8 0.0 14.6 0.0 0.0 0.0 Southminster 0.4 0.0 7.3 0.0 0.0 0.0 Sub Total (Zone 2) 1.2 0.0 21.9 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 1.8 0.4 10.9 3.1 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.3 0.0 1.2 0.5 0.0 0.0 Chelmer Village Retail Park, Chelmsford 3.8 0.4 0.0 9.0 2.1 0.0 Chelmsford 29.8 7.2 17.4 65.2 15.8 2.8 Wickford 1.8 0.0 0.0 4.9 0.0 0.0 Other in Chelmsford 1.2 0.0 0.0 3.2 0.0 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 38.7 8.0 29.5 85.9 17.9 2.8
Zone 4 Braintree 10.8 3.7 0.0 1.5 45.1 0.6 Freeport Retail Outlet, Freeport 0.2 0.0 0.0 0.0 0.9 0.0 Witham 6.6 8.4 5.9 0.5 22.1 2.0 Sub Total (Zone 4) 17.6 12.1 5.9 2.0 68.1 2.6
Zone 5 Colchester 12.3 4.2 0.0 0.0 2.1 44.3 Tiptree 2.0 2.8 0.0 0.0 0.0 6.5 Tollgate Retail Park, Colchester 4.3 0.3 0.0 0.0 0.7 16.1 Other in Colchester 3.5 0.0 0.0 0.0 0.0 13.7 Stanway 0.5 0.0 0.0 0.0 0.0 1.8 Sub Total (Zone 5) 22.6 7.3 0.0 0.0 2.8 82.4
SUB TOTAL STUDY AREA 89.9 93.8 94.4 89.1 89.5 88.4 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 11.0 66.4 59.0 1.2 0.7 0.6
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 1.0 0.0 2.1 2.5 0.0 0.0 Other in Basildon 0.6 0.0 0.4 1.5 0.0 0.0 Sub Total (Basildon) 1.6 0.0 2.5 4.0 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Bluewater) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.3 0.0 0.0 0.0 1.4 0.0 Sub Total (Ipswich) 0.3 0.0 0.0 0.0 1.4 0.0
Outside Study Area, London Other in London 1.8 0.0 0.0 2.6 1.4 2.2 Sub Total (London) 1.8 0.0 0.0 2.6 1.4 2.2
Outside Study Area, Romford Romford 0.2 0.0 0.0 0.0 0.7 0.0 Sub Total (Romford) 0.2 0.0 0.0 0.0 0.7 0.0
Outside Study Area, Southend Southend 0.7 0.0 0.4 1.5 0.0 0.6 Sub Total (Southend) 0.7 0.0 0.4 1.5 0.0 0.6
Outside Study Area, West Thurrock Lakeside, West Thurrock 0.0 0.0 0.4 0.0 0.0 0.0 Sub Total (West Thurrock) 0.0 0.0 0.4 0.0 0.0 0.0
Outside Study Area, Other Other 5.7 6.2 2.3 2.7 7.2 9.1 Sub Total (Other) 5.7 6.2 2.3 2.7 7.2 9.1
SUB TOTAL OUTSIDE STUDY AREA 10.3 6.2 5.6 10.8 10.7 11.9
TOTAL 100.2 100.0 100.0 99.9 100.2 100.3
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 18: CHEMIST GOODS EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 CHEMIST CHEMIST CHEMIST CHEMIST CHEMIST CHEMIST DESTINATION (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 1.2 0.9 0.2 0.1 0.0 0.0 Heybridge 0.1 0.1 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 1.0 0.1 0.0 0.9 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 2.3 1.1 0.2 1.0 0.0 0.0
Zone 2 Burnham 0.0 0.0 0.0 0.0 0.0 0.0 Southminster 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.1 0.0 0.0 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.1 0.0 0.1 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.2 0.0 0.0 0.1 0.0 0.0 Chelmer Village Retail Park, Chelmsford 2.7 0.2 0.2 1.7 0.4 0.2 Chelmsford 10.2 0.9 1.0 6.3 1.6 0.5 Wickford 0.5 0.0 0.0 0.5 0.0 0.0 Other in Chelmsford 1.5 0.0 0.0 1.3 0.2 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 15.1 1.1 1.2 9.8 2.2 0.7
Zone 4 Braintree 1.3 0.1 0.0 0.1 0.8 0.2 Freeport Retail Outlet, Freeport 1.1 0.1 0.0 0.2 0.8 0.0 Witham 0.3 0.1 0.0 0.0 0.2 0.0 Sub Total (Zone 4) 2.7 0.4 0.0 0.4 1.8 0.2
Zone 5 Colchester 5.2 0.3 0.0 0.0 1.1 3.7 Tiptree 0.2 0.1 0.0 0.0 0.0 0.1 Tollgate Retail Park, Colchester 2.1 0.3 0.0 0.0 0.4 1.4 Other in Colchester 2.2 0.0 0.0 0.0 0.3 1.9 Stanway 0.3 0.0 0.0 0.0 0.0 0.3 Sub Total (Zone 5) 9.9 0.6 0.0 0.0 1.8 7.4
SUB TOTAL STUDY AREA 30.1 3.2 1.6 11.2 5.8 8.3 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 2.4 1.1 0.3 1.0 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 0.8 0.0 0.2 0.6 0.0 0.0 Other in Basildon 0.4 0.0 0.1 0.2 0.0 0.0 Sub Total (Basildon) 1.1 0.0 0.3 0.8 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.2 0.1 0.0 0.1 0.0 0.0 Sub Total (Bluewater) 0.2 0.1 0.0 0.1 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.1 0.0 0.0 0.0 0.0 0.1 Sub Total (Ipswich) 0.1 0.0 0.0 0.0 0.0 0.1
Outside Study Area, London Other in London 0.2 0.0 0.0 0.1 0.1 0.0 Sub Total (London) 0.2 0.0 0.0 0.1 0.1 0.0
Outside Study Area, Romford Romford 0.2 0.0 0.0 0.0 0.1 0.0 Sub Total (Romford) 0.2 0.0 0.0 0.0 0.1 0.0
Outside Study Area, Southend Southend 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Southend) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 1.6 0.2 0.3 0.4 0.4 0.3 Sub Total (West Thurrock) 1.6 0.2 0.3 0.4 0.4 0.3
Outside Study Area, Other Other 1.1 0.2 0.2 0.6 0.0 0.2 Sub Total (Other) 1.1 0.2 0.2 0.6 0.0 0.2
SUB TOTAL OUTSIDE STUDY AREA 4.5 0.4 0.8 2.1 0.6 0.7
TOTAL 34.6 3.6 2.4 13.3 6.4 8.9
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q23
TABLE 19: SHOPPING PATTERNS ELECTRICAL
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 ELECTRICAL ELECTRICAL ELECTRICAL ELECTRICAL ELECTRICAL ELECTRICAL DESTINATION (%) (%) (%) (%) (%) (%)
WITHIN STUDY AREA
Zone 1 Maldon 2.9 19.6 12.3 0.0 0.0 0.0 Heybridge 0.1 0.5 0.8 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.3 2.4 0.6 0.0 0.0 0.0 Tollesbury 0.7 0.5 0.0 0.0 0.0 2.6 Sub Total (Zone 1) 4.0 23.0 13.7 0.0 0.0 2.6
Zone 2 Burnham 0.1 0.0 2.2 0.0 0.0 0.0 Southminster 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.1 0.0 2.2 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.4 0.0 8.8 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.0 0.0 0.8 0.0 0.0 0.0 Chelmer Village Retail Park, Chelmsford 28.9 29.7 35.4 54.4 13.0 0.9 Chelmsford 16.0 8.7 20.2 20.7 29.7 0.0 Wickford 0.3 0.0 0.0 0.8 0.0 0.0 Other in Chelmsford 0.9 1.8 0.0 1.9 0.0 0.0 B&Q, Homelands Retail Park 0.1 0.5 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 46.6 40.7 65.2 77.8 42.7 0.9
Zone 4 Braintree 5.8 10.6 0.0 2.2 18.0 0.0 Freeport Retail Outlet, Freeport 2.9 0.0 0.0 0.0 12.9 1.1 Witham 0.5 0.4 0.0 0.0 2.1 0.0 Sub Total (Zone 4) 9.2 11.0 0.0 2.2 33.0 1.1
Zone 5 Colchester 8.3 4.7 0.6 0.0 9.0 23.7 Tiptree 0.6 3.5 0.0 0.0 0.0 0.9 Tollgate Retail Park, Colchester 15.8 12.5 0.0 0.0 12.0 47.9 Other in Colchester 2.2 0.0 0.0 0.0 0.0 9.0 Stanway 0.4 0.0 0.0 0.0 0.0 1.7 Sub Total (Zone 5) 27.3 20.7 0.6 0.0 21.0 83.2
SUB TOTAL STUDY AREA 87.2 95.4 81.7 80.0 96.7 87.8 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 4.1 23.0 15.9 0.0 0.0 2.6
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 5.9 0.4 6.1 9.9 0.0 7.3 Other in Basildon 0.9 0.0 0.6 2.4 0.0 0.0 Sub Total (Basildon) 6.8 0.4 6.7 12.3 0.0 7.3
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.5 0.8 0.0 0.0 0.0 1.7 Sub Total (Bluewater) 0.5 0.8 0.0 0.0 0.0 1.7
Outside Study Area, Ipswich Ipswich 0.2 1.3 0.0 0.0 0.0 0.0 Sub Total (Ipswich) 0.2 1.3 0.0 0.0 0.0 0.0
Outside Study Area, London Other in London 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (London) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Romford Romford 0.3 0.0 0.0 0.8 0.0 0.0 Sub Total (Romford) 0.3 0.0 0.0 0.8 0.0 0.0
Outside Study Area, Southend Southend 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Southend) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 1.8 0.0 6.5 2.2 3.2 0.0 Sub Total (West Thurrock) 1.8 0.0 6.5 2.2 3.2 0.0
Outside Study Area, Other Other 3.0 1.8 4.9 4.7 0.0 3.1 Sub Total (Other) 3.0 1.8 4.9 4.7 0.0 3.1
SUB TOTAL OUTSIDE STUDY AREA 12.6 4.3 18.1 20.0 3.2 12.1
TOTAL 99.8 99.7 99.8 100.0 99.9 99.9
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 20: ELECTRICAL EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 ELECTRICAL ELECTRICAL ELECTRICAL ELECTRICAL ELECTRICAL ELECTRICAL DESTINATION (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 6.0 4.5 0.9 0.7 0.0 0.0 Heybridge 0.4 0.3 0.1 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 5.7 0.6 0.0 5.1 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 12.1 5.3 1.0 5.8 0.0 0.0
Zone 2 Burnham 0.2 0.0 0.2 0.0 0.0 0.0 Southminster 0.2 0.2 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.4 0.2 0.2 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.4 0.1 0.3 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.9 0.0 0.2 0.7 0.0 0.0 Chelmer Village Retail Park, Chelmsford 14.2 1.0 0.8 9.3 2.2 1.0 Chelmsford 53.9 4.2 4.7 34.7 7.9 2.5 Wickford 2.6 0.0 0.0 2.6 0.0 0.0 Other in Chelmsford 8.1 0.1 0.0 6.9 1.1 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 80.1 5.4 6.0 54.1 11.1 3.5
Zone 4 Braintree 6.5 0.7 0.0 0.8 4.0 1.0 Freeport Retail Outlet, Freeport 5.7 0.7 0.0 1.2 3.8 0.0 Witham 1.6 0.6 0.0 0.0 1.1 0.0 Sub Total (Zone 4) 13.9 1.9 0.0 2.0 8.9 1.0
Zone 5 Colchester 25.8 1.4 0.2 0.0 5.4 18.8 Tiptree 0.9 0.5 0.0 0.0 0.0 0.4 Tollgate Retail Park, Colchester 10.3 1.3 0.0 0.0 2.2 6.8 Other in Colchester 10.9 0.0 0.0 0.0 1.4 9.5 Stanway 1.5 0.0 0.0 0.0 0.0 1.5 Sub Total (Zone 5) 49.3 3.2 0.2 0.0 9.0 37.0
SUB TOTAL STUDY AREA 155.8 15.9 7.4 61.9 29.0 41.5 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 12.5 5.5 1.2 5.8 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 4.0 0.0 0.8 3.2 0.0 0.0 Other in Basildon 1.9 0.0 0.6 1.2 0.0 0.0 Sub Total (Basildon) 5.9 0.0 1.4 4.5 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 1.1 0.3 0.1 0.7 0.0 0.0 Sub Total (Bluewater) 1.1 0.3 0.1 0.7 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.7 0.0 0.0 0.0 0.0 0.7 Sub Total (Ipswich) 0.7 0.0 0.0 0.0 0.0 0.7
Outside Study Area, London Other in London 1.2 0.0 0.0 0.8 0.4 0.0 Sub Total (London) 1.2 0.0 0.0 0.8 0.4 0.0
Outside Study Area, Romford Romford 0.9 0.1 0.1 0.0 0.7 0.0 Sub Total (Romford) 0.9 0.1 0.1 0.0 0.7 0.0
Outside Study Area, Southend Southend 0.1 0.0 0.1 0.0 0.0 0.0 Sub Total (Southend) 0.1 0.0 0.1 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 8.1 0.8 1.3 2.4 1.8 1.7 Sub Total (West Thurrock) 8.1 0.8 1.3 2.4 1.8 1.7
Outside Study Area, Other Other 5.5 0.8 0.8 3.1 0.0 0.9 Sub Total (Other) 5.5 0.8 0.8 3.1 0.0 0.9
SUB TOTAL OUTSIDE STUDY AREA 23.4 2.0 3.8 11.4 2.9 3.3
TOTAL 179.2 17.9 11.3 73.4 31.8 44.8
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q24
TABLE 21: SHOPPING PATTERNS DIY
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 DIY DIY DIY DIY DIY DIY DESTINATION (%) (%) (%) (%) (%) (%)
WITHIN STUDY AREA
Zone 1 Maldon 7.5 38.1 55.6 0.7 2.9 0.0 Heybridge 0.0 0.0 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.0 0.0 0.0 0.0 0.0 0.0 Tollesbury 0.5 0.0 0.0 0.0 0.0 1.8 Sub Total (Zone 1) 8.0 38.1 55.6 0.7 2.9 1.8
Zone 2 Burnham 0.2 0.0 4.3 0.0 0.0 0.0 Southminster 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.2 0.0 4.3 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.4 0.0 0.0 1.1 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.0 0.0 0.0 0.0 0.0 0.0 Chelmer Village Retail Park, Chelmsford 13.2 22.8 14.1 20.4 12.2 0.0 Chelmsford 21.3 6.1 15.4 50.1 5.9 0.0 Wickford 0.0 0.0 0.4 0.0 0.0 0.0 Other in Chelmsford 3.5 1.5 0.0 8.9 0.0 0.0 B&Q, Homelands Retail Park 1.8 2.3 0.5 4.2 0.0 0.0 Sub Total (Zone 3) 40.2 32.7 30.4 84.7 18.1 0.0
Zone 4 Braintree 11.1 3.3 0.0 1.7 44.3 1.8 Freeport Retail Outlet, Freeport 6.5 2.4 0.0 0.0 21.9 5.8 Witham 0.3 1.0 0.0 0.0 0.9 0.0 Sub Total (Zone 4) 17.9 6.7 0.0 1.7 67.1 7.6
Zone 5 Colchester 10.1 7.6 0.5 0.0 1.5 34.8 Tiptree 2.2 8.6 0.5 0.0 0.0 5.1 Tollgate Retail Park, Colchester 5.7 2.3 0.4 0.0 3.7 17.9 Other in Colchester 6.2 0.0 0.0 0.0 0.0 23.9 Stanway 1.3 0.0 0.0 0.0 0.0 5.1 Sub Total (Zone 5) 25.5 18.5 1.4 0.0 5.2 86.8
SUB TOTAL STUDY AREA 91.8 96.0 91.7 87.1 93.3 96.2 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 8.2 38.1 59.9 0.7 2.9 1.8
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 1.7 0.4 3.6 3.9 0.0 0.0 Other in Basildon 1.8 0.0 0.4 4.7 0.0 0.0 Sub Total (Basildon) 3.5 0.4 4.0 8.6 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.2 0.0 0.0 0.6 0.0 0.0 Sub Total (Bluewater) 0.2 0.0 0.0 0.6 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Ipswich) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, London Other in London 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (London) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Romford Romford 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Romford) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Southend Southend 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Southend) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (West Thurrock) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Other Other 4.4 3.6 4.3 3.7 6.7 3.8 Sub Total (Other) 4.4 3.6 4.3 3.7 6.7 3.8
SUB TOTAL OUTSIDE STUDY AREA 8.1 4.0 8.3 12.9 6.7 3.8
TOTAL 99.9 100.0 100.0 100.0 100.0 100.0
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 22: DIY EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 DIY DIY DIY DIY DIY DIY DESTINATION (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 2.7 2.0 0.4 0.3 0.0 0.0 Heybridge 0.2 0.1 0.1 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 2.2 0.3 0.0 1.9 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 5.1 2.4 0.5 2.2 0.0 0.0
Zone 2 Burnham 0.1 0.0 0.1 0.0 0.0 0.0 Southminster 0.1 0.1 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.2 0.1 0.1 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.2 0.1 0.1 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.4 0.0 0.1 0.3 0.0 0.0 Chelmer Village Retail Park, Chelmsford 5.8 0.4 0.4 3.5 1.0 0.4 Chelmsford 22.0 1.9 2.3 13.2 3.5 1.1 Wickford 1.0 0.0 0.0 1.0 0.0 0.0 Other in Chelmsford 3.2 0.0 0.0 2.6 0.5 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 32.4 2.5 3.0 20.6 4.9 1.5
Zone 4 Braintree 2.8 0.3 0.0 0.3 1.8 0.4 Freeport Retail Outlet, Freeport 2.4 0.3 0.0 0.5 1.7 0.0 Witham 0.7 0.3 0.0 0.0 0.5 0.0 Sub Total (Zone 4) 6.0 0.9 0.0 0.8 3.9 0.4
Zone 5 Colchester 11.2 0.6 0.1 0.0 2.4 8.1 Tiptree 0.4 0.2 0.0 0.0 0.0 0.2 Tollgate Retail Park, Colchester 4.5 0.6 0.0 0.0 1.0 3.0 Other in Colchester 4.7 0.0 0.0 0.0 0.6 4.1 Stanway 0.6 0.0 0.0 0.0 0.0 0.6 Sub Total (Zone 5) 21.5 1.4 0.1 0.0 4.0 16.0
SUB TOTAL STUDY AREA 65.3 7.3 3.7 23.6 12.8 18.0 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 5.3 2.5 0.6 2.2 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 1.6 0.0 0.4 1.2 0.0 0.0 Other in Basildon 0.8 0.0 0.3 0.5 0.0 0.0 Sub Total (Basildon) 2.4 0.0 0.7 1.7 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.5 0.2 0.1 0.3 0.0 0.0 Sub Total (Bluewater) 0.5 0.2 0.1 0.3 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.3 0.0 0.0 0.0 0.0 0.3 Sub Total (Ipswich) 0.3 0.0 0.0 0.0 0.0 0.3
Outside Study Area, London Other in London 0.5 0.0 0.0 0.3 0.2 0.0 Sub Total (London) 0.5 0.0 0.0 0.3 0.2 0.0
Outside Study Area, Romford Romford 0.4 0.1 0.0 0.0 0.3 0.0 Sub Total (Romford) 0.4 0.1 0.0 0.0 0.3 0.0
Outside Study Area, Southend Southend 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Southend) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 3.5 0.3 0.7 0.9 0.8 0.8 Sub Total (West Thurrock) 3.5 0.3 0.7 0.9 0.8 0.8
Outside Study Area, Other Other 2.3 0.4 0.4 1.2 0.0 0.4 Sub Total (Other) 2.3 0.4 0.4 1.2 0.0 0.4
SUB TOTAL OUTSIDE STUDY AREA 9.8 0.9 1.9 4.3 1.3 1.4
TOTAL 75.1 8.2 5.6 27.9 14.0 19.4
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q25
TABLE 23: SHOPPING PATTERNS FURNITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 FURNITURE FURNITURE FURNITURE FURNITURE FURNITURE FURNITURE DESTINATION (%) (%) (%) (%) (%) (%)
WITHIN STUDY AREA
Zone 1 Maldon 2.3 14.2 8.2 1.1 0.0 0.0 Heybridge 0.8 7.9 0.0 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 0.0 0.0 0.0 0.0 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 3.1 22.1 8.2 1.1 0.0 0.0
Zone 2 Burnham 1.9 1.6 16.5 2.7 0.0 0.0 Southminster 0.2 1.0 0.8 0.0 0.0 0.0 Sub Total (Zone 2) 2.1 2.6 17.3 2.7 0.0 0.0
Zone 3 South Woodham Ferrers 0.7 0.0 2.1 1.8 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.0 0.0 0.0 0.0 0.0 0.0 Chelmer Village Retail Park, Chelmsford 10.5 15.0 9.1 19.3 8.0 0.0 Chelmsford 18.0 13.3 28.6 35.4 13.2 0.0 Wickford 0.6 0.0 0.0 1.8 0.0 0.0 Other in Chelmsford 0.0 0.0 0.8 0.0 0.0 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 29.8 28.3 40.6 58.3 21.2 0.0
Zone 4 Braintree 3.3 4.8 0.0 1.1 8.4 1.7 Freeport Retail Outlet, Freeport 4.1 0.0 0.0 1.1 16.4 0.0 Witham 9.5 10.4 5.0 0.9 22.6 10.1 Sub Total (Zone 4) 16.9 15.2 5.0 3.1 47.4 11.8
Zone 5 Colchester 15.4 8.2 2.8 2.7 14.6 37.0 Tiptree 1.0 3.0 0.0 1.1 0.0 1.1 Tollgate Retail Park, Colchester 12.9 7.1 0.7 0.0 11.2 34.9 Other in Colchester 2.7 2.2 0.0 1.1 0.0 7.4 Stanway 0.3 0.5 0.0 0.0 0.0 0.9 Sub Total (Zone 5) 32.3 21.0 3.5 4.9 25.8 81.3
SUB TOTAL STUDY AREA 84.2 89.2 74.6 70.1 94.4 93.1 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 5.2 24.7 25.5 3.8 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 1.7 0.0 8.8 3.6 0.0 0.0 Other in Basildon 0.5 0.0 2.8 0.9 0.0 0.0 Sub Total (Basildon) 2.2 0.0 11.6 4.5 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Bluewater) 0.0 0.0 0.0 0.0 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.5 0.5 0.0 0.0 0.0 1.7 Sub Total (Ipswich) 0.5 0.5 0.0 0.0 0.0 1.7
Outside Study Area, London Other in London 0.1 0.7 0.0 0.0 0.0 0.0 Sub Total (London) 0.1 0.7 0.0 0.0 0.0 0.0
Outside Study Area, Romford Romford 0.1 0.0 1.3 0.0 0.0 0.0 Sub Total (Romford) 0.1 0.0 1.3 0.0 0.0 0.0
Outside Study Area, Southend Southend 0.4 0.7 0.0 0.9 0.0 0.0 Sub Total (Southend) 0.4 0.7 0.0 0.9 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 4.4 3.2 4.9 8.2 2.2 1.6 Sub Total (West Thurrock) 4.4 3.2 4.9 8.2 2.2 1.6
Outside Study Area, Other Other 8.2 5.7 7.6 16.0 3.3 3.5 Sub Total (Other) 8.2 5.7 7.6 16.0 3.3 3.5
SUB TOTAL OUTSIDE STUDY AREA 15.9 10.8 25.4 29.6 5.5 6.8
TOTAL 100.1 100.0 100.0 99.7 99.9 99.9
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY Q16
TABLE 24: FURNITURE EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 FURNITURE FURNITURE FURNITURE FURNITURE FURNITURE FURNITURE DESTINATION (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 4.9 3.7 0.7 0.5 0.0 0.0 Heybridge 0.3 0.2 0.1 0.0 0.0 0.0 Tesco Extra, Fullbridge, Maldon 4.3 0.5 0.0 3.8 0.0 0.0 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 1) 9.6 4.4 0.9 4.3 0.0 0.0
Zone 2 Burnham 0.2 0.0 0.2 0.0 0.0 0.0 Southminster 0.2 0.2 0.0 0.0 0.0 0.0 Sub Total (Zone 2) 0.4 0.2 0.2 0.0 0.0 0.0
Zone 3 South Woodham Ferrers 0.3 0.1 0.2 0.0 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 0.7 0.0 0.2 0.5 0.0 0.0 Chelmer Village Retail Park, Chelmsford 11.2 0.8 0.7 7.0 1.9 0.9 Chelmsford 42.5 3.5 4.0 26.0 6.9 2.1 Wickford 1.9 0.0 0.0 1.9 0.0 0.0 Other in Chelmsford 6.2 0.1 0.0 5.2 1.0 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 62.8 4.5 5.1 40.5 9.8 2.9
Zone 4 Braintree 5.6 0.6 0.0 0.6 3.6 0.9 Freeport Retail Outlet, Freeport 4.8 0.6 0.0 0.9 3.3 0.0 Witham 1.4 0.5 0.0 0.0 1.0 0.0 Sub Total (Zone 4) 11.8 1.6 0.0 1.5 7.9 0.9
Zone 5 Colchester 21.9 1.1 0.2 0.0 4.7 15.8 Tiptree 0.7 0.4 0.0 0.0 0.0 0.3 Tollgate Retail Park, Colchester 8.7 1.1 0.0 0.0 1.9 5.7 Other in Colchester 9.3 0.0 0.0 0.0 1.3 8.0 Stanway 1.2 0.0 0.0 0.0 0.0 1.2 Sub Total (Zone 5) 41.8 2.6 0.2 0.0 7.9 31.1
SUB TOTAL STUDY AREA 126.4 13.2 6.3 46.4 25.6 34.9 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 9.9 4.6 1.0 4.3 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 3.1 0.0 0.7 2.4 0.0 0.0 Other in Basildon 1.5 0.0 0.5 0.9 0.0 0.0 Sub Total (Basildon) 4.6 0.0 1.2 3.3 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 0.9 0.3 0.1 0.5 0.0 0.0 Sub Total (Bluewater) 0.9 0.3 0.1 0.5 0.0 0.0
Outside Study Area, Ipswich Ipswich 0.6 0.0 0.0 0.0 0.0 0.6 Sub Total (Ipswich) 0.6 0.0 0.0 0.0 0.0 0.6
Outside Study Area, London Other in London 0.9 0.0 0.0 0.6 0.3 0.0 Sub Total (London) 0.9 0.0 0.0 0.6 0.3 0.0
Outside Study Area, Romford Romford 0.8 0.1 0.1 0.0 0.6 0.0 Sub Total (Romford) 0.8 0.1 0.1 0.0 0.6 0.0
Outside Study Area, Southend Southend 0.1 0.0 0.1 0.0 0.0 0.0 Sub Total (Southend) 0.1 0.0 0.1 0.0 0.0 0.0
Outside Study Area, West Thurrock Lakeside, West Thurrock 6.6 0.6 1.1 1.8 1.6 1.5 Sub Total (West Thurrock) 6.6 0.6 1.1 1.8 1.6 1.5
Outside Study Area, Other Other 4.3 0.6 0.7 2.3 0.0 0.8 Sub Total (Other) 4.3 0.6 0.7 2.3 0.0 0.8
SUB TOTAL OUTSIDE STUDY AREA 18.8 1.7 3.3 8.5 2.5 2.8
TOTAL 145.2 14.9 9.6 54.9 28.1 37.6
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 25: TOTAL COMPARISON GOODS EXPENDITURE
TOTAL ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 STUDY AREA COMPARISON COMPARISON COMPARISON COMPARISON COMPARISON INFLOW DESTINATION (£m) (£m) (£m) (£m) (£m) (£m) (£m)
WITHIN STUDY AREA
Zone 1 Maldon 40.6 28.8 6.6 5.1 0.0 0.0 4.06 Heybridge 2.3 1.6 0.7 0.0 0.0 0.0 0.05 Tesco Extra, Fullbridge, Maldon 25.2 2.7 0.1 22.3 0.0 0.0 0.00 Tollesbury 0.0 0.0 0.0 0.0 0.0 0.0 0.00 Sub Total (Zone 1) 68.0 33.2 7.4 27.5 0.0 0.0 4.1
Zone 2 Burnham 1.5 0.0 1.5 0.0 0.0 0.0 0.00 Southminster 1.0 1.0 0.0 0.0 0.0 0.0 0.00 Sub Total (Zone 2) 12.2 2.1 6.0 4.1 0.0 0.0 0.0
Zone 3 4.1 South Woodham Ferrers 4.3 0.7 2.9 0.6 0.0 0.0 Asda, Queen Elizabeth Square, South Woodham Ferrers 5.4 0.3 1.6 3.5 0.0 0.0 Chelmer Village Retail Park, Chelmsford 79.1 5.9 4.1 51.8 12.4 5.0 Chelmsford 412.3 36.8 36.4 241.6 78.4 19.1 Wickford 13.4 0.0 0.1 13.3 0.0 0.0 Other in Chelmsford 38.8 0.9 0.0 32.1 5.7 0.0 B&Q, Homelands Retail Park 0.0 0.0 0.0 0.0 0.0 0.0 Sub Total (Zone 3) 543.6 43.6 40.6 338.9 96.6 24.1
Zone 4 Braintree 52.4 5.8 0.2 4.8 35.5 6.1 Freeport Retail Outlet, Freeport 50.0 4.7 0.2 10.5 31.5 3.0 Witham 14.1 5.2 0.0 0.3 8.1 0.4 Sub Total (Zone 4) 116.5 15.8 0.4 15.7 75.1 9.5
Zone 5 Colchester 201.0 9.9 1.4 3.7 31.0 155.0 Tiptree 7.0 3.5 0.0 0.0 0.0 3.5 Tollgate Retail Park, Colchester 58.6 6.2 0.0 0.0 12.8 39.5 Other in Colchester 56.4 0.2 0.0 0.0 7.6 48.5 Stanway 9.0 0.0 0.0 0.0 0.0 9.0 Sub Total (Zone 5) 331.9 19.8 1.4 3.7 51.4 255.6
SUB TOTAL STUDY AREA 1072.3 114.5 55.8 389.8 223.1 289.2 SUB-TOTAL MALDON DISTRICT (Zones 1, 2) 80.3 35.3 13.4 31.6 0.0 0.0
OUTSIDE STUDY AREA
Outside Study Area, Basildon Basildon Town Centre 23.4 0.0 6.1 17.3 0.0 0.0 Other in Basildon 12.3 0.0 3.2 9.1 0.0 0.0 Sub Total (Basildon) 35.7 0.0 9.2 26.4 0.0 0.0
Outside Study Area, Bluewater, Kent Bluewater, Kent 8.5 1.9 0.7 5.8 0.0 0.0 Sub Total (Bluewater) 8.5 1.9 0.7 5.8 0.0 0.0
Outside Study Area, Ipswich Ipswich 6.5 0.2 0.0 0.0 0.9 5.4 Sub Total (Ipswich) 6.5 0.2 0.0 0.0 0.9 5.4
Outside Study Area, London Other in London 26.2 0.5 0.3 16.7 2.0 6.7 Sub Total (London) 26.2 0.5 0.3 16.7 2.0 6.7
Outside Study Area, Romford Romford 6.6 0.6 0.7 0.0 4.7 0.6 Sub Total (Romford) 6.6 0.6 0.7 0.0 4.7 0.6
Outside Study Area, Southend Southend 1.7 0.0 0.7 0.6 0.0 0.5 Sub Total (Southend) 1.7 0.0 0.7 0.6 0.0 0.5
Outside Study Area, West Thurrock Lakeside, West Thurrock 47.4 3.9 8.6 13.2 12.3 9.3 Sub Total (West Thurrock) 47.4 3.9 8.6 13.2 12.3 9.3
Outside Study Area, Other Other 37.6 5.0 4.9 15.0 3.2 9.6 Sub Total (Other) 37.6 5.0 4.9 15.0 3.2 9.6
SUB TOTAL OUTSIDE STUDY AREA 170.2 12.2 25.1 77.8 23.1 32.1
TOTAL 1242.5 126.7 80.9 467.6 246.1 321.2
Notes: a. Zones based on post code sectors b. Market shares derived directly from Maldon Household Survey (November 2014) taken from Q16 (weighted and filtered) c. Excludes 'don't know/varies', markets and internet sales 2012 prices WYG PLANNING MALDON RETAIL CAPACITY STUDY
TABLE 26: ESTIMATED (BASELINE) CAPACITY FOR NEW COMPARISON GOODS PROVISION WITHIN STUDY AREA
Table 26a: Available Expenditure for Comparison Goods Facilities in Maldon District Total inflow inside study area / £m zones 1, 2 Total Turnover - Maldon District Maldon District Surplus Expenditure Year £m1 Turnover - £m2 Inflow - £m - £m 2014 84.4 80.3 4.1 0.0 2019 95.1 98.8 5.1 8.8 2024 105.6 119.4 6.1 19.9 2029 117.7 146.4 7.5 36.1 Market Share (%) 6.5 1. Allows for increased turnover efficiency as set out in Table 4a Experian Retail Planner 12.1 Addendum (Oct 2014) 2. Assumes constant market share claimed by Maldon facilities at 6.5% from Study Area Total £m zones 1,2 2012 prices % of entire area
Table 26b: Net Quantitative Capacity for Additional Comparison Goods Floorspace in Maldon District
Comparison Goods Year Surplus Commitments Residual Floorspace Requirement £m £m £m Min1 Max2 2019 8.8 18.3 -9.5 -1,900 -3,400 2024 19.9 18.5 1.4 300 500 2029 36.1 18.7 17.4 2,800 5,000 1. Average sales density assumed to be £4,500 per sq m which WYG considers to be towards the higher end of what could be achieved in Maldon District 2. Average sales density assumed to be £2,500 per sq m which WYG considers to be towards the lower end of what could be achieved in Maldon District 3. Allows for increased turnover efficiency as set out in Table 4a Experian Retail Planner 12.1 Addendum (October 2014) 2012 prices
Table 26c: Extant Comparison Goods Commitments in Maldon District Estimated Sales Estimated Gross Retail Net Comparison Destination Reference Proposal Type of unit Density (£/sq Comparison Status Floorspace (sq m) Floorspace (sq m) m) Turnover (£m) Zone 1
Foodstore 2,166 139 6,990 0.97 Hybrid Application (Part Full/Part Outline) e alU i 1 7 7,000Retail 572 715 Unit 2 4.00 Comprising Demolition Of Existing Buildings And Retail 4,325 1,189 1,486 Unit 3 5.14 Redevelopment Of Site To Brooks Brothers Site and Provide Foodstore, Non Extant Adjacent Land, The 14/00861 1,510Retail 459 574 Unit 4 0.69 Food Retail Units permission Causeway, Maldon Incorporating Flexible e alU i 5 6 5,400Retail 768 959 Unit 5 4.14 A1/A3 Component, Together With Hotel; Retail 1,320 1,650 Unit 6 3.30 Access, Servicing, Vehicle 2,500 And Cycle Sub-total comparison 5,384 4,308 17.28 goods units TOTAL 4,447 18.25 1. The foodstore comparison element turnover is based on Waitrose average turnover, derived from Verdict. 2. The retail units turnovers are based on the proposal's accepted turnovers; derived from Mintel. 3. Unit 2 is based on an electrical retailer 4. Unit 3 is based on a clothing, footwear, furniture and homewares retailer 5. Unit 4 is based on a footwear retailer 6. Unit 5 is based on a sportswear retailer 7. Unit 6 is based on a generic bulky goods operator 2012 prices