As part of Bradford Council’s commitment to deliver increased shopper footfall and spend across its indoor market portfolio, Enventure were commissioned to explore public perceptions and usage of their two indoor markets; Kirkgate Market and the Oastler Shopping Centre.
622 interviews conducted at the markets and in the city centre with shoppers in Bradford with quotas set to ensure data collected from a wide range of viewpoints, equal number of interviews conducted with frequent market shoppers and non/infrequent shoppers. Quotas also set on age, family status and ethnic background to ensure a representative sample of the Bradford population covered in the research.
The research showed the current shopping experience at both indoor markets was a positive one with high levels of loyalty and frequency of purchase shown by current shoppers. Despite such a positive report from current shoppers, awareness of the market offer across the broader general public was very low indicating that much work is needed to raise the profile of the markets. Key improvements suggested focussed on increasing the choice/variety in the retail offer, modernising the environment and developing a ‘local’ USP by supporting local businesses and providing a space for community services e.g. a Post Office.
Benefits to Client
The robust and detailed analysis of perceptions of, usage and satisfaction with the markets’ current offer provided the Council with valuable strategic insight and guidance on how best to retain old and attract new customers to the markets, improve the shopper experience, increase shopper spend and generate true shopper loyalty. Specific improvements for each market were identified as well as providing a detailed profile of the typical shopper for each market enabling the Council to tailor future marketing campaigns effectively.