Survey shows Exeter bucks retail trend
MORE shoppers are visiting Exeter's Guildhall Shopping Centre and spending more money there, according to new market research.
Exeter-based Power Marketing canvassed 500 people across the city centre in January. They found more people than ever before are visiting the shopping centre either daily or four to five times a week. People are also visiting from further afield, for longer periods of time and the average shopping spend has increased by 15 per cent.
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John Harvey
In a sign of its popularity, 85 per cent of shoppers quizzed said they visited the centre each time they shopped, putting it slightly behind the High Street, at 88 per cent, but ahead of Princesshay, at 72 per cent.
The Guildhall also compared well with other shopping centres in the region, including Cribbs Causeway and Drake Circus. Of those polled, 83 per cent said it was better than or about the same as other shopping centres in the area.
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Centre manager Andrew McNeilly said: "We are delighted by the results of our most recent market research. It shows that the Guildhall Shopping Centre, and Exeter as a whole, are bucking national trends and really performing well for our customers.
"This sort of research is a vital tool in helping us to sculpt the centre to the needs of our customers. Previous research highlighted areas in which we need to improve and where we have invested – today's results show that the investment was well made."
Recent investment in the fabric and facilities of the complex and community activities has led to improved ratings for safety, cleanliness, welcome, customer care and facilities.
Central to the centre's success has been the introduction of the monthly Exeter Innovations Market, featuring local craft, artisan and food businesses.
John Harvey, city centre manager, said: "The results of the Guildhall Shopping Centre's market research show that the underlying trend for the retail experience in Exeter is on the up. The centre is a longstanding and much-loved part of the wider city centre offering and it is great that it has a management team that is committed to making continuing improvements based on what customers are telling them."
The Guildhall Shopping Centre has an in-house marketing team, supported by Red Rocket and PR Works.
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