Page 1 of 12

Appendix to Paper No. 09-1005

EXPERIAN GAP ANALYSIS - REPORT ON TOOTINGS CATCHMENT
AREA

SURVEYS CARRIED OUT

1. Over 800 interviews were conducted between 27th July and 2nd August 2009,
by collecting evenly distributed samples across the trading week. Shoppers were
questioned on the length of their visit to Tooting, the amount spent, their mode
of transport to get to Tooting, the frequency of their visits, the shops visited,
visits to competing centres, and suggested town centre improvements to the
retail offer. Business surveys were also conducted

2. The study also monitored changes to Experians Goad database of the floor
plans of over 1,800 town centres which is updated annually by a team of
surveyors. The Goad database was analysed by product categories to highlight
the provision of comparison floorspace versus convenience floorspace, and the
split between (for example) fashion retailers and homeware. Goad information
was also monitored over time to show how Tooting town centres retail mix has
evolved, and the impact of a new fascia on the centres appeal to its catchment
population.

CATCHMENT DEFINITION

3. Tootings catchment area has been defined using Experians Where Britain
Shops system of gravity modelling. The current catchment contains 660,593
people (9% of the Greater London population). This population is relatively
young. 35% is aged between 15 and 34, (higher than both the national and
regional averages). A plan of the catchment area on this definition is shown
below.















4
Tooting: Consumer Survey Results
July/August 2009
The Geographical Distribution Of Tootings Survey Respondents
80% of Respondents = 2.8 miles
50% of Respondents = 0.9 miles


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MOSAIC HOUSEHOLD PROFILE OF TOOTING

4. Tootings catchment area has been analysed using the MOSAIC consumer
segmentation system. All residents in the UK are classified into 61 types,
aggregated into 11 groups. Consumers are analysed in terms of their socio-
demographics, lifestyle, culture and behaviour. Tootings catchment is
dominated by four key Mosaic groups:-

(a) Urban Intelligence (43.9%);
(b) Ties of Community (13.91%);
(c) Suburban Comfort (12.83%); and
(d) Symbols of Success (9.84%).

5. There are significant pockets of the affluent Mosaic group Symbols of Success
to the north of Tooting, and also around the Wimbledon area (the secondary
catchment and the most affluent sub-catchment area). There are significant
pockets of the Suburban Comfort group to the south east of the town centre, and
also in the area between New Malden and Morden (the tertiary catchment,
holding the highest proportion of affluent older family groups). However the
area directly around Tooting town centre its primary catchment, accounting for
50% of all shopper spend - is dominated by two Mosaic groups defined by
Mosaic as Urban Intelligence and Ties of Community. These two Mosaic groups
account for 77% of Tootings shopper population.

6. It should be noted at this early point that the aspirations and needs of these two
groups are not always compatible and in some instances they are completely
opposed. Ties of Community are a more value-led group, while Urban
Intelligence is more aspirational in its retail outlook. A number of sub-groups
make up each aggregate group; however these tend to share a large number of
defining characteristics. The two dominant groups around Tooting town centre
are defined in more detail below: Other Mosaic groups are defined in the
appendix to the full Experian report in the Members Room.

THE URBAN INTELLIGENCE GROUP OF RESIDENTS

7. This group is typically aged 25 34, are young singles, educated to degree level,
and have very low car ownership. They are cosmopolitan in their tastes and
liberal in their social attitudes. Few have children, many are in further education,
while others are moving into full time employment. As higher education has
become internationalised, the Urban Intelligence group has acquired many
foreign-born residents. Money is a measure of their success. They have high
disposable incomes, enjoy spending money and have a varied social life. They
scan the marketplace for the latest innovations and fashions, and particularly
support green and organic businesses.
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8. The Urban Intelligence sub-groups which feature most strongly within Tootings
catchment are broken down as follows:

(a) Counter Cultural Mix (Mosaic Type 28). A mixture of young
professionals in rented flats, and ethnic minorities sharing large old
houses. They make up 10% of Tootings primary catchment population;

(b) City Adventurers (Mosaic Type 29). High salaried twenty-something
singles in smart flats in inner urban areas. They make up 18% of
Tootings primary catchment; and

(c) New Urban Colonists (Mosaic Type 30). Young professionals, quite
content to trade access to the city for a higher density of population. This
group makes up 23% of Tootings primary catchment.

9. When compared across the UK, the Mosaic profile of Tootings catchment is
over-represented across the Urban Intelligence and Welfare Borderline groups.
This reflects the young age of Tootings catchment, and is also likely to reflect
the polarised nature of Londons population generally compared to the UK.
However, when compared with Greater London, the Welfare Borderline group is
under-represented, whereas the Urban Intelligence group continues to be
significantly over-represented (43.90% within Tootings catchment compared to
6.87% in the UK and 23.76% across Greater London). A summary of the
characteristics of the Urban Intelligence Group is given below, from Experians
full report.


THE TIES OF COMMUNITY GROUP
7
Tooting: Consumer Survey Results
July/August 2009
Mosaic Group E Urban Intelligence (40% Of Shoppers / 44% Of Catchment Residents)
Consumer Psychology
These young singles see themselves as
stylish, adventurous and creative
individuals who stand out from the crowd.
They enjoy spending money, and have a varied social life enjoying
visiting trendy bars, for example.
This type is constantly scanning the marketplace for the
latest innovations and fashions from organic food to
alternative therapies to designer fashion. They have
wholeheartedly bought into the consumer society and all it
has to offer. Marketing can work well, as they enjoy
discovering new products and services.
Key Retailers
Lifestyle & Interests
Their current life stage means that disposable
income is relatively high, helping to fund active
social lives and high spending lifestyles.
Exotic holidays are an accepted part of their
lifestyle.
The latest fashion and electrical goods are
important, and are actively sought out.
Demographics
Typically aged 25-34.
Young singles.
Educated to degree level.
Very low car ownership.
Liberal views and cosmopolitan tastes.
Highly paid professionals or full time
students.
Cultural variety and open-minded.
Money is a measure of their success.
Few children.
Average Spend = 40
Average Catering Spend = 3.14
Average Dwell Time = 77 minutes

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10. This group is personified primarily by young couples, many are married or
cohabiting and bringing up young children. They have few qualifications, and
mainly live in terraces in close knit communities. Their children are school age
and they either have mortgages or rent privately. Their neighbourhoods are
within short walking distances of local shops. This group has been generally
resistant to the shift towards individualistic consumption styles, and they possess
a culture of economy and thrift along with a reluctance to borrow beyond their
means. They are happy to purchase unbranded clothes labels from markets and
use discount clothing chains or supermarkets.

11. The Ties of Community sub-group which features most strongly within
Tootings catchment is defined as Settled Minorities (Mosaic Type 27). These
are young families and singles of varied ethnic descent, and make up 20% of
Tootings primary catchment population.

TOOTING CATCHMENT POPULATION BY WARD AND MOSAIC
GROUP

12. The daytime population of Tooting differs from the resident population, with
increasing numbers of older people (Grey Perspectives and Twilight
Subsistence) using the town centre, as well as Blue Collar Enterprise and family
groups. Ward profile information has also been provided by Experian. More
details of these groups and this analysis can be found in the Appendix to
Experians full report.






















ANALYSIS BY FASHION SEGMENTS PROFILE OF CONSUMERS

Resident Populati on Bedf ord Bedford % Furzedown Furzedown % Graveney Graveney % Tooting Tooting %
A Symbols of Success 885 8% 707 5% 0 0% 0 0%
B Happy Famili es 0 0% 6 0% 0 0% 0 0%
C Suburban Comfort 531 5% 1,821 13% 12 0% 1,559 11%
D Ti esof Communi ty 274 2% 5,164 38% 4,901 36% 4,056 30%
EUrban Intelli gence 10,035 86% 5,229 38% 8,371 61% 7,182 52%
FWelf are Borderline 0 0% 147 1% 457 3% 884 6%
G Municipal Dependency 0 0% 0 0% 0 0% 0 0%
H BlueCol lar Enterprise 0 0% 0 0% 0 0% 16 0%
I Twil ight Subsistence 0 0% 395 3% 0 0% 0 0%
JGrey Perspectives 0 0% 250 2% 0 0% 0 0%
K Rural Isol at ion 0 0% 0 0% 0 0% 0 0%
Total 11,725 100% 13,719 100% 13,741 100% 13,697 100%
Dayt ime Popul at ion Bedf ord Bedford % Furzedown Furzedown % Graveney Graveney % Tooting Tooting %
A Symbols of Success 418 8% 408 6% 201 3% 930 7%
B Happy Famili es 27 1% 44 1% 72 1% 234 2%
C Suburban Comfort 380 7% 869 13% 376 5% 1,725 13%
D Ti esof Communi ty 325 6% 2,220 32% 2,523 32% 2,876 22%
EUrban Intelli gence 3,820 74% 2,762 40% 4,127 52% 5,842 45%
FWelf are Borderline 104 2% 183 3% 451 6% 945 7%
G Municipal Dependency 8 0% 3 0% 11 0% 22 0%
H BlueCol lar Enterprise 64 1% 31 0% 91 1% 259 2%
I Twil ight Subsistence 3 0% 279 4% 20 0% 44 0%
JGrey Perspectives 17 0% 142 2% 39 0% 195 1%
K Rural Isol at ion 3 0% 4 0% 4 0% 27 0%
Total 5,169 100% 6,945 100% 7,915 100% 13,099 100%
Page 5 of 12
13. Fashion Segments is a separate categorisation framework to Mosaic used by
Experian, and classifies consumers based upon their attitudes and behaviour
towards fashion shopping. It is a significant element of the Gap Analysis study,
as the fashion shopping sector has been identified as the most obvious lack in the
town centre. Fashion Segments is used by a number of leading retailers to guide
decision-making, including Debenhams, Littlewoods and John Lewis.

14. The research has highlighted fashion consumers who are found in greater
numbers in Tootings catchment than across the whole of the UK. They are
defined by both male and female fashion segments.

Female fashion
segment
Description Tooting
percentage
UK
percentage
Index
Ana Individual Urban Trend 10.1% 1.6% 648
Maria Practical Comfort 6.7% 1.2% 544
Annabel Best Dressed Fashionistas 4.9% 2.2% 228
Male fashion
segment
Description Tooting
percentage
UK
percentage
Index
Nathan Budget Image 5.7% 3.2% 177
Simon Quality not Quantity 5.1% 3.8% 134
Dominic Dressed in the Best 12.4% 2.6% 475

15. Broader descriptions of these consumers follow:-

(a) Ana (Individual Urban Trend): young women who shop to suit their own
individuality, tend to mid-priced items, definitely not bargain shoppers.
They buy key items for their look, and preferred retailers are Gap or
H&M;

(b) Maria (Practical Comfort): middle aged women who prefer a sporty
practical style bought inexpensively, functionality not looking good is their
first priority. Like sale items and will often pay cash;

(c) Annabel (Best Dressed Fashionista): young women with high spending
capacity who dress in the best labels. They have high levels of disposable
income, their spend is above average, but their key characteristic is that
they buy fewer items in order to afford the maximum spend per purchase.
They like fashion labels and style, and own more than one coat;

(d) Nathan (Budget Image): Young men with a low budget but a high sense of
image. They try to buy clothes which are in fashion and will actively seek
out new trends. Preferred retailers Tesco, Primark, Burtons and J D Sports;

(e) Simon (Quality not Quantity): they buy a low number of clothing items but
what they buy is of high quality and price. They are not into the latest
fashions or keeping up with trends; however they do have an awareness of
brands; and

(f) Dominic (Dressed in the Best): This segment has the highest spend of any
male type, but make fewer than average purchases. Price is only a problem
Page 6 of 12
if an item is too cheap. They like internet shopping as an alternative source
of expensive clothes.

16. It is immediately apparent that Tooting town centre is failing to serve some of
these over-represented groups, particularly the segments seeking higher quality
and more expensive fashion.

THE LOCAL ECONOMY

17. Analysis of the local economy has identified an expected increase in
Wandsworths population by 5.9% by 2020, and an increase in average income
per head from 19,000 to 22,100 by 2019. Spend per head is predicted to
remain above average for both Greater London and the UK. Spending trends
generally mirror the changes in income levels. Spending per head in
Wandsworth currently stands at 17,400 and is predicted to rise to 20,600 by
2019. Spend per head will also remain above average for both Greater London
and the UK.

18. The total available combined retail spend is 3.8 billion. Tooting attains a low
market share (3.4%) of its market expenditure as there is considerable spend
leakage to larger competing centres such as the West End, Westfield London,
Croydon and Kingston; as well as diversion of trade to localised centres such as
Wimbledon, Sutton and Wandsworth. The West End draws 18.8% of the
available spend away from Tooting, whilst Wimbledon accounts for 9.4% of
expenditure leakage. However, the on-street surveys identified Croydon as the
most dominant competing centre, drawing 23% of trade.

RETAIL SUPPLY ANALYSIS

19. Analysis of retail in Tooting town centre shows that the floorspace is dominated
by the food retail category, the largest of which are Sainsburys, Iceland and
Tesco Express. There are also a large number of independent grocers and
convenience stores which fall into this category.

20. Clothing accounts for only 11% of the floorspace, and retailers in this category
include Primark, New Look and Peacocks. (Since the study was completed, a
new T K Maxx has opened in the town centre, at 11 19 Tooting High Street
which will increase this percentage). Books, stationery and electrical categories
account for a total of just 2% of the floorspace.

21. The ten shopping centres which represent the most significant competition to
Tooting town centre are: Balham, Clapham Junction, Croydon, Kingston,
London (West End), Putney, Sutton, Wandsworth, Wimbledon and Merton
Retail Park. Croydon takes 7.7% of the market share from Tooting and was the
most popular shopping destination in the consumer research. Comparison data is
given in the table below.




Page 7 of 12


























21. When compared with these centres, Tooting is shown to be significantly over-
represented in food retail, homewares, jewellery and watches, and market areas
and significantly under-provided in books, stationery, toys, games and hobbies,
and electrical retailers compared to its competing centres. Along with clothing,
these are also the product categories which show the widest gaps between
available spend and actual shopper spend. For many of these categories, the
percentage of captured spend is as low as 3.5% - 4%.

22. Although Tootings clothing floorspace is just below average (12.1% as opposed
to an average of 16.6%), many centres such as Croydon (20.8%), Kingston
(22.5%) and Wandsworth (22.6%) offer considerably more fashion retail
floorspace. Further, when the fashion retailers are analysed in terms of value,
Tooting has a predominantly lower mid downmarket offer which is higher than
the average number of these types in competing centres. 60% of Tootings
fashion retailers fall into this classification. 10% of Tootings multiple clothing
retailers fall into the upper mid category, but none are classified as upmarket.

BENCHMARK COMPARISON CENTRES

23. Five benchmark centres were also identified to provide further gap analysis on
Tooting. They were selected on a range of criteria, including centre size, position
in the Experian Retail Centre rankings and Mosaic mix. Like Tooting, all these
centres have a high proportion of the Urban Intelligence group within their
Tooting Retail Mix vs Competing Centres
The table below shows the percentage of Tootings retail floorspace for a number of key categories compared to the ten
centres which represent significant competition.
Tooting is shown to be over-represented in food retail, homewares, jewellery, watches & silver and market areas
compared to the nine competing centres.
Books, stationery & recorded media, toys, games and hobbies and electrical retailers are shown to be under-provided
for when compared to competing centres, this corresponds with previous studies and reports that have found these
categories lacking within Tooting.
Cat egor y Toot i ng Average Bal ham
Clapham
Ju nct io n
Croydon
Ki ngst on
u pon
Th ames
Londo n
West End
Put ney Sut t on Wandsw ort h Wimbl edon
Mert on
Ret ai l Park
Books, St at ionary & Recorded Media 1. 2% 5.2% 5. 5% 4.7% 5. 1% 6.2% 6. 0% 7. 4% 4. 7% 7.0% 5.2% 0. 0%
Clot hing 12. 1% 16. 6% 6. 2% 12. 6% 20.8% 22. 5% 28.3% 11. 7% 16. 4% 22. 6% 17. 8% 7. 1%
Depart ment & Variet y Stores 10. 8% 17. 8% 5. 1% 13. 0% 34.3% 36. 1% 8. 8% 11. 6% 22. 1% 3.2% 17. 5% 26. 3%
Elect rical 2. 9% 4.3% 4. 8% 4.0% 3. 0% 3.7% 4. 3% 4. 9% 2. 3% 2.8% 3.1% 10. 1%
Food Retail 28. 9% 21. 0% 37.5% 30. 1% 9. 2% 7.8% 10.0% 20. 3% 20. 6% 31. 4% 20. 3% 23. 1%
Footwear 3. 0% 1.6% 0. 7% 1.6% 1. 7% 1.5% 3. 2% 1. 7% 1. 8% 3.0% 1.0% 0. 0%
Health & Beaut y 8. 4% 9.3% 12.4% 13. 8% 5. 4% 4.8% 11.4% 12. 8% 5. 5% 7.1% 15. 9% 3. 9%
Homewares 12. 4% 11. 2% 10.6% 7.9% 9. 4% 9.3% 14.8% 16. 4% 16. 0% 6.2% 5.4% 15. 9%
Jewellery, Wat ches & Silver 2. 0% 0.9% 0. 1% 1.3% 1. 2% 1.4% 2. 3% 0. 4% 1. 2% 0.1% 1.3% 0. 0%
Markets 10. 5% 0.0% 0. 0% 0.0% 0. 0% 0.0% 0. 4% 0. 0% 0. 0% 0.0% 0.0% 0. 0%
Miscellaneous 3. 4% 4.0% 11.6% 2.4% 3. 0% 1.5% 3. 1% 2. 6% 2. 7% 7.7% 2.9% 3. 0%
Ret ail Services 3. 8% 3.7% 5. 0% 5.9% 2. 8% 1.4% 3. 6% 5. 4% 3. 0% 3.0% 4.6% 2. 2%
Toys, Games & Hobbies 0. 6% 4.3% 0. 5% 2.8% 4. 2% 3.8% 3. 8% 4. 9% 3. 7% 5.8% 5.1% 8. 4%
Page 8 of 12
catchment areas. The five centres are Enfield, Epsom, Hammersmith (King
Street), Islington and Stratford.

24. By comparison with these benchmarks, Tooting is demonstrated to be
significantly under-provided in clothing, books, stationery and recorded media,
toys, games and hobbies, and electrical goods; and significantly over-represented
in food retail, and homeware.

25. The Tooting Survey (2008) revealed a polarised attitude towards the markets,
with some loving them and some hating them. The Gap Analysis study has
presented even starker findings, with only 5% of consumers interviewed visiting
the markets on a regular basis. The provision of markets within Tooting is
disproportionately greater than both its competing and its benchmark centres.

CONSUMER RESEARCH ANALYSIS FROM ON STREET SURVEY

26. An on-street survey was undertaken to interview over 800 people within Tooting
to identify the actual opinions, actions and intentions of people currently visiting
the town centre. The results made it clear that Tooting is a very localised centre.
50% of respondents lived within a 0.9 mile radius, and 80% of respondents
within a 2.8 mile radius, emphasising Tootings strengths in convenience
retailing.

27. The profile of survey respondents strongly echoed the make up of the catchment,
with the Urban Intelligence group dominating. During the weekdays, they made
up 30% of the respondents, with Ties of Community making up slightly more at
31%. At the weekend, however, the Urban Intelligence group made up 47% of
the respondents, with the proportion of Ties of Community remaining consistent
at 30%. The Ties of Community group was present in double the numbers that
the catchment would indicate, again emphasising Tootings role as a value
centre. Other significant findings were that the Welfare Borderline group
dropped from 14% during weekdays to 3% at weekends; and the Suburban
Comfort group also decreased at the weekends, from 14% to 8%. More details of
these groups and this analysis can be found in the full Experian report.

















6
Tooting: Consumer Survey Results
10%
3%
5%
3%
2%
2%
13%
11%
8%
14%
14%
31%
30%
31%
44%
40%
47%
30%
10%
8%
3%
14%
4%
3%
2%
4%
0% 20% 40% 60% 80% 100%
Cat chment Populat i on
Grand Tot al
Weekend
Weekday
A Symbol s of Success B Happy Fami l ies CSuburban Comf ort D Ti es of Communi t y
E Urban Int ell i gence F Welf are Borderl i ne GMunicipal Dependency H Blue Col l ar Enter pr i se
I Tw i l ight Subsistence J Gr ey Perspect i ves K Rur al Isol ati on
What Is The Mosaic Profile Of People Visiting Tooting?
Mosaic UK Profile Of Tootings Survey Respondents (July 2009)
Like the catchment, the Mosaic Group Urban Intelligence dominate the respondent profile. Urban Intelligence
shoppers are more prevalent at the weekend, accounting for almost half of the respondents, this suggests they are
working elsewhere during the week and staying more local on Saturday / Sunday.
There is also a high proportion of Ties of Community Shoppers respondents compared to the catchment and
significantly less Symbols of Success respondents.
Page 9 of 12









28. 83% of the survey respondents were female. There were 87% of female
respondents during the week, and 80% at the weekend. Experian report that in
their experience, the average breakdown across other London town centres is
closer to 75% female and 25% male. These statistics are likely to be a reflection
of Tootings particularly poor offer as far as male shopping is concerned, with
few mid and no upmarket clothes shops, and a dearth of electrical goods, games,
hobbies and recorded media outlets.

29. Over 50% of the shoppers surveyed were aged between 16 and 34, which is
higher than the catchment average of 42% for this age group. The 16 24 year
old group were present in significant numbers, with 29% during the week and
30% at weekends, compared to a catchment population of just 14%. The number
of 25 34 age group respondents was more consistent with the catchment
population (26% during the week and 23% at weekends, compared to a
catchment population of 28%).

30. The social grade of survey respondents was also analysed. Although 66% of the
catchment is classified as social grades ABC1, this was not reflected in survey
respondents with 44% during the weekdays and 47% at weekends fitting this
category. Again, this is suggestive of the fact that Tootings offer is not
upmarket enough to attract these residents.

31. The ethnicity and status of respondents was also analysed, with 57% classified
as white, 32% as black and 9% as Asian. Full-time workers made up 34% of the
weekday respondents, and 59% of weekend respondents. Student respondents
doubled in the weekdays compared to weekends (18%), while the weekdays also
saw higher proportions of unemployed (11%) and non-working housewife
(18%) respondents.

32. Most respondents lived in the local area; however the weekends saw an increase
in respondents who said they were just passing through. Of the respondents
who answered the question on where they worked, over half (55%) stated that
they worked at local retailers. 12% said that they worked in a hospital (St
Georges, Springfield, and others not specified).
Page 10 of 12



33. Dwell times in Tooting were low, particularly during the weekdays when 62% of
respondents shopped for less than an hour. This suggests that it is used as a
convenience centre for local food shopping, or by workers on a lunch break. At
the weekend, the dwell time increased slightly, with 48% of respondents staying
between one and two hours.

34. The average spend of respondents was slightly higher during weekdays than at
weekends (42.61 as opposed to 34.56). Groceries, clothing and footwear were
the main categories on which money was spent. Residents of Tooting spend
most of all respondents; whereas workers and those on holiday had the lowest
average spends. On average, Ties of Community, Urban Intelligence and
Welfare Borderline spend the most money in Tooting. Although Tooting fails to
capture much of the potential Urban Intelligence spend, it captures a certain
proportion due to Tootings strong convenience and food retailing offer.

35. 36% of respondents travelled to Tooting on foot, which is not surprising given
that 50% of respondents lived within a one-mile radius. Respondents using
public transport were much more likely to use the bus rather than the tube. This
is perhaps surprising given the very large numbers (13m passenger journeys
annually) known to start and finish their journeys at Tooting Broadway tube
station, and is perhaps further indication that spend is leaking to the West
End/City, along with a substantial proportion of the working population within
Tootings catchment.

36. Tootings role as a convenience-led centre is further emphasised by the
frequency of respondents visits, with over two thirds visiting Tooting once a
week, and 31% of respondents visiting almost every day. 30% like to visit
during weekday mornings, with a further 24% and 20% visiting during the
afternoons and Saturdays respectively. Lunchtime trade is highest during the
week, due to workers visiting the town centre during their lunch breaks. Sunday
and evening visits are very low, with just 3% of respondents typically visiting
the town centre during this time.
0%
5%
10%
15%
20%
25%
30%
All Respondents
Weekend
Weekday
All Respondents 12% 11% 10% 11% 22% 16% 11% 2% 1% 2% 1% 0% 0%
Weekend 10% 9% 6% 8% 28% 20% 12% 3% 2% 3% 1% 0% 1%
Weekday 15% 15% 16% 16% 15% 10% 10% 1% 1% 1% 1% 0% 0%
Less
than
20 -
29
30 -
39
40 -
59
1 hr -
1 hr
1 hr
30
2 hrs -
2 hrs
2 hrs
30
3 hrs -
3 hrs
5 hrs
or
4 hrs -
4 hrs
4 hrs
30
5 hrs
or
Page 11 of 12

37. The most popular stores visited are Primark (40% of respondents), New Look
(17% of respondents) and Sainsburys (28% of respondents). 11% of
respondents had visited Lidl (which has been very busy since its opening only a
year ago), and Greggs (9%). 14% of respondents said they had purchased
nothing while in the town centre.

38. Survey respondents rated Tooting highly for every day items and convenience
goods, as well as a place to travel to, and for purchasing budget homewares.
However, it scored poorly for shopping for something special (including gift
shopping), leisure trips, family shopping trips, and dining trips. It scored
particularly poorly for parking, which is an issue addressed later in the report.

39. Survey respondents were asked which specific stores they would like to see, or
see more of, in Tooting. 35% of respondents wanted a department store. The
most popular choice was Marks and Spencer (40%) and Debenhams (34%). 29%
of respondents wanted to see more womens fashion, with high street brands Top
Shop (29%), Next (15%) and River Island (13%) being the most favoured. Other
popular choices for stores were Clarks, WH Smith, Asda, HMV and Burton.

40. It should be noted that a number of the stores cited were present in Tooting until
relatively recently. Marks and Spencer relocated to Colliers Wood in May 2008.
The Clarks store closed in late 2008, and the Burtons/Dorothy Perkins store in
Mitcham Road closed down in 2007. Given that these retailers were cited by
survey respondents, it is clear that they are much missed. Although there have
been various reasons for the departures, the perception remains that the Council
could have done more to retain these businesses.

41. A further point to note is that the on-street surveys were carried out just prior to
the opening of the new T K Maxx store at 11 19 Tooting High Street. Experian
define T K Maxx as a mid-market retailer which may have more appeal to the
Urban Intelligence group due to its regular rotation of branded goods. The
opening of this store may be going some way to countering negative perceptions.

BUSINESS SURVEY ANALYSIS

42. The objective of the Gap Analysis was not merely to identify which stores
survey respondents most wished to see, or the obvious high street retailers who
would appeal to the key Urban Intelligence group. The objective was also to
identify any possible barriers to investment, particularly in areas where the
Council had some ability to influence and guide future direction for the town
centre. The Business Survey was key to this aspect of the study. Although a
formal survey was circulated to businesses already established within the town
centre, Experian carried out a number of further off the record conversations
with key retailers who had a) left the town centre in the past two years and b)
were perhaps surprising omissions from the current retail offer, given the make
up of the local catchment. Some of these have not been directly attributed, as
this was a condition of their frankness.

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43. Marks and Spencer have stated that their previous Tooting store at 31-39
Mitcham Road did not meet trading expectations and had size constraints for
expansion. Its plan to re-locate to Colliers Wood was clearly part of a long-term
strategy and not a decision which was taken lightly or in a hurry. Given
Primarks recent acquisition of the Tooting M & S site, and their decision to
invest considerably in upgrading this site (increasing trading space, installing
new escalators, smartening up the fascia), the site itself is recognised as
benefiting from very high footfall. There are some indications that Marks and
Spencers decision was partially governed by the surroundings not fitting the
brand.

44. The new store at Colliers Wood was seen as a more optimally positioned store,
and of a size which allowed the full comparison range to be displayed. There
was also a perceived synergy with neighbouring retailers, as well as favourable
costs for the re-location.

45. The formal business survey was sent to a range of stores within Tooting. There
was a mixed response from both multiple and independent retailers. Multiples
rated Tooting highly for lunchtime trade (7.9 out of 10), weekday (6.6) and
weekend trade (8.6), and rated it at 6.2 overall as a place to run a profitable
business. Multiples rated Tooting very poorly for evening trade or as a place to
eat or drink; and gave one of the lowest ratings to Tooting as a place to park (4.2
out of 10).

46. Independent retailers rated weekday trade more positively than the multiples (7.4
out of 10, as opposed to 6.6 and increasing to 7.7 out of 10 at weekends).
However, independent retailers also rated Tooting poorly for evening trade (3.8
out of 10) and surprisingly (given the views so often expressed to the Tooting
town centre manager and through the Tooting Business Network) rated Tooting
higher as a place to park than the multiples although the score was still only just
above average (5.5 out of 10).

47. Overwhelmingly, both multiples and independents identified that a greater
critical mass of retail is required within Tooting to improve upon existing trade
and levels of footfall achieved. 28% of multiples and 21.6% of independents
want to see a bigger range of shops, with 27.9% of multiples and 21.4% of
independents wanting to see a bigger range of catering outlets. Finally, 33% of
multiples and 29.5% of independents suggest that more parking provision would
remove one of the current barriers to improving the trading environment.
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