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Customer Travel Survey
Posted on: August 28th 2020
Section: Member news


Exeter City Futures has teamed up with Bunyip Craft, Federation of Small Businesses Exeter, Grocer on the Green, InExeter (Exeter’s Business Improvement District), Nourish of Topsham and Princesshay to find out about local customer travel behaviour.

They are calling on all local retailers, independents and shops of all different shapes and sizes to partake with the survey that we are currently trialling and rolling out officially during the week of 7th September.

 

If you would like to get involved, or have questions, please email james.geer@globalcityfutures.com and we will send you the survey.

 

This initiative is inspired by the recent temporary changes to Exeter's walking and cycling infrastructure, so the plan is to collect information that shows how customers are travelling to shops and retailers across Exeter, and whether they are repeat customers.

As far as they are aware, no other comprehensive Exeter-level data on customer travel and spend exists, so this is a real opportunity to evidence customer travel behaviour and to help inform future decisions about the city’s infrastructure, so we hope that you will be keen to get involved!

We have included some further information, below.

 

What is the initiative?

  • We want to collect information about how your customers travel to you, from where they travel, how much they spend with you, and whether they’re a new or regular customer
  • We expect the information to provide a snapshot of customer travel behaviour and how it is affecting local businesses
  • We are encouraging retailers of all shapes and sizes, and across Exeter, to get involved

 

How does the retailer take part?

  • It takes the form of a survey hosted by retailers
  • The information is collected by the sales assistant at the point-of-sale using a really light-touch form (designed by local retailers and retail groups)
  • Complete the form at every sale and for every day the shop is open during the seven days beginning Monday 7th September
  • At the end of the week, please send us the completed form(s) – scanning and emailing them in is preferred, but let us know if that is a problem (our email address is on the survey form)

 

What happens to the data we collect?

  • Once you’ve submitted it to us, we will then analyse your data alongside that of all other participating retailers to show: 
    • how customers are travelling to shops
    • how much they spend (choose a spend bracket), at what time of day and on what days
    • whether customers are returning or new customers
    • why customers are shopping with you/why they’re in your part of the city
  • The information will be shared with the local authorities – Devon County Council and Exeter City Council – to help inform decisions made about Exeter’s infrastructure
  • The data will also be anonymised and shared on the Exeter Data Mill under the OGL v3 data license
  • Both Devon County Council and Exeter City Council are supporting this initiative and Devon County Council are fully expecting to receive the information provided by this initiative

 

What happens after that?

  • We will aim to repeat the survey at regular intervals in order to update the councils through the seasons and as new infrastructure measures are installed

 

I’m a retailer, how do I take part?

 

I’m not a retailer but how can I support the initiative?

 

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