Retail Parks: Spatial and Functional Integration of Retail Units in the Swansea Enterprise Zone Author(s): Rosemary D. F.

Bromley and Colin J. Thomas Source: Transactions of the Institute of British Geographers, New Series, Vol. 13, No. 1 (1988), pp. 4-18 Published by: The Royal Geographical Society (with the Institute of British Geographers) Stable URL: http://www.jstor.org/stable/622771 . Accessed: 02/12/2013 06:04
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andfunctional Retail of integration spatial parks: Zone inthe retail Swansea units Enterprise
ROSEMARY D. F. BROMLEY SA2 8PP Tutor inGeography, Swansea, University College ofSwansea, ofGeography, Department COLIN J. THOMAS SA2 8PP inGeography, Lecturer Swansea, University ofSwansea, College ofGeography, Department 5 January, 1987 Revised MS received
ABSTRACT a significant inthe ofBritish andconstitute animportant newelement form modification to retail cities Retail system parks warehouses ofsuperstores andretail loosegroupings ofshopping at centres. thetraditional Theycomprise hierarchy ina number of on retailing ofplanning controls Therelaxation suburban andout-of-town accessible locations. highly or as largely stores Theindividual such Zoneshasencouraged entities mayfunction separate developments. Enterprise andthe scale ofsuch as integrated However, substantial the centres. existing developments considering shopping together functional The article outlines on this issueis lacking. further evidence for commercial schemes, thegeneral pressures in Zone stores Swansea between on before ofretail the the characteristics Enterprise focussing linkages shopping parks area.The retail from a widetrade households drawn All thestores serve retail park car-owning predominantly park. Theshopping ofstores rather than as a strongly as a loosely collection centre. structured functions integrated shopping between anda functional a lowlevel ofinterrelationships stores between the demonstrate dichotomy superstores linkages are identified of significant functional a number warehouses. and retail Nevertheless, reflecting linkages comparison units. The ofkeyretail number and'spin-off' ofsomestores thespatial bya small generated trips contiguity shopping, retail from circulation within vehicular ofa peripheral andthe commercial the traffic site resulting congestion disadvantages future retail for ofanintegrated Thecommercial andenvironmental areapparent. structure parks advantages spatial park arestressed. Retail Retail ZoneRetailing; KEYWORDS:Shopping warehouses; Out-of-town Superstores; parks; linkages; Enterprise shopping

and the process of retaildecentralization initiated INTRODUCTION and expanding feature suburbanization Retailparksare a veryrecent (Davies and Kirby, 1980). The in themid-1970s saw ofthe'retail revolution' (Dawson, 1983,p. 87) which secondchangewhichfollowed ofretail a theestablishment inBritish cities. has occurred warehouses, initially selling Theyusually comprise andcomparison warehouses DIY products of superstores and retail loose grouping goods suchas furniture, and electricals located at nodal pointsin the suburbs. 1984, p. 42). More (Jones, Commonly, carpets wareofgoods beingsold inretail thearray theyare adjacentto majorroads,close to motorway recently, and now includes junctions or have been developed on industrial houseshas expandeddramatically accessand clothing, Zones (EZ),where estates andinEnterprise footwear, (Bernard toysand caraccessories locational The and is customers to 1985, Partners, 10). p. Thorpe visibility potential good. ofmostsuperstores, oftrading and styles of preferences the culmination The retailpark is essentially and retailwarehouseoperatorshave in the retailenvironment. hypermarket two earlier developments involvedthe been similar. in the mid-1960s, The first, Generally, largeaccessiblesiteson the beginning of and as a result and edges ofcitieshave been favoured, and hypermarkets, of superstores development
Trans. N.S. 13: 4-18 (1988) ISSN: 0020-2754 Inst.Br.Geogr. in GreatBritain Printed

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Retail Swansea the Zone 5 parks: Enterprise ad hoc planningdecisions individualstores were Swansea, Dudley and Gateshead EZ, for example The Dudley usuallydevelopedin isolatedlocations(Gibbs,1981; all includemajor retaildevelopments. Zone included a hypermarket and eleven 1985). Enterprise Since the early 1980s planningauthorities of 1986 (Dudley have retailwarehousesin the summer directed retail warehouse increasingly developments Metropolitan Borough,1986), whilethe large scale to industrial estate sites. This has resultedin the development at Gatesheadwas underconstruction of loose agglomerations Hall Developments, or,occasionally, (Cameron 1985). emergence ofretail inindusconcentrations warehouses The newlyemerging retail maywellfunction planned parks trialestatelocations.Such developments have been as shoppingcentresin the sense thatthe separate termed 'retail warehouse funcsignificant parks'(Bernard Thorpeand storesmight incorporate reciprocal or combined attractive Partners, 1985). Wheresuchdevelopments incorpor- tionalrelationships powerfor ate superstores or hypermarkets a more balanced a largeproportion ofthemoremobilesections ofthe a but the area with evidence is There is a results, community; greater shopping potentially lacking. environment. substantial on individualsuperbody of literature impacton the local and regionalretail retailparks(Wade, 1985, storesand hypermarkets These have been termed (URPI, 1980; 1985; Gibson of the which are Cribbs and and butgrowing research Hurdle, limited, 13), 1985a) interesting p. examples on thenorthern of publication on retail warehouses (Gibbs, 1985; Causewaydevelopment periphery and the MerryHill retailparkin the Dudley Gibson and Hurdle, 1985b; URPI, 1986); but the Bristol Zone (Dudley MetropolitanBorough, functioning and characteristics of the retail park, Enterprise how- where these retailunitsare combined,are largely 1985). Unlikeconventional shoppingcentres, to date by little unknown. In terms oftheinternal functional ever,retailparksare characterized linkages otherthan superstores and retailwarehouses.The of shoppers within retail is confined parks publication wide range of specialistshops and retailservices to a number ofintuitive designsuggestions incorporin district and citycentres is absent. found ated in a reviewof retailwarehouseparks(Bernard The development of retail 1985). parkshas undoubtedly Thorpeand Partners, been encouraged In view of the paucityof evidence,this article by recent by large policiespursued chainsand by theactionsofcentral of the characteristics retailing govern- outlinesthegeneralfunctional ment.The structure Zone retail before plans of the 1970s generally SwanseaEnterprise park focussing aimedto preserve but on the shoppinglinkagesbetweenthe stores.The hierarchies, existing shopping thisconstraint has diminished underintense pressure study examines the degree to which the various from retailers for sites. Thispressure has storesfunction as a shoppingcentreor as a loose edge-of-town intherevision resulted ofnational In collection offunctionally isolatedunits. Thisfocusis policyguidance. recentyearsthishas led to the relaxation of earlier particularly since BernardThorpe and appropriate restrictions on such developments, albeitin an im- Partners ofretail (1985) singleout theconcentration and uncoordinated manner rather thanthrough development in theSwansea Enterprise Zone, along plicit a comprehensive new strategy. It is noteworthy that withtheNewport, estateas '.... Maesglas industrial forsuperstore 62 of the out 180 not laid out to to from move one alone, applications encourage shoppers refused the Swansea by local councilsin the period (store) to another',(p. 6). Currently, applications 1970-85 were acceptedon appeal (Lee Donaldson Enterprise Zone retailarea is one of the foremost lenientattitude examples of an out-of-town retailpark,but other Associates,1986). The increasingly towards out-of-town was retail in Britain elsewhere shoppingdevelopments unplanned parks emerging further indicated circular ofJuly arelikely to yieldsimilar research whenthey by theGovernment findings a policyfavouring 1985 whichsupported permission reachthesamestageofdevelopment. for unless 'demonstrable couldbe harm' development Nov. 1985). proven(URPI Newsletter, RETAIL PARKS IN GREATER SWANSEA Zone policyannounced by theGovernEnterprise ment in 1980, offering financial incentivesand a In the mid-1970sthe system of shoppingcentres in Swanseaconformed to thetraditional British planningregime(Bromleyand Morgan, Greater simplified dominated centre ofSwansea 1985, p. 404), has also encouragedthe growthof pattern by theregional retailparksin those Enterprise Zones wherelarge- withcirca131 000 m2 (1.4 million ofnetretail sq. ft.) scaleretail has notbeen specifically excluded sales area (West Glamorgan activity CountyCouncil,1978). (Dawson and Sparks, 1982; Sparks, 1987). The This was complemented by the fourlarge district

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ROSEMARY D. F. BROMLEY and COLIN]. THOMAS FittedKitchens, Bedrooms

Mammoth

Superstores

DIY,E Autoand Eectricals

Furnishings, OFurniture
Clothing, U dcShoes Update

Quasi-retail
Majorlandscape
belts
Enterprise Zone Boundary

End SWest
Norman's .Pub...
. Shoe

sites Interview

T Tesco * 8Alliedr Lupcas utrice M

*.

rp

Kingsway

3 Sigma City
~/"
FIGURE 1.TheSwansea EZ retail park

Queensway * loomm

centres(or small town centres)of Llanelli,Neath, the Llansamlet shoppingarea consistedof a small and Morriston Aberafan oflessthana fifth itssize.At retail stores. warehouse EnterFollowing parkoffour nine smallerdistrict priseZone designation in 1981,Tesco andNorman's lower levels in the hierarchy centres and a largenumber ofneighbourhood centres establishedsuperstores in 1983, and by October functions. fourteen additional retail and a car 1985 warehouses subsidiary performed important shopping In thelate1970s thistraditional was modified showroom wereinoperation sixof pattern (Fig.1).Although ofisolatedsuperstores and retail the new units were below the threshold size of by thedevelopment and in the early1980s two retailparks 1000 m2 (Table III) suggestedforretailwarehouses warehouses, emerged. The smaller of the two developed at (URPI, 1981b; Jones,1984 p. 41), theirstyle of on the north-western andwarehouse indicates that Fforestfach, they edge of the city, operation premises and in 1986 comprised a Tesco superstore and five function as retailwarehouses.The area primarily retailwarehouses.This formsa loosely structured incorporates Sevenoftheretail twolargesuperstores. retail park astride the A483, totalling17 800 m2 warehouses and household sell furniture, furnishings The larger three sellfitted and bedrooms; was textiles; kitchens two (191 700 sq. ft.) grossretail floorspace. the area deal inautoparts inclothing within andelectricals; three and developed at Llansamlet, principally as theEnterprise Zone. In thelate 1970s shoes and one in DIY. The remaining three unitsare designated

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theSwanseaEnterprise Zone Retail parks:

site:SwanseaEZ retail TABLE I. Numbers byinterview ofrespondents 1985 parksurvey, Interview Site nameand Store description Norman'sSuperstore Tesco Superstore B & Q (DIY) (Auto,Elects) Halfords-Bridgers Second City(Clothing)-ShoeCity Mammoth(Furniture) MFI (Furniture) TexstyleWorld-AlliedCarpets Total

No. on Fig.I 1 2 3 4 5 6 7 8

No. of respondents 112 131 103 105 103 40 42 40 676

a builders' a andinclude premises supplier, quasi-retail At the and an auto-electrical carshowroom supplier. time of the surveythe retailpark totalledalmost 36 000 m2 (387 500 sq. ft.)gross retailfloorspace, a fifth ofthatin to approximately whichis equivalent In of scale, terms the citycentre 1986, (Rees, p. 37). thisranksamongstthe second tierof large district centres in Greater Swansea. shopping In order to investigatethe functioning of the a Zone retail SwanseaEnterprise survey park shopper was conductedin collaboration withSwansea City Council.Followinga pilotsurveyin June1985, 676 interviews on a Friday weresubsequently completed and Saturdayin October 1985 at eight locations (Table I). THE ATTRACTION OF THE RETAIL PARK Retailers are attracted by the good access and the inretail Such relatively cheaplandor premises parks. conditions theeasydelivery andpurchase allowfor of goods and permit ampledisplayand storagespace. Investmentin premises is limited because the warehouse-style buildingsof retailparksare rarely constructed to lastmorethanthirty years.All these conditions conformwith the '.... development levels'(Jones, 1984, gearedto raising strategies profit being pursuedby manylargescale p. 41) currently chains. retailing are also attracted Customers by the good access whichis sucha basic feature of theretail park.However,access is usuallyonly good forthe car-borne is poor to mostedgeshoppersincepublictransport of-town locations. BernardThorpe and Partners

that83 per centof shoppers (1985, p. 58) reported in Leeds travelled theAireside Centre by car, visiting at a retail as did 97 percentof shoppers furnishings at Fareham 1983,p. 20). The (Hallsworth, 'superstore' at conducted the Swansea Enterprise shoppersurvey Zone retailparkshowed thata similarly high prohad arrived by car (93 per cent).As a result, portion the clientele of the retailparkis necessarily biased sectionof the towardsthemoreaffluent car-owning As many as 95 percent oftherespondents community. households werefrom whereasthe1981 car-owning a car level 60 cent censusrecords only per ownership in West Glamorgan. Moreover,Social Class I and II were over-represented comparedwith the county (26 percentand 17 percentrespectively). figure The shopper also investigated survey respondents reasonsforshoppingin the retailpark.The respondents were asked to ascribeone of threelevels of to each ofthirteen statements to relating importance inthearea.Ease ofparking their reasonsfor shopping and convenient as shoppinghours were identified and as either veryimportant by halfof all shoppers, or veryimportant by 91 per centand 87 important per cent respectively. Ample parkingspaces exist hoursextend adjacentto all thestoresand shopping to 8.00 p.m.on most evenings.A second group of attractions embracedthe wide choice of important to goods, the competitive pricesand the freedom as importbrowse.A third identified groupoffactors ant by threequarters of respondents the comprised convenient of the shops (see laterdiscusgrouping sion),thequalityof goods and servicein thestores, and theconvenient carjourney to thestores. THE SUPERSTORE-RETAIL WAREHOUSE FUNCTIONAL DICHOTOMY The superstore-retail is fundawarehouse dichotomy mental to an understanding of the ofthefunctioning retail data revealedtheimportance park.The survey ofthedistinction interms oftrade of areas, frequency visits and degreeofcustomer (Thomasand allegiance areaofthesuperstores was 1987). The trade Bromley, far morerestricted thanthatoftheretail warehouses. Of the shoppersat the superstores 55 per centhad travelled less thanthreemiles,whereasforthose at theretail warehouses only36 percenthad comefrom thesamearea.Conversely, only18 percentofsuperstorerespondents travelled further thansevenmiles, while 28 per cent of retailwarehouseclientshad travelled suchdistances. These differences reflect the convenience functions ofthesuperstores and grocery

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8
Lampeter 1

andCOLIN].THOMAS D. F.BROMLEY ROSEMARY

-

1 efd
re

Enterp

Aberafan

2 Tydfil Merthyr

(243 Respondents)

Superstores

Edge of builtup areas CustomeroriginsP

October 1985 Swansea EZ retail at Tesco and Norman'ssuperstores: interviewed FIGURE 2. Originsofcustomers park,

thanwiththoseof the of the retailwarehouses exhibited the higherorderfunctions by the superstores the This warehouses. retail other probablyreflects (Figs2 and 3). the of of characteristics convenience of in the also evident is many goods difference The frequency visits, again reflectingthe traditionalcontrast sold in a largeDIY storeofthistype. forconvenience betweenshopping goods and shopAt the ping formore specializeddurableproducts. THE FUNCTIONAL RELATIONSHIPS of customers cent 68 shoppedthere BETWEEN THE STORES superstores per everyweek, or severaltimesa week. At the retail of andplanning commercial and The potential was 33 percent, theequivalent advantages warehouses figure been have structure an stores. at these internal themajority spatial integrated shoppedinfrequently The survey also investigatedthe degree of suggested for retailwarehouse parks by Bernard to theretail parkby ques- Thorpe and Partners(1985). These comprisethe allegianceof respondents stores between trade for of their tions relatingto the proportion generated 'spin-off' groceries potential move to allow to laid out are '... if similar and at the shoppers they superstores by asking purchased to without another one store to from Footwear footwear having easily purchases. questionsconcerning and 1985, car' their Partners, move (Bernard was consideredto be the only durable product Thorpe of thearea attraction combined in the retailpark and p. 6) and thegreater well represented sufficiently land and the of The result. to is which sufficient and with scale a on saving likely large enough bought and traffic movement vehicular of internal to meritthis kind of analysis.The data reduction frequency carparking associatedwithshared at thesuper- congestion spaces that71 percentofrespondents indicated a of the while is the at their of half than more planned development stores suggested, groceries bought is seen as pre-empting unplanned speculative stores. only13 percentofthosevisiting centre By contrast, the an urbanarea.Finally, made over the footwearstoresindicatedthatthey throughout development site easier and urban for better retail in the design footwear halftheir potential park. purchases associatedwithplanneddevelopments The only anomalyto the functional dichotomy management is exhibited intheretail betweentheunits by the arealso proposed. park At the timeof the surveyin October 1985 the The tradeareaofthe at theB & Q store. respondents Zone retailpark comprised21 morecloselywiththepatterns Swansea Enterprise B & Q storeconforms

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Zone the SwanseaEnterprise Retail parks:

Amman Valley 2 4 Ammanford Fishguard 1 001

.. a

\*o

co u

I N

Cross Hands

Ystalyfera/* N

Bridgend Bnmawr
EnterpriseZoneAbaNewport

4 2

e0000

Tydfil 1 Merthyr 1 Bristol

Clothing and Footwear Stores

(1225 Respondents)

(22Rmi

interviewed at Mammoth, FIGURE 3. Originsofcustomers MFI, AlliedCarpets/Texstyle World,and Second City/Shoe City:Swansea EZ retail October 1985 park,

ware- coherentshoppingcentreor a loose collectionof each housedin thecheaplyconstructed stores, mostrecent out- isolatedstores. house buildings whichcharacterize to that first of The modeofanalysis of-town The spatialarrangement adoptedis similar developments. theunplanned character oftheretail used for a neighbourhoodand districtshopping thestores reflects to an understanding centre andKissling (1971) to '. .. identify byJohnston park(Fig.1),and is fundamental in the patterns of consumer behaviour oftheshopping whichoccur.An integrated regularities linkages in anticipation within central method was centre shopping planwas not defined places' (p. 116). A similar of the developments. used by Bennison and Davies (1980) in Instead,each new unit was subsequently or the CBD of Newcastle-Upon-Tyne. In bothstudies, located incrementally alongside light industrial on a seriesofindustrial estate thefunctional betweenstoresand shopping warehousing premises linkages distributor roadsbordered belts. streets in orderto determine were investigated the by widelandscaping Scantattention was givento thepotential functional principal influences of behavupon patterns shopper In iour.Linkages whichmight betweenstoresof greater than25 per linkages emergebetweenthestores. of separatecar parks, cent were consideredindicativeof an important thereare a largenumber fact, and quitelongdistances betweenthestoregroups.It functional More recently, very little relationship. is unlikely in the researchof this type has been conducted.Studies thatthe area functions therefore, sameway as a traditional orplannedshopping centre whichexamineshops visitedalmostalwaysidentify ofsimilar size. the percentageof respondents visitingeach store Zone retail does rather than the combinations of shops Thus,theSwanseaEnterprise park particular a spatially notconstitute centre. visited (URPI, 1981a; 1982). integrated shopping The functional of the variousstores The respondents characteristics at the eight surveysites were also suggesta fundamental distinction betweenthe askedwhichofthe21 storestheyhad already visited and retailwarehouses. Withinthisgen- or firmly intended to visitduring their superstores shopping trip. eralframework, thissectioninvestigates thedetailed Clearly, someofthe'firm intentions' to visitmaynot in a visit.Conversely, some shoppinglinkagesbetweenthe storesto determine actuallyhave resulted the degree to which the retailpark functions as a visits notenvisaged at thetime oftheinterview might

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10

ROSEMARY D. F. BROMLEY and COLINI. THOMAS TABLE Numbers stores visited andintended visits: EZ retail Swansea andSwansea centre II. of city park
SwanseaEZ retail Park All respondents % 34-0 32.1 19.4 8-0 3-0 n= 3.5 676 Superstore respondents % 51-9 27-6 11-5 5-8 2-5 0-8 n= 243 Swansea centre' city All respondents % 837 13.6 19.3 17-2 15.4 25-9 n = 496

No. of Stores 1 2 3 4 5 Over 5

Retail warehouse respondents % 24.0 34.6 23.8 9.2 3.2 n= 5.2 433

in 1984 by Dr C. J. ofGeography, Note:'Survey conducted Thomas,Department University College ofSwansea

of havetaken place.The overall patterns subsequently aretherefore rather interaction approximate, reported thanprecise.To avoid thisproblemit would have been necessaryto ensurethatall respondents had at the time of the intertheir shopping trip completed have been questioned view. In thisway theymight moreprecisely, bothaboutthestoresvisited and the visits. order oftheir However,thisidealwas notpurofshoppers suedsincea largeproportion approached in surveysof this kind have not completedtheir and to selectonlythosewho havefinished, shopping, a bias towards visitthoseshoppers introduce might Forthisreason, as wellas ingone or veryfewstores. to make best use of interviewer time,a random The broad all of was conducted. shoppers sample which emerges from patternof interrelationships such a survey is neverthelessindicativeof the betweenstores. linkages shopping Overall, the 676 respondentsgenerated 1504 or2.2 perrespondent. store actualandintended visits, one or two of shoppersvisitedeither The majority 34 per centand 32 per stores(Table II, respectively minorities cent) with additionalsignificant visiting Within stores three (8 percent). (19 percent)andfour warehouse thesuperstore-retail thisgeneralpattern The noted earlier functional dichotomy re-emerges. to visit are muchmorelikely superstore respondents a pattern whichalso onlya singlestore(51 percent), orientendsto be associatedwiththe convenience availablein theB ofmanyoftheDIY products tation visitedonly & Q store(42 per centof respondents at theretail therespondents one store).By contrast, aremuch morelikely to visittwoorthree warehouses storesthantheir (34 percent superstore counterparts and 23 per cent respectively). However, despite

thesevariations in shopping behaviour by displayed usersof theretail thereare marked differences park, withthebehaviour ofcitycentre shoppers compared morestores on eachshopping who tendto visit many Forexample, ina recent of496 city centre survey trip. shoppersin Swansea (Table II) only 41 per cent of visitedthree respondents shops or less,while32 per four orfive, andtheremaining 26 percent centvisited these recordedfiveto nine visits(Table II). In fact, of the actual numbers figures probablyunderstate in shortonstoresvisitedsincethereis a tendency street forrespondents to recordonly the interviews major storesvisited(Shepherdand Thomas, 1980, haveto be viewed suchcomparisons p. 59). However, with cautionsince the largernumber, greatersize ofthe variation and morecompact spatial disposition retailoutletsin conventional shoppingcentresare environment of from theshopping different radically thisevidenceis indicatheretail park.Nevertheless, between tiveof a low level of functional integration with a the storesin the retailpark in comparison centre. conventional shopping inteThe mainanalysisof spatialand functional on theshopping intheEZ retail focusses park gration Thishas all thestores between locatedthere. linkages andconcisely, theadvantage ofportraying, accurately of therespondents. theaggregate patterns shopping thedisadvantage However,themethod incorporates ofshopping thepattern ofover-emphasizing linkages to sitesrelative infavour ofthestores at theinterview ifinterviews the remainder. Such bias are inevitable at eachstore, andareborneinmind arenotconducted in theinterpretation. Theinterstore werecalculated byselecting linkages or proposed all shoppers who had visited out,inturn,

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11 Retail the Swansea Zone parks: Enterprise store. The numberof visits of shoppinglinkagesassociated with these stores to visit a particular isolated to all other stores inthe (Fig.4, Table III),and suggeststheir conducted functional by theseshoppers Infact their association is a moderate This approachwas status. retailparkwere thenidentified. strongest A signifibetweenthemselves. relationship repeatedfor the shoppersat each store.The data reciprocal 31 of Norman's also visit are cant cent in form on Table confined III per shoppers presented percentage as 21 percentof to those stores which attractedmore than 40 Tesco, whichcan also be expressed of an based on figures Tesco shoppers.This is probablyindicative sincelinkage percentages shoppers, for Not element of priceconsciouscomparison smallerthan this were consideredunreliable. shopping all one of the twelve stores but grocery products. unexpectedly, Other linkages involving the superstoresare interviews hadbeenunderweresiteswhere included ofTesco was generally taken.The exception, smaller, although largeminorities Queensway-Carpetland, also visit B & site.Many of the and Norman's (23 Q adjacentto the B & Q interview shoppers percent In addition, 16 percent are low comparedwith those and 15 percentrespectively). linkagepercentages in theearlier studies notedof conventional of Tesco shoppersvisitMFI, whileboth superstores reported to the weaker record notable but smallerassociations with the In order centres. highlight shopping outlets The low and footwear and Halfords. whichexistin theretail clothing of storeassociation patterns oftheselinkages ofmorethan5 percentareconsidered level and functional variety suggest park, linkages an additionalelementof 'spin-off' forinvestigation. by the shopping sufficiently strong The wider of this In order to obtain a complete pictureof the superstore significance shoppers. in moredetailat a laterstage of each store, Table III shouldbe effect willbe examined shoppinglinkages in two ways:by column and by row.For oftheanalysis. interpreted one the column Amongstthe retailwarehousesthe B & Q store example, represents shoppinglinka level of and all theother again emergesas an anomaly.It exhibits ages betweenNorman'ssuperstore as a percentage of shoppinglinkagesmid-waybetween those of the storesin theretail parkexpressed In part, the shoppersvisitingNorman's.Thus, of the 162 superstores and theotherretail warehouses. or DIY at 31 visited intended this reflects the fact that cent Norman's, many probably products shoppers per a to visit Tesco and 15 percentB & Q. Row one,on the are convenience goods. The lackofa storeoffering otherhand,indicates thelinkage betweenNorman's closelysimilar arrayof DIY goods in theretail park and the other stores,but in this case the linkage would have also deflated forcompariany tendency of the total shoppers son shopping is expressedas a percentage However,thelimited linkages. rangeof and furnishing items does appearto the otherstores.For example,the eighteen furniture stocked visiting at Norman's Halfords who also visited com- encouragecomparison betweenB & Q and linkages shoppers of some of 11 cent the Norman's but the retail warehouses furniture (29 percent prise per shoppers nearly in with MFI and 17 per cent with QueenswayEachlinkage 19 percentoftheHalfords shoppers. is therefore in two different Carpetland: the matrix Fig.4). represented The of In general, however,the shoppinglinkagesfrom is, course,100 per ways. diagonal principal theother retail warehouses aregreater in degree, centin each instance. and in some cases, more spatiallydiffuse. For all retail between stores warehousesthe level of visitsexceeds 200 per cent linkages Shopping The shopping linkages which emerge from the and forQueensway-Carpetland it reaches292 per exhibit a number ofinteresting The cent (Table III). The patterns reflect two principal analysis patterns. warehouse can again be typesof shoppinglinkages. The 'comparison dichotomy superstore-retail shoptend to generate ping'tendency is strongest forthefurniture and furrecognized.The two superstores fewervisitsto otherstoresthanthe nishingsstores.For example,large percentages of proportionally retail warehouses 127 percentand Tesco thoseshopping at Queensway-Carpetland also visit (Norman's 142 percentof their see base MFI (56 percent), Mammoth (25 percent)andAllied shoppers respectively: of Table III). This is indicative of theprimarily bulk Carpets(25 per cent).For thoseshoppingat Allied ofthemajority ofsuper- Carpetsthestrongest convenience from thosewith shopping trips linkages, apart storeshoppers mentioned. are withtwo otherstores, Theyappearto theadjacentstore, previously selling be using the superstores to a large degree as one carpets:26 per cent with Queensway-Carpetland stop convenienceshoppingcentres(51 per cent of and 23 percentwithMFI. Thereis evena 12 percent Thisis reflected in therelatively low level linkagewiththe smallretailunitoperating as Cutshoppers).

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TABLE III. SwanseaEnterprise Zoneretail between stores as a % Linkages park: Stores Second City City

Store name andtype m2) (gross floorspace Superstores Norman's (3787) Tesco (4196) Electricals DIY, Autoparts, B & Q', DIY (2880) Halfords, (929) Autoparts Electricals (929) Bridgers2, andShoes Clothing First Choice,Shoes (813) Shoe City(465) Second City,Clothes(952) Furniture, Furnishings World(1115) Texstyle AlliedCarpets(1394) (4640) Queensway-Carpetland' MFI, Furniture' (3150) Mammoth, Furniture (2323) Furnishers (1080) Kingsway Cut Price, Carpets(139) Fitted Kitchens and Bedrooms (2323) UpdateKitchens (557) Sigma3 Kitchens SharpsBedroomDesign (496) Units Quasi Retail OBC1, Building Supplies(1560) West EndMotors(900) Lucas,Auto-Electrical (708) A. No. ofrespondents store visiting B. No. ofvisitsto other stores Visits(B) as % ofrespondents (A)

Norman's

Tesco

B&

Q1

Shoe Halfords Bridgers2

Texstyle World

Allied Carpets

Qu Ca

30-9 15-4 11-1 8.0 5.6 13.0 14.2 3"7 4.9 3-1 6-8 2.5 1.2 0-6 3-7 1.2 0.6 0 0 0 162 205 126-5

20.6 230 11.1 7.0 3"3 14.0 16.0 2-9 4-9 3-7 16.0 6.2 0 1.6 4-1 3-7 1-2 0-4 1-6 0.4 243 345 142-0

12-3 27.7
-

1836 2738 23-7 36-1 9-4 15-5 19.6 3-1 9-3 6.2 10.3 4-1 1-0 2.1 2.1 9-3 0 0 3-1 3-1 97 200 206-2

1738 23.3 19-1 47-9

-

15.9 25.6 24-2 11-4 114

11.4

1839 26.4 23-0 12-8 11.5

13.6 15-9 29-5 6-8 20.5 0 9-1 91 477 1832 1832 638 2-3 0 0 0 4-5 0 0 0 44 89 202-3

14-0 21.1 21-1 15-8 17.5 3-5 10.5 10.5 3638 26-3 22-8 12.2 3-5 12-3 5-3 838 5-3

11-4 6-9 4.4 1538 1638 5-4 5-9 17.3 29.2 9-9 2.5 1.5 3-0 3-0 0-5 0 1-0 0-5 202 354 175-0

832 205 23.3 12.3 13.7 5.5 5-5 12.3 0 2-7 4-1 9.6 4-1 1.4 1.4 1.4 73 171 234-2

13-5
67.6

756 3.0 4.5 638 13.6 638 2.3 0 2-3 3-0 0-8 0 0-8 08 132 291 220-5

2-7 4.1 7-4 12.2 638 2.7 0.7 1.4 4-1 0-7 0 1-4 1-4 148 319 215-5

0 3.5 0 57 143 250-9

Notes:1Units locatedoutsideEZ boundary, and builtbefore1981 as PowerCityin 1986 2Trading

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Retail theSwanseaEnterprise Zone parks:

13

Mammoth
,
Update

metres4 500

P =b Texstyle

Norman's Shaps Kingsway Tco

ity OBC 0uwTesco

Carpetland

BSeconand
S25-40%

MF

Linkages
Over 40%

\\

\-\ B and Q City CitySecond

- --

10-25% 5-10%

\\I

MFI

Second City .

--FIGURE 4. Shoppinglinkages betweenthestores:Swansea EZ retailpark, October 1985

Price Carpets.Clearly,visitorsto these storesalso tendto visittheother furniture and furnishings stores andthis effect is for comparison shopping responsible themostspatially diffuse butfunctionally integrated demonstrated linkages (Fig.4).

are important Second,spatiallinkages irrespective of functional The spatialinfluence on the similarity. has two dimensions. The linkagepatterns spatially were adjacentunitsat whichsome of theinterviews conducted,generatedlarge inter-store linkagesin

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14

ROSEMARY D. F. BROMLEY and COLINJ. THOMAS TABLE IV.Swansea Zone Retail Park: visits tostores other' interview sites from Enterprise shopper name Store andtype in listed rank order
Tesco Superstore B & Q, DIY MFI, Furniture Second City,Clothes Norman'sSuperstore Queensway-Carpetland Shoe City Allied Carpets First Choice,Shoes Halfords, Autoparts Sigma 3 Kitchens TexstyleWorld Furniture Mammoth, Electricals Bridgers, Update Kitchens

Total respondents atother1 interview sites

545 573 634 573 564 676 573 636 676 571 676 636 636 571 676

No.ofvisits tostore from interview other1 sites

114 103 75 57 54 59 50 32 33 24 23 20 16 13 15

% respondents store visiting from other1 interview sites

20-9 18.0 11.8 9.9 9.6 8.7 8.7 5-0 4-9 4.2 3.4 3.1 2.5 2.3 2.2

all interview Note1: i.e. from sitesotherthanthoseat thestorein question

each case. This is most markedforthe functionally warehousesto the immediate west. This probably and reflects the Second Shoe obstacle of the circuitous roadsbetween City City complementary clothing stores or68 per SecondCityand Shoe City, and thesestores (76 percentoftheShoe Cityshoppers (Fig.4). centoftheSecondCityvisitors). A similar is situation Additionalinsightinto the pattern of shopping evidentforthe Halfords and Bridgers intheretail is provided the byanalyzing shoppers(36 linkages park and forthose linkages the'interview sites'andthe'stores'. between per cent or 48 per cent respectively) thosestores attract which TexstyleWorld and Allied Carpets(48 per Thiscanbe usedto identify visiting A similar cent or 37 per cent respectively). finding the largest proportionsof visits from shoppers was reported at theother interview sites. Table IV pre(1983, p. 24) where25 approached by Hallsworth at a furnishings storehad visited sentsinformation forthefifteen storesforwhichthe percentofshoppers to visitan adjacent thestorefrom the or intended ofrespondents B & Q store. visiting proportion An additionalspatial dimension is also evident. otherinterview sitesexceeded 2 per cent.Evidence thistable,combinedwiththatfrom the main located stores are from Shoppersat the more centrally areofkey inclinedto visit nearbyoutletsin relatively (Table III) showsthatsome stores large analysis Thistendency is particularly in generating numbers. forthe importance shoppinglinkageswithin strong a significant the retail the most located Halfords centrally visiting park. Specifically, shoppers 'spin-off' Tesco and B & Q demonstrate emerges. (Fig. 4) and Bridgersstores.Both stores recorded dimension 21 per visitsfrom in excess of 15 percentto thenearby Shoe thiseffect mostclearly, attracting linkages 3 cent and cent of and while those to 18 Second units, City City Sigma per respectively shoppers interview sites(TableIV). In fact, at other Kitchens, TexstyleWorldand AlliedCarpetsgener- approached in excess of 15 per cent The spatial effect 9-14 percent. allyrangefrom might both storesrecordlinkages even extendas faras Norman's, Tesco and B & Q, withall others(Table III: see appropriate rows).For 16-26 percent.A similar Tesco thesereacha high of 33 per centwithMFI. withlinkages from ranging links are recordedforB & Q, except for effect additional between Similar mayencourage figures spatial than30 percentwhichare inflated those shoppingat Shoe City and Second City with thosegreater by as thecomparison Norman'sand Tesco (16 percentto 26 per cent), withthefurnishopping relationship well as withB & Q (24 per cent and 23 per cent). turestores, noted previously. Two furniture stores, links also attract notable Thereare,however, no equivalent with theretail MFI and Queensway-Carpetland

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15 the Zone Retail Swansea parks: Enterprise at which interviews were the stores the other interview from of shoppers undertaken, only proportions In part, very small numbersof additionalshoppers were sites(12 percentand 9 percentrespectively). sites(less than4 from the otherinterview thecomparison with attracted reflect theselinkages shopping a number of Table IV). Thisappearsto reflect and furnishings stores already percent, the other furniture AlliedCarpetsand TexstyleWorld stock a widerfunctional influences. butMFI demonstrates mentioned, Tesco (16 per only a narrowrange of itemswithinthe broader whichincludes of associations pattern offurniture and furnishings, whileHalfords (10 per category cent),Shoe City (14 per cent)and Halfords offer cent).This suggestsa significant specializeditemsnot represented shopping and Bridgers 'spin-off' in both a elsewherein the retailpark.Consequently, dimensionforthis store and it probablyreflects forshoppersvisitingthe theirattraction andmoderate situations ofthebroadproduct combination range has the area primarily forotherpurposesis not likelyto be by MFI. MFI, apparently, prices offered of thestore, thefunction than great:themorespecialized a widerrangeof customers to attract potential its functional characteristics are and furnishings outlets.Three the more isolated the other furniture to be. butless wellmarked likely storesshow a similar, additional linkThe Mammoth does not conform a broadrangeofshopping to generate store, however, tendency since sells a wide rangeof to this it and Shoe Second Norman's, City City(clothes) generalpattern ages. the other items.Its low level of linksfrom all attract interviewed furniture 8-10 per centof respondents reflects itsperipheral sitesalmostcertainly at other sites (Table IV), and theirlinkageswith interview a quarter of a milefrom the otherstoreslie largelybetween10 and 23 per cent location, approximately of oftheretail and at the side the centre (Table III). park opposite oftheA48 road.It appearsthattheconstrainthat Thus,itcan be suggested superstores (particu- barrier of the 'friction of distance' and the chains likeTesco),DIY outlets, ing influence thehigher status larly in rank 'barrier of a crossroads noted and and footwear effect' stores, order, by Johnston roughly clothing at themicro-scale are key units for generating 'spin-off' of shopping Kissling(1971) forpedestrians forpatterns of Thereis also some evidencethatfurniture analysisalso has some significance linkages. in thismanner, storesfunction but shopping behaviour demonstrated The and furnishings by motorists. the generation of linkagesfromthese storesmore availability ofa carfor short distance within journeys reflects Zone retail strongly comparison shoppingforthemore an area liketheEnterprise parkdoes not items. of using it, specialized appear to overcomethe inconvenience Thefitted kitchen andbedroom showrooms andthe even forrelatively shortjourneysinvolvingtraffic unitsdemonstrate an additional feature. barriers to a peripheral location. By contrast, the quasi-retail' In each case, muchsmaller of shoppers analysisof thelinkages of respondents their percentages starting are attracted from theotherstores. Only nineof the shopping visit at an eccentricsite, such as the 72 exceeded 5 per cent(Table III). Mammothstore,shows that the same constraints possible linkages storesto appearto present no real difficulties The proximity oftheHalfords and Bridgers fortheir subseForexample, ofthoseinterviewed thehighest at (9 per quentactivities. linkages Sigma3 Kitchens explains a substantial centand 10 percentrespectively), whileallbutone of theMammoth 40 percentalsovisit Store, a low levelofcomparison theothers reflects shopping B & Q, while33 percentand 30 percentrespectively withthefurniture and furnishings stores. None ofthe visitMFI and Queensway-Carpetland. The attraction storesin thesetwo categories was used as an inter- presented concentration ofother comby therelative view site so that interrelationships with the other parablestoresapparently the restrictive supercedes stores are likelyto be understated. ofshort In fact, distances or traffic barriers. However, the influences inthesurvey the linkagesof those interviewed low levelsoflinkage recorded at the Mammoth generally suggeststhatthese kindsof outletslargelyattract store with the other stores in the retailpark are in their amongstthe highestin the survey.This suggests one-stop shoppers,interested specifically of a peripheral specialized products.This suggests their isolated the adverse commercial implications which is not strongly even in thecontextof a loosely structured status, functional dependent location, Theirfunctional shopping locationin theretail area suchas an unplanned retail upon their park. park. aremore tobe with likely similarly linkages specialized between stores outlets locatedthroughout thewiderurbanarea. linkages Transport Two further more who visited shopping linkage effectscan be Forthe 75 percentofrespondents one store, their modeoftravel between thestores from thedata set.Foras manyas five of than hypothesized

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16 ROSEMARY andCOLIN].THOMAS D. F.BROMLEY was examined. This providedadditional into available does notsuggest considerinsight obliqueevidence the structural and functional coherence of the retail able dissatisfaction with this characteristic of the as well as suggesting traffic Zone retail traffic levels. Only Enterprise park, implications. parkat current 20 percentofrespondents walked between thestores, allofthesewerevisiting butalmost located adjacently CONCLUSION A further 12 percentwalked stores. between adjacent storesvisited,but drove between the others.The Retaildevelopments in theSwanseaEnterprise Zone drovebetween have created a concentration ofsuperstores and retail however, (68 percent), largemajority a combinationof the distance warehouses stores reflecting an unplanned whichform retail park.In and the lack of 1985 theparkoffers a comparatively restricted involved,the landscapingbarriers range hazards.The ofgoods and services, itachievessecondary easy pedestrian linkagesfreeof traffic although absenceof sharedparking intheretail those status ofGreater Swansea.All the facilities, system apartfrom at survey sites4 and 5, even by someadjacentstores storespredominantly serve car-owning households accentuates thistendency (Fig.1). The betweenstore drawn froma wide tradearea. They are attracted shopping journeys have resultedin considerable by the convenienceof the shoppingenvironment internal traffic theretail circulation within and extended by the car parkingfacilities parkwhich offered causesdelaysat peak shopping times. shoppinghours,and by the perceivedcompetitivefrequently Traffic is particularly marked between ness and quality ofgoods available. congestion as a The retailparkdoes not appear to function the subsidiary road and theA4217 nearthe Second counton a Wednesdayin stronglyintegratedshopping centre. Instead, a CityStore(Fig.1). A traffic is identified. warehousedichotomy May 1985 showedthat1300-1450 vehicles perhour superstore-retail thejunction.'Countson the feeder The superstores attract shoppersfroma comparapassed through areloyal restricted tradearea.Theircustomers roads in May 1986 suggest heavier traffic on tively fortheregular and frequent of to one ofthesuperstores Thursdaysand Fridayswhen the combination The retail wareis greatest.2 purchase of mostof their and shopping traffic groceries. throughtraffic if congestionis con- housesattract who at the Traffic moreoccasionalshoppers, lightswill be installed The retail level. In the meantime same timemight well use thesuperstores. sideredto reach a 'critical' travel a widertradearea. from the traffic on a road network designedto serve an warehouse shoppers The evidencederivedfrom theshopping industrial ratherthan a retail area may forman linkages thefunctional the between the stores to and to obstacle, appears confirm developphysically perceptually, the of storesand shoppers.In addition, mentof shopping betweenthestores. dichotomy linkages and spatial patternsof weak functional werenotaskeddirectly whether they relatively Respondents betweentheunitssuggestthattheretail consideredthatjourneysbetweenstorespresented association a loosely structured collectionof However,amongstthe reasonsthat park constitutes any difficulties. coherent to indicate as important to storesrather thana functionally wereinvited shopping respondents functional of interesting Park was centre. theirdecision to shop in the Enterprise However,a number for are identified. The use ofthesuperstores groupingof shops to each other'.This linkages 'convenient convenience sixthofthethirteen reasonslistedand as one-stop was ranked by a substantial proshopping limits their withthe of shoppers manyas 80 percentof shoppers integration gave thisreasonas portion isolation is more marked other stores. This or (36 percent) (44 percent) veryimportant functional important outlets of the for the most This decisionto visittheretail to their furnishings suggests specialized park. severe (AlliedCarpetsand TexstyleWorld)and the single do notpresent that internal linkages shopping The same and Bridgers). shoppingtripsforthe specialiststores(Halfords problemsformulti-purpose minimal the In the effect dominates usersoftheretail car-borne fact, shopping linkages opposite park. kitchenand it is interesting demonstrated by the specialistfitted appearsto be thecase. Nevertheless, units. to note thatthe favourable alongwiththe'quasi-retail' responseto thisreason bedroomoutlets, funcof moderate is evidence located there falls to 65 per cent for the peripherally contrast, By Thequestion, Mammoth store however, tional integrationreflecting shopping comparison respondents. and furnishings stores.Spatial is insufficiently refined to gauge whether spatialfrag- betweenthefurniture between are also This more inter-store mentation identified, linkages particularly suppresses linkages. similaror a moredirect form ofanalysis thanwas adjacent stores which are functionally issuerequires while similar in thisstudy.Suffice it to say thatthe functionally undertaken linkages complementary,

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Retail theSwanseaEnterprise Zone parks:

17

CAMERON HALL DEVELOPMENTS (1985) The Metrocentre, Gateshead (Cameron Hall Developments, Gateshead) DAVIES, R. L.andKIRBY,D. A. (1980) 'Retail organization', in DAWSON, J.A. (ed.) RetailGeography (CroomHelm, London)pp. 156-92 DAWSON, J. A. (1983) Shoppingcentredevelopment London) (Longman, A. andSPARKS,L. (1982) 'Retailing DAWSON, J. developments and enterprisezones', Retail and Distribution Mgmt.10: 43-6 DUDLEY METROPOLITAN BOROUGH (1985) 'Dudley EnterpriseZone retailing provision: proposals for ofplanning scheme'(Dudley Metropolitan modification Dudley) Borough, DUDLEY METROPOLITAN BOROUGH (1986) 'Retail at MerryHill. History'(Dudley Metropolitan Borough, Dudley) warehouseplanning GIBBS,A. (1981) 'An analysisofretail URPI report U22, Reading inquiries', GIBBS, A. (1985) 'Plannersand retail innovation',The Planner 71 No. 5: 9-10 and GIBSON, P. and HURDLE, D. (1985a) 'Superstores in GREATER LONDON COUNCIL, regionalcentres', The future (Greater of planning: for retailing ACKNOWLEDGEMENTS planning LondonCouncil,London)pp. 23-32 P. and HURDLE, D. (1985b) 'Planning and retail The authorswish to acknowledgethe assistanceof GIBSON, ThePlanner 71 No. 10: 30 innovation-a rejoinder', Dr JoanRees) Swansea City Council (in particular of a retail HALLSWORTH, A. G. (1983) 'Tradingpatterns with the questionnaire and to thankGuy surveys, BrownBear,Fareham; superstore: furnishings Dept. of Lewisand Paul Taylorfordrawing themaps. Portsmouth Poly. Geography, JOHNSTON, R. J.and KISSLING, C. C. (1971) 'Establishment use patterns withincentralplaces', Aust. Geogr. Stud.9: 116-32 NOTES JONES, P. (1984) 'Retail warehouse developmentsin Area 16: 41-7 Britain', LEE DONALDSON ASSOCIATES (1986) 'Superstore 1. WestGlamorgan Council, County County TransporAppeals:review1986' (Lee Donaldson Assoc.,London) UnitManualTraffic 29th Census, tation Wednesday, REES,J.C. M. (1986) 'Retailgrowthin theSwansea EnterMay, 1985 prise Zone: a study of the impactof an out-of-town 2. West GlamorganCounty Council,County Transporunpubl.dissertation, Dept. of Town Traffic Weekbeginning shoppingcentre', Count, tation Unit, Automatic Bristol Poly. Planning, 20thMay, 1985 Zones: the SPARKS, L. (1987) 'Retailingin Enterprise exampleofSwansea',Reg.Stud.21:3 7-42 SHEPHERD, I. D. H. and THOMAS, C. J.(1980) 'Urban consumerbehaviour',in DAWSON, J. A. (ed.) Retail REFERENCES (CroomHelm,London)pp. 18-94. Geography THOMAS, C. J. and BROMLEY, R. D. F. (1987) 'The of BENNISON, D. J.and DAVIES, R. L. (1980) 'The impact and functioning ofan unplanned retail growth park:the towncentre inBritain: their schemes on shopping Swansea Enterprise impact Zone', Reg.Stud.21: 287-300 Plann.14: 1-104 traditional environments', retail Prog. URPI (UNIT FOR RETAILPLANNING INFORMATION) BERNARD THORPE and PARTNERS (1985) Retailwareand superstoresbibliography', (1980) 'Hypermarkets an approach house toplanned URPI Bibliography (Bernard parks: development 2, Reading London) URPI (1981a) 'Shoppingin Petersfield', Thorpeand Partners, URPI Information BROMLEY, R. D. F. and MORGAN, R. H. (1985) 'The Brief 81/2,Reading ofenterprise zone policy:evidence from effects Swansea', URPI (1981b) 'Retail warehouses:the presentposition', Reg.Stud.19: 403-13 URPI Information Brief 81/5,Reading

location. are evidentforstoresoccupyinga central commercial of a The disadvantageous implications to themainshoppingconcentration siteperipheral is the suggestedby the Mammothstore.In addition, is indicated for enhanced linkages shopping potential of 'spin-off' variety by the functional shoppingtrips of key stores,in particular generatedby a number of traffic Tesco and B & Q. The problem congestion from internal circulation convehicular resulting of the tingentupon the loose spatial structuring storesis also suggested. Together, these findingssuggest that had a been advocated strongly integrated spatialstructure fortheEnterprise Zone retail parkat theoutsetofits status itscommercial wouldhave been development, even further enhanced by the encouragement of easierinter-store whileat thesame linkages, shopping time some of the problems associated with the internal circulation traffic wouldhave been avoided.

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18

ROSEMARY D. F. BROMLEY and COLINI. THOMAS

URPI (1982) 'Shopping at Central MiltonKeynes:1979 and WADE, B. (1985) 'New directions in retailing',in GREATERLONDON COUNCIL, The 1981', URPI Information Brief, 82/5,Reading future of planning: and superstores-general', URPI (1985) 'Hypermarkets London Council,London) (Greater forretailing planning URPI Information Source Sheet I, FirstSupplement, pp. 11-15 WEST GLAMORGAN COUNTY COUNCIL (1978) Reading URPI (1986) 'Retail Warehouses Supplement1', URPI survey'(West Glamorgan 'Shops and offices floorspace Information SourceSheet20, Reading CountyCouncil,Swansea)

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