SALES TRACKER

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SALES TRACKER

BCCM SR No. 18

First Quarter Retail Survey 2010

SALES TRACKER

First Quarter Survey 2010

Retail & Evening Economy Steering Group


BCCM SR No. 18

First Quarter Retail Survey 2010

1. Background

1.1 Following the compilation of the annual Retail Sales Tracker for 2009/2010 (BCCM SR

Nos. 14 & 16) a further micro survey was carried out in April 2010 on behalf of the Retail

and Evening Economy Steering Group of fifteen retailers within Belfast City Centre to

ascertain retail performance to the end of the first financial quarter of the year. The

businesses surveyed can be found in Appendix One. A copy of the questionnaire can be

found in Appendix Two.

2. Results

2.1 Initially, retailers were asked to rate their performance against target for the 1 st quarter of

2010 (Figure One). 20% stated that their sales figures were up against target, 33.3%

that they had achieved their targets and 46.6% that their sales were down against target.

Figure One: Rate sales performance for the first quarter against target

2.2 The retailers were next asked what factors had affected their retail performance – this

was an open question, therefore enabling the retailers to insert what outside factors they

felt were most influencing their business (Figure Two).


BCCM SR No. 18

First Quarter Retail Survey 2010

Figure Two: What factors have influenced retail sales performance?

2.3 Question 3 asked the retailers to compare their sales performance for this quarter

against the first quarter of 2009 (Figure Three).

Figure Three: Compare sales performance for the first quarter of 2010 to the first quarter of

2009


BCCM SR No. 18

First Quarter Retail Survey 2010

Fifty-three percent of those asked reported their performance as down on last year’s

figures, with 34% reporting an increase and 13% reporting that their figures were

comparable with 2009.

2.4 Retailers were next asked to rate footfall for the first three months of the year. The

results can be seen in Figure Four. 66.6% stated that footfall numbers were down,

26.6% that they were the same and 6.8% that they were up.

Figure Four: Footfall analysis for January – March 2010

2.5 Retailers were asked how they saw / forecast sales performance for the rest of the year,

the results can be seen in Figure Five. 67% of those surveyed stated that they expected

to see sales improve over the course of the year, 13% that they would stay the same

and 20% that sales would decline.


BCCM SR No. 18

First Quarter Retail Survey 2010

Figure Five: Expected sales performance for the remainder of 2010

2.6 On the sixth questions, retailers were asked if they had any further comments or issues

of concern. A total of six retailers took the opportunity to add further comment. Three of

these stated that the Streets Ahead work was having an effect as it discouraged

shoppers from actively browsing in stores or shop windows. One retailer stated that their

perception was that customers were looking for discounts and “did not want to pay full

price for products”. One retailer also stated that more events should be held in the city

centre to boost footfall figures.


BCCM SR No. 18

First Quarter Retail Survey 2010

Appendix One

Business Name

Bennetton

Bogart

Cash Converters

Disney Store

East

Enlanders

Foot Locker

GDI

Gino

Jack & Jones

Jackson Sports

JD Sports

McMasters

Swarovski

Zara

Location

Arthur Street

Calendar Street

Bridge Street

Donegall Place

Castle Place

Cornmarket

Donegall Place

College Street

Ann Street

Arthur Square

High Street

Donegall Place

Church Lane

Castle Lane

Donegall Place


BCCM SR No. 18

First Quarter Retail Survey 2010

Appendix Two

1 st Quarter (January-March) Retail Sales Performance

Retailer:

Street:

Completed by:

Retailer type: (delete as applicable)

MULTIPLE / INDEPENDENT

Survey carried out by:

Date:

1. Please rate your retail sales performance for the first quarter of 2010 (January – March) against

target:

UP ACHIEVED DOWN

2. What factors have affected your retail sales performance?

a.

b.

c.

3. How has this compared to the same period (January – March) 2009?

UP SAME DOWN % Change:

4. Please rate footfall in your business for the first quarter of 2010 (January – March):

UP SAME DOWN

5. How do you expect sales to perform in the rest of 2010?

Any further comments or issues of concern:

Improve Stay the same

Decline

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