Capturing the vibrancy of the British retail landscape through new forms of data (LDC Collab)

It is clear that consumer behaviour in the UK is changing with dramatic and profound consequences for the economy and for society. For example, in recent months Marks & Spencer has announced store closures, Homebase is to close 42 outlets and cut many head office jobs, and House of Fraser has been purchased by Sports Direct. These developments are symptomatic of major structural changes in the service and leisure sectors; in 2018 alone, there have been over 30,000 job losses in retailing and a negative £1.5bn hit on GDP. It is therefore becoming critical that all stakeholders in business and service planning better understand changes in the nature of consumer behaviour with respect to a full range of goods and services. It is also crucial that academic researchers seek to understand these changes through partnering with business to benefit from access to new forms of data that may reveal the changing consumer landscape in real time. By working with the Local Data Company, this co-funded PhD builds on an existing and very fruitful relationship to draw together a range of data to create innovative indicators of the composition and vibrancy of retail areas (high streets and town centres) in Britain. The primary aim of this co-funded PhD, therefore, is to improve our understanding of the spatiotemporal dynamics of high-street retailing in Great Britain. Unlike online retailing, this involves quantification and measurement of human activity to capture both demographics and also flows. These are already the subject of active research, but very little has been done to realise the potential of new forms of data in the context of retailing. This project will demonstrate the potential for monitoring the success and vibrancy of retail areas, thus providing immense value to occupiers, landlords, local authorities, investors and consumers within the retail industry.