Abstract
Summary Meadowhall is one of the new wave of out‐of‐town regional shopping centres in the UK. Shopping‐centre impact assessments have tended to be forecasts and to focus on sales diversions; this study presents some empirical research on actual effects of a new development on customer behaviour. The design of the new centre is described. The best test of shopping centre design is actual use: information is given about catchment and customers. Results of two telephone surveys of shopping trips in the region, before and after the opening of the new centre, are discussed, and market share figures given. Geodemographic and other profiles of users and non‐users of the new centre are included. It is concluded that trends are emerging towards polarization of shopping trips between old and new centres and polarization in the customer profiles of new and old centres. The difficulties of making forecasts of shopping‐centre performance for planning purposes are discussed and estimates are given of actual sales and t...
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