Data from an independent study has found that overall, Gloucester Green Market is performing well, traders are satisfied and it attracts a high frequency of visits, typically at least weekly.
Due to the high level of public interest, Oxford City Council recently commissioned The Retail Group to conduct an independent study, which included an anonymous survey of traders, and industry expert opinion from The Retail Group of Gloucester Green Market.
Key findings from the traders' survey include:
- One third of visitors come at least daily or twice a week.
- 68% of traders say it’s easy or very easy to communicate with the market management team. Only 11% find it difficult which gives an opportunity for improvement.
- Almost as many traders want less street food as those who want to see more and quality/better street food.
- Over half of traders reported trading down on last year, yet over half were satisfied or very satisfied with their performance, only 14% were dissatisfied.
- 80% of traders use social media to promote their business and 56% say they have benefited from wider social media promotion of the market.
- They report trading is busiest on Saturday and Wednesdays at lunchtimes, and in the afternoons.
- When asked what the main strength of the market was, most traders said its location, followed by availability of students and tourists, the trader mix and the food offer.
Traders also shared areas for improvement, ranging from marketing and promotion, lack of facilities, parking and costs.
In total, 67 of the 70 surveys handed out were completed, giving a robust 96% response rate from traders.
Comparison to other markets
The Retail Group's study found that Gloucester Green is as strong as any of the leading markets it had recently worked with - including Portobello Green, York Shambles and Westminster - and traders agree it is a great place to trade, is welcoming, offers a great customer experience, and is well managed and presented.
The study also noted changing national consumer trends for city centre markets, where there are now significantly less hobbyists selling bric-a-brac and fresh produce stalls, but more hot food to meet consumer demand.
Areas for improvement
The study acknowledged that, despite an overall positive outcome, there is always room for improvement. Things that could be made better, include:
- way finding and directional signage
- dominance of bins
- communal seating
- canopies
- improvements to layout
- additional themes or events to differentiate trading days.
The Council will now share the findings of the report with the market operator, LSD Promotions, so it can come up with a robust set of next steps. It will also continue to liaise with local businesses and residents to ensure the area remains a vibrant destination.
Comment
"Gloucester Green Market is a beloved gem in our great city and I'm very pleased that the traders' took the time to share their positive views and areas for improvement as part of the study. '
"We know consumer behaviours across the country are changing and the market must reflect this. We will continue to listen and work with the traders, local businesses, residents and LSD Promotions to explore how things can be made even better and make sure Gloucester Green remains the thriving destination we know it is."
Councillor Mark Lygo, Cabinet Member for a Healthy, Fairer Oxford
