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Research carried out by Manchester Metropolitan University into the management of town and city centres has directly led to key changes in policy and practice - in particular, the acceptance and adoption of new partnership approaches to town and city change now supported by the Departments of Business Innovation and Skills, and Communities and Local Government. The research has also impacted on professional practice internationally, through the development of a comprehensive set of principles, standards and approaches disseminated through the Institute of Place Management and aimed at empowering communities to better manage town centres for the benefit of the local community.
Research conducted by Professor Wrigley of the University of Southampton has had a major impact on retail sector practices and government retail policy. Retail is a key sector of the economy. Gross value added (GVA) by the sector has risen by over 50% in real terms over the past 15 years. Wrigley's research established the key role of food retail in disadvantaged communities as a tool for both urban regeneration and a response to the `obesity epidemic'. Its impact has reset the parameters of policy debate on retail competition and contributed to both the evidence base and policy formulation on the future of the high street in the face of case of economic crisis and changing retail practices. These impacts have had national and global reach on UK and US government policies and have been significant in the launch of a large-scale experiment to eradicate `food deserts' (areas lacking healthy foods) in Philadelphia. The impacts have also been instrumental in convincing the retail industry of the value of academic research.
Research undertaken by retail academics at Stirling Management School has stimulated, informed and shaped public and political debate, and policy development and practice on the planning requirements for retail developments, retail regeneration and town centre futures. This work has enhanced Scottish public policy towards retail development, underpinned the development of Business Improvement Districts in Scotland, the £60m Town Centre Regeneration Fund and been integral to the National Review of Town Centres.
Loughborough University research into strategic marketing and customer engagement has resulted in the development of the Toyota Retail System (TRS), a comprehensive benchmarking toolkit for the retail activities of the world's largest automotive company. TRS has provided Toyota with resilient practices and a structured approach to merchandising across its dealer network, including customer interaction and showroom layout. It has also been used to analyse and transform Toyota's displays and presentations at the world's leading motor shows. TRS is now available to Toyota personnel and affiliates in more than 150 countries and has been described by the company as "fundamental" to its continuing success.
Research undertaken at the University of East Anglia (UEA) has identified whether consumers are likely to switch supplier, whether they are likely to get a good deal, and how companies are likely to respond to specific regulatory intervention. Such research findings challenge regulators to make better decisions. An appropriate regulatory framework leads to better decisions by consumers, helping markets to work better, and resulting in lower prices and bills. This is particularly critical in the energy and water sector, which are of crucial importance to each of the 25 million households in the UK, and where implementation of some of these research findings could lead to reductions of 6% in household energy bills (which translates to a total saving of over £2.1 billion a year).
Traditionally seaside towns have been one of the least understood of Britain's `problem areas'. Research by Beatty and Fothergill in the Centre for Regional Economic and Social Research (CRESR) has broken new ground by developing and applying methodologies to assemble systematic evidence on the population and economy of seaside towns, dispelling myths about their decline, providing more subtle view of trends around the coast, documenting economic growth as well as unemployment, and highlighting the diversity of local experience. Impact has been achieved through the dissemination of findings and the provision of advice and guidance to government, policy makers and politicians. The major beneficiaries of this research have been policy makers and politicians in central and local government.
Prof. Andrew Fearne's consumer insight research project influenced marketing practice in almost 400 farming and small food businesses, while helping eight food industry associations and regional development agencies meet their remits. It also supported local supplier initiatives at the UK's largest supermarket, Tesco. A recent participant survey showed that 89% of farmers and small food producers who engaged with the project found that the consumer insight was either `quite' or `extremely useful'. Meanwhile, the project helped Tesco grow its sales of local food and drink from £0.5 billion (2005) to over £1 billion (2012) against average retail sales growth of less than 5% per year over the same period (Office of National Statistics).
This research addresses unprecedented demographic challenges caused by an ageing population through the development of socially inclusive products and services that enhance the quality of living of older consumers (aged 50 and over).
Welfare & inclusion
- The Brunel University research team, led by Dr Spinelli, has helped the evaluation and development of products and services that enable older people to live more independently — through enhanced mobility, assisted communication and an improved range of choice to suit individual needs.
Commercial Impacts
- The research has formed a knowledge base that the charity `Age UK' has exploited to 1) develop the AGE UK business network "Engage" (including Handicare, BSkyB, Atoc, British Telecom, Virgin and Homebase) which, through company engagement, seeks to improve products and services for older consumers and to enable the application of inclusive design processes to product and service development, marketing and training and 2) underpin the principles of AGE UK Products and Service Accreditation schemes launched in 2012 to enhance quality and choice for older consumers.
Improvements in digital screen technology early in this millennium facilitated cost effective use of digital signage (DS) (screens in a public place showing video). The problem was that no research was available on the extent to which consumers welcome DS or on the effectiveness of any advertisements transmitted using this medium.
Brunel research has led to most UK shopping malls now carrying DS and to retail DS ads using more entertaining or affective content that increases `footfall' to advertisers and greater loyalty especially from first time shoppers. The research led to a general impact in terms of improved customer experience and specific impact on sales growth and revenue. The result is greater enjoyment and satisfaction for shoppers and higher sales for advertisers and retailers.