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Bluewater Retail Park

 Bluewater
• A 320 shop out of town retail park in
Dartford, Kent.

• It’s triangular in shape. Why?

• Because people feel foolish walking
down dead ends

• It’s designed with regards to Consumer

Psychology
Bluewater ‘Gimmicks’

• On-site police station

• Poetry on the walls
• Aroma of coffee shops
at entrances
• 6500 staff trained in
positive body language
• Women’s toilets even
have pegs for
handbags!
 Consumer Gender Differences

• Women browse for hours;

Men ‘pre-shop’.

• Bluewater has ‘male

creches’ – book, art and
model shops to keep men
busy. These shops are
given preferential rates
(normal landlords like best-
paying tenants)
Outside the Park
• Approach
roads have
3 exits at
every
roundabout
• 13,500 car
spaces are
50% wider
than normal
 Target Markets

• County Classics
• Club Executives
• Young Fashionables
• Young Survivors
• Sporting 30s
• Home Comfortables
• Budget Optimists
County Classics

• 14.6% of people; 25.2%

of projected sales
• Upmarket, middle aged
women.
• Snobbish, house-proud
and arty
• Shop at John Lewis,
M&S, Laura Ashley
Club Executives

• 13.5% of people; 21.2%

of projected sales
• Impatient, successful
males
• Status-obsessed
careerists
• Shop at M&S, John
Lewis
Young Fashionables

• 15.6% of people; 21.6%

of projected sales
• Unisex
twentysomethings
• Vain and superficial
fashion victims
• Shop at Jigsaw, Harvey
Nichols and River Island
Sporting 30s

• 13.4% of people; 12%

of projected sales
• Middle-income men
• Casual,
undomesticated, cling to
their youth
• Shop at BHS, Burton &
special interest stores
Young Survivors

• 15.3% of people; 7.4%

of projected sales
• Both singles and couple
with limited interests,
abilities, ambitions and
incomes
• Shop at C&A,
Woolworths and the Co-
op
Home Comfortables

• 14.4% of people; 7.1%

of projected sales
• Cardie and knitting
brigade
• mid-market retirees
more at home in garden
• Shop at Littlewoods,
BHS or Co-op
Budget Optimists

• 13.2% of people; 5.4%

of projected sales
• Usually older women
with low incomes
• Traditional tastes and
set routines
• Shop at Debenhams,
Littlewoods or BHS