In this morning's session with approximately 100 executives from advertisers, media agencies and outdoor media specialists, Justin Gibbons from Work Research presented the findings into how people view their experiences of shopping in London.
Westfield Stratford City in east London opened two weeks ago (13 September) and has attracted more than million customers through its doors, despite launching amidst economic uncertainty.
CBS Outdoor won the outdoor advertising sales contract for Westfield Stratford City at the beginning of the summer and sells full motion ads on around 100 55-inch screens inside the mall and four large-format sites on the external walkways.
Gibbons, a partner at Work Research, worked with the Media School at Bournemouth University to take 40 people shopping in London to establish how different groups of people behave when shopping in the capital.
Work Research divided London shoppers into six groups: material girls and boys, young people with disposal incomes; career and the city, career women; coffee and crayons, women with young children; modern man, hip men with a love of gadgets; regular man, "bewildered" men whose wives buy them zip up clothing; and quality seekers, suburbanites who save up to splash out.
After the presentation of the research findings, CBS Outdoor's national sales director Liam Reynolds announced the media company would launch London shopper packs to target people in key areas of London.
CBS Outdoor has the contract to sell advertising on the screens inside the other major Westfield centre in White City as well as the contract for London Underground and most London buses.
Reynolds said the packs would allow for both "scale and niche targeting" and could be tailored to fit particular briefs or to target particular types of London shopper, such as "quality seekers" or "material girls and boys".
In addition to the 40 shoppers, quantitative research was conducted by Dipsticks via an online panel called Panelbase on a survey sample of 819 respondents aged between 16-64 living in London and the South East.
The research found almost two thirds (65%) of London shoppers were likely to spend more when shopping in central London than on their local high street, while the same amount said they were more likely to spend more time browsing in central London.
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