Retail in Vejle

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description

Vejle is focusing on retail and the reasons why Vejle is such a great retail city. The book describes how Vejle is actively working with city branding and shoppertainment.

Transcript of Retail in Vejle

Page 1: Retail in Vejle

Vejle winsAs you see, there is already a lot of good reasons for YOU to place your shop in Vejle. Come and join the success, we are ready to help you, no matter how far you are in your considerations.

Branding & RetailBanegårdspladsen 6, 2DK-7100 VejlePhone 76 81 19 00vejle.dk/erhverv

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Side 5 .......Vejle wins - againSide 6 .......Vejle means growthSide 9 .......Vejle has it allSide 10 .....Our promise to youSide 11 ......Many take to the pedestrian streetSide 12 .....FOKUS makes the differenceSide 15 .....The figures speak for themselvesSide 16 .....High scores for VejleSide 19 .....Results of the analysisSide 20 .....Lucrative customersSide 22 .....The pull of the town and shopping centresSide 25 .....Our customersSide 26 .....We know our customersSide 28 .....Average household incomesSide 30 .....More to Vejle than meets the eyeSide 33 .....Your experienceSide 35 .....Networks create synergiesSide 36 .....Customer classification

Contents

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“I have the greatest respect for the commitment I see in Vejle, and ad-mire the town’s residents for their hospitality and exceptional enthu-siasm, which is completely different to that of the capital city.

Vejle is a glowing example of a strong town focused on dynamic development.”

Countess Cath Alexandrine Danneskiold-Samsøe

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Fact

With an annual turno-ver of nearly six billion Danish kroner, Vejle is Denmark’s 5th largest retail town in terms of turnover.

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THE M

AYOR

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Vejle wins - again

The world is full of towns and local authorities that describe them-selves as “attractive commercial towns”. Unlike others, however, Vejle has the facts and figures to back this up.

• Vejle is Denmark’s 5th largest retail town in terms of turnover• In 2010, Vejle was named Denmark’s most enjoyable commer-

cial town• The current statement from shop portal Storematcher.com

places Vejle as the second most popular location in the entire Region of Southern Denmark for establishing new shops.

So Vejle IS an attractive commercial town with a varied and multifari-ous selection of shops.

In Vejle we work purposefully to create and provide attractive oppor-tunities for trading in a dynamic environment with associated events and activities. And the city is currently undergoing comprehensive urban development, which has seen the creation of one of the coun-try’s most exciting pedestrian areas, and an increase in the number of shops. Here unique boutiques and art sit alongside retail chains and new and old architecture.

We are therefore able to boast a strong commercial area with an excellent blend of indoor and outdoor environments, which attract consumers from an extensive surrounding region.

Vejle town also has an exciting urban environment to offer, with its pretty streets and squares, ample culture and events, combined with the comfortable one-stop shopping provided by the shopping cen-tres.

When we look at different surveys and analyses of Vejle as a com-mercial town, we are delighted to confirm that our efforts of makingVejle one of Denmark’s best commercial towns has proved fruitful.

In years to come, we will continue to work on developing and com-mencing initiatives to strengthen the retail trade, and to make Vejle an even better commercial town. I hope you want to be a part of it and we look forward to seeing you soon - in Vejle of course!

Arne Sigtenbjerggaard, Mayor of Vejle

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Vejle means growth

The Vejle Municipality enjoys a central location in the Jutland Triangle. This makes Vejle a regional centre for retail trade, with a wide surrounding area and thereby a great basis for further positioning. New figures also show that Vejle has the biggest growth in comparison to the municipalities of East Jutland in the Jutland Triangle and Horsens.

Vejle therefore has:

• The largest job market - 650,000 jobs are within an hour’s drive

• The lowest rate of unemployment

• An average household income significantly above the national average on the whole

• Fastest growing harbour

• Denmark’s 8th largest tourism municipality

• The largest share of overnight conference guests outside Copenhagen

In Vejle we also work actively with city branding, event zones and shoppertain-ment in the broadest context. We focus on activities and events, where culture, tourism and retail meet and incite increased interest in the shopping centres and Vejle town centre.

We see the retail trade as an important player when it comes to creating growth in the area, and for branding Vejle Municipality. Vejle must be branded as Den-mark’s best commercial town to attract the greatest number of customers to all the retail companies in the municipality.

Our attitude in Vejle is that our work should lead to value and make a differ-ence, and this works best in partnership with engaged and committed players. Last, but not least, it is important to tell the world around us about what we do. The goals we have already achieved prove that our model is sustainable, which is why it is always incorporated in all planned new activities.

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“Vejle represents initiative and energy […] There are buildings going up everywhere, we are making changes, renovating and transforming […] It is quite clear the town is a hub of activity, and was still full of people on a snowy Monday in January. You get the feeling that Vejle residents really love their town, which has a wealth of activities to offer - but you don’t actually need an activity to have an experience”.

Jørgen DuusThe Region of Southern Denmark’s Regional Analysis 2009

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A LIVELY TOW

N2 events of national interest

Events that create national interest in visiting Vejle. Several themed event zones bring the town together and allow the imagination run free. They

provide the opportunity for a wide range of quality experiences. The event activities are developed together with different industries, involving both

private and public players, to give customers a pleasant surprise when they visit.

6-8 events of regional interestThese events attract people from all over the region and inject

life into the town. The municipality, business managers and other interested parties co-ordinate themes and event zones,

which provide a unique setting for the entire event.

10-12 events of local interest Exploitation and co-ordination of existing culture.

Concerts, dance displays, customer exhibitions, cul-ture, sport and shopping attract local citizens and

people from the surrounding area to Vejle, and build awareness about the town’s culture.

2events of national

interest

6-8events of regional interest

10-12events of local interest

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Vejle has it all

We hear marketing people say it all the time: Vejle is a lively, exciting town. A town that can offer all that the heart desires – and a bit more. Vejle is known for being an active and attractive commercial town with a broad and varied selection of both retail chains and specialist shops. That’s all very well, but it doesn’t explain why YOU should base YOUR shop in Vejle.

Let us tell you why

Firstly, Vejle Municipality has a clear focus on attracting and retaining good business people. That is why the town has a clearly defined business policy. See the complete business policy on www.vejle.dk. For retail traders this means, among other things, that the town’s main street has been lengthened and the townscape has been enriched with new art and architecture.

Secondly, the municipality is constantly aware of optimising the conditions for driving retail trade.

Thirdly, we have a completely unique composition of both shops and customer groups. You can read more about customer segments later in the book. As far as the shops are concerned, we have Imerco, Synoptik and H&M. Message has a base here as have some unique shops such as shoe retailer Überst, men’s clothing retailer Momentum, Room4, which sells Ralph Lauren and Burberry, and Designertorvet, which sells clothing from young, yet to be established designers.

We know that good shops and an attractive townscape aren’t enough

New customer groups also have to visit, and the existing ones have to be retained. That is why Vejle focuses on giving its consumers an experience when shopping, one that is felt and never forgotten. For example, we hold Pink Saturdays together with Danish cancer charity Kræftens Bekæmpelse. We also host the cycling event Kongeetapen Post Danmark Rundt together with DCU, and various football events with DBU. Co-ordinating and combining cultural experiences with retail trade forms the basis of an ambitious shoppertainment strategy that gives Vejle the edge. Something you too can benefit from.

Why establish yourself in Vejle?

Because we are passionate about our retail trade being an active part of our business policy.

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OUR PROMISE TO YOU

We look after your place in the town, regardless of whether you are a resident, guest or company owner. Vejle Municipality works continuously towards a dy-namic environment with events and activities. Our town and surrounding area is already known for its central location and position as a regional centre for the retail trade. With a wide surrounding area we constantly strive to reinvent ourselves.

In the spring of 2011, we rethought the business policy and set ambitious targets for our efforts. The strategy towards 2020 is being implemented as a public-private co-operation. Vejle Municipality is a dynamic growth and power centre, where we develop and exploit our opportunities and strengths. We work proactively and strategically on our business development, which is targeted both at a national and global plan, including the development of a retail trade with attractive settings and high-end shops.

We now face the task of putting many of the business policy’s initiatives into place. Working closely with the retail trade we will have increased our focus on experiences and town branding, and through a co-ordinated effort and market-ing, we will create a professional range of cultural offerings.

Attractive shops and a good selection are not sufficient here. Consumers de-mand experiences and exciting town environments, which turns the shopping experience into a total experience. With the need to think out of the box when it comes to experiences, the traditional retail trade will inevitably shift towards the tourist industry, which traditionally markets experiences and pampering.

When consumers plan a holiday, day out or shopping, it is not the destination they are interested in, but rather the concept. There is a need for innovative, cohesive and implemented concepts – and that is what we are focusing on.

In Vejle we will therefore work purposefully on retaining and developing our po-sition as one of the country’s most visionary and innovative commercial towns by:

• Working to support the connection between trade, culture and experiences, so that Vejle can meet the consumers’ needs for total experiences

• Using the potential of Vejle’s existing flagship stores, culture and experi- ences as a lever to add new experience concepts to Vejle

John Hansen,Director of Business and Culture, Vejle Municipality

OPPO

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Many take to the pedestrian street

Vejle is currently undergoing a comprehensive town development, which has created one of the country’s most exciting pedestrian streets and increased the number of shops.

Through showcases displayed in Vejle’s pedestrian street, Torve-gade, you can see the historic retail street a couple of metres under the present road system. Combined with the re-opening of Grejs Å under Dæmningen and the two new shopping centres, Bryggen and Mary’s, the town development will contribute to creating an even more attractive commercial town, and help ensure that shopping and entertainment become one. Both shopping centres are based in central Vejle, because the town council has agreed to create a lively town centre. Many new residences have been built in the centre of Vejle for the same reason.

With its many offers to audiences, and a political decision to gather the retail trade in the centre of town and to optimise the conditions for both shops and customers, Vejle is a particularly enticing com-mercial town with an inviting environment. Based on its size, Vejle has everything in its power to not just retain, but also strengthen its role as the region’s best commercial town.

In Vejle, we are constantly starting initiatives to:

• Strengthen the town centre’s trade and service life

• Ensure a sufficient and well-functioning supply of shops for the town’s residents as well as special shops and shopping oppor-tunities for citizens in the entire region.

• Ensure that shops are suitably positioned in relation to houses and access conditions

• Ensure suitable development opportunities for the retail trade

• In Vejle, the retail trade is part of the industrial-political effort. We work purposefully to improve the conditions for retail chains and stores

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FOCUS makes a difference

We set the bar high and therefore listen to your input about what we could do bet-ter. Because we know that focusing on the retail trade makes a difference.

You and other business leaders are not the only ones we listen to. We have also taken on Professor Majken Schultz from Copenhagen Business School to ensure that we have access to the latest knowledge about the retail trade.

That is also why we have ordered reports from the Institut for Centerplanlægning (Institute for shopping centre planning or ICP), from CEO Per Nyborg and busi-ness gurus such as Christian Stadil from Hummel.

We have held workshops, where we have involved and listened to existing retail-ers. We do this to make a difference to all business people considering Vejle as a business location.

That is why we also involved other business clubs in Vejle, City Vejle and Busi-ness Vejle and even the existing retailers, so that we achieve a so-called holistic approach to preparing our business policy. We have also been on research trips to other towns to see what we can learn from them. However, few municipalities have incorporated the retail trade as a definite industrial-political growth param-eter.

So these are not empty words. We actively strive to make a difference for you. And we have actually achieved significant results, to the extent that Vejle is now a growing municipality. If you want to be a part of the future, we have a unique partnership framework, based at Erhvervenes Hus by Banegårdspladsen in cen-tral Vejle.

We think we have a lot to offer, but you are of course welcome to see for yourself if we provide dedicated support from both a public and private perspective. We make it easy for you to become integrated into Vejle, whether you join our busi-ness clubs or take part in our culture.

We have gathered all the required information in this handbook. We also make numerous frameworks available to you, both physical and virtual ones. We invest resources into the partnership, such as capable employees that are ready to help you get started. We have also begun a series of initiatives that will strengthen the retail trade and turn our vision into reality.

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All new initiatives are filtered, so that we ensure that both idea and strategy are focused and sustainable. Initiatives and projects must:

• Create value

• Have a wow effect

• Make a difference

• Be communicated – city branding

• Develop partnership

Seen in a municipal context, we also move fast when we need to take so many others into consideration in the local area.

As we are a free municipality, you are welcome to try out whether we can meet your requirements.

Vejle boasts a stunning nature. Hence the Danish slogan “Vejle – NATURligvis” (Vejle - NATURally). What has nature got to do with the retail trade, you might ask? The answer is: Quite a lot actually.

Vejle attracts a lot of visitors thanks to our stunning and versatile nature. And these visitors all need to eat and shop, and they always want to visit the town centre.

So there are plenty of great reasons for moving your retail chain, your company or your unique shop to Vejle.

Because Vejle can contribute to your growth.

Dorthe Bjerre,City Brand Manager

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The figures speak for themselves

In Vejle we are committed to continu-ally improving conditions for the retail trade through a targeted development of the town’s retail areas. That is why in December 2008 and again in 2010, we asked ICP A/S to conduct a retail trade analysis of Vejle.

Charting of customers’ movements and shopping patterns in the town provides us with the information we need to be the region’s most attractive commercial town.

The analyses have given us the optimum opportunities for exploiting the existing mix of open and closed environments and to target the position of forthcoming shopping areas and shops.

The analyses provide a status for the re-tail trade in the individual parts of Vejle Municipality and describe the develop-ment opportunities in the commercial areas or the municipality. The analyses are a central element in our target of at-tracting more retail chains.

On the following pages you will find the key conclusions from the tracking analy-ses.

The complete analysis is available on www.vejle.dk

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High scores for Vejle

The retail trade in Vejle town centre currently enjoys a strong position and is a good basis for being among the best shopping places in West Denmark, also in the future.

The conclusion of the 2010 analysis is that Vejle is clearly the respondents’ preferred shopping destination when it comes to clothing, followed by Kolding, Horsens and Aarhus. This has not changed since 2008, when Vejle was also the preferred shopping town.

The general trend has been an increase in customer satisfaction towards Vejle town centre as a shopping and experiences town since 2008. Different factors in Vejle town centre were assessed on a scale of 1-10, where the overall im-pression of the town centre was assessed as 7.9 (7.5).

This result shows that the initiatives taken to improve Vejle as a commercial town have been fruitful, which encourages us to maintain our focus on develop-ing our town.

EXPERIEN

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In Both 2008 and 2010, ICP A/S was asked to describe how many customers there were in Vejle town centre, the customers’ marketing pro-file and what customers’ use of and attitude towards Vejle town centre was.

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87.5 7.9

2008 20100

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6 5.36.0

2008 20100

1

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8 6.9 7.26.9 7.2

2008 20102008 2010

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General customer satisfaction

Cafés and restaurants

Entertainment

In Vejle we always work purposefully to improve

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Results of the analysis

Respondents’ overall opinion of Vejle as a commercial town gave a satisfaction factor of 7.9 compared with 7.5 in 2008. There are a number of factors behind this result, which are listed below:

To the question “How good is the entertainment in the town centre”, the satisfaction factor was 6.0, so just above the middle and some-what improved since the 5.3 score in 2008.

As the respondents had to assess the café and restaurant life in Ve-jle town centre, the final satisfaction factor was 7.2 (6.9).

In answer to the question about how inspiring the respondents found the shops, the satisfaction factor was 7.2 (6.9).

The 29 percent that had assessed Vejle with a score of below 8 were then given the opportunity to explain what factors were important to their assessment of Vejle town centre.

In 2008, it was the parking that was the cause of some dissatisfac-tion (13 pct.), but in 2010, only 7pct. cite parking as the reason for their relatively low score of Vejle town centre. In 2010 several people cite a lack of variety in the shop selection.

In addition to the previous question, all respondents were asked what they thought was lacking in Vejle town centre. The question is open, so respondents were not given a choice of answers. The most preferred answers were better and cheaper parking - desired by 15 pct. of the respondents. We are currently planning the construction of two parking lots in Vejle town centre, which are expected to meet customers’ needs for easy access to parking.

13 pct. wanted more shops and a more varied selection of shops. 47 pct. said nothing was missing, which corresponds with the 2008 analysis.

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Lucrative customers

The analyses from ICP A/S show that a large part of the customers in Vejle are creative, well-educated and have spending power, and several are therefore capable (and to a certain extent quite affluent) consumers.

The largest customer profile among the respondents is the “Comfort and co-siness” group followed by “City life”, sharply followed by “Homeowners with disposable income” and “Community”. Few come from the group “Young and upwardly mobile”.

In relation to Vejle town centre’s surrounding area, there is a large representa-tion of respondents from “City life”, “Community” and “Homeowners with dis-posable income”.

As a whole, they paint a lucrative picture of Vejle:

• Vejle has all customer types - affluent, fashion-conscious and impulse buyers

• Vejle has the young families with children and the older generation

• A more detailed description of the eight groups can be found at the back.

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The pull of the town and shopping centres

The majority (79 pct.) of the respondents asked in ICP A/S’s analysis, most often buy their clothing in Vejle, followed by Kolding and Aarhus, with four and three percent respectively. This percentage has slightly increased for Vejle from 75 pct. in 2008.

In answer to the question about how often customers shop in Vejle town centre and Bryggen respectively, 64 pct. answered that they shopped at least once a week in Vejle town centre. In 2008, this share was 68 pct. This share continues to consist of a large group of loyal customers.

In relation to the Bryggen shopping centre, 36 pct. of respondents say they shop there at least once a week. It does seem that Bryggen figures higher in customers’ minds as in 2008 only 30 pct. said they shopped at the centre at least once a week.

Two pct. cited the Internet or abroad as their main shopping channel for cloth-ing.

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Customers in Vejle are generally satisfied with the selection of shops.

Only 15 percent want a more varied shopscape - in particular:

• More high end-shops• More strong brands• More clean brand shops• More specialist shops

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9,984

23,844

3,84028,488

26,496

24,612

Sønd

erga

deTo

rveg

ade

Nørregad

e

Vissingsgade

25,836

Vest

erga

de

The census took place on Thursday, Friday and Saturday of week 42 in 2010. The weather was cloudy and drizzly.

FLOW

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Our customers

To find out how many people actually pass through Vejle town centre, we conducted a census in seven central locations in the town centre. The census took place on the Thursday, Friday and Saturday of week 42.

We thereby have an insight into where and when there are most custom-ers, and on which days and where in the town centre the stream of cus-tomers is heaviest.

The essential part of this census is to gain an overview of where in the town’s centre the stream of people is heaviest and in which direction the heaviest stream goes.

We have an overview of the town’s current flow – and have thereby gained an extra dimension in the connection between the existing and the new.

In the 2010 passer-by census, 140,000 customers were counted in Vejle town centre, which represents a rise in the number of passers-by of 8 pct. from 2008.

Unsurprisingly, more people tend to pass by the main pedestrian streets between the two shopping centres of Bryggen and Mary’s.

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We know our customers

The census in Vejle town centre has also shown which customer profiles go where. This is important information to have when deciding where to locate a shop.

In IPC’s analysis from 2010, it is especially worth noting the following in relation to the customer profiles:

Overall (in all of the seven census points) the “City life” group is the largest. Around Nørregade/Mary’s there is a strong representation from “City life” and “Young and upwardly mobile”.

At Torvegade/Grønnegade there is a strong overrepresentation of “City life”.

At Bryggen there is a strong overrepresentation of “Home owners with dispos-able income” and “Community”.

At Rådhuspladsen there is overrepresentation of ”Home owners with dispos-able income”.

At Vestergade there is a strong overrepresentation of ”City life”.

ENERGY AND LIFE

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Torv

egad

e

Nørregad

eVissingsgade

Vest

erga

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City life

City life, Young upwardly mobile

City life

City life

City lifeHomeowners with disposable income

Homeowners with disposable income, Community

Sønd

erga

de

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0 100,000 200,000 300,000 400,000 500,000 600,000

Average household income in DKKDenmark

Jelling area

Egtved area

Egtved

Børkop district

Børkop

Give district

Thyregod

Give

Outer Vejle

Mølholm/Vinding

Søndermarken

Hover-Grejsdalen

Grejs

Nørremarken

Bredballe

Town centre

AverageVejle

Vejle is particularly strong when it comes to job opportunities. The town provides more jobs per resi-dent than other major towns in the Region of Southern Denmark, and by car from Vejle you have access to nearly 650,000 jobs. The level of education is above average for the region. The level of education is also above average for the region and residents also earn a good living - income per resident is the second highest in the region.

Average household incomes

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More to Vejle than meets the eye

Geographically, Vejle is situated in the Jutland Triangle, in the south-eastern part of Jutland and is the neighbouring town of Kolding, Frederica and Horsens. This makes Vejle a central location in Denmark, and a key location in a traffic centre, which is why the town is home to the country’s first large transport cen-tre by GateWay E45. There are three routes that leave Vejle, and the Central Jutlandic motorway from Herning will be completed in around 2013.

Vejle is surrounded by a particularly stunning and varied landscape, leaving only a short distance between residential houses and open countryside consist-ing of vast sweeping valleys, steep forest-clad slopes, the fjord with beautiful beaches, marinas, and a busy commercial harbour.

We have golf courses, hills, dales and flat heaths, and can also offer diving from Gudenåen and Skjernåen, and a bike ride along the historic Hærvej. Vejle Ådal is Denmark’s longest tunnel valley, while Grejsdalen is Denmark’s largest gorge. Both flow into Vejle Fjord, which joins Vejle to Lillebælt and Kattegat by the sea.

All this nature provides amenity value and good leisure opportunities for all types of activities, from gentle walks to fast, active sports.

Vejle is also the cultural and financial centre in Vejle Municipality and is, as part of the Jutland Triangle growth centre, rich in industry, trade and service trade. Historically industry was always very important for the town’s development, while the focus today is more on trade, service and knowledge companies.

Vejle’s surrounding area with centre towns Børkop, Egtved, Give and Jelling are good commercial towns with service functions that offer a broad spectrum of jobs.

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Your experience

Vejle Municipality can offer some of Jutland’s most attractive and well-located residential properties – amidst stunning nature, yet close to history and the town’s facilities. In Vejle, public authori-ties and private companies work proactively together to ensure the best possible development for the town and to create a strong brand.

We have historical monuments of enormous national signifi-cance, such as Kongernes Jelling, Egtvedpigens Grav and Ravning Broen.

We have a brand new museum of art, Musikteatret Vejle, a range of other museums and many culture-historical places.

We host the Jelling Music Festival - Denmark’s third largest festival as well as musical events in Byparken.

We have “Vild med Vand” (Crazy with Water), which stretches over a whole week-end in the middle of August with the Fjord market and a wealth of events and experiences by the fjord.

In 2010, Vild med Vand formed the setting for Denmark’s most impressive catwalk, in aid of the FashionAid fashion show or-ganised together with Dansk Mode and Textil. The fashion show has since become a regular event.

DBU’s national women’s team plays its home games in Vejle.

We organised a Pink Saturday with Danish cancer charity Kræf-tens Bekæmpelse

We host the cycling event Kongeetapen Post Danmark Rundt, and in 2011, the U21 men’s team played in our stadium for the final pre-qualifier in VM football.

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Networks create synergies

In Vejle there is a unique collaboration between the Vejle Trade Association, City Association and Vejle Municipality.A collabo-ration that has led to exciting, alternative and groundbreaking events and experiences for citizens both inside and outside the municipality

An example is the Green Line project, where by following a green line in Vejle’s pedestrian street, you get to see 12 works of art in 12 different shops.

We also have Erhvervenes Hus, where the links between Visit Vejle, Vejle Municipality - Business and Culture, City Vejle, Busi-ness Vejle and VAF Medier become even tighter and help ensure that Vejle develops in the right direction - both as the biggest and best commercial town in the Jutland Triangle, but also when it comes to business investments and development of the town’s culture. And Vejle is even more than this; Vejle also contains Denmark’s next biggest business network in the town’s traditional football club, and mutually benefits from the commerce this network leads to.

Fotograf Erling J 35

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Customer classification

Below is ICP’s classification of customer groups.

Group A Home owners with disposable incom com-prises a group of relatively affluent people, residents in both suburbs and provinces all over the country. The age profile is broad and adults of a younger age are in good jobs, while at a later age retirement benefits secure a comfortable retirement. The majority of home owners with disposable income have increased their investment in property because of previous years’ rising property prices.

Group A therefore contains households that have or have had a high income and have amassed significant assets as a result. For homeowners with disposable in-come, freedom and equity and leisure activities are a priority, with or without children and grandchildren.

Group B Comfort and cosiness is a broad group con-sisting primarily of families with children, ranging from the very young to adults (and those who have left the family home). This group works, but retirement benefits and a free retirement is approaching for some.

Assets are generally average, part of which are tied into the house that people own. The house could be an older timber village house or a more modern terraced house in a new part of the town. Comfort and cosiness is most predominant in provincial towns.

Group C Life on a farm comprises families who own their own home, and younger types who rent. The num-ber of farm properties in Denmark is more or less stable, while the number of active farmers continues to fall.

In Group C Life on the farm, there are both single farm-ers and those who move to farm properties who want a life on a farm, but who have no other commercial con-nection with the farm.

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Group D Affluent comprises some of the country’s most affluent households and families. Not all live in mansions, but due to previous years’ economic growth and the sharp rise in property prices, many have made a significant profit. These people live in large houses all over the country. The Affluent group lives mainly in towns, whether big or small, in the areas surrounding cities and also completely ‘out’ in the provincial towns. The Affluent group has a broad range of jobs. A large majority own a summer house.

Group E Community comprises groups of people shar-ing flats and terraced houses both in towns and in the capital city area and provinces.

Public rent is the main type of ownership. Community does not comprise the country’s wealthiest households, but they do enjoy a high degree of intimacy and com-munity among residents, whose disposable income is saved for anything unrelated to work. Leisure activities for members of Community is not sport.

Group F City life contains young people to newly-es-tablished families and households in and around Den-mark’s largest towns, and also comprise settled work-ing families and older households with adults, singles in rental or shared houses. Members of City life are clearly drawn to the city – whether they get there by bus or train is irrelevant.

Group G Seniors are found across the country in own homes, summer houses or flats or rooms in care homes. Seniors comprise many different attitudes and trends when it comes to background and experience in the job market, and attitudes to modern means and solutions and much more.

Group H Young and upwardly mobile. This group comprises young people from all over the country who meet at college and similar places, and in and around university towns and other larger provincial towns. The group does not have any major personal assets, but can do something about it - such as get an education and plan for the future.

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Page 38: Retail in Vejle

Detail VejleEditorial Team: Branding & Retail, Vejle MunicipalityText: Branding & Retail, Vejle Municipality og Mediaboost, design & kommunikationDesign: Mediaboost, design & kommunikationLayout and finish: Stormes GrafiskPhoto: Inhouse Fotografi, Nils Rosenvold, John Beider and Anders Sommer Portrait ff Grevinde Cath Alexandrine Danneskiold-Samsøe from Cover of Vol. Magazine, photo: Anders BøggildPrint: PRINFO VEJLE A/SCirculation: 500 issuesPublished: January 2012

Page 39: Retail in Vejle

Vejle winsAs you see, there is already a lot of good reasons for YOU to place your shop in Vejle. Come and join the success, we are ready to help you, no matter how far you are in your considerations.

Branding & RetailBanegårdspladsen 6, 2DK-7100 VejlePhone 76 81 19 00vejle.dk/erhverv