Understand customer mobility behavior
The deliberation project entitled “Objectify the modes of transport used by customers and customers of shops located in the city of Geneva” (PRD-316) aimed to better understand the mobility behaviors of the clientele who does his City purchasesby conducting an independent study on the subject. This will was based on several observations.
Existing data indicate that the majority of trips in order to acquire a property or access a service are carried out in soft mobility (walking, cycling, public transport), while the share of individual motorized transport remains a minority.
Divergences of perception
However, with each development project including a pedestrianization, part of the traders expresses concerns about their future turnover.
Recent experiences have revealed Divergences of perception As for theImpact of fittings offered on the attractiveness of the place between people living in a neighborhood and those who have a business.
One study, three methods
In this context, the Delegation of the Administrative Council to the Economy (DELECO) Mandated the Independent research office 6Tspecialized in mobility, to do a job that based on three complementary tools:
- The analyzes of the “Mobility and transport” micro -election survey (MRMT), carried out by the Federal Statistical Office (FSA) and the Federal Office for Territorial Development (Are);
- A large in-situ survey of customers and customers in four sectors of the city;
- An online questionnaire for shops.
Results consolidating the arrangements in progress
Importance of proximity
The results of the study highlight theimportance of proximity For commercial activity in the city of Geneva. THE residents and residents of the commune thus represent between 75 % and 78 % customers.
A majority of gentle mobility displacement for purchases
This proximity is reflected in the ways of moving:
- 89 % of consumers use Sweet transport modes.
- There walk alone represents 46% of trips for commercial reasons.
For Sébastien Munafò, director of 6T, “the peaceful streets tend to improve the attendance of shops and other restaurants, in particular because they stimulate spontaneous purchases and stroll. In addition, the majority of motorists say they are ready to adopt other modes of transport if the alternatives are attractive”.
“This study will allow us to carry out positive projects for businesses as well as for the population. It also confirms to us that the measures we take, in particular within the framework of the Climate strategygo in the right direction, “adds Alfonso Gomez, administrative advisor and president of Deleco.
Necessary recommendations and clarifications
To support these changes, a targeted communication on SOLY MEASUREMENTS is desirable in order to respond to fears linked to accessibility in public transport and deliveries.
The report also recommends a Better management of soft mobilityespecially a better protection of pedestrians, By clarifying the cycle axes to avoid conflicts.
He highlights the importance of strengthen the offer by public transport, especially on Saturdayand to ensure a Adequate motorized individual transportation parking lot (TIM), without necessarily being on the surface or in the immediate vicinity of shops.
Finally, the Dialogue with economic circles must be maintained in order to objectively assess the impact of measures and adopt an agile approach according to the results observed.
Ambitious development projects
In7 (“for a living city center, pedestrian and vegetated”)treated in 2021, and its implementation is part of the Continuity of study recommendations in:
- improving pedestrian accessibility,
- By reducing the place of motorized traffic,
- By strengthening the attractiveness of the city center.
The recent credit request for Redevelop the Rive sector as well as the result of the competition for Requalification of the rotisserie sector go in this direction and will allow revalue the heart of the city And bring a real improvement in the quality of life in town.
“We must put an end to the false beliefs which necessarily associate economic life with” any car “, estimates Frédérique Perler, administrative advisor responsible for development and mobility. If certain very specific activities depend on motorized accessibility, we also see, in all cities, that peaceful centers are commercial Eldorados and that pedestrianization, commercial of a place. “
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