from Jenny Cotton, Mortons Marketing

Sir; Your feature on Waitrose in last week’s issue rightly based its analysis on details about the relative affluence of households in catchment areas.
However, a store catchment area is not just the few miles around a supermarket. If a store is located on a trunk road, it can also pull in considerable sales from passing commuters.
When initially opened as Safeway, the Sheffield Waitrose was just that. As a significant new offer based on a main inner ring road and commuter route to the affluent western suburbs and Derbyshire commuter villages, initial interest from their residents was high.
Over time the Safeway store was remerchandised to suit the local catchment. But the commuting customers are relatively affluent. And the Sheffield Hallam ward was highly rated against national and

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