On July 6, two new members joined the Retail Advisory Committee South Holland:

• Dirk Jan Droogh is a social geographer, founder of consultancy DTNP (1996), and specializes in city centers and public functions including retail. Previously, he was a spatial-economic advisor at MKB-Nederland. After selling his consultancy (2021), he has been active as chairman of the Audit Chamber Zwolle and freelance moderator;
• Merlijn van der Laak is an independent consultant and center manager, active in shopping areas on behalf of municipalities, retailers, and property owners. She has over 20 years of experience in retail, real estate, and transformation projects. Her strength lies in connecting diverse interests into a common vision and practical execution;

They replace the departing members Ellen van Vugt and Patrick Manning.

What does the Retail Advisory Committee South Holland do?

If a municipality wants to establish a new retail development (from 1000 m2) in a zoning plan, a good motivation and justification are needed. The municipality must demonstrate the current regional need for the new retail and map the (regional) spatial effects of expansion plans on other shopping areas. The municipality must also coordinate with neighboring municipalities about the development of retail.

In 2015, an independent Retail Advisory Committee South Holland was established. This committee assesses whether the municipality has properly motivated its plans for new construction and whether the regional demand is well substantiated. Additionally, the committee evaluates the spatial impact analysis. The committees advice is intended for the municipality that wants to establish the new retail development.

Shopping Flow Research 2025; insight into shopping orientation and behavior

The province regularly conducts a shopping flow research (KSO) together with the provinces of North Holland and Utrecht. Residents of the Randstad were last surveyed in 2021 through this shopping flow research. From September to November this year, 100,000 residents of South Holland will receive a questionnaire in the mail allowing them to participate in the shopping flow research.

Through shopping flow research, we know what the shopping orientation of the residents is. This allows us to know where groceries are purchased and where shopping is done online and offline. KSO also shows what the shopping behavior of the surveyed residents is. It reveals which mode of transport is used, what the shopping frequency is, what the average amount spent by consumers is, how shopping areas are rated, and provides insight into combined visits.

The province uses the KSO data for evaluation, monitoring, and adjustment of the (spatial) retail policy. The obtained KSO data is public. Municipalities, regions, and market parties use the KSO data for example for the substantiation of local and regional retail policy or location choices.

Symposium Shopping Flow Research March 12, 2026

The results of the shopping flow research 2025 will be presented during the symposium that will be organized on March 12, 2026, in the Provincial House South Holland. More information will follow soon.