The outcome of the feasibility study pointed out the main barriers for the implementation of the measure. First, one of the prerequisites for the success of the measure is the ability and willingness of the consumers and shopkeepers to adapt their behaviour to a new mode of shopping which implies a major change in their habits. The results of the interviews conducted with shopkeepers show that they are satisfied with the current distribution system.
Secondly, the estimated number of users of the MPuP might not reach the prerequisite for launching the measure as the target groups for this measure which are the consumers who are currently using the park and ride system and the ‘choice travellers’ (so called choice travellers make separate transport choices for every trip they want to make and are willing to change their way of travelling). Finally, only 5% of all visitors who participated in the questionnaire came to the city centre to buy cumbersome goods. Half of them say they are willing to use an MPuP. The current demand for a MPuP does not justify its implementation.
These results highlight the necessity to adapt the concept of the measure to the context of Utrecht in order to enlarge the number of future users. During the elaboration of the implementation pilot plan, the opportunity rose to extend the function of the measure by combining it with the current implemented bundling concept ‘Binnenstadservice’. 'Binnenstadservice' is a bundling concept in which one transporter offers delivery of goods, the pick up and sending of parcels and waste returns from and to a hub outside the city centre. The bundling of delivery, waste, and parcel returns would be attractive for the retailer, and as the transport and storage is already taking place at the hub, it could also be possible to extend this concept with a MPuP. So customers could choose to pick up their goods at the hub instead of at the shop in the inner city.
Despite the effort of adaption to the context of Utrecht, no shopkeepers were found committed to participate into a pilot project. Whereas the shopkeepers show an interest for the bundling concept, the concept of MPuP does not appear attractive enough for them. Consequently the pilot project was not implemented.