Great Yarmouth's £55,000 report has taken eight months to complete and runs to 600 pages. Its findings will be used to encourage more shops to set up in the town centre, rather than build out-of-town outlets.

The borough council's deputy leader, Barry Stone, told the Eastern Daily Press:

"The study will reinforce our position, which has always been to use retail to regenerate the town centre."

The report is expected to be widely read by other towns in the area looking to regenerate their centres.