Poles love malls, but they want them to change


Shopping centers must find a new idea and a new format of gastronomy and entertainment in their spaces, which is expected by more than 50% of them. respondents. Photo unsplash.com (Boudhayan Bardhan).

Customers expect changes from malls, incl. broaden the entertainment and gastronomy offer, increase the diversity of the offer between competing galleries and meet the need to buy in various channels. They also want locality and reduced environmental impact.

  • Social is a unique asset of shopping centers, 40% of which pay attention to it. topics.
  • Shopping centers must find a new idea and a new format of gastronomy and entertainment in their spaces, which is expected by more than 50% of them. respondents.
  • Shopping malls are also rated significantly higher than other channels for price attractiveness, wide product range, convenience and seller contact.
  • In the market, we see the dominant position of Internet platforms such as Allegro or Amazon, currently acting as brand wholesalers, that is, a kind of online shopping malls.

– We want to start thinking about what shopping centers should become to meet the needs and expectations of consumers, today and tomorrow, in effective competition with other sales channels – he explains Przemek Dwojaksenior manager at GfK.

The “Future of Shopping Centers” report prepared by GfK and PRCH includes the results of a consumer survey verifying the place of shopping centers in Poland’s shopping landscape, comments and interpretations of the survey and expert statements, which we see as the start of a broader discussion.

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Shopping centers create social ties

For almost 30 years, shopping centers have created modern spaces for commerce, entertainment and gastronomy. Many chains and their brands have given the opportunity to develop and build a complete and efficient sales network. Not only have they changed the way Poles shop, but they also play an important role as a place to meet and socialize. Social is a unique asset of shopping centers, 40% of which pay attention to it. topics.

Shopping malls are also rated significantly higher than other channels for price attractiveness, wide product range, convenience and seller contact. Depending on the category, malls are indicated by 26-30%. of respondents, while the second alternative sales channel, 15-20 percent. In the top three categories, respondents rated Allegro second and as part of the seller’s advice – small traditional stores. The study verified this on the example of purchases in the fashion category, which occupies around 50%. sales space in the galleries.

The retail market in Poland is not limited to shopping centers and e-commerce, which together generate around 40%. turnover (30% shopping centers and 10% online). Customers can use many alternative sales channels, about 350 thousand. stationery stores (including about 35 thousand located in shopping centers) and 49 thousand online stores.

Online shopping malls

The covid-19 pandemic accelerated the development of e-commerce in Poland, leading to an increase in the number of online stores by almost 50%. Repeated restrictions in stationary trade, mainly related to large commercial facilities, have resulted in a partial shift of sales to the Internet. At the same time, one can see the dominant position of Internet platforms such as Allegro or Amazon, currently acting as brand wholesalers, i.e. a kind of online shopping malls.

E-commerce turnover has also increased, although their annual percentage share in total retail trade does not exceed 10%. The Poles surveyed claim that they value online shopping mainly for the 24/7 free access, the ease of comparing the offer and checking the opinions of other users, and the convenience of shopping. These characteristics of online shopping were mentioned by 40%. up to 60 percent subjects.

– Although we are just beginning to open the discussion on the future of commerce, it is already clear today that focusing on the customer and their needs will be the key to success. One of them is to provide a complete and satisfying shopping experience regardless of the sales channel, i.e. omnichannel. The customer can start shopping in one space and finish in another. To adapt, shopping centers must offer shoppers quality service, ease of transactions and more and more solutions that customers are used to when shopping online. At the same time, the centers must find a new idea and a new format of gastronomy and entertainment in their spaces, which is expected by more than 50% of them. respondents – evaluates Krzysztof PoznanskiCEO Polish Council of Shopping Centers.

Global brands and those operating in the neighborhood

A big challenge for shopping centers is to adapt the offer to the local clientele and to distinguish themselves from competing facilities. The offering should include both global brands and local entrepreneurs operating in the neighborhood. It is worth surprising with new brands, for example previously only available online. Shopping centers must also have ideas for entertainment and unusual gastronomy.

What is important in this respect is the extraordinary and distinctive offer and the attractive appearance of the space, for example with reference to the atmosphere of the city or the district in which the center is located. Cooperation with local communities and responding to their needs and challenges of the modern world is also extremely important. Among others, in the field of environmental protection, for example the reduction of greenhouse gas emissions, the reduction of energy and water consumption, the increase of urban biodiversity or the support to the circular economy.

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