A diversified offer, including entertainment, multi-channel, proximity and ecology are the main challenges of the shopping center industry – according to the report “The future of shopping centers”. The analysis prepared jointly by the Polish Council of Shopping Centers and the research company GfK verifies the perception of shopping centers by customers, presents the strength of the sector and identifies its main challenges.
Poles are eager to buy in shopping centers, appreciating them for their attractive price, variety of assortment, convenience of shopping and professional advice, that is, the key aspects related to shopping. At the same time, the report shows that shoppers expect changes from malls, including expanding the entertainment and dining offerings, increasing the diversity of offerings among competing malls and meeting the need to buy in various channels. They also want locality and reduced environmental impact.
– We have decided that it is necessary to collect and analyze data that will show the objective perception and strength of the shopping center sector in Poland from the perspective of consumers and industry players. We want to initiate a reflection on what shopping centers should become in order to meet the needs and expectations of today’s and tomorrow’s consumers, in effective competition with other sales channels. The report includes the results of a consumer survey verifying the position of shopping centers in the shopping landscape of Poland, comments and interpretations of the survey and expert statements, which we consider the beginning of wider discussion – says Przemek Dwojak, Senior Director at GfK.
Square of shopping centers
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 first three categories, respondents indicated Allegro in second place, and as part of the advice of the seller – 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.
E-commerce and stationary purchases
The COVID-19 pandemic accelerated the development of e-commerce in Poland, increasing 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%. Surveyed Poles say they value online shopping mainly for the free 24/7 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 buyers 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 Poznański, General Director of the Polish Council of Shopping Centers.
Diversity, localism, ecology
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 aspect is the extraordinary and distinctive offer and the attractive appearance of the space, for example in 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.
More detailed data and research results can be found in the “Future of Shopping Centers” report.
GfK (Growth from Knowledge) is one of the world’s largest research companies, employing over 10,000 experts who analyze how consumers live, think and buy every day. GfK’s precise data, combined with advanced artificial intelligence capabilities, is constantly expanding access to instant acquisition of unique and valuable statistics. Collected and carefully selected information drives marketing and enhances sales and organizational effectiveness for customers and business partners.
The Polish Council of Shopping Centers (PRCH) is a leading non-governmental organization working for the development of the industry, supporting and representing members in the business, political and social environment in order to create modern places of commerce, services, culture and unique. consumption experiences. PRCH is a non-profit association, bringing together nearly 200 companies working in the field of real estate as well as places of commerce and services. PCH has been operating continuously since 2003.