Fitness, entertainment or just shopping? What attracts customers to shopping centres?

Key motives cited by most respondents for visiting shopping centres included being able to shop in-store (without using the internet) and making spontaneous, unplanned purchases. An F&B offer and entertainment amenities such as a cinema were rated as important by 36 percent and 28 percent of the survey respondents, respectively. Meeting friends and family was relevant to a quarter of those asked. Events in shopping centres and fitness facilities were the least important factors.

Interestingly, almost a third of the respondents indicated that one of the main reasons for their trips to shopping centres was being able to purchase items viewed online. An opportunity to see and try on products that would later be ordered online was important to 30 percent. Click & collect and beauty services such as hairdressing/beauty salons were vital to a fifth of all the respondents.

“The survey clearly illustrates that most shoppers have returned to shopping centres just to shop. However, entertainment facilities and social places such as cinemas, cafés and restaurants are also attracting growing levels of interest as further restrictions and limitations are being eased,” says Beata Kokeli, Head of Retail Agency, Cushman & Wakefield.