Customers willingly return to brick-and-mortar shopping and feel safe while doing it – these are the conclusions of the latest consumer sentiment survey by Inquiry. The shopping centre industry is calling for responsible behaviour during a visit to malls, hairdressers, gyms, restaurants and cinemas through the “Bezpieczeństwo – kupuję to!” (Safety – I buy it!) social campaign.
It has been over a month since the large-scale reopening of retail schemes on new terms. Landlords, managers, and retail chains have only had a few days to adapt to the new regulations, but they have met the challenge so that customers can buy their favourite products safely. According to the study “Back to shopping after the epidemic: Tracking Poles’ attitudes”, presented by the research agency Inquiry together with the Polish Council of Shopping Centres (PRCH), 61 percent of respondents visited shopping centres in the first week of June, and most importantly, over 3/4 of them were not concerned about their health.
More than half of the respondents (52 percent) still declare that they go to the shopping centre for specific products. 53 percent of people limit their spending to the most necessary products. Every fifth respondent goes to a shopping centre to see what is going on in the town, and every third in search of interesting promotions.
“Every week brings changes in consumer behaviour and needs, so landlords and representatives of retailers should closely follow current trends in order to know what customers expect and meet their expectations. In the first week of June, Poles went to shopping centre mainly for clothes, shoes and underwear, both for children and adults,” says Agnieszka Górnicka, CEO, Inquiry.
It is already the 4th wave of the survey, carried out from 1 to 5 June on a sample of 500 people.
“According to the data presented, the successive phases of lifting the restrictions associated with COVID-19 translate into increased footfall in shopping centres, which is why customers and employees should pay even more attention to safety rules. Before going shopping, to the cinema, to the gym or to the playground with your child, it’s worth having a look at the #kupujebezpiecznie (#Ishopsafely) campaign’s social networks, where you can find lots of proven, reliable advice and suggestions on safety. We want everyone who decides to go shopping to feel comfortable, but it is up to all of us to make sure that this is the case,” says Anna Zachara-Widła, Research & Education Manager, PRCH.
The regulations on safety procedures change dynamically as the restrictions are lifted, so it is easy to get lost in them. The # kupujebezpiecznie hashtag shows the right direction, as it marks the content of the ” Bezpieczeństwo – kupuję to!” campaign, which has been initiated by the Polish Council of Shopping Centres. The campaign is under the honorary patronage of the Ministry of Health and the Ministry of Development.
Polish Council of Shopping Centres (PRCH) is the biggest organization in Poland that gathers companies related to the shopping centres and high streets industry. PRCH is a not-for-profit association that represents more than 240 businesses operating on the commercial real estate market.