Difficult holidays for shopping malls. Considerable declines

As the proxi.cloud, Blix and Uce Research reports, during this year’s summer sales, the number of customers in galleries and shopping centers was 3.9 percent. less than a year ago. In addition, by 1.4 percent The number of visits has dropped, and the average time spent in this type of facilities shortened by 5.2 percent, but their frequency increased by 2.6 percent. year on year.

Why is there clients in shopping malls?

– A gentle decrease in the number of customers and shortening the average time in shopping malls are signals that consumers change the way these places use, but these are not reasons for concern. The increase in frequency of visits shows that Poles still regularly and willingly visit these types of objects, but they do it more often and more intentionally, spending less time there. Increasingly, they combine visits with a specific task, e.g. receipt of the order, fast purchases or a short meeting in gastronomy – comments Mateusz Chołuj, co -author of the report from the technology company Proxi.cloud.

The creators of the report also indicate that declines also have a relationship with e-commerce development. Some purchases move to online channels, as a result of which visits to shopping malls are better planned.

– For managers and tenants, it is a clear signal that it is worth investing in solutions accelerating the purchasing process – from intuitive navigation to shops, through easy access to promotion, to the development of self -service cash registers or Click & Collect services. Such facilitations increase customer comfort and can increase their loyalty. Investments in Proklienkie solutions make sense and will be an increasingly important factor attracting customers – convinces Marcin Lenkiewicz, the second co -authors of the Blix group report.

Lenkiewicz emphasizes that we are not dealing with a decrease in interest in summer sales, but with less intense demand for seasonal products. Summer this year was cooler than expected. Consumers could feel a smaller need to buy light clothes, beach costumes or accessories, because the weather did not give it the opportunity.

– Another thing is the fact that online channels often start with promotions earlier than stationary stores, satisfying the purchasing needs of customers. For the gallery it is a signal that it is worth starting in advance of discount actions – explains Mateusz Chołuj.

Declines in all regions

From the report we learn that customers most often chose small centers and shopping malls (with 5-20 thousand sq m)-24.9 percent. However, the largest facilities (over 60,000 sq m) – 23.9 percent were also very popular. The least frequent consumers went to large branches (from 40 to 60,000 sq m) – 11.8 percent.

It is noted that in relation to last year’s holidays, the number of customers has decreased in all voivodships. The largest declines were recorded in the province. Kujawsko-Pomorskie and Świętokrzyskie (6.4 and by 6.3 percent, respectively). The smallest declines occurred in the province. Łódź (by 2.4 percent).