It’s not just about shopping anymore. Shopping centers are looking for a new identity

Poznań Avenida, like the capital’s Złote Tarasy, is located right next to the railway and bus station of the capital of Greater Poland – a few steps from the once iconic Poznań International Fair. In the heart of a bustling city, where a few years ago dynamically developing shopping centers reigned supreme, making Poznań a kind of “gallery capital”. Today, many of them have lost their class, character and customers. Avenida is one of the few that has flourished in these difficult times for the industry. I talk to Barbara Zin-Gromadzka, director of the Avenida Poznań Shopping Center, about how the role of shopping malls has changed and what customers expect today.

Beata Anna Święcicka, “Wprost”: What is the difference between managing a center located in such a location and running a gallery located in more standard circumstances?

Barbara Zin-Gromadzka, director of the Avenida Poznań Shopping Center: Our location is both a huge advantage and a daily challenge. Avenida is located in the very heart of Poznań – it is directly connected to the railway station and the Poznań Główny bus station, and part of the center remains available 24 hours a day. Therefore, we are visited not only by city residents, but also by travelers and tourists who spend time here between transfers.

Therefore, the tenant management and selection strategy must be tailored to different types of customers – both those who drop by “on the way” and residents who shop here regularly. The part of the center connected to the station is a quick shopping zone, and the remaining part offers a full selection of fashion, jewelry, service and restaurant stores.

What is the most difficult thing about managing such a facility?

Managing such a center requires a lot of flexibility and attention – also in terms of security. An important element is providing a gastronomic offer, especially for tourists and travelers. There are two restaurant zones in Avenida, one of which is located right next to the stations.

We are also constantly developing communication tools with clients – we are introducing, among others: new info kiosks that will facilitate navigation around the center and access to current information.

Who is visiting Avenida today?

Thanks to our unique location, we are visited by both Poznań residents and residents of the entire region, who can easily reach us by trains, including suburban ones, or public transport. We are increasingly a place for everyday shopping, meetings and services for the local community.

There are nearly 200 commercial and service premises as well as 30 restaurants and cafes on three floors with a total area of ​​almost 60,000 square meters. Our diverse offer meets the needs of many groups – from young people from nearby universities to families with children.

How has the visitor profile changed and what do customers expect from a modern shopping center?

Today, customers expect much more than just purchases. They look for pleasant experiences, inspiring interiors and engaging events. Therefore, in addition to a wide range of brands, we are developing a program of thematic events, workshops and marketing activities that make a visit to Avenida more than just shopping.

The dynamic development of e-commerce has changed the face of trade. This is particularly visible in the shopping center sector. How does Avenida adapt its offer to new customer expectations?

The impact of e-commerce on shopping centers is very large – it changes not only the way of shopping, but also the role of malls in social life. Today, shopping centers are spaces for meetings, relaxation and entertainment, not just places to purchase products.

At Avenida, we strongly focus on creating experiences that build an emotional bond with the brand. We are strengthening the gastronomic and entertainment offer, and our marketing activities focus on engaging and strengthening customer attachment to Avenida. We regularly organize events that integrate the community around the center.

And how do Avenida’s tenants cope with this reality?

Many of our tenants decide to introduce the latest concepts, thanks to which we can offer our customers an even higher standard of shopping. These types of investments have a very positive impact on the comfort of visitors and the perception of the entire facility.

Premium brands are becoming more and more popular. Is it an opportunity or a challenge for shopping centers? How is Avenida responding to this trend?

Indeed, we are observing a growing interest in higher segment brands. Recently, we have been joined by Rituals and Vistula, which has expanded its offer to include a women’s line. The Ochnik salon will also open soon. We try to make our offer balanced – on the one hand, accessible and diverse, and on the other hand, attractive to customers looking for higher-segment brands. This combination allows us to respond to the expectations of a wide group of recipients.

Nowadays, a shopping center is not only about shopping. In recent years, Avenida’s entertainment and relaxation areas have undergone a major transformation. Who are they supposed to attract?

In 2019, we launched the Avenida Lounge project, which perfectly fits the trend of multifunctional commercial spaces. It is a two-story zone combining the functions of chillout, coworking and family entertainment.

Avenida Lounge is a place where you can relax after shopping, work in comfortable conditions or spend time with children in the interactive educational zone. We offer ergonomic furniture and space for workshops, presentations and meetings. It’s a great alternative to traditional offices – especially for freelancers and small teams.

This space is alive – we regularly organize pop-ups, brand presentations and promotional events here. Additionally, we have two food zones and a wide selection of cafes, thanks to which Avenida remains a place that combines commercial, social and recreational functions.

For several months, there has been talk again about changes to the Sunday trading law. How do you assess this issue from the perspective of the shopping center?

This is a topic that has aroused emotions and divided public opinion for years. On the one hand, customers expect the ability to choose and make purchases at a time that is convenient for them, on the other hand, employees should remember about their employees’ right to rest.

Undoubtedly, this issue also has an economic dimension – restoring Sunday trading could be one of the incentives to increase retail sales and, consequently, increase GDP or reduce unemployment.

Currently, shopping Sundays are very popular among customers, so it can be assumed that limiting the trading ban on Sundays or abolishing it would have a very positive impact on the number of visitors to shopping centers.

How do you see the future of shopping centers in Poznań, once the “gallery capital”? And what awaits the entire industry in Poland?

Poznań has been one of the most dynamic retail markets in Poland for years. Currently, there are about 20 shopping centers here, many of which are over 15 years old. It is natural that the industry is entering the phase of modernization and transformation.

Commercial facilities are becoming more and more sustainable – modernizations include not only customer amenities, but also technologies, energy efficiency and ESG solutions. Local activities and cooperation with partners from the region are becoming more and more important.

The future of shopping centers is combining tradition with modernity – creating places that are not only shopping space, but also social and cultural. Avenida is already implementing this philosophy, developing in the rhythm of the city and its inhabitants.

Thank you for the interview.