As competition grows, shopping centre landlords are introducing more and more features designed to retain their customers.
All around Poland, the number of shopping centres increases. At present, more than half of shopping centre space (56 per cent, according to the data provided by DTZ) is concentrated in only eight largest urban areas; however, smaller cities are strengthening their position in the market. Competition is fierce, so owners and landlords are constantly on the lookout for new solutions designed to keep their customers.
Of course, shopping malls have always actively promoted their services, but conventional activities have recently lost their appeal. The existing trend is to organise more and more original events, and on the other hand, to expand the range of non-retail services; as a result, shopping centres now fulfil new cultural and social roles.
“The customers need centres that are not just for shopping; they expect additional services and entertainment zones, including cinemas, gyms, and post offices. Landlords compete in coming up with ideas for unusual and appealing forms of entertainment, aiming to attract large groups of potential customers and then retain them. Shopping nights or Santa’s village are not enough, as they have now become a standard. Nowadays, shopping centre managers opt for events such as fashion shows or beach volleyball tournaments,” explains Renata Kusznierska, Head of Retail Agency CEE at DTZ.
Malls are no longer considered as places only for shopping; instead, customers come here to spend quality time with their families. To answer these needs, owners of shopping centres introduce large food courts, play zones for children, new services—such as stylists or concierges—and provide free Wi-Fi access, as well as developing mobile apps which encourage customers to use new technologies. These facilities, in addition to the usual entertainment services, such as cinemas, bowling alleys, or gyms, help modern shopping centres become more than traditional retail outlets. As a result, customers spend more and more time in these establishments.
As modern shopping centres dynamically evolve, older schemes may end up being left behind. If the owners of the latter do not commit to expanding their range of services, the customers will vote with their feet, choosing those malls which will offer them the most additional attractions. According to Renata Kusznierska, “the inferior standard and aesthetic value of older shopping centres make it hard for them to compete with new, modern schemes in terms of service range or appearance. When competition was scarce, some landlords did not feel the need to invest in their properties, diversify their offer or upgrade the infrastructure. As a result, they were caught off guard by the market change. In the end, it will be for the customers to decide whether attendance rates for a given mall increase or go down”.
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