March 22, 2021
Govt Vice President, Thought Management and Advertising and marketing, WD Companions; and Barrie Scardina, Americas Retail Supervisor, Cushman & Wakefield
By means of particular association, the next is a abstract of an article of WayfinD, a quarterly e-magazine crammed with concepts, traits and forecasts from the retail and foodservice consultants at WD Companions.
New meals concepts and well being and wellness are each ideas which are believed to extend shopper visits to the mall, in line with an ongoing examine by Cushman & Wakefield and WD Companions.
The concept of new meals ideas for buying facilities has been the winner two years in a row. Customers did not simply point out eating places, additionally they talked about their curiosity in grocery shops, farmers’ markets, and meals halls, which aren’t like current quick meals fashions. Meals brings us collectively. It is a crucial level of engagement, supplies memorable moments and will be the cornerstone of a group. Meals additionally stimulates visitors and prolongs foot visitors in malls past regular retailer opening hours. Over 60 % of these surveyed centered on this tools.
Well being and wellness got here in a very good second two years in a row, with 43% of respondents leaning towards wellness and 36% towards health. Customers proceed to see invaluable worth in staying wholesome and bodily match. These ideas embody walk-in medical clinics and apparent gyms, to manufacturers that promote health tools and clothes.
New ideas and experiences got here third, with 35% of customers in search of new ideas, experiential retail and coworking areas. These embody pop-up retailers, ax throwing bars, and recreation arenas. A few of these ideas are new additions to the survey, illustrating how retail is altering and specializing in shopper engagement.
Comfort components like on-line retailer pickup buy (BOPIS) and curbside pickup have additionally emerged as an vital pattern. Customers additionally indicated that “inexperienced areas” can be an vital a part of the engagement. These traits are usually not stunning, given the affect of the pandemic on shopper behaviors and experiences.
When analyzing knowledge by age, WD Companions examined the variations between two key teams – digital Indigenous folks (aged 18 to 29) and digital immigrants (aged 45 to 60). We discovered that meals continued to be the primary draw and that the most important gaps have been within the areas of health (19%) and video games (18%). All age teams centered on security and well-being, in addition to coworking areas. Digital immigrants, who grew up in malls, are extra hooked up to the construction and performance of malls. Digital Natives are in search of a extra inventive expertise general.
DISCUSSION QUESTIONS: Has the pandemic modified what could also be wanted to revive mall visitors within the years to come back? What ideas ought to buying heart house owners look so as to add to succeed in youthful customers?
“What if the meals court docket labored extra like a specialty retailer?”