The primary reason for visiting Polish shopping centers remains traditional shopping – as many as 88.5% of customer visits to malls have this purpose. The wide range of products with diverse prices and the proper selection of brands and products tailored to the needs of the local market are what drive Poles to visit a shopping center. In 10% of visits, clients combine shopping with omnichannel behaviors. Only 1.5% of visits are dedicated exclusively to the implementation of omnichannel behaviors. These are the conclusions of the report “The Scale of Omnichannel Behaviour in Shopping Centers” carried out under the patronage of the Polish Council of Shopping Centers by the international research agency GFK.
“Traditional shopping remains the main reason for customer visits to shopping centers, and the scale of combining shopping with omnichannel behaviors is also significant, but the mere collection or return of goods purchased online does not currently generate a significant increase in mall attendance. Poles like stationary shopping, which allows for physical contact with the product and the opportunity to obtain professional advice from the seller in the store. Over 91% of all retail sales take place in brick-and-mortar stores, and less than 9% concern online sales. At the same time, in most product categories, over 50% of visits to a brick-and-mortar store in a shopping mall end with a purchase.” – says Marcin Klammer, the Managing Director of the Polish Council of Shopping Centers.
“Omnichannel is a fact and we are not aware that as consumers seeing a product in the watched series, looking for information about them on the internet, viewing it in brick-and-mortar stores, making purchases online or offline, we go through the so-called omnichannel shopping path to finally return this product in the brick-and-mortar store. 10% of visits in shopping centers combined with omnichannel behavior – it’s a considerable amount.” – says Przemysław Dwojak, Senior Client Business Partner at GfK – An NIQ Company.
The study confirms that stores operating in shopping centers and being part of omnichannel processes have a very high conversion rate, which means that many customers entering the store in the mall make a purchase during the visit. In most product categories, over 50% of such visits end with a purchase. For example, for children’s items, this percentage is 70%, for clothing the conversion is 64%, and for home furnishings and décor, 60% of visits end with a purchase.
The GfK study, based on customer declarations, also indicates that more than 60% of the shopping budget Poles spend in stores in shopping malls, while in e-commerce, from 1% to 20%. This makes the potential of shopping centers a key space for the development of brands and retail chains.
The study “The Scale of Omnichannel Behavior in Shopping Centers” covered 105 shopping centers of different characteristics. Exit-poll interviews were also conducted on a sample of 5071 respondents in 12 shopping centers representing different types of objects and a nationwide online survey on a sample of 2500 respondents. Thanks to this, the GfK study is the largest and most credible analysis of omnichannel behaviors in shopping centers, providing a reliable picture of the entire industry.
Source: https://managerplus.pl/885-wizyt-w-galeriach-handlowych-to-tradycyjne-zakupy-raport-gfk-pokazuje-rosnaca-role-omnichannel-69078
