Russians told what they lack in shopping centers
Visitors to shopping malls want not only to go shopping, but also to take care of everyday matters
Shopping malls will have to transform into new urban spaces, offering not only shopping, but also functions that solve everyday problems. This is the conclusion reached by marketers at Marco Mall based on a survey of 1,270 people.
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A decline in store attendance is a general trend in the country. However, 68% of respondents said they would visit shopping centers more often if truly useful formats appeared there. Among them, respondents indicated sports activities, creative studios, educational platforms, and coworking spaces.
Over 30% of participants want to see fitness clubs in shopping centers, almost the same number are in favor of creative studios, about a quarter - of lecture halls and coworking spaces. 27% are ready to regularly attend lectures, libraries and courses if they are integrated into the structure of the complex.
17% of respondents noted that they would visit shopping centers more often if they had multifunctional centers (MFC), bank branches, post offices, and online order pick-up points, i.e. the usual infrastructure elements of the city, gathered in one place. These results show a clear trend towards expanding the functions of shopping centers beyond traditional retail.
- Comfort and practicality come to the fore. And the appearance of necessary services, for example, the MFC, significantly increases the flow of people. According to our data, about 70% of MFC visitors after receiving services remain in the shopping center to relax, go shopping or have a snack, - notes Marketing and PR Director Konstantin Denisov.
Authors:
mk.ru
