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Directional Insights commissioned research into the behaviours of consumers at each of the different shopping centre types – local, medium, large. Here are some of the key findings:
Local Centres
- 63% of customers are heavy visitors (2-3 times a week)
- 77% of goods and services purchased are food/liquor/groceries
Medium Centre
- 46% of customers visit a main supermarket
- 41% visit the main discount department store
Large Centre
- 24% of consumers main reason for visit is for grocery, 17% apparel and 11% homewares/leisure goods. The reasons for visit are extremely diverse.
Similarities
Consumers who visit their chosen type of centre also visit at least three other centres for different purposes.
The largest percentage of consumers in all types of centres have children at home. Across all centres customers predominantly describe the type of shopping trip undertaken on the day of their visit as a purpose or mission i.e specific destination shopping.
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SOURCE: DIRECTIONAL INSIGHTS RESEARCH
