KR Media and Clear Channel have teamed up with the Celsa School to reveal some truths about shopping centers.
- The primary target of the shopping center has shifted from mainly women and mothers (74% women vs. 69% men) to young people (the only activity for young people more popular than shopping is going to the cinema.)
- People have different preferences: women prefer to stroll alone, men like to come as a couple (44%) while young people go there in groups (31%).
- One goes there with a specific goal … only for half of the visitors:
- to buy (51%). For sales first (54%), then for shopping itself including gift purchasing (50%) and finally for food shopping (43%).
- no specific purpose for 36% of visitors
- 13% go with a goal and are not open to other opportunities.
- Choice, choice, choice: Whatever the target, it is the choice, followed by a special sale, and finally and least importantly – proximity that motivates the choice of the shopping center.
Source: KR Media, Clear Channel and CELSA – Methodology: 2,000 people, a representative sample of the French population, were surveyed online. A qualitative phase carried out by Celsa made it possible to observe observations on the ground. June 18, 2016 Tags: info market.