A broad entertainment offer and high-quality restaurants count for more than proximity to a shopping centre or an attractively-priced F&B offer, reveals a survey of shopping centre customers carried out by real estate advisory firm Savills in collaboration with NEUROHM. Changing consumer needs have led to the emergence of a new generation of retail schemes on the market: social shopping centres.
What is a social shopping centre?
According to Savills latest report, a social shopping centre is defined as a scheme whose retail function is not superior to its additional services. That superiority need not be associated with a larger volume of space occupied by non-traditional retailers, but needs to be reflected in the overall image and market positioning of a shopping centre. A social shopping centre supports social interaction and customer experience. It is frequently located at a post industrial site and usually offers a public space with greenery. Social shopping centres include local brands and unique concepts of leading retailers, providing services and products with no alternative online presence.
Recent social and real estate market changes have been instrumental in the development of social shopping centres. The F&B sector has gone a long way since the first McDonald’s restaurant was opened in Warsaw in 1992, through the popularity of television cooking programmes, the first Michelin-starred restaurant in Poland and the opening of Warsaw’s first food market. New technologies have developed in parallel. In addition, the abolition of border controls in the Schengen Area helped Western trends edge their way into Poland.
Source : Savills