For some time, the UK’s major shopping centre owners have been investing in their leisure offer as a means of attracting more customers and increasing dwell time. And this strategy is producing results, with the latest British Council of Shopping Centres (BCSC)/Experian Footfall Monitor showing a leap in the number of consumers spending time in shopping centres during April.
According to the report, footfall in the nation’s shopping centres climbed by 4.6 per cent in April when compared to March, and by a very positive 6.0 per cent when judged year on year. In part, this has been put down to the timing of the Easter Bank Holiday weekend and school half term holidays, giving consumers extra time to spend at their nearest large retail destination.
However, much of the growth has been attributed to a boom in the night time economy at major shopping centres – a factor almost wholly due to the increase in leisure choices available. Analysts at the BCSC believe that this demonstrates a transition in consumer perceptions, with most now seeing shopping centres as leisure destinations rather than as simply places to shop.
Director of policy and public affairs at the BCSC, Edward Cooke, points out that this has become a nationwide trend, rather than being solely focused upon major cities such as London, Birmingham and Glasgow.
He says; “This increase in night time economy footfall in shopping centres is evidence of how landlords continue to respond to ever-evolving consumer habits.
“Today’s shopping centres need to cater for customers looking for an all-day experiential destination and shopping centre owners are responding to this by increasing the leisure offer, bringing cafés, restaurants and cinemas all under one roof.
“It is also encouraging to see improving national economic conditions reflected by some really positive footfall growth amongst the regions.”
This view was backed up by the fact that shopping centres in the East Midlands, South East, South West, Wales, Scotland, East and West Midlands all posted positive growth in footfall when figures from April were compared to March.
The greatest spike in footfall was seen on Easter Monday itself, when a mammoth 13 per cent more consumers visited shopping centres nationwide compared to the same date the previous year. Strategic account director at Experian Footfall, Robert Wilkinson, believes this may be due to a number of factors.
He says; “The significant spike in footfall that we saw on Easter Monday, when the weather was poor, is also very interesting, as it demonstrates the fluctuating influences on consumer activity.
“By better understanding the correlation between factors such as weather and retail traffic, retailers and shopping centres will be better placed to meet consumer demand and respond accordingly.”
Previous Post
DTZ appoints EMEA Property Management Technology Chief
