{"id":3966,"date":"2023-12-06T21:02:20","date_gmt":"2023-12-06T21:02:20","guid":{"rendered":"https:\/\/ceo.com.pl\/en\/?p=3966"},"modified":"2023-12-06T21:02:20","modified_gmt":"2023-12-06T21:02:20","slug":"pre-holiday-shopping-in-shopping-centers-what-makes-consumers-feel-comfortable-67802","status":"publish","type":"post","link":"https:\/\/ceo.com.pl\/en\/pre-holiday-shopping-in-shopping-centers-what-makes-consumers-feel-comfortable-67802\/","title":{"rendered":"Pre-holiday shopping in shopping centers. What makes consumers feel comfortable?"},"content":{"rendered":"

As the peak shopping season begins, the company Cushman & Wakefield has investigated the emotions experienced by consumers during shopping.<\/strong><\/p>\n

In recent years, discussions about attracting customers in retail have revolved around the term “UX” (User Experience) \u2013 the methods of examining and building customer experiences. However, nothing tests the emotions and well-being of consumers more than the festive frenzy and visits to shopping centres. According to a survey by the international consultancy firm Cushman & Wakefield, titled “Shopping Season of Emotions”, the comfort of visiting a commercial property for 42% of the surveyed Poles depends on music and sounds, for 41% the decor is important, and for 38% – lighting. At the same time, over 40% of those surveyed admitted that they feel irritation during shopping due to overcrowding and noise. These are important tips for owners and managers who care about creating optimal conditions conducive to positive shopping experiences.<\/p>\n

Key findings from the study, which should be considered when organising the work of a shopping centre:<\/p>\n

– 42% of surveyed Poles pointed out that music and sounds are the leading elements affecting customer comfort during pre-holiday shopping.<\/p>\n

– As many as 46% of the surveyed Poles admit that they regularly or often feel irritated during visits to commercial properties, and at least sometimes as many as 81% of respondents. Women more often than men want to move to a quieter place during shopping \u2013 this was the response of 41% of women and 33% of men.<\/p>\n

– Elements that help build friendly experiences for shopping centre customers, apart from music, are primarily: interior d\u00e9cor, clear signage and information, and lighting.<\/p>\n

Despite the relatively high inflation rate of 6.5% in November, at the beginning of the fourth quarter, retail sales in constant prices (in real terms) recorded a growth of 2.8% year-on-year. Greater appetites of shoppers is good news for retail chains, for whom the pre-holiday period is a long-awaited, if not the most important moment in the shopping calendar.<\/p>\n

The beginning of December is a time when a lot of attention is paid to projected expenditure on Christmas shopping or the size of shopping baskets. Meanwhile, little is said about the softer aspect of this Christmas consumer fever, namely the emotions that accompany our visits to stores and shopping centres. Larger crowds, emotional situations, a large accumulation of stimuli \u2013 all this affects the mood and comfort of shoppers. We decided to take a closer look at this issue in the latest Cushman & Wakefield study. The findings from our survey provide an interesting insight into how shopping centres can enhance the comfort of customers even during Christmas shopping, comments Ewa Derlatka-Chilewicz, Head of Research, Cushman & Wakefield.<\/p>\n

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