Just before the start of the peak season in the run-up to Christmas Cushman & Wakefield conducted research to uncover consumer emotions during shopping experiences
- Sound and music are top of the list of factors impacting a consumer experience when shopping for Christmas, as indicated by 42% of Polish respondents.
- 46% of respondents regularly or frequently feel irritated in shopping centres, with 81% experiencing that feeling sometimes.
- 41% of women would prefer to go to a quieter place when shopping versus 33% of men.
- Elements contributing a positive customer experience in shopping centres include, in addition to music, the interior design, clear signage and markings, as well as lighting.
In the early days of December a lot of attention is paid to forecasts of Christmas spending or the size of shopping baskets. Meanwhile, there is little talk of the softer aspect of the Christmas shopping fever, that is consumer emotions during visits to retail stores and shopping centres. Crowds, excitement and overwhelming stimuli are all impacting shoppersâ feelings and comfort. We have decided to take a closer look at this in our latest research. The findings of Cushman & Wakefieldâs survey provide a valuable insight into how shopping centres could enhance the customer experience in the pre-Christmas shopping rush,
comments Ewa Derlatka-Chilewicz, Head of Research, Cushman & Wakefield.
Ensure a comfortable pre-Christmas experience
Sound and music are top of the list of factors impacting a consumer experience when shopping for Christmas, as indicated by 42% of Polish respondents. Interior design and lighting were important to 41% and 38% of those polled respectively. What may also prove relevant to property managers is that according to almost a third of respondents the quality of signage in a shopping centre also matters to them in addition to sensory stimuli. A clear and intuitive layout and easy access to key information can be invaluable to consumers during busier periods,
explains MichaĆ Masztakowski, Head of Retail Agency, Cushman & Wakefield.
46% of Polish respondents regularly or frequently feel irritated in shopping centres, with 81% experiencing that feeling sometimes due to too many people being there. No wonder, Cushman & Wakefieldâs data shows that monthly footfall for shopping centres and retail parks averaged over half a million people per retail scheme last December. Such a number of shoppers can give many visitors a headache. That is why it makes sense to create quieter zones in which to sit down for a while, take a rest and think about what else is on our shopping list,
says Sylwia Wiszowata-Ćazarz, Head of Marketing, Asset Services, Cushman & Wakefield.
Silent hours, break-out spaces, control of light intensity and temperatures are only a handful of measures that can minimise the exposure of shopping centre visitors to negative stimuli and which we recommend to landlords as part of our asset services,
adds Sylwia Wiszowata-Ćazarz.
Women at a greater risk of a sensory overload
Closely watched comfort
Fewer people inside a shopping centre came top of the list, as cited by nearly half of those polled. Those who try to avoid crowds like the plague should visit shopping centres in the morning as they are less busy then,
explains Sylwia Wiszowata-Ćazarz.
Factors impacting a shopperâs personal physical experience should be regularly analysed by retail landlords and property managers as an excessively high indoor temperature or loud music and bright flashing lights may discourage visitors from returning. We all live hectic lives of multitasking and overstimulation, so it is worth making shopping a stress-free experience for customers,
concludes Sylwia Wiszowata-Ćazarz.
ABOUT THE SURVEY
The survey Handlowy sezon emocji was commissioned by Cushman & Wakefield and carried by ARC Rynek i Opinia in September 2023 on a sample of 513 Polish people, including 504 users of retail facilities, using the CAWI (Computer-Assisted Web Interview) method. It was conducted to identify the ways Polish people use retail space and their related feelings and attitudes. The survey and an analysis of research findings were prepared by experts of Cushman & Wakefield and dat:awesome by Linkleaders.
About Cushman & Wakefield
Cushman & Wakefield (NYSE: CWK) is a leading global commercial real estate services firm for property owners and occupiers with approximately 52,000 employees in approximately 400 offices and 60 countries. In 2022, the firm reported revenue of $10.1 billion across its core services of property, facilities and project management, leasing, capital markets, and valuation and other services. It also receives numerous industry and business accolades for its award-winning culture and commitment to Diversity, Equity and Inclusion (DEI), Environmental, Social and Governance (ESG) and more. For additional information, visit: www.cushmanwakefield.com.