More than 60% of Polish consumers do their larger grocery shopping in excess of PLN 100 in discount stores. A similar proportion of people in Poland opt for shopping centres on account of their entertainment offer, while nearly 40% go to retail parks which they value for familiarity with space layouts - a guarantee of a quick and easy shopping trip. According to the latest report from Cushman & Wakefield UX Retail in Poland. Polish People Talk about Building Retail Experiences, Polish people have clearly defined expectations about each retail format, with each likely to respond to different shopping and other needs.
Convenience is the foremost reason why we so willingly and often go to small, local stores. Shopping for small, daily items is most easily done near your home, for example, after work or when you go to pick up an online order. By contrast, discount stores top the league table for larger grocery shopping in excess of PLN 100 - they are favoured by 62% of survey respondents. Shopping centres lead the way for entertainment, attracting nearly 60% of respondents. This clearly shows that each retail format is attractive to consumers for different reasons, which should be taken into account by landlords, managers and tenants in creating an offer that will address the needs of prospective customers,”
says Ewa Derlatka-Chilewicz, Head of Research, Cushman & Wakefield.
Why we choose the retail facility we choose
While it may be challenging for landlords of standing facilities to adapt the existing infrastructure to new requirements, they are unlikely to experience any difficulties with creating a tenant-mix and an optimal offer. As a result, many shopping centres are being re-commercialised, repositioned or - if necessary - redeveloped to better meet the expectations of visitors. The Polish retail market can be classified as mature and this means that more and more retail facilities will have to be rethought or revamped to increase their chances of attracting more customers, especially the youngest clientele,”
comments Michał Masztakowski, Head of Retail Agency Poland, Cushman & Wakefield.
Shopping or entertainment centres?
What also makes shopping centres unique is entertainment: a good cinema, well-thought-out F&B options and - to a lesser extent - on-site events. The importance of a strong retail and entertainment offer is borne out by footfall levels. According to Cushman & Wakefield’s data, the strongest average annual footfall growth in 2023 compared to 2022 was recorded for the largest shopping centres with more than 60,000 sq m of leasable area and the widest retail and service offer,”
adds Paulina Bauer, Head of Retail Asset Services, Cushman & Wakefield.
Retail parks stand for convenient shopping
A well-thought-out and intuitive layout should be a guiding principle particularly for developers and landlords who are about to build new retail parks which are the fastest-growing retail format on the Polish market. According to data from Cushman & Wakefield, at the end of the first quarter of 2024 there were 40 retail projects underway, 25 of which were retail parks. Their competitive advantage over shopping centres lies in greater store layout stability, a comparable availability of parking spaces and low, competitive prices,”
concludes Ewa Derlatka-Chilewicz.
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 nearly 400 offices and 60 countries. In 2023, the firm reported revenue of $9.5 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), sustainability and more. For additional information, visit http://www.cushmanwakefield.com.