Our 2022 Mall Scene research showed the modern shopping centre blends both retail and non-retail attractions such as entertainment venues, expanded dining options, fitness centres, and beauty services. Non-retail amenities continue to magnetise footfall but also crafting a canvas for brands to engage with their audience in a more meaningful way.
In this edition of Out \ Look, we are excited to present Mall Scene 2023, further delving into the retail trends and sentiment among Dubliners aged 16-54.
With the dawn of the summer season and school/college breaks, we asked respondents how often they are visiting shopping centres. 66% respondents identified as frequent visitors, heading to a shopping centre once a week or more – a slight increase compared with 2022. This trend is particularly prominent among the 25-34 age group at 72%, peaking at 84% of male respondents. The highest female cohort were 45–54-year-olds at 79%.
When it comes to time spent at shopping centres, 63% of respondents spend about two hours or more during a typical visit, peaking at 74% of 35–44-year-olds. Unsurprisingly, given the dawn of the school/college summer breaks, those in the 16-24 age range noted as spending the most time during a single visit; 18% noted as spending 4 hours+, taking part in various social and shopping activities.
In 2023, there is a burgeoning appetite among consumers to engage in leisure activities. 45% of respondents as going to the cinema at least once a month, while close to 70% noted the same for social activities like meeting friends, visiting a restaurant, or going for a coffee. 25–34-year-olds noted as engaging in short social bursts on a more frequent basis, with over 20% noting as meeting friends and going for coffee at least once a week. This indicates that shopping centres continue to encourage social interactions among visitors, reflecting a continual shift in consumer preferences towards more experiential visits. Unsurprisingly, the most popular activity remains the raison d’etre for shopping centres/malls, with 92% of visitors shopping for groceries and 71% shopping for clothes at least once a month.
In terms of when these visits happen, the weekends are undisputed for social activity. When compared with 2022 these activities have seen a notable uptick, peaking at 11% more noting they meet friends in shopping malls/centres on the weekend. Conversely, a decline of 11% was noted in those who shop for groceries on the weekend exclusively.
The growth in attendance and engagement with non-retail amenities highlights the importance of contextual targeting in advertising campaigns, while the opportunity for brands to engage with their audience has been expanded and streamlined by innovating in a meaningful way that resonates with the lifestyle aspirations of the modern consumer.
Retail formats such as dPods, Adshel Live Retail, iVisions and DX Screens allow brands to extend their messaging along the entire path to purchase, and deploying dynamic content to contextually target consumers near points of purchase when their message means the most. This echoes the Moments of Truth research noting consumer brain response is 18% higher when viewing relevant dynamic DOOH content, leading to a 17% increase in consumers’ spontaneous advertising recall that can deliver a 16% sales uplift.
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