Bricks
and
clicks

How European malls evolve

In a connected world

10 key points from our study on shopping centers with PwC Strategy&.

Bricks
and
clicks

How European malls evolve

In a connected world

In-store shopping

Even in the age of e-commerce,

European consumers prefer buying in stores

51% of European consumers buy exclusively in stores.

41% buy online and in stores.

8% only shop online.

51
41
8

In-store shopping

Even in the age of e-commerce,

European consumers prefer buying in stores

51% of European consumers buy exclusively in stores.

41% buy online and in stores.

8% only shop online.

86
88

In-store shopping

Our research shows that this is a great time for stores

86% of respondents intend to shop as much, or more in stores.

With millennials, the figure jumps to 88%

In-store shopping

Our research shows that this is a great time for stores

86% of respondents intend to shop as much, or more in stores.

With millennials, the figure jumps to 88%

86
88
64

In-store shopping

Stores are still consumers' number one choice,

Here's why:

64% of consumers cite the ability to see, touch and try products. This is, by far, the main reason.

In-store shopping

Stores are still consumers' number one choice,

Here's why:

64% of consumers cite the ability to see, touch and try products. This is, by far, the main reason.

64

Shopping centers

Business in shopping centers has been growing faster

than any other retail location since 2010

Sales in shopping centers have grown 4.5% each year between 2010 and 2016. The strongest growth in brick and mortar retail.

4.5

Shopping centers

Business in shopping centers has been growing faster

than any other retail location since 20100

Sales in shopping centers have grown 4.5% each year between 2010 and 2016. The strongest growth in brick and mortar retail.

4.5
37
23

Shopping centers | a consumer's point of view

Number one shopping venue

for a majority of consumers

37% of European respondents see shopping centers are their venue of choice…

… far ahead of e-commerce ( 23% ) and other retail locations, largely because of store quality and diversity.

Shopping centers | a consumer's point of view

Number one shopping venue

for a majority of consumers

37% of European respondents see shopping centers are their venue of choice,
far ahead of e-commerce ( 23% ) and other retail locations, largely because of store quality and diversity.

37
23

Shopping centers | a consumer's point of view

Top 3 expectations of European consumers

to buy as much, or more in stores

1
New
brands
New
brands
2
More
services
More
entertainment
3
More
entertainment
More
services

retailtainment:

What types of entertainment do you prefer or would like to see in shopping centers?

Movies
56%53%
Restaurants
44%43%
Events
42%36%
Exhibitions
32%29%
Virtual Reality
28%31%

Shopping centers | a consumer's point of view

Top 3 expectations of European consumers

to buy as much, or more in stores

1
New brandsNew brands
2
More
services
More
entertainment
3
More
entertainment
More
services

retailtainment:

What types of entertainment do you prefer or would like to see in shopping centers?

Movies
56%53%
Restaurants
44%43%
Events
42%36%
Exhibitions
32%29%
Virtual Reality
28%31%
55
59

Shopping centers | a consumer's point of view

Shoppers also expect

shopping centers to go digital

55% are more attracted to shopping centers with digital infrastructures (touchscreens, mobile applications, etc.).

This rises up to 59% for millennials.

Shopping centers | a consumer's point of view

Shoppers also expect

shopping centers to go digital

55% are more attracted to shopping centers with digital infrastructures (touchscreens, mobile applications, etc.).
This rises up to 59% for millennials.

55
59

Shopping centers | a consumer's point of view

Consumers want shopping centers to have

a positive environmental and social impact

77% of consumers prefer eco-friendly shopping centers.

74% of consumers favor shopping centers that benefit the local economy.

77
74

Shopping centers | a consumer's point of view

Consumers want shopping centers to have

a positive environmental and social impact

77% of consumers prefer eco-friendly shopping centers.

74% of consumers favor shopping centers that benefit the local economy.

77
74

Shopping centers | a retailer's point of view

Retailers choose shopping centers

The success of shopping centers is also fueled by retailers. They come for three main reasons:

1
Large flow of
customers
2
Wide offer of services and entertainment
3
More efficient use of space

Shopping centers | a retailer's point of view

Retailers choose shopping centers

The success of shopping centers is also fueled by retailers. They come for three main reasons:

1
Large flow of
customers
2
Wide offer of services and entertainment
3
More efficient use of space
64

To target marketing

To mutualize the omnichannel structure

Click & collect
online orders returns

Shopping centers | a retailer's point of view

Going digital: the next step for retail

64% of retailers want data to become mainstream in shopping centers, for a better consumer experience.

Shopping centers | a retailer's point of view

Going digital: the next step for retail

64% of retailers want data to become mainstream in shopping centers, for a better consumer experience.

To target marketing

To mutualize the omnichannel structure

Click & collect
online orders returns

Thank you!

10 key points from our study on shopping centers with PwC Strategy& (Oct. 2018).

Read the full study
 Download
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Thank you!

Read the full study
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