Published Thursday, Jun 21, 2018
Despite Slowing Foot Traffic, Opportunities Exist for Brick-and-Mortar Stores to Rebound
LIVONIA, Mich., June 21, 2018: Valassis, a leader in activating consumers through intelligent media delivery, today released new research highlighting consumers’ pain points and preferences when it comes to the indoor shopping mall experience.
Results from a survey of 1,000 U.S. consumers classified as “regular mall shoppers” (i.e. those that have visited an indoor mall more than three times within the past year), reinforce the idea that brick-and-mortar stores and indoor shopping malls are struggling, with over half of respondents reporting they do most of their shopping online. However, even amid the discussion of the “death of malls,” brick-and-mortar stores can influence those seeking a one-stop shopping destination with strategic updates and incentives.
There are a number of reasons consumers make the trek to a mall instead of shopping online. For instance, over 60 percent of respondents said they are more likely to shop for apparel in a mall as opposed to through an ecommerce channel. Given the opportunity to visit multiple retailers and complete several purchases in one location (which 39 percent found valuable), as well as try on and compare clothing options, this is a clear advantage malls have over online storefronts. The survey found mall shopping also offers other advantages including:
“While the retail industry is certainly being disrupted, brick-and-mortar stores aren’t going anywhere,” said Curtis Tingle, Chief Marketing Officer, Valassis. “However, they do need to evolve to meet modern shoppers’ expectations. Consumers want convenience, product options and incentives and all brick-and-mortar retailers, especially malls, need to understand their audience so they can provide an experience that makes visiting worthwhile. Whether that’s offering more discounts, valet parking or incorporating in-store technology, it’s all about catering to customers’ preferences and differentiating the in-store and online experiences.”
Valassis’ survey not only uncovered factors that drive shoppers to malls, but also those that steer them away. Respondents prefer shopping online – as opposed to at a mall – for: a broader range of product options/variations (40 percent); avoiding hectic crowds/parking (38 percent), not having to travel (24 percent) and reducing impulse purchases (16 percent). On the flip-side, these shoppers can be encouraged to visit indoor malls with:
You can find more information on Valassis’ survey via this infographic.
About the Survey
Using Google Consumer Surveys, Valassis surveyed approximately 1,000 consumers who have been identified as “regular mall shoppers” (those that have visited a mall more than three times within the past year). For the purposes of this survey, a “mall” has been defined in the traditional sense of an indoor shopping center. All respondents were located in the United States and were over the age of 18. The survey was conducted in May 2018.
Valassis helps thousands of local and national brands tap the potential of industry-leading data through intelligent media delivery – understanding, engaging and inspiring millions of consumers to action with smarter cross-channel campaigns. We’ve been a part of consumers’ lives for decades, introducing new ways to deliver offers and messages that activate them — whether via mail, digital, in-store or the newspaper. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis and RetailMeNot are wholly owned subsidiaries of Harland Clarke Holdings.