Bargain hunting

Customers in smaller tows visit outlet centres more frequently than dwellers of larger agglomerations. They use the outlet offer more intensely (they visit shops from various branches) and are more spontaneous in their shopping - this is the result of a consumer survey conducted in February and March by Colliers and IQS. In Colliers experts opinion, it is connected with the poorer retail offer in small cities, comparing for example with Warsaw. In smaller city, outlet centre is simply another shopping centre with additional attraction – constant sales. Interesting, that both “footfall – turnover conversion” (50-70%) and average shopping basket (100-300 PLN) are relatively high and similar in different cities. It means that outlet centres are visited rather rarely (comparing with traditional shopping centres) but customers are more likely to make a purchase there. This is due to the fact, that outlet centres are places for planned shopping, we are visiting them to buy for example: a jacket, a suit or a dress. The first polish outlet centre was established in 2002 and currently there are 14 such schemes with approx. 1 150 outlet stores, service and catering units. Nevertheless, the increasing competition in this market will force a numerous of outlet centres to undergo qualitative changes to attract customers. The future of outlet centres is extensions, “premium” offer, shopping tourism as well as increase of shopping comfort by new technologies and off and on-line shopping. Taking into consideration the structure of footfall in outlet centres (mainly weekends) the serious threat for this specific segment of the market could be prohibition on trade on Sundays, planned in Poland in 2018. Read the newest Report “Bargain hunting” on www.colliers.pl