2. Note of thanks to sponsor
“there is extensive shopper behaviour
research conducted at the level of
individual malls, but limited
comparative data for the category.
Primedia Unlimited Mall Division seeks
to enable a better understanding of how
consumer intent translates into shopper
behaviour and retail sales”
5. *SACS2013 Fact Sheet
*Average of audited foot counts across super regional and regional malls
With an estimated R407 billion* spent in shopping centres in 2013
Which accounts for 70% of all retail spend in 2013
And super regional and regional shopping centres attracting an average footcount of
800,000* consumers a month
Context
Understanding who these consumers are, how and what they buy and
what influences their purchases is paramount
6. Methodology
Fieldwork conducted by AC Nielsen, overseen by Dr Clive Corder and Kerry Chipp
7 Super regional and regional malls in Gauteng, KZN and Western Cape
Surveyed 4200 n = 600 per centre
Sampled two weeks at the end Nov 2013, every day across 4 intervals each day
Mall intercept questionnaire
randomly sampled across entrances, time of day and day of week
Two questionnaires
one on entry and other on exit
9. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
15 - 24 25 - 34 35 - 49 50+ Black White Indian Coloured Male Female Daily Weekly Monthly Less often
Age Race Gender Frequency of visit
27%
33%
26%
14%
63%
10%
12%
14%
36%
64%
15%
51%
30%
3%
Spread of ages, races and across week activity
More females than males
10. What did we ask?
On Entry
• Visit frequency; visit timing (day, week, month)
• Overlap with other malls in the region
• Travel time, mode and origin
• Planned visits
• Reason for coming to mall
On Exit (for a voucher)
• Types of stores visited
• Brands visited
• Purchase (planned and unplanned) and spend
• Reason for purchase
• Mall rating on list of criteria
• In mall advertising noticed
• Marketing activations noticed
• Shopper attitudinal statements
• Loyalty cards
• Cell phone questions (use, social media etc.)
• Standard demographics
12. The roles of Super-Regional vs. Regional malls are clearly differentiated by mall goers
Super-Regionals Regionals
Centred around EXPERIENCE
Rated positively in terms of
Accessibility
Comfort
Discovery of new products
Socialising
Centred around FACILITATION
Rated positively in terms of
Purpose driven event
Directed purchase
Functional engagement
Ease of navigation is a strong
influencer
Super-regionals are more likely
to be used for a wide variety of
activities by mall goers
Regionals are more likely to be
frequented regularly for
essential shopping and
activities
14. On average, mall goers
visit 9 categories
per visit
3 of 9 category
visits are
unintended at the
outset
Mall goers buy a variety of items when shopping, a third outside of their original
intention
15. There are similarities between the top intended categories and top unintended
categories visited
Top Intended categories
visited
Top unintended categories
visited
Food and household products Clothing
Department Stores Restaurants and coffee bars
Clothing Food and household products
Banking Department stores
Household groceries Household groceries
16. 8 in 10 mall goers purchase
during their visit
4 in 10 purchases are
unintended at the outset
Malls attract buyers, who buy things they didn’t even know they needed
This equates to R 13.5 billion a
month being generated by
unintended purchases
17. 36% of spend was attributed to the
presence of in-mall advertising and
marketing activations
Marketing in the last mile contributes to the bottom line
In a mall with an average of
800,000 monthly visitors, 288,000
purport to be influenced by the
presence of in-mall advertising and
marketing activations
R 12.2 billion spend a month
being generated by response to
in-mall advertising and
activations
19. The research identified 5 distinct shopper behaviours
Goal Directed Taking a Break
Leisure Shopper General Shop
Business
Purpose
20. Goal Directed
• Less frequent visitors
• Spend on average 1h27 a visit
• Value mall navigation tools
• Notice in-mall advertising and
marketing activations
• Although focused on what they
have come to buy, they do make
unintended purchases
This group generates around
R 48.3m in spend in an
average mall a month
Top 5 intended categories Top 5 unintended categories
Food and Household Clothing
Clothing Cellphone / electronics
Department store Department
Accessory / Luggage Restaurant / Coffee bar
Cellphone / electronics Food and household
21. Taking a Break
• Spend on average 1h27 a visit
• Get involved with the
demonstrations and engage in
marketing events
• Go primarily for food and
household goods, but often end up
buying other categories.
• Higher propensity to make
unplanned purchases
This group generates around
R41.6 m in spend in an
average mall a month
Top 5 intended categories Top 5 unintended categories
Food and household Clothing
Clothing Restaurants / coffee bars
Department Stores Household groceries
Household groceries Food and household
Banking Department stores
22. Leisure Shopper
• Spend on average 1h42 per visit
• Prime purpose is socialising and
entertainment
• Tend to travel distance to the mall for
the occasion
• Open to in-mall advertising and
demonstrations – like new
experiences
• Active on social media and utilise it
extensively This group
generates around
R 18.3m in spend in
an average mall a
month
Top 5 intended categories Top 5 unintended
categories
Clothing Clothing
Food and household Restaurants / coffee
bars
Entertainment Food and household
Department stores Department store
Accessories / luggage Accessories / luggage
23. General Shop
• Less frequent visitors but travel
from far
• Spend on average 1h31 per visit
• Higher propensity for visit intention
to be vague at the outset
• Aware and interested in in-mall
advertising and marketing
activations
This group generates around
R 9.7m in revenue in an
average mall a month
Top 5 intended categories Top 5 unintended
categories
Food and household Clothing
Clothing Restaurant / coffee
bar
Department store Food and household
Banking Department store
Household groceries Household groceries
24. The Business Purpose
• High frequency visits from local
catchment
• High propensity to engage in
unplanned purchases
• Significantly open to marketing
activities and in-mall advertising
• Engaged actively in online and
social media
This group generates around
R 3.9m in sales in an average
mall a month
Top 5 intended categories Top 5 unintended categories
Food and household Clothing
Clothing Food and household
Department stores Department stores
Banking Household groceries
Household groceries Restaurants / coffee bar
27. R 0
R 100 000
R 200 000
R 300 000
R 400 000
R 500 000
R 600 000
R 700 000
R 800 000
R 113 046
R 360 123
R 789 384
R 358 041
R 30 883
R 107 891
R 72 015
R 11 424
R 32 678
R 160 418
R 40 343
R 24 311
R 114 908
R 31 083
R 115 495
R 81 171
R 35 803
Purpose of visit
Shoppers come to shop, but shoppers with time on their hands are a lucrative market
28. Shoppers tend to say and do very different things
They say advertising gets
them there
They say they are cautious, but
also that they are willing to use
credit
They say they like to buy items
on special
They say advertising and special
promotions influence them
Few were brought in on the
strength of an offer
advertised outside the mall
High propensity to visit stores
not intended and purchase
items not planned for
They respond well to specials
which shows they are deal
prone
High propensity to only
remember things they need
once in the mall, which suggests
that triggers in the local
environment are effective
30. In-mall advertising and marketing activations have a significant impact on consumer
purchases
Advertising and mall activations accumulate
Mall activations create unplanned browsing (statistically significant correlation r
= .256)
Engaging in product demonstrations
Receive store marketing messages
Attend marketing events during visit
Enter a promotion
31. In-mall advertising and marketing activations have a significant impact on consumer
purchases
Advertising and mall activations accumulate and explains 36% spend in malls
Mall activations factors into spend (statistically significant correlation β = .223)
Mall advertising factors into spend (statistically significant correlation β = .248)
When combined in concerted campaigns – an amalgam creates the impact – so
rather own a mall than spread efforts thinly across malls
R 12.2 billion spend a month
being generated by response to
in-mall advertising and
activations
32. In-mall advertising is recalled by those with unplanned visits and purchases to be
influential
Top 3 recalled in-mall advertising platforms
1. Escalator branding 2. Hanging banners 3. Lift door branding
33. The role of digital is significant in malls where the capabilities are higher
In malls with digital
capabilities, digital
directories and
video walls were
within the top 5
recalled advertising
channels
34. While smartphone penetration is high, the usage of devices for wifi in the malls isn’t
significantly high
62%
Smart Feature Basic
26%12%
71% currently don’t have wifi enabled on
their wifi enabled phones when coming to the
malls
35. Online shopping penetration is low currently but with access and mobility increasing
8%
of mall goers currently
report to
use
online shopping
37. With consumers being deal prone and value conscious, in mall promotions work well
to drive behaviour
With a high propensity to engage in the mall environment for relaxation and
socialising, mall demonstrations are attractive
In-mall marketing activities play a far larger role in unplanned purchases than
advertising
In-mall marketing activities correlates to unplanned visits of mall retailers
There is a direct correlation between amount of time spent in the mall and the
presence of in-mall advertising to drive unplanned purchases
39. Mall Owners
• Aware of mall position and role it serves in lives of shoppers
• Store and occasion mix important
• Positioning of smaller occasion shops near big retail increases foot-traffic for
large retail
• Clothing and department stores should remain as the anchor tenants
• Gauteng large malls are more of a social outing than coastal and smaller
malls, so can capitalise on many shopping occasions
• Encourage browsing opportunities where ever possible as they are a key part
of increased spend
40. Brand Owners
• Advertising needs to be coordinated between large scale above the line brand
building and below the line sealing of the deal
• Differentiate between volume drivers below the line and brand symbolism
above
• Opportunity to energise brand through experiential occasions when shoppers
are at leisure
41. Retailers
• Be cognisant of positioning of refreshment occasions within large retail
• Business meetings and other activity generates a great deal of opportunistic
spend for the mall
• Browsing is the second biggest event associated with spend – underscoring
the need for footfall
• Build on segments of shoppers and their needs
