Credit: Neinver
Ticker

Close to 80% of Polish consumers shop at outlet centers

This is one of the main findings of the research carried out in Poland by Neinver together with the Polish research firm IQS.

Close to 80% of consumers in Poland shop at outlet centers frequently or occasionally, still leaving growth potential for new outlet shoppers. The study surveyed 3,200 customers of shopping centers all over the country to learn about outlet consumers’ traits, shopping habits, perception of outlet centers, and growth potential.

In addition to new customers, the research reveals that over 20% of shoppers visit outlet centers just occasionally and could be encouraged to visit more often. The main drivers of outlet visits are price and special promotions, a wide selection of well-recognised brands, and the pleasure of looking for smart acquisitions. When asked about emotions, almost half of outlet consumers agree that they feel joy when shopping at an outlet center, followed by positive surprise. Consumers increasingly perceive outlet centers as fashionable, pleasant and thrilling. The research also points out the need to turn outlet centers into complete shopping destinations, introducing additional services such as pharmacies, post offices, and entertainment options such as an increased food offer and attractions for children.

Customer profile and shopping habits

Outlet centers in Poland are visited most frequently by people aged 25 to 44, with a nearly even split between men (49%) and women shoppers (51%). Regarding shopping habits, 70% of visits to outlet centers are planned, while 30% are spontaneous. The most popular day of the week for visits is Saturday. During a visit to an outlet center, most customers visit 10 stores or more, with an average spend of PLN 388 (€91). They usually come with specific needs in mind, although they also look for other products at attractive prices.

The outlet market in Poland

The Polish outlet market currently comprises 16 outlet centers and a total GLA of 260,000 sq m, with most schemes located in big urban areas and secondary cities. The goods categories with the strongest presence in outlet centers include women’s and men’s fashion, footwear, and sportswear and gear. Categories gaining popularity include home decoration, accessories and cosmetics.

Neinver opened Poland’s first outlet center in 2002, Factory Warsaw Ursus, and is today the country’s largest outlet operator. Its Polish portfolio comprises four Factory centers – in Warsaw (Ursus and Annopol), Krakow and Poznan – and Silesia Outlet in Gliwice, which opened in March.

Sign up for our ACROSS Newsletter. Subscribe to ACROSS Magazine.

Ticker MORE

Unibail-Rodamco-Westfield continues to push for qualitative optimisation of its portfolio in Germany in 2020

With NordWestZentrum in Frankfurt, Breunigerland Sindelfingen and Breuningerland Ludwigsburg, Unibail-Rodamco-Westfield (URW) secured three important asset management mandates in 2019, thereby strengthening its portfolio in Germany. In addition, the real estate developer and operator completed major modernisation projects in Schönhauser Allee Arcaden in Berlin and Centro in Oberhausen and reached important milestones in Westfield Hamburg-Überseequartier development project. In 2020, URW intends to continue to strategically develop its portfolio and focus on urban district development and the expansion of digital infrastructures.

Inditex is donating €8.5 million to Caritas to support social employment and circular economy initiatives in Spain

On the social employment front, the programme has already enabled more than 2,500 people at risk of social exclusion in Spain to find work thanks to the €11.5 million earmarked to this project by Inditex since 2011.

New Group Managing Director for SevenCapital

Leading UK property investment and development company SevenCapital has appointed Damien Siviter in a newly formed position of Group Managing Director.

Landsec announces 139,900 sq ft of deals across its retail portfolio

Landsec has signed deals with 25 brands totaling 139,900 sq ft across its retail destinations. From September 2019, retailers joining Landsec schemes include Decathlon, Zara and Radley.

Debenhams appoints Abigail Comber as Chief Marketing Officer

Debenhams announces that Abigail Comber is joining the Group on 7 January 2020 as Chief Marketing Officer (CMO).

Newsec Property Asset Management Hires COO with solid Industry Background

Over the past years, Newsec Property Asset Management has grown rapidly mainly through acquisitions. This growth journey is expected to continue and Newsec therefore hires Rikard Nyhrén as Chief Operating Officer, COO.