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.