Key performance indicators shows that while small local centres enjoy the highest frequency of visits, it is regional and super-regional shopping centres that consistently generate the longest dwell times and highest loyalty among shoppers. The data also shows that small centres are most at risk of heightened competition, shifting loyalties and inconveniences like high traffic volumes or disruptive road construction.
Super-regional shopping centres generate by far the highest levels of loyalty, and shoppers are willing drive for 20 to 25 minutes to reach their favourite mall. However, shoppers are only willing to drive for 8-11 minutes to get to their local neighbourhood centre.
"Shorter, more frequent trips have become the norm," explains Sisa Ngebulana, SACSC president, pointing to extended trading hours as just one strategy to attract more shoppers.
Another key performance indicator is dwell time, the length of time that a shopper spends on average at a mall. In the early 2000s, the average dwell time at a centre smaller than 10 000m² was 44 minutes. By 2009, the dwell time declined more than 30% to 30 minutes per trip. In contrast, a super-regional centre enjoys dwell times of 2 hours.
The numbers indicate that smaller centres are local, neighbourhood and convenience destinations. The super-regional malls - like Sandton City in Johannesburg, Brooklyn Mall in Pretoria, Gateway Theatre of Shopping in Durban, Hemingways Mall in East London and Canal Walk in Cape Town - are all about recreation and shopper entertainment.
Smaller centres do have the edge when it comes to frequency of visits. Anchored by grocery stores, smaller centres consistently attract 65% to 80% weekly visits, while super-regional centres attract lower 50% weekly visits.
"This research report is one of the market intelligence resources the SACSC makes available to its members to aid their operational decision-making," notes Ngebulana.
