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One in ten mall visits driven by food and leisure offer

Nearly 10 per cent of visits to regional shopping malls are now driven by the food and beverage (F&B) or leisure offer available, according to research by consumer and location intelligence group CACI.

The figure is lower at retail and shopping parks, but overall 7 per cent of all visits to retail destinations are food- or leisure-led, finds the research.

However, half of those visiting for the F&B or leisure facilities go on to spend on retail too. And – regardless of their original reason for visiting – visitors who visit an F&B vendor spend an average of 48 per cent more during their visit than those who do not.

The research utilises Shopper Dimensions, CACI’s database of 800,000 customer-facing surveys from across the UK, and highlights differences in consumer behaviour across the country.  In the North West, for example, the number of F&B or leisure-led visitors that go on to spend on retail increases to 62%.  By contrast, in London, the figure drops to 34% due to the level of competition in the capital.

“Our latest research once again highlights that all is far from lost for retail and leisure destinations.  By thinking laterally and recognising there are other key reasons why consumers visit locations beyond retail, landlords can drive additional spend in stores,” says CACI director John Platt.

“As with our recent online halo study, which demonstrated the important role physical stores play in growing online spend, this latest research reveals there is a clear need for bricks and mortar locations.  Crucially, however, destinations must be proactively managed, with a creative approach taken to providing a relevant, engaging and evolving experience for consumers to enjoy, whatever their original motivation for visiting.  As our research reveals, get it right and the outlook is encouragingly positive.”