Despite all the doom and gloom that seems to surround the brick-and-mortar retail industry on a daily basis, a new survey indicates that all may not be lost for traditional methods of retail shopping. Independent research firm Dreyfus Advisors, LLC conducted the survey, which reveals some valuable insight into the minds of today’s shoppers.
The recent survey polled 1,200 shoppers in some of the largest metro areas across the United States on their preferred methods of purchasing goods and what are the determining factors that drives their decision-making. An overwhelming majority of respondents claim a preference for traditional mall-based shopping as opposed to making their purchases online. In fact, the survey broke it down even further into three specific events that will spur the need for a round of shopping.
The events were broken down as shopping for a special occasion, updating a wardrobe, and a significant life event that required a purchase or purchases. For all three categories, mall-based shopping received the nod from at least five times as many respondents over the choice of online shopping.
Perhaps even more valuable than the insight into where shoppers prefer to conduct their business are the reasons that are driving their behavior. Six key factors were cited as the driving forces behind their preference for mall shopping:
• Find Stores I Can’t Find Elsewhere
• Find Great Bargains
• Find New Discoveries I Wouldn’t Find Online
• Provides An Easy Shopping Experience
• Makes Shopping Fun
• Gives Me A Place To Escape
The survey clearly points to the power of the shopping mall as a destination, and the significance of the findings has not been lost on Simon Property Group.
“Malls are the destination of choice for the vast majority of today’s shoppers. Mall shopping is a fun, social, and rewarding experience that can’t be replicated online and we’re investing in our assets to ensure we remain the preferred choice of shoppers for years to come,” shared Mikael Thygesen, Simon’s Chief Marketing Officer.
