Share: Share on Facebook Share on Twitter Share on LinkedIn I recommend visiting to read:%0A%0A {0} %0A%0A {1}

Customers Want To Return To Shops

Paola Mangia • 13/07/2021

This was confirmed by the data on visitor flows recorded in the first 3 weeks of reopening on holidays and pre-holidays.+ 23.8% compared to the same period of 2020 (Source CNCC).

The increase in online commerce, which in 2020 reached a penetration of the total equal to 8%, does not particularly threaten the survival of physical commerce, on the contrary: in the future of commerce, the physical experience will continue to prevail, reinforced by the "digital one ".

This is a summary of what emerges from a survey by Cushman & Wakefield Italy which monitored the consumer experience in the first months of 2021, in 32 shopping centres throughout the country, across a total of 1 million sq m of GLA and approximately 2,600 stores.

Regarding purchases in the future, more than 50% of the customers surveyed expressed a greater preference to making them in the store.

59% of the sample stated that with the return to normalcy they will continue to shop in stores.

In particular, 38.5% of respondents will make more purchases in physical stores and 20.5% will make them exclusively in the store compared to 13.2% who will only make them online.

"The response of nearly 13,000 people interviewed for this survey - says Lamberto Agostini, head of the Project Development Services and Asset Services for Cushman & Wakefield in Italy - bodes well for the second half of the year, where we expect a rebound in consumption in shopping centres, driven by the desire to return to frequent physical places of reference, another favourable factor is the high level of savings accumulated in the months of restrictions ".

The physical channel will continue to be fundamental - concludes Lamberto - even in the post-pandemic era.

Customers continue to show trust in shopping centres. They appreciated the investments made in security and in which we will continue to prioritise.

However, now we have to get people to meet again and for this we have to create new, safe, welcoming and “connected” spaces that are a new destination for a “new” consumer.

If after the first lockdown the attention of customers was mainly focused on security issues, now there is a greater desire to go shopping in malls.

In fact, about 40% of the interviewees said COVID-19 did not change their purchasing habits, while another 40% did not substitute the purchases not made over the usual shopping weekend: there are those who preferred not to spend (21.2 %) and those who have decreased the frequency of visits in not being able to use the weekends (19.8%).

Only 5% of respondents said they had replaced the shopping centre with neighbourhood shops while 14% said they had made up for the loss with online purchases.

Contact Media

Paola Mangia
Paola Mangia

Head of Clients Marketing & Communication • Milan



Milano City

Italy MarketBeat

Cushman & Wakefield MarketBeat reports analyse quarterly Italy commercial property activity across office, retail and industrial real estate sectors including supply, demand and pricing trends at the market and submarket levels.
Raffaella Pinto • 02/05/2024
With your permission we and our partners would like to use cookies in order to access and record information and process personal data, such as unique identifiers and standard information sent by a device to ensure our website performs as expected, to develop and improve our products, and for advertising and insight purposes.

Alternatively click on More Options and select your preferences before providing or refusing consent. Some processing of your personal data may not require your consent, but you have a right to object to such processing.

You can change your preferences at any time by returning to this site or clicking on Cookies.
Agree and Close
These cookies ensure that our website performs as expected,for example website traffic load is balanced across our servers to prevent our website from crashing during particularly high usage.
These cookies allow our website to remember choices you make (such as your user name, language or the region you are in) and provide enhanced features. These cookies do not gather any information about you that could be used for advertising or remember where you have been on the internet.
These cookies allow us to work with our marketing partners to understand which ads or links you have clicked on before arriving on our website or to help us make our advertising more relevant to you.
Agree All
Reject All