ICSC: Mall shopping a big part of the omnichannel experience

While mobile technology has changed the way people shop, consumers — including the most tech-savvy — still do the vast majority of their shopping in shopping centers.



At least that’s according to a new survey by the International Council of Shopping Centers, which found that 83% of U.S. consumers visit a shopping center at least once a week, including 92% of 18 to 24 year olds. Overall, the young consumers visit shopping centers on average 10.8 times a week.



ICSC spokeperson Jesse Tron said the organization was surprised by the high frequency of visits and went over the survey in detail to make sure the data was accurate.



“We found that consumers go to a shopping center for a quick stop, another trip for extensive groceries, another for dining, another for gym,” Tron said. “The numbers show that they don't seem to be combining much those trips.”



Between now and Christmas Day, consumers will visit a center on average 6.5 times a week for goods and services spending on average $147 a week. This translates into a whopping $4.3 billion dollars a day in sales or $30 billion dollars a week in sales.



“Although it may seem counter-intuitive that the most wired consumer, millennials between the ages of 18-24, spend the most time at shopping centers, today’s shopping centers are more than places to simply buy goods and services as they have incorporated a multitude of dining and entertainment venues into their tenant mix,” said ICSC president and CEO Thomas McGee. “Combined with the fact that shopping is no longer a choice between clicks and bricks but rather an omnichannel journey that often leads to fulfillment at a physical store, it is not surprising that consumers visit shopping centers so often.”



An earlier survey conducted by ICSC over the Black Friday weekend substantiates the importance of the physical store to the omnichannel shopping experience. The survey found that 40% of Thanksgiving Day shoppers made a purchase online from a retailer with a physical presence and picked up that item in store.



Nearly one-third (32%) of Black Friday shoppers did the same, which gives a combined 34% for both days. More importantly, about six in 10 bought more items once on the premises.



One of the reasons for the high in-store conversion rates could be shoppers’ online research prior to their visits with 68% of these shoppers who purchased in store researched online before visiting the location.



On Thanksgiving Day and Black Friday, about 62% of shoppers used their smartphones or tablets while in stores for shopping-related purposes. The use ranges from 78% among 18-24 year-olds to 32% for those 65 and older.



The top reasons these shoppers gave for in-store mobile use were to:



• Compare prices (33%)

• Check availability (23%)

• Get digital coupons (21%)

• View ratings (18%)

• Email or text friends and family for opinion (18%)

• Buy items online while in-store (18%)