The customer experience is a major influencer in millennials’ decisions over which shopping centres to visit, exclusive Retail Week research shows.

Four out of 10 consumers want a mixture of shopping, food and beverage (F&B) and leisure from their shopping centre experience.

However, this leaps to 50% for 18 to 24-year-olds.

This is just a sample of the findings from a nationally representative survey undertaken by Retail Week for our new report, Immersive experiences: the future of the shopping centre, to find out if customers want experiences beyond simply retail, what those experiences should be, and how being offered those would affect their shopping behaviour.

The research indicates that retailers should be opening stores in shopping centres with a strong experiential offer, and that this will be essential to appeal to younger shoppers.

Inside this Retail Week research report, produced in association with shopping centre operator intu, you will discover:

  • How experience has come to dominate shopping centres
  • Five trends driving F&B and leisure
  • Exclusive research: 2,000 UK consumers tell us what they want from shopping centres
  • Experiential case studies from the UK and overseas
  • What this means for the market and your strategy