Shopping centres, outlet malls most impacted by COVID-19: study

The disease’s impact is also expected to accelerate underlying consumer trends.

Regional shopping centres, outlet malls and tourist destinations will be impacted the most as shoppers believe crowds and retail stores are “unsafe”, findings from CACI and Research Bods.

The survey of 1,000 UK shoppers undertaken March 14 to 15 also revealed that despite being more at risk, older groups are less likely to have moderated their behaviour as a result of the outbreak compared to those aged between 25-34.

Londoners and the Northern Irish are most likely to have changed behaviours, reflecting the more advanced stage of the pandemic in London and the greater proximity to actions in Ireland.

The study considers local shops and retailers which offer online shopping as the gainers during this time, with more than half of consumers expected to increase their engagement in both channels.

The impact of COVID-19 is said to likely accelerate underlying consumer trends such as increased digital and social engagement, rising localism and local delivery, and a greater connection to community.

These, the study explained, will accelerate industry trends such as the merging of physical and digital, the growth of the “online halo effect” and and the changing role of the store to connect the brand and customer.
CACI and Research Bods say the sector has the opportunity to capitalise on the rapid changes with retailers and landlords working together to deliver a “cohesive community-led offer”, as well as a mutual sharing of the risk.

When the restrictions lift, 70% of shoppers say they will return to previous patterns of behaviour, with 5% planning to increase their spend.