FEATURES Chart 2-3 Australian Shopping Centers: Share of Customer Spending and Average Spending by Age
all customers, not just those who made a purchase—they also demonstrated a higher propensity to spend (92.3% vs. 86.7%). While these are overall figures, the pattern and ratios are relatively consistent across center types. Centers, then, need to make sure they adequately meet
the needs of female shoppers. This includes such fundamentals as providing clean, sanitary toilets and change rooms, as well as catering to higher-level experiential needs such as “me-time” shopping. There should also be more investment to encourage male visitation, from tenant mix through to the efficiency of the shopping experience. Indicating the value of recreational shopping, the
Source: Directional Insights
average spending in this category accounted for just 4% of total expenditure. There are distinct differences in purchasing behavior by
gender: females accounted for 79.3% of center expenditures. While females spent on average considerably more (A$76) than males (A$51)—measuring
average spending of those who were leisure-oriented (A$75) exceeded that of mission shoppers (A$66). This can be largely explained by their shopping patterns: leisure shoppers visit a wider variety of stores, spend more time in centers, are less focused on food retailing, are more likely to visit cafes or take-away eateries, and are more likely to shop with companions.10 As Charts 2-3 and 2-4 show, age and occupation were also important determinants of expenditure. Shoppers in
Chart 2-4 Australian Shopping Centers: Share of Customer Spending and Average Spending by Occupation
Source: Directional Insights
Source: Directional Insights
10 Academic research has suggested that consumers shopping with companions visit more areas of stores and make more purchases than those shopping alone. See, for instance, R. Sommer, M. Wynes, and G. Brinkley, “Social Facilitation Effects in Shopping Behavior,” Environment and Behavior, Vol. 24 (No. 3), 1992, pp. 285–297, and A.G. Woodside and J.T. Sims, “Retail Sales Transactions and Customer ‘Purchase Pal’ Effects on Buying Behavior,” Journal of Retailing, Vol. 52 (No. 3), 1976, pp. 57–64.
INTERNATIONAL COUNCIL OF SHOPPING CENTERS 6 9 RETAIL PROPERTY INSIGHTS VOL. 20, NO. 1, 2013
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