FEATURES Table 2-2
Australian Shopping Centers: Commodity Group Expenditures Share of
Commodity Group
Total Retail Apparel
Bulky Goods Food Catering Food Retail
General/Leisure Homewares
Retail Services
Total Retail Apparel
Bulky Goods Food Catering Food Retail
General/Leisure Homewares
Retail Services
Total Retail Apparel
Bulky Goods Food Catering Food Retail
General/Leisure Homewares
Retail Services Source: Directional Insights
although leisure shoppers do also purchase in the food retail category. While neighborhood centers rely more heavily on their
food offering, grocery shopping contributes considerably to the turnover of even the largest Australian shopping centers. This is made clear in Chart 2-2, which indicates the main drivers for customer visitation. The data are derived from a single-response question in which interviewees were asked to indicate their main reason for visiting the center on the day of the interview. Overall, top-up and full-scale-grocery food-and-liquor shopping collectively accounted for 40% of responses. And while the convenience and efficiency of neighborhood centers drew far more people doing top-up grocery shopping, food retail still brought many customers to regional centers.
Expenditure Patterns Overall, 91% of surveyed customers made a purchase while in centers—a figure relatively consistent across
INTERNATIONAL COUNCIL OF SHOPPING CENTERS 5 8
Customers Purchasing
Share of Total Spending
21.1 73.1 21.9 6.0 5.2
100.0% 7.9 0.1 3.0
73.5 8.4 2.8 4.3
Sub-Regional Shopping Centers 91.5% 21.8 1.1
26.1 58.1 23.1 11.9 5.5
90.8% 29.7 0.9
34.8 46.9 28.2 13.6 7.3
100.0% 19.3 0.8 3.9
52.2 10.9 9.5 3.4
Regional Shopping Centers 100.0% 33.0 0.1 4.7
33.8 13.2 10.5 4.7
Average Spending (All Customers)
Neighborhood Shopping Centers 91.5% 7.8 0.6
A$59.92 4.71 0.09 1.82
44.02 5.03 1.68 2.57
A$69.27 13.38 0.53 2.69
36.17 7.55 6.57 2.37
A$86.23 28.46 0.08 4.04
29.16 11.42 9.02 4.05
Average Spending (Customers
Purchasing Only)
A$65.52 60.03 13.86 8.64
60.21 22.94 27.96 49.75
A$75.70 61.23 49.22 10.31 62.27 32.72 55.26 42.74
A$94.96 95.94 9.23
11.62 62.20 40.44 66.27 55.48
center types. Customers indicated that the main type of goods and services they purchased were fresh food, liquor, and groceries (56%) and clothing, shoes, jewelry and accessories (22%). As Table 2-2 indicates, food retailing dominated neighborhood centers with expenditures more diverse at the regional level—as expected due to their offering and positioning. The “general and leisure” category—which includes
drugstore and news-stand purchases, as well as books, music, sport and toy products—has experienced significant structural change as a result of online competition in recent years, but overall still drew purchases from 24% of customers for 12% of total in-center spending. As Table 2-2 indicates, the percentage of customers purchasing, percentage of total spending, and amount spent in this category, all increased from neighborhood, to sub-regional to regional centers. Take-out food outlets, cafes and restaurants attracted purchases from 27% of customers, but because of the low
RETAIL PROPERTY INSIGHTS VOL. 20, NO. 1, 2013
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