Shopping parks gaining ground on regional malls, says CACI
CACI, the data specialists focused on people and place, has unveiled new insight into the evolving role of best-in-class shopping parks. New data suggests that their position is increasingly comparable to that of regional malls, following fresh analysis into shopper behaviour across major UK destinations.
Analysis of CACI’s Shopper Missions data has looked across a sample of leading regional malls serving cities outside of London, and some of the UK’s best performing shopping parks, such as Fosse Park in Leicester and Castlepoint in Bournemouth, places that feature a more fashion and lifestyle offer, not to be confused with the ‘big box’ style of retail parks. It found that the shopping parks are no longer defined solely by convenience-led, targeted visits. Instead, they are evolving into dynamic destinations where consumers choose to spend time, dine, browse, and socialise.
Hospitality and socialising are increasingly important to typical visitors of shopping parks, a strong indicator of extended and more experience-led trips more akin to a larger, covered mall.10% of visit purposes fell into the category of a ‘A Quick Bite’, while a further 20% visit for ‘Leisure & Dining’ and ‘A Day Out’. Despite this evolution, shopping parks also continue to perform strongly in their traditional convenience role. Approximately 60% of visits still focused on targeted retail or essentials missions, compared with 48% at regional malls.
The growing consumer preference for destinations capable of meeting multiple needs within a single trip represents a significant behavioural shift, particularly during a period of economic uncertainty where consumers are more likely to pivot behaviours to be more cost conscious. Shopping parks typically benefit from a wide catchment and strong accessibility, two factors that amplify the ‘online halo’ effect associated with store openings - where physical presence drivesincreased online sales within a surrounding catchment area.
Alex McCulloch, Director at CACI commented, “The best shopping parks are no longer the imitators of regional malls. They are becoming genuine multi-purpose destinations where consumers can shop, dine, browse, and spend leisure time. That diversity of mission is incredibly valuable in today’s market, fulfilling several consumer needs in one visit. What’s particularly interesting is that these locations are now operating in the same plane as regional malls, while still retaining the accessibility and convenience that made them successful in the first place. They might not have the same breadth of offer, but shopping parks are no doubt adapting to only become more relevant for tomorrow’s consumer.”
The announcement follows CACI’s insights into the changing consumer habits influencing last mile delivery. The analysis highlights how demographic, lifestyle, and behavioural differences are driving the demand for cost-effective, flexible delivery models, and the subsequent impact for logistics operators in anticipating future shifts and adaptations.