The role of retailtainment on generation Z behavioral intentions in shopping centers

Shopping is a major tourist activity, destination attraction feature and motive for travel. The number one choice for shopping is shopping centers, which play a crucial role in attracting tourists, residents and economic investors and represent a key component of tourism marketing in promoting a destination. One of the main attractiveness attributes in shopping centers is entertainment. Although some effort has been made to understand the impact of entertainment in shopping malls, there is a gap in what concerns the impact of different entertainment types on the diverse behavioral outcomes. This dissertation is among the first studies to examine the effects of each entertainment type on behavioral intentions, targeting a specific segment: Generation Z. Generation Z is yet a misunderstood generation, underestimated and will soon become the financiers of tourism and travel. That said, this dissertation aims to investigate the relation between the proposed entertainment types and Generation Z behavioral intentions in shopping centers. A survey-based study with a sample size of 150 Generation Z members is used to test the proposed model. The results revealed that permanent and temporary entertainment are positively related to Generation Z intention to visit the mall. Moreover, findings indicate that permanent entertainment is also positively related to Generation Z intention to recommend the mall. This study’s findings have significant theoretical and managerial implications and represent future insights for researchers, academics and managers.Fazer compras é uma importante atividade turística, uma característica de atração de destino e um motivo de viagem. A primeira escolha para fazer compras são os centros comerciais, que desempenham um papel crucial na atração de turistas, residentes e investidores e representam uma componente chave do marketing turístico na promoção de destino. Um dos principais atributos de atratividade nos centros comerciais é o entretenimento. Apesar de existir um esforço em perceber o impacto do entretenimento nos centros comerciais, há uma lacuna no que respeita o impacto dos diferentes tipos de entretenimento nos vários resultados comportamentais. Este estudo está entre os primeiros a examinar os efeitos de cada tipo de entretenimento nas intenções comportamentais, direcionado a um segmento específico: a Geração Z. A Geração Z é ainda uma geração incompreendida, subestimada e brevemente tornar-se-á a financiadora do turismo. Dito isto, o objetivo desta dissertação é investigar a relação entre os tipos de entretenimento propostos e as intenções comportamentais da Geração Z nos centros comerciais. Um questionário com uma amostra de 150 membros da Geração Z foi desenvolvido para testar as hipóteses propostas. Os resultados revelaram que o entretenimento permanente e temporário estão positivamente relacionados com a intenção da Geração Z de visitar o centro comercial. Adicionalmente, os resultados indicam que o entretenimento permanente também está positivamente relacionado com a intenção da Geração Z de recomendar o centro comercial. Os resultados deste estudo têm implicações teóricas e de gestão significativas e representam indicações futuras para investigadores, estudantes e gestores

The role of the tenant mix in the positioning and image of shopping centres

The retail real estate sector has faced several challenges in recent years, from the rapid advance of digital technologies, the growth of e-commerce, to the consumers’ habits changing and their demand for more impactful physical shopping experiences. In order to counter these, shopping centre owners and managers are rethinking the tenant mixes and types of anchor stores that are able to meet consumers’ expectations. This research was conducted with the aim of understanding the tole of the tenant mix in the definition of the positioning and image of shopping centres. Moreover, it was investigated if the tenant mix was related to some business drivers, such as the frequency of visits, money and time spent, patronage intention and participation in loyalty programs. Secondary data was used to define concepts as retail strategy, shopping centre, tenant mix, mall image and mall positioning based on theory. Primary data was collected through one-on-one interviews with professionals working on the retail real estate sector, as well as by collecting answers from 141 consumers through an online questionnaire. The empirical analysis shows the tenant mix is not the number one contributor to neither mall positioning nor mall image, however it is one of the main dimensions that explain these concepts. Moreover, strong and moderate positive correlations were found between the importance given to the tenant mix and its influence on frequency of visits, patronage intentions, money spent, and time spent. .O setor imobiliário de retalho enfrentou vários desafios nos últimos anos, desde o rápido desenvolvimento das tecnologias digitais, o crescimento do e-commerce, até à mudança dos hábitos dos consumidores. Na procura pelo sucesso, proprietários e gestores de centros comerciais começam a repensar as combinações de lojistas e os tipos de lojas âncora que são capazes de responder às expectativas dos consumidores. Este estudo foi realizado com o objetivo de compreender o papel do tenant mix na definição do posicionamento e imagem dos centros comerciais. Além disso, foi investigado se o mix de lojistas estava relacionado com alguns fatores de sucesso do negócio, tais como a frequência de visitas, dinheiro e tempo gasto, intenção de recomendar o centro e participação em programas de fidelização. Dados secundários foram usados para definir conceitos como estratégia de retalho, centro comercial, tenant mix, imagem e posicionamento de um centro comercial. Os dados primários foram recolhidos através de entrevistas individuais com profissionais que trabalham no setor imobiliário de retalho, bem como pelas respostas de 141 consumidores através de um questionário online. A análise empírica providencia evidência de que o tenant mix não é o fator que mais contribui para a definição, nem do posicionamento, nem da imagem de um centro comercial, sendo, no entanto, uma das principais dimensões que explicam esses conceitos. Além disso, foram encontradas correlações positivas fortes e moderadas entre a importância atribuída ao tenant mix e a sua influência na frequência das visitas, intenções de recomendar o centro, dinheiro gasto e tempo gasto

A search for appropriate anchor tenants in shopping malls in Lagos metropolis

Anchor tenant which have been regarded as tenants in shopping mall that propel visitation and activities in the mall has been studied majorly in line with its impact on customers, other shopping outlets and generally on the mall. There appears to be no work on a search for the constituents of anchor tenant in the mall. This happens to be the crux of the present study with emphasis on three notable malls in Lagos Metropolis, The Palms Mall, Ikeja City Mall and Adeniran Ogunsanyan Shopping Mall. A total of 207 questionnaires were distributed to customers of the mall using the mall intercept approach of which a cumulative response rate of 81% was achieved. Data collated which was geared towards ascertaining the stores/products offered that attract the customers to the malls was rated on a likert scale of 5 and analysed using the Relative Importance Index and result substantiated with the chi-square test of significance both at the 0.05% and 0.01% level of significance. The study advocated that mix of the plethoric of Departmental Stores (4.7917); Entertainment centres (4.6250); clothing foot wares and accessories (4.5833); Electronics and electrical appliances (4.4881); food and beverage (4.4583); food stuff (4.2381); Watches, jewellery and ornament (4.1904); and Financial Services (4.0000) will be best suited as anchor tenants in the study area

Engaging with customer experience while visiting a shopping centre

This project aims to assess the perception of Centro Colombo customers regarding the different experiences promoted by this shopping centre. With a deeper knowledge about customers preferences, Sonae Sierra managers hope to channel their efforts on experiential strategy for attaining satisfied customers. The project entails an extensive literature review, along with external, internal and competitive analyses. This reviews and analyses were the foundations for the creation of this project’ survey. By examining customer’s responses to this survey, it was possible to identify the dimensions of customer experience which are the most esteemed by consumers and which should be improved. In addition, a statistical analysis was performed, and confirmed the existing relationship between a customer encounter with a positive experience in the shopping centre and consumers feeling engaged towards it. This project includes an improvement proposal gathering new experiences that seem promising both for customers and Centro Colombo’s managers.Este projeto tem como objetivo aferir qual a perceção dos clientes do Centro Colombo face às diferentes experiências promovidas neste centro comercial. Com um conhecimento mais aprofundado sobre as preferências dos seus clientes, os gestores da Sonae Sierra poderão direcionar os seus esforços, através de uma estratégia experiencial, para conseguir clientes mais satisfeitos. Este projeto exigiu uma revisão de literatura extensa, assim como analises externa, interna e competitiva. Esta revisão e analises foram os pilares para a criação do questionário deste projeto. Através dos resultados deste questionário foi possível aferir, entre as várias dimensões de experiências do consumidor, quais as mais relevantes para os clientes e aquelas as que devem ser melhoradas. Adicionalmente, foi também testado e confirmado que existe relação entre o cliente deparar-se no centro com uma experiência positiva e se sentir comprometido com o mesmo. Este projeto termina com uma proposta de melhorias, face a novas experiências do consumidor que apresentam características promissoras tanto para os consumidores como para os gestores do Centro Colombo

Ensuring satisfied, committed shoppers – store variety or entertainment?

In the competitive retail environment, attracting and retaining shoppers is imperative for the success of shopping malls. Therefore, creating satisfi ed, committed shoppers is essential for mall survival. The study aims to determine the extent to which store variety and entertainment contribute to shopper satisfaction; to identify which variable most strongly predicts shopper commitment, as well as to investigate these variables in a gendered context. Two hundred shoppers completed selfadministered questionnaires during a mall intercept study. The results, using multiple regression and discriminate analysis, identifi ed store variety as the most important predictor of shopper satisfaction; while shopper satisfaction, in turn, was the most powerful discriminator of mall commitment. MANOVA testing revealed support for the blurred-gender role argument. Mall managers and developers should ensure a tenant mix that would provide variety, but also entertainment, regardless of the gender of their shoppers, to ensure shopper satisfaction that would ultimately lead to commitment.http://www.unisa.ac.za/Default.asp?Cmd=ViewContent&ContentID=257842017-08-30am2016Marketing Managemen

A multi-criteria decision making support in planning the retail tenant mix for community shopping centres in Johannesburg

Master of Science in Engineering by advanced coursework and research: A research report submitted to the Faculty of Engineering and the Built Environment, University of the Witwatersrand, Johannesburg, in partial fulfillment of the requirements for the degree of Master of Science in Building. Johannesburg, 2017MT 201

Communication plan of Sonae Sierra´s gift card surprise

JEL: M30, M31, M37, M39The purpose of this master's thesis was the development of a Communication Plan for the Surprise Gift Card, a product that will soon be launched by the Sonae Sierra Company. After a thorough evaluation of the financial trends of the Gift Vouchers sales (B2B and B2C), the company found that it was necessary to replace the current voucher for the card format and, at this moment, it is in development the future Surprise Gift Card (B2C model). With respect to the product Surprise, it is facing a problem of seasonality and its degree of notoriety in the market is very low compared with other competitors. Given this situation, this present communication plan will have two main objectives: to enhance brand awareness and increase purchase intention of the brand in the target audience. To support the plan it was necessary to conduct a profound analysis of the external and internal environment to the product Surprise, using primary and secondary data, which allowed reaching a set of insights and conclusions. Therefore, the Surprise Gift Card communication plan drawn up for one year, consisted of a large range of promotional activities and brand activations, as well as, in combining different communication tools in order to create an integrated and effective plan, taking into account the proposed goals.O propósito desta tese de mestrado consistiu no desenvolvimento de um Plano de Comunicação para o Cartão Presente Surprise, um produto que brevemente será lançado pela empresa Sonae Sierra. Na sequência de uma profunda análise das vendas do negócio dos Cheques-Prenda (B2B e B2C), a empresa considerou necessário proceder à substituição do atual cheque-prenda para o formato cartão e, neste momento encontra-se em desenvolvimento o futuro Cartão Presente Surprise (modelo B2C). No que diz respeito ao produto Surprise, o mesmo depara-se com um problema de sazonalidade, além de que o seu grau notoriedade no mercado é muito baixo, comparativamente com outros concorrentes. Perante esta situação, o presente plano de comunicação terá dois principais objetivos: aumentar o reconhecimento da marca e aumentar a intenção de compra da marca por parte da audiência alvo. Para suportar o plano foi necessário proceder a uma profunda análise do ambiente externo e interno ao produto Surprise, utilizando dados primários e secundários, que permitiram chegar a um conjunto de perceções (insights) e conclusões. Deste modo, o plano de comunicação elaborado para o Cartão Presente Surprise durante um ano, consistiu numa diversificação de ações promocionais e ativações de marca, bem como na combinação das diferentes ferramentas de comunicação de forma a criar um plano integrado e eficaz, tendo em conta os objetivos propostos

The influence of tenant diversity on the performance of shopping centres

This study investigated whether a relationship exists between tenant diversity and the return on investment in South African regional and super-regional shopping centres. The Simpson diversity index was used to calculate the tenant diversity in 10 super-regional shopping centres and 50 regional centres in South Africa. The analysis was performed over one-year, three-year and five-year periods. The regression analysis showed that a positive linear relationship exists between retail categories diversity and the return on investment over a three- and five-year period in the case of regional shopping centres that are located in the Western Cape province. A weak linear relationship exists between return on investment and retail categories diversity for all super-regional shopping centres and regional shopping centres that are located in the Gauteng province.The South African Council of Shopping Centres (SACSC)https://journals.co.za/journal/aa.ajberam2022Construction Economic