Children in the shopping spotlight

The study covered the eight largest retail markets in Poland and involved visits to and surveys of 90 shopping centres of more than 20,000 sqm and a minimum of 60 units each – a total of ​​4.1 mln sqm of retail space. The questionnaire prepared by Ariadna was completed by 1,000 residents across Poland in selected urban centres who have children of up to twelve years of age and who regularly visit shopping centres.

According to the parents

The research conducted by Ariadna reveals that what attracts families with children most is: the location (the distance from home, the accessibility of transport and the speed of travel), a wide and properly tailored offer for the young, and convenient parking. The decision to visit a particular centre is also influenced by how safe and secure they feel their children are in the building, which according to the respondents means: a playroom with child care provision, a non-slip floor, adequate signage and appropriate security procedures.

The survey also shows that the Sunday shopping ban has not significantly impacted the frequency of visits to shopping centres. Most of those surveyed visit malls on weekdays (40 pct), while every third parent tends to go shopping on Saturdays. However, 28 pct of the respondents also visit shopping centres when the Sunday trading ban applies, in order to take advantage of the available entertainment (cinemas) and range of catering. The cities that enjoy the greatest popularity on Sundays when the trading ban is in force are Warsaw, Wrocław and Katowice.

“Families with children should be a particularly important group for shopping centre owners because one third of the parents surveyed visit malls on the Sundays when shopping is prohibited – about three times the average for the entire adult population of about 10 pct,” points out Tomasz Baran of the faculty of psychology at the University of Warsaw and a partner of Ariadna

According to the experts

Colliers International’s analysts visited a total of 90 shopping centres to scrutinise their facilities for children.

“Parents are becoming much more aware as consumers – in choosing a centre, they pay attention not only to the quality of the infrastructure and security, but also to its overall convenience and accessibility. Thus in retail buildings throughout the country there are now more and more facilities available for such people and for the youngest of visitors. Such ideas and non-standard approaches are important as well as an understanding of the needs of parents and children. The modern shopping centre should provide entertainment and other attractions while being both friendly and comfortable. Carers want to be sure that their children will not only have fun but most of all that they will be safe,” argues Klaudia Sionek, an analyst in the consulting and research department of Colliers International.

In Warsaw and neighbouring towns (Wołomin, Łomianki and Marki) they visited a total of 18 retail buildings. Children’s play areas, children's corners, relaxation areas, brightly painted rooms for mothers with children as well as the availability of wristbands for children, which are helpful in the event of losing a child, are all important, according to the analysts. But the three top malls in Warsaw in the Ariadna consumer survey are: Arkadia (owner: Unibail-Rodamco), Złote Tarasy and Wola Park (owner: Ikea Centres).

In the TriCity eleven shopping centres were rated. Galeria Bałtycka (owner: ECE Projektmanagement Polska) is the best according to parents who shop. It is followed by Riviera in Gdynia (owner: Mayland Real Estate) and Auchan Gdańsk (owner: Immochan). The analysts paid attention to the provision of wristbands for children, such as can be found in the Riviera centre. What distinguishes coastal malls is the availability and good quality of children’s toy cars, which can be rented in almost every shopping centre.

Nine buildings were surveyed in Kraków. Some offered unusual attractions: a free cinema or theatre and video game rental with on-site game consoles. However, only a few Kraków malls can boast catering zones ideal for families with children. Galeria Kazimierz (owner: Invesco Real Estate), however, is a notable exception to this. The most child-friendly malls for customers are: Galeria Krakowska (owner: ECE Projektmanagement Polska) and Bonarka City Center (owner: NEPI Rockcastle).

Seven malls were looked at in Łódź. Manufaktura provides the most entertainment (owner: Union Investment Real Estate); it is followed by Port Łódź (owner: Ikea Centres), which features Port Łódź Junior – a free playground with child care services provided. Third position goes to Galeria Łódzka (owner: ECE Projektmanagement Polska). In Wrocław eleven centres were examined. According to the respondents, Magnolia Park (owner: Union Investment Real Estate) and Aleja Bielany (owner: Ikea Centres) merited distinctions for having miniature fun trains, indoor and outdoor children’s squares as well as free resting zones. Pasaż Grunwaldzki was another that earned plaudits (owner: EPP).

Twelve buildings were analysed in Poznań, where most of the malls offer a wide range of facilities and attractions for families with children, but there are also centres in the city that differ greatly from their children-friendly counterparts. According to the respondents, the best shopping centres in the city are Posnania (owner: Apsys Polska), Galeria Malta (owner: Neinver) and Poznań Plaza (owner: Klépierre). In Szczecin five shopping centres were visited. According to the survey, the best are Galaxy (owner: EPP) and Kaskada (owner: ECE Projektmanagement Polska). No third place was awarded due to the discrepancies in the results being too wide.

Szczecin shopping centres are generally quite well prepared for visits by families with children. The analysts pointed out that the managers of malls in the city should focus on improving the safety of children and addressing the lack of family friendly catering zones.

There are 17 shopping centres in Silesia. According to the respondents, the best centres for families with children are: Silesia City Center (owner: ECE Projektmanagement Polska), Galeria Katowicka (owner: Kwas Europe), 3 Stawy (owner: Union Investment Real Estate). According to the analysts, Agora Bytom (owner: Borgestad ASA) deserves praise for its climbing wall for children (which, however, is not free) as well as Gemini Park Tychy (owner: Gemini Holding) for organising events for children, such as a recent exhibition of exotic animals that was held in the centre.

According to the managers

The opinions of shopping centre managers were also surveyed by the Polish Council of Shopping Centers. As the study reveals, owners and managers are watching the market closely, becoming much more aware of the latest trends and more able to respond to them. They are organising events especially for children, such as children’s entertainers, exhibitions and themed workshops. They are also prioritising adapting their premises for the requirements of younger visitors, providing suitable toilets, improving the quality of parent-child rooms, providing public areas for children, making changes to the catering zones, introducing effective signage throughout the building and ensuring that security procedures are more than adequate.

“Adapting shopping centres for the needs and expectations of families with children is certainly one of the fundamental tasks currently being pursued by their owners and managers. Most have either already made changes or have refurbished their buildings or at least are planning to do this year. This is being driven by the latest trends on the market. Customers are increasingly regarding shopping centres as places for spending time with their families, rather than only for fulfilling their shopping needs. Malls will eventually be forced to meet the growing requirements related to family visits,” explains Anna Zachara Widła, a research and education projects manager at the Polish Council of Shopping Centers.

As the analysts point out, the tenant mix and customer service are often inadequate for the needs of families. The training of employees in this field also requires greater attention. In the future, new entertainment and recreation concepts for young children should be expected. We are also still waiting for the introduction of electronic bands for children to allow parents to determining their location via a smartphone app.

The report was published at the ReDi trade fair held by the Polish Council of Shopping Centers, which took place in Warsaw on June 6–7th. Eurobuild CEE was the media patron of the event.