Close to 80% of Polish consumers shop at outlet centres

18 June 2019 – Close to 80% of consumers in Poland shop at outlet centres frequently or occasionally, still leaving growth potential for new outlet shoppers. This is one of the main findings of the research carried out in Poland by NEINVER – a leading outlet operator in Europe, and the largest in Spain and Poland – together with the Polish research firm IQS.

The study surveyed 3,200 customers of shopping centres all over the country to learn about outlet consumers’ traits, shopping habits, perception of outlet centres, and growth potential.


70% of visits to an outlet centre are planned in advance


In addition to new customers, the research reveals that over 20% of shoppers visit outlet centres just occasionally and could be encouraged to visit more often. The main drivers of outlet visits are price and special promotions, a wide selection of well-recognised brands, and the pleasure of looking for smart acquisitions. When asked about emotions, almost half of outlet consumers agree that they feel joy when shopping at an outlet centre, followed by positive surprise. Consumers increasingly perceive outlet centres as fashionable, pleasant and thrilling.

The research also points out the need to turn outlet centres into complete shopping destinations, introducing additional services such as pharmacies, post offices, and entertainment options such as an increased food offer and attractions for children.

 

Customer profile and shopping habits

Outlet centres in Poland are visited most frequently by people aged 25 to 44, with a nearly even split between men (49%) and women shoppers (51%). Regarding shopping habits, 70% of visits to outlet centres are planned, while 30% are spontaneous. The most popular day of the week for visits is Saturday.

During a visit to an outlet centre, most customers visit 10 stores or more, with an average spend of PLN 388 (€91). They usually come with specific needs in mind, although they also look for other products at attractive prices.

 

The outlet market in Poland

The Polish outlet market currently comprises 16 outlet centres and a total GLA of 260,000 m2, with most schemes located in big urban areas and secondary cities. The goods categories with the strongest presence in outlet centres include women’s and men’s fashion, footwear, and sportswear and gear. Categories gaining popularity include home decoration, accessories and cosmetics.

NEINVER opened Poland’s first outlet centre in 2002, FACTORY Warsaw Ursus, and is today the country’s largest outlet operator. Its Polish portfolio comprises four FACTORY centres – in Warsaw (Ursus and Annopol), Krakow and Poznan – and Silesia Outlet in Gliwice, which opened in March.