Increasing Dwell Time and Visit Frequency at Retail Parks
The retail industry has undergone profound change over the past decade. The widely reported decline of the high street, the growth of online shopping and the lasting impact of COVID-19 and the current economic climate have all placed significant pressure on retail parks and shopping centre. There are clear trends in the declining frequency of visits and dwell time. The pandemic only accelerated these pressures.
Yet opportunity exists for forward-thinking operators. Consumer expectations are shifting, and those who respond with a richer, more experiential offer stand to benefit. Strong accessibility, quality brands, diverse catering and free parking remain important foundations — but they are no longer enough on their own.
The dwell time challenge
One of the most pressing issues facing retail centre managers is reversing the decline in dwell time. Historically, leisure within retail parks revolved primarily around food and beverage — a market that has grown increasingly competitive and, for several major operators, very challenging. High-profile collapses across the casual dining sector have underlined the risks of over-reliance on catering alone.
Retailers are increasingly looking to leisure tenants to fill that gap. Activities such as climbing, trampolining and soft play are now fixtures on retail parks, driving year-round footfall and delivering an all-weather, multi-generational experience that keeps visitors engaged for longer. Meadowhall Shopping Centre in Sheffield, for example, has introduced a ‘Rock Up’ climbing offer designed to attract a broad range of audiences.
Harnessing external space
Many out-of-town retail parks are going further, recognising the value of their external environments as commercial and experiential assets. Rushden Lakes in Northamptonshire is a compelling example, a multi-million-pound retail development set within a nature reserve, where cycle hire, canoe hire and a wetland visitor centre encourage visitors to linger and explore. The natural setting has become one of the scheme’s most distinctive selling points.
Everards Meadow takes a similarly integrated approach, combining a café, cycle hire and retail, a beer hall and attractive outdoor spaces to create a destination that extends well beyond traditional shopping.
Adventure as a retail driver
In July 2018, Springfields Outlet in Lincolnshire opened Adventure Land, a dedicated leisure attraction featuring a JCB Young Driver’s Zone and treetop village, among other highlights. Our sister company Planning Solutions Limited managed Adventure Land at Springfields Outlet Shopping for nearly 10 years.
How can we help?
From a leisure and customer experience perspective, if you are seeking to increase dwell time and engage with new customers at a retail centre, we help you to identify and evaluate opportunities to help your retail centre evolve its offer and build a sustainable future. For more details contact please don’t hesitate to phone or email Richard Linington on 07866 742628