Consumers in the Asia-Pacific have high expectations of the overall shopping experience, a survey by CBRE has found.
Theregion shared very similar preferences, with all age groups rankingaffordability, cleanliness and security as the main factors.
However,unlike other countries where price was the most important factor,Vietnamese consumers prioritised security and cleanliness over price.
ThoughVietnamese appreciated a wide range of retailers at a shoppingdestination, the presence of specific retailers, department stores orforeign brands was less important.
Entertainment facilitiesturned out to be less important than the "basic" ingredients of price,cleanliness and security. Given that contemporary shopping centresincreasingly focus on food and entertainment services and eventsdesigned to create compelling experiences for shoppers, this outcomemight seem disappointing.
Nevertheless, the survey found thatmore than 50 percent of respondents aged between 18 and 34 felt thatsuch facilities are fairly or very important in their decision.
"Therapid growth of young Vietnamese consumers highlights that a strongexperiential offering consisting of leisure (including food andbeverages) and entertainment will be a powerful tool for shoppingcentres to ensure long-term competitiveness and thus the increased valueof retail real estate," Richard Leech, executive director of CBRERetail Services, Southeast Asia, said.
Seventy-eight percent ofsurveyed respondents were willing to travel up to 30 minutes to get totheir preferred shopping centres. "The completion of metro lines in thenext few years will certainly shorten the travelling time that customersare willing to spend," Duong Dung, head of CBRE's research andconsulting department in Vietnam, noted.
In the next two years 25percent of respondents expected to shop less often in a store, with45-50 percent saying they would shop online via desktop/laptop or smartphone/tablet more often than they did now.
Surprisingly, an evengreater proportion of consumers (69 percent) aged 55-64 thought theywould use their smart phone/tablet more frequently to buy non-fooditems.
Done in August 2014, CBRE's first ever consumer surveypolled 11,000 consumers in 11 major cities across the Asia Pacific,including 1,000 aged 18 to 64 in Hanoi and Ho Chi Minh City.-VNA
Theregion shared very similar preferences, with all age groups rankingaffordability, cleanliness and security as the main factors.
However,unlike other countries where price was the most important factor,Vietnamese consumers prioritised security and cleanliness over price.
ThoughVietnamese appreciated a wide range of retailers at a shoppingdestination, the presence of specific retailers, department stores orforeign brands was less important.
Entertainment facilitiesturned out to be less important than the "basic" ingredients of price,cleanliness and security. Given that contemporary shopping centresincreasingly focus on food and entertainment services and eventsdesigned to create compelling experiences for shoppers, this outcomemight seem disappointing.
Nevertheless, the survey found thatmore than 50 percent of respondents aged between 18 and 34 felt thatsuch facilities are fairly or very important in their decision.
"Therapid growth of young Vietnamese consumers highlights that a strongexperiential offering consisting of leisure (including food andbeverages) and entertainment will be a powerful tool for shoppingcentres to ensure long-term competitiveness and thus the increased valueof retail real estate," Richard Leech, executive director of CBRERetail Services, Southeast Asia, said.
Seventy-eight percent ofsurveyed respondents were willing to travel up to 30 minutes to get totheir preferred shopping centres. "The completion of metro lines in thenext few years will certainly shorten the travelling time that customersare willing to spend," Duong Dung, head of CBRE's research andconsulting department in Vietnam, noted.
In the next two years 25percent of respondents expected to shop less often in a store, with45-50 percent saying they would shop online via desktop/laptop or smartphone/tablet more often than they did now.
Surprisingly, an evengreater proportion of consumers (69 percent) aged 55-64 thought theywould use their smart phone/tablet more frequently to buy non-fooditems.
Done in August 2014, CBRE's first ever consumer surveypolled 11,000 consumers in 11 major cities across the Asia Pacific,including 1,000 aged 18 to 64 in Hanoi and Ho Chi Minh City.-VNA
