Multi-purpose shopping drives dwell time
Consumer Insights: Multi-purpose shopping drives dwell time
Mar 20, 2024

Convenient and connected retail experiences are encouraging today’s multitasking shopper to dwell longer, according to a recent consumer study.


QIC customers are more likely to spend longer in their local shopping centre than the average Australian, while 87 per cent of all shoppers visit with multiple missions to fulfil, according to the latest survey conducted by McCrindle Research for QIC’s Consumer Insights series. 

Data collected from more than 3300 shopper interviews revealed that 75 per cent of QIC customers spend between one and three hours in their local shopping centre per visit, with just under 50 per cent of Australian shoppers estimating the same. In terms of visitation drivers, QIC customers are also significantly more likely (28 per cent) than the average shopping centre patron to visit to share a meal with loved ones, and marginally more likely (six per cent) to collect an online purchase during their time on-site.

Services offered by shopping centre partners such as GP clinics and beauty salons emerged as secondary motivation for around 40 per cent of all respondents after classic retail missions such as stocking up on groceries or visiting a favourite apparel store. Almost 70 per cent of QIC customers, meanwhile, cited digital loyalty rewards recognition as integral to a positive in-store experience, signalling the importance of single customer view in today’s technology-rich retail environment.

Moving toward unified commerce

Unsurprisingly, shoppers classified as Gen Y or Z were found to place more importance on omnichannel features such as in-store pickup of online orders than their older counterparts, with around a third of digital natives surveyed claiming they are inspired to purchase via product reviews and trend-based content on social media.

Research Principal Mark McCrindle commented: “The data was quite remarkable in revealing that the majority of shoppers are spending over an hour in-centre. These purpose-driven customers are curating an experience and getting a few things done during the one visit.” 

He suggested that increasing take-up of click-and-collect, and newly emerging services such as reserve-to-try-on, proves the convenience of community-based shopping centres is highly complementary to e-commerce activity in Australia. “Click-and-collect not only offers the security factor whereby a shopper knows they can exchange in real-time if something’s not right, but it also tends to be quicker and cheaper than factoring in postage.”

Chris Grant, Research and Insights Manager at QIC, added that the study made clear a growing number of shoppers are using digital technology to research a visit ahead of time; “They know what stores they're planning to visit, what products or services they're seeking, and often pre-plan their path through the centre.” He said access to plentiful carparking options also emerged as critical to shopper satisfaction.

To learn more about the opportunities arising from Australian consumers’ increasing prioritisation of convenience and connectivity, watch Mark McCrindle in discussion with QIC's Chris Grant below.

Download a PDF summary of the convenience and connectivity study results here and stay tuned for the final instalment of QIC's six-part Consumer Insights series, designed to help retail partners anticipate and respond to shifts in shopper needs, beliefs and behaviours.