Retail
___________Annual trend barometer: Evolution of the main consumer habits and trends.
INITIAL SITUATION
Annual trend barometer prepared for the AECC that allows for the analysis of the main variables that define the reality of the retail sector based on consumer behavior and the consumer's perception of the main channels they use to carry out their business. shopping: shopping centers, street establishments and internet.
It is a study that, in addition to information, provides reflection on what variables the sector must take into account to understand and anticipate the changes that are occurring and will occur over the next few years in consumers, the perception that different main actors in the sector have the same and the decisions that are being adopted and should be adopted in this regard
METHODOLOGY
PHASE 01
Assessment of the current and future situation of Decision Makers (qualitative)
Analysis through Focus Group of the perception of the current and future situation in retail in the different areas to be analyzed and from all the possible perspectives provided by the main actors in the sector (marketing, operators, asset management, property management, architecture and commercialization ) of most of the main companies operating in Spain.
PHASE 02
Barometer of consumer behavior (quantitative)
Definition of consumer behavior patterns and establishment of new consumption trends based on a quantitative analysis carried out at the national level, taking into account the weight of Spanish geography, habitats with more and less than 50,000 inhabitants, gender and an age between 16 and 70 years, obtaining data segmented by at least these variables.
OBJECTIVES AND RESULTS
Define the main trends in terms of visiting experience, technological development, design and architecture, humanization of brands, as well as those that define the ideal of the consumer's purchasing experience.
Impact and way in which shopping centers are addressing some of these trends in a concrete way (environmental sustainability, localism, privacy...).
Know the evolution of consumption in terms of purchasing channels (shopping centers, street and online commerce) and its trend for the future, as well as the different level of impact it is having on the different commercial sectors.
Define the brakes that the shopping center faces compared to other channels and to what extent the street or the internet is our main competition.
Discover the KBFs that motivate the purchase in the different purchasing channels. As well as the positioning territory that each of them occupy.
Specify what the weaknesses and strengths are of shopping centers as an industry.
Determine the level of response that shopping centers are giving to the digital transformation in which the consumer is immersed.
Define the evolution of the shopping center towards new consumption concepts.
