Retail therapy fading away
Shopping malls are losing more and more shoppers, and several issues are to blame.
Are the days where people would flock to shopping centres to pay bills, have a bite to eat, see a movie, and browse the latest trends over?
The country’s economic downfall has also hit shoppers, most of whom are middleclass citizens, hard. Even after payday, most consumers are now purchasing essentials like groceries, and if necessary, clothing for the season ahead.
A number of shops and restaurants have had to close down in many of the local shopping malls within the Krugersdorp area, and major retailers can now be seen displaying their items, with reduced pricing, in front of their shops’ entrances. And in many shops, when you buy they ask for your personal details, such as your contact number and e-mail address. They contact you, usually via text messages or emails, when there is a special offer or a discount price with information on the duration of the sale and the percentage off on the items on sale – all this in an effort to maintain contact with customers and to keep them around.
Tiny Motha said she is now constantly on a bargain hunt, she has recently lost her job and needs to get by with the little she has.
“I compare prices, so sometimes I go to three different stores and leave empty-handed and only buy at the fourth store I go to, and I only buy what I really need,” said Tiny.
Another Krugersdorp resident mentioned how she now opts for other alternatives for her shopping, instead of shopping malls. She added that the cost of living is too high, so she now shops in unknown clothing stores in the CBD and in other towns like Randfontein and Johannesburg’s CBD.
Other consumers, like Elizabeth Pooe, now prefer online shopping rather than going to the mall.
“At first I was skeptical about online shopping, but I tried it for the first time about 10 months ago and I really like it because it’s cheaper and the items are in a good condition when they’re delivered. Who wouldn’t like an option that saves you time and money?” Elizabeth asked.
Trend analyst, Dion Chang, said major shopping malls are desperately trying to attract people with events such as the Johannesburg Fashion Week.
“People no longer have disposable income, and moreover there are important changes in shoppers’ attitudes, with people no longer aspiring to own things,” said Chang.
Competition to win over consumers, who currently favour online shopping, is also rising, but since South Africa has the sixth highest number of shopping complexes in the world, it would be fascinating to see what fresh ideas retailers have in store for customers to keep them in their gallerias.
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