Margarita Zayeva - Director of the Department of Retail Real Estate at ILM, talks about the ideal shopping center for generations X and Y.
Today in Russia there are more than 500 modern shopping centers, but how many of them fully cover the needs of customers? Ten? Five? No one? The answer to this question is not as obvious as it seems at first glance.
It is safe to say that today the main consumers of goods and services are people of two generations: X and Y.
Consumers of generation X, born in the 1960s – 1970s, grew in conditions of scarcity, and, as a result, material goods are their main value. The purpose of generation X consumers is to dress, buy a car for their wife and each child. In their understanding, everything is expensive - a priori good. Consumer activity of generation X is high, there is a tendency to overconsumption. It was for them that the shopping center model was built and successfully existed as a box with parking, several FMCG anchor tenants selling mainly children's and sports goods, with a food court, which always lacked space, with a shopping gallery and a small entertainment area represented by a skating rink with a children's center.
The Milleniums, or generation Y, born after 1981, have minimal material needs covered by their strong parents of generation X. The Millenniums were less involved in collective forms of leisure activities — sections, summer camps and other forms of public associations . Excessive focus on information technologies has created a significant shortage in live communication. It is safe to say that generation Y is the headache of modern retail. They do not pursue discounts, are poorly committed to brands, but they strive for self-expression. Their mission is to be useful to society, the country, the planet as a whole. In the structure of visitors of the shopping centers, "Millennium" are more than 50%. They are also the main consumers of online products and services.
Published by www.realty.rbc.ru