Lure of supermarkets and shoping malls

By Macharia Kamau

Attracting thousands of shoppers everyday and the number going up to tens of thousands during holidays and weekends, supermarkets and shopping malls are tightening the grip on consumers.

Due to the convenience that comes with the so-called under-one-roof ‘giant’ retail shops, corner shops and neighbourhood kiosks are losing customers who make bulk purchases, while enjoying the ambience of the outlets.

According to a study conducted by Consumer Insight Africa, more Kenyans prefer to buy their wares from supermarkets. The study showed 77 per cent of shoppers prefer doing their shopping in supermarkets and malls.

The study also noted that supermarket chains, which are on a branch expansion binge, target household items buyers and taking services closer to residential areas.

Their diverse catalogue and wide branch network has enabled them to emerge as popular grocery outlets with 33 per cent of the shoppers saying they buy their vegetables from supermarkets, snatching the market from mama mboga. A range of factors contribute to this trend among Kenyans shoppers, threatening the survival of neighbourhood retail shops and kiosks.

"Supermarkets’ shopping experience is one of convenience because shoppers can get parking space and buy many products and services under-one-roof," said Mr Dominic Mbugua, marketing manager at The Village Market.

The convenience does not stop with supermarkets as malls give a different twist to the shopping experience. They house other service providers like eateries, beauty parlors and entertainment spots.

The diverse product offering ensures that the malls have a grip on shoppers and because of the wide array of the products and services available, shoppers tend to spend more money during a shopping outing.

Social places

This has seen them emerge as lifestyle centres and ensuring that other than shopping convenience, they are also a social place.

"The social aspect of shopping in malls influences consumer purchasing decision because where one is seen and shop matters to some people," said Mbugua.

He notes that if shopping malls include social amenities, it would translate to customers spending more time and hence more spending.

"Malls where people can spend a full day and be entertained have become popular as they can accommodate everyone in the family as children can play while parents can shop, eat and socialise," he said.