Our town centres are becoming increasingly underused.

The influence of shopper mission on town centre vitality.

As consumers become more mobile and less reliant on physical retail shops, expectations are changing, with retail driven increasingly by ‘shopper mission’.
These missions generally fall into one of three categories:

  • large destination, or experience orientated visits,
  • purpose shopping that is focused on specific purchases, and
  • community-based convenience trips.

The report reveals that retail locations that do not align with at least one of these key missions will need to repurpose to remain relevant.