I POLL

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Today’s issue concerns Christmas shopping – an enjoyable activity for some and an obligatory bind for others. The owner of a shopping complex gives us his views on the subject.

More than just a shopping trip

By Chris Grech

The traditional definition of shopping has, up until the latter part of the last century, been associated with shopping for daily needs or long-term necessities, with gifts being restricted only to special occasions such as birthdays, weddings, feasts and so on.

The culture of shopping has now evolved into the ultimate experience and has shot up to being the number one leisure activity worldwide, excluding of course the economically deprived areas where survival is prioritised.

Professional retailers carrying strong brands are only investing in prime locations, which offer the visitor an overall experience.

These so called ‘destinations’ include all kinds of activity from retail, to food and beverage operations and all forms of entertainment such as cinemas, concerts, games and other similar fun activities.

This marriage, or co-existence between retail and entertainment has now become paramount to the economic success of every venture, and at the same time makes retail adventurous.

The Christmas period is when families get together, exchange gifts and entertain each other. With retailers having customer service at the top of their agenda, new working patterns have been created so as to have an edge on the competition. Thus shopping is made fun and interactive, whether by visual impact or direct participation in games as part of the retail concept.

The growth and success of branding is one strong case in point, where consumers associate themselves with the very brand they invest in and ultimately develop a strong loyalty for it and any interactivity that the brand itself portrays.

It is relevant to state that professional retail has an obligation to all consumers in creating a pleasant and fun environment, not only in Christmas, but whenever money is being spent.

Mr Grech is owner of the Bay Street complex in St George’s Bay.