Urban Studies has published its first Urban Studies Shopper Index (USSI), a new quarterly publication that ranks South Africa’s super-regional shopping centres based on Google Review ratings.
According to Urban Studies, there is a wealth of information within these reviews as shoppers are increasingly turning to online views to guide their shopping choices in today’s fast-paced retail environment. By focusing on the consumer’s voice, the USSI provides insights, trackings of performance, and service levels over time for retailers, property managers, and investors. The index is calculated on a rating out of five.
The USSI is based on a consumer analytics product developed by Urban Studies which aggregates Google Review ratings for shopping centres with a Google page. Each centre is evaluated based on the average rating and the number of reviews received, ensuring a comprehensive assessment of customer sentiment by utilising AI models to analyse written comments. Updated regularly, the index reflects the most recent feedback, capturing the dynamic nature of retail experiences which aims to enhance and improve service levels in the industry.
The following super regional centres are included in the index: Canal Walk and the Victoria Wharf Shopping Centre (Western Cape); Centurion Mall, Cresta Shopping Centre, East Rand Mall, Eastgate Shopping Centre, Fourways Mall, Mall of Africa, Menlyn Park Shopping Centre, Sandton City, Westgate Shopping Centre (Gauteng), and Gateway Theatre of Shopping and The Pavilion Shopping Centre (KZN).
While two years of Covid-19 had a negative impact in foot count on super regional malls (more than any other shopping centre category), the USSI for Q2 2024 reported a gradual improvement which indicates a general trend of increasing customer satisfaction across these assets post-Covid-19.
Sandton City and the Victoria Wharf Shopping Centre (V&A) consistently remain at the top end of the USSI, showcasing their ability to maintain high customer satisfaction with Mall of Africa also showing a strong upward trend, indicating improvements in customer experience.
Fourways Mall and Cresta Shopping Centre recorded notable dips and rises, suggesting variability in customer experiences.
East Rand Mall and Westgate Shopping Centre remained on the lower end of the ratings, indicating areas for potential improvement.
There is also a clear divide in the index between older versus newer shopping centres.
Worth noting is the Pavilion Shopping Centre which climbed the index from number 12 to number 6, having shown growth in its rating from Q1 to Q2.
Many reviews highlighted the asset’s variety of shops and restaurants available, making it a one-stop shopping destination. This convenience was frequently mentioned as a positive aspect.
Shoppers appreciated the renovations, new shops, and the overall improved shopping experience with this excitement contributing to a better perception.
The online reviews also highlighted mentions of the mall’s cleanliness, safety, and pleasant atmosphere having increased during Q2 2024 with positive feedback on the helpfulness and friendliness of its staff. However, while there were negative reviews about security, and maintenance issues, particularly air conditioning and escalators, the frequency of positive reviews, and the variety of aspects appreciated by shoppers, outweighed the negative aspects during the quarter.
