Shoppers seek escapism, health and sustainability from retailers

UK shoppers are looking for escapism, health and sustainability from retailers through more immersive and innovative experiences. A report by Westfield Rise, the in-house retail media agency of Unibail-Rodamco-Westfield, surveying 2,000 UK consumers has shown that nearly 47% of consumers are seeking entertainment-focused retail experiences. The report, How we shop: From play to purpose, found that 63% of young shoppers want interactive, fun retail environments. Competitive socialising is becoming a major trend, with 34% of people under 35 seeking alcohol-free social spaces and opting out of nightclubs. Additionally, 76% of shoppers are seeking gaming experiences during their leisure time. Candice Mayer-Gillet, managing director at Westfield Rise, said: “With 49% of UK consumers saying they are influenced by how brands are interacting with their audiences outside the traditional store setting, brands are becoming more competitive and creative in this space. “Through our Westfield Rise partnerships, we are at the forefront of the ‘play-tail’ trend, with gamification and immersive brand interactions transforming the shopping day out into an interactive journey that captivates consumers and redefines their connection with the retail environment.” Besides gaming experiences, there is also desire for non-traditional settings for health, wellness and aesthetic beauty services, such as wellness hubs in shopping centres and retail areas. A total of 58% of UK adults desire access to health services in retail locations, with 52% preferring wellness hubs over traditional GP clinics. Just over a fifth (21%) of Gen Z consumers (aged 18 and over) have shown interest in fertility testing at shopping centres, while 36% are open to sharing their DNA if it provides health benefits. The research further indicates a future increase in medical hubs located in non-traditional spaces, providing a wide variety of personalised healthcare and aesthetic treatments. Some 61% of people view it as an important factor, and 20% feel that retail settings offer a better experience than traditional healthcare environments. The third key trend identified is accessible sustainability content. Consumers want brands to be more open about the production processes of their products. The report highlights that nearly 47% of consumers under 35 are avoiding brands that do not offer eco-friendly options. Additionally, while 77% of respondents acknowledge that AI is a helpful tool for making sustainable shopping choices, 25% expect brands to provide more education and resources on sustainability. Nearly 48% of consumers are willing to pay more for brands that clearly communicate their sustainability efforts, a figure that rises to 60% among those under 35. A total of 64% of consumers want clearer sourcing information from brands, and more than 59% support the introduction of a universal sustainability grading system to guide their purchasing decisions. Mayer-Gillet said: “At our centres we constantly transform our spaces by bringing first-to-the-UK retailers, delivering innovative brand experiences and investing in new categories to meet the ever-changing needs of our customer. “At Westfield London we are creating a new innovative health and wellness hub that will offer something unique for our visitors in 2025.” Photos © Westfield Rise