Permanent and temporary retail space: shoppers' perceptions of in‐line stores and retail carts in Singapore

Abstract

PurposeThe unconventional concept of leasing temporary retail space has taken the retailing world by storm in the past decade. In addition to permanent retail space (in‐line stores), many shopping centre management staff have leased temporary retail space as a form of maximizing the net lettable area of the shopping malls, thus hoping to reap better returns for the real estate investors. Using Singapore as the study area, this paper aims to investigate shoppers' perceptions of in‐line stores (permanent retail space) and comparing them to their perceptions of retail carts (temporary retail space) in shopping centres.Design/methodology/approachTo examine shoppers' perceptions of in‐line stores and retail carts, the paper adopts a mixed method sequential design by way of qualitative/quantitative sequence.FindingsIn terms of image structures, in‐line stores and retail carts share three common image dimensions, namely, “atmosphere”, “variety of product” and “service quality”. In‐line stores recorded an additional factor, “value”. However, the shoppers displayed better perception ratings towards all retail space attributes and factors of in‐line stores relative to that of the retail carts. In addition, the data also revealed that age of the shoppers has a direct influence on shoppers' perceptions of retail carts and in‐line stores.Originality/valueThe findings not only add to the current retail literature, but will also aid retail industry players in improving their marketing and overall tenant‐mix structures for more successful leasing strategies. This will maximize the usage of retail real estate space that may in turn result in higher returns for real estate investors.