Home Property Australia Redefining ‘retail therapy’

Redefining ‘retail therapy’

  • April 26, 2023
  • by Property Australia
A shopper enjoys sound therapy at The Strand Arcade Credit: Byron Martin

Fresh research commissioned by Vicinity Centres has unveiled that despite the increasing prominence of e-commerce, a significant proportion of Australians (62 per cent) still prefer the therapeutic experience of in-store shopping.

The study suggests that shoppers are growing weary of the digital retail landscape, prompting them to seek out the emotional and psychological benefits that come with brick-and-mortar shopping.

Beyond the practicality of trying on clothes or testing out products before making a purchase, consumers seek the overall experience of retail therapy. While acquiring items remains a crucial part of the experience (49 per cent), other aspects such as leisurely browsing (43 per cent), indulging in food and drink activities (40 per cent), partaking in in-centre experiences (27 per cent), and socialising with peers (25 per cent) also feature prominently in a fulfilling day of shopping.

As per the recent survey, retail therapy is the ultimate mood-lifter, with 50 per cent of Australians considering it as a positive wellness experience. Moreover, over a third of respondents (39 per cent) stated that retail therapy is beneficial for their mental well-being, while more than half (53 per cent) consider it as an accessible way to uplift their mood. Retail therapy also appears to be an effective method of relaxing and escaping the pressures of busy lives, with one in five Aussies turning to it when feeling anxious or stressed.

For the survey participants, wellness experiences were of paramount importance, with 72 per cent citing mental health improvement as the primary reason for engaging in wellness-related activities. Shopping was considered one of the most effective self-care practices, with 52 per cent of Australians claiming that it is a quick and more immediate mood booster compared to other wellness activities like yoga, fitness classes, meditation, and hiking.

In reaction to these findings, Vicinity Centres has decided to revamp “retail therapy” by offering a wellness-focused experience. Shoppers can enjoy a new kind of retail experience that aims to promote wellness exclusively at QVB, The Galeries, and The Strand Arcade.

This experience will provide visitors with three different kinds of multisensory wellness therapies, namely Fractal Therapy, Chromotherapy, and Sound Therapy.

These therapies have been created in partnership with sensory experts to help shoppers feel more relaxed and peaceful.

Customers will be able to enjoy soothing geometric light shows, color therapy installations, and the calming and invigorating benefits of sound therapy, thus transforming their regular shopping trips into a holistic wellness experience.

As part of the new initiative, Vicinity has partnered with positive psychology expert Dr Tim Sharp (aka Dr Happy).

“Wellness has become such an important part of our lives, so anything we can do to improve our happiness and wellbeing is incredibly valuable,” he said. 

“I’m thrilled to be partnering with Vicinity to launch these three new wellness offerings in the CBD, designed to help boost shoppers’ mood and provide some much-needed positivity.”

Corrine Barchanowicz, Head of Marketing, Brand and Experience, Vicinity Centres said looking at the research, we know that in-person shopping and wellness are two areas of interest for Australians, which is why they created these immersive and holistic offerings at three of their top locations.

“We spotted an opportunity to bridge the gap between both retail and wellness, giving a whole new meaning to the concept of ‘retail therapy’ to offer a truly unique experience,” she said.

The free experiences are running until May 7.