Attitude adjustment
Published: 16 June, 2008
Two years down the line since the last piece of research was carried out, Shopping Centre has again teamed up with the UK's leading destination marketing agency for retail, travel and leisure, Fox Kalamaski, to undertake another survey into the attitudes of people in the shopping centre profession.
A lot of water has run under the bridge in the last two years and we set out to find whether centre managers are still happy with their lot.
Does their profession offer a long-term future? Has the credit crunch made them feel less secure?
The results reveal that fewer centre managers than two years ago are proud of their job, with 64 per cent proud to tell their friends where they work, compared to 92 per cent in 2006. However, 80 per cent of respondents still feel shopping centres are a fun place to work (that compares to 79 per cent in 2006). In addition, 68.4 per cent of centre managers describe job satisfaction as their main motivation at work. Only 5.2 per cent claimed both money and prospects to be their main drive, while 10.5 per cent listed job security and training.
However, while 76 per cent of respondents in 2006 felt the shopping centre business is well respected in the outside world, this year that dropped to 62 per cent.
"Comparing 2006 with 2008 people in shopping centre retailing remain very proud of their careers and get tremendous satisfaction from their jobs, but disturbingly there is a significant increase in the perception that shopping centres are 'losing their respect' with the public and business," says Fox Kalamaski's managing partner Stephen Fox.
"This is in contrast to an overwhelming (100 per cent) 'commitment to understanding both shoppers and tenants' needs and a growing commitment from landlords and managing agents to improve that understanding."
Asked about job security, only 69 per cent of respondents agreed the shopping centre profession has a long-term future; down from 87 per cent in 2006. However, only 25 per cent agreed with the statement "I know people who are leaving the shopping centre business because they don't see it as a growth industry".
When asked about the impact of the internet on retailing, 45 per cent of respondents believe it could be a threat to job security, while just 40 per cent said the credit crunch has made them feel less secure in their job.
In addition, there continues to be concern about levels of pay. In 2006, 60 per cent agreed that "my pay adequately reflects my skills and commitment to the company"; in 2008 that has dropped to just 50 per cent. On top of that, in this year's survey, 75 per cent agreed they would consider taking a better-paid job outside the shopping centre business - that is a jump up from 66 per cent in 2006.
"There is an indication of some decline in long-term job security, but that has not caused a loss of morale or loyalty to the job," explains Fox. "One key dissatisfaction is in salaries earned and as a result there is a notable increase in considering alternative careers outside of the shopping centre environment. One of the reasons identified is the increase in internet shopping, but not so much the 'interference' of non-retail consultants involved in business decision-making."
The survey results showed there was a 50/50 split over the statement "shopping centres are very poor at marketing themselves". But 100 per cent of respondents said their centre is an important part of the community.
"In terms of marketing there is a complete split in how well/badly centres market themselves, but this is in fact an improvement on 2006," says Fox. "What is most definitely a plus is the belief by all respondents that their shopping centre is an important part of the local community."
An impressive 95 per cent agree that landlords and managing agents understanding of shopping centre issues are improving - up five per cent on 2006. And 70 per cent of respondents disagree that "landlords are only interested in making money at the expense of servicing the needs of tenants and shoppers", which is an improvement on 2006 when centre managers were split 50/50. At the same time 43 per cent agreed that changing ownership undermines their loyalty to the business.
But while opinions are split at work, shopping centre managers know how to relax, with family and travel remain their most important 'out of hours' interests.
