by Anthony Wilson
This month, we sat down with our Head of Property Management, Anthony Wilson, to discuss the importance of understanding and responding to the needs of the local community—regardless of the type of centre you manage.
Our management portfolio spans a diverse range of assets, from small neighbourhood convenience centres to sub-regional shopping centres, large-format centres, and Homemaker Centres. Since each centre serves a unique role within its community, customer needs vary significantly. Understanding these expectations is key to delivering a shopping experience that meets their demands.
On a larger scale, Super Regional shopping centres in NSW—such as Castle Towers, Macquarie, and Bankstown—are evolving into micro-communities. While they remain retail destinations, they are increasingly becoming hubs where locals can live, work, socialise, dine, and play. They have and are morphing into Town Centres.
Neighbourhood centres, on the other hand, complement these major hubs by providing everyday convenience. As shopping habits shift, many customers now visit their local centres more than three times a week, replacing the traditional “weekly trolley-fill” approach with frequent, quick shopping trips on the way home from work, which is complimentary to busy lifestyles and both parents working. These centres proved particularly resilient during challenging periods like the COVID-19 pandemic, serving as vital, convenient shopping destinations for essential everyday goods.
Super regional centres have traditionally been more transactional in nature, but many are now shifting towards a more community-focused approach—introducing strong fresh food precincts and fostering local community engagement. In contrast, smaller neighbourhood centres naturally create strong social connections between tenants and shoppers, enhancing customer loyalty and advocacy, with many customers calling them “their local”. This sense of connection, particularly in sub-regional assets, is crucial to maintaining a balanced and appealing retail mix, whilst not trying to go up against the larger assets, they need to have that local feel and convenience.
A common priority, and the million-dollar question for all retail assets is how do you eliminate barriers that deter customers from visiting? The details matter—undercover parking, shaded areas, well-maintained amenities, making life easy for Mum and Bub, including baby change facilities, clear directional signage, Wi-Fi, accessible convenient parking, and visible security presence can all influence a customer’s decision to choose one centre over another. These elements directly impact visitation frequency and dwell time.
Food offerings also play a critical role. Over the years, we’ve observed the increasing presence of food operators in large-format retail precincts. While Food and Beverage retail have long been a staple in neighbourhood and Sub Regional centres, their growing presence, along with the rise of drive-through options, is helping future-proof other retail asset classes, attract more customers, and encouraging longer visits, which as we know is critical to spend.
Our centre managers recognise the value of knowing their local communities and building customer loyalty. With a diverse team that understands the unique needs of different demographics and spending habits, we are committed to fostering engagement that benefits all stakeholders.
As customer needs continue to evolve, so must our management approach. By staying connected with the communities we serve, we can create better experiences for customers, retailers, and investors alike.