The retail landscape is in a state of constant transformation. With heightened competition, economic pressures, and the accelerating influence of e-commerce, shopping centre landlords and managers face an urgent need to understand and adapt to evolving shopper behaviour. Afroteq Advisory believes that focus groups provide one of the most effective tools for generating actionable insights, strengthening community engagement, and ensuring sustainable success.

“Quantitative data gives us scale, but focus groups give us depth. These carefully facilitated discussions allow us to hear directly from shoppers in their own words, thereby capturing the motivations, perceptions and subtle preferences that numbers alone often overlook. It’s these insights that enable landlords to make smarter, more confident decisions,” explains Sanett Uys, Head of Advisory at Afroteq (photograph right).

Going Beyond the Numbers

Where surveys deliver averages, focus groups uncover nuance. By engaging directly with target audiences, shopping centre stakeholders gain a deeper understanding of customer expectations around tenant mix, in-store experiences, marketing effectiveness and even the centre’s brand identity. This empowers landlords to fine-tune strategies, reduce risks and align closely with shopper priorities.

A Platform for InnovatioN

Focus groups provide a safe environment for testing new tenant concepts, marketing campaigns and layout designs before they reach the market. By integrating solutions based on real-time feedback, landlords are able to refine their offerings and enhance their chances of success, while avoiding costly mistakes.

Anticipating Market Shifts  

        
In addition to evaluating existing offerings, focus groups serve as a valuable lens into future market trends. By tapping into conversations about sustainability, changing consumer expectations, or evolving retail technology, landlords gain foresight that allows them to adapt proactively. “In a world of shifting sands, foresight is as important as hindsight,” adds Uys.

Elevating the Shopper Journey            

The customer journey is multi-faceted and often complex. Through focus groups, landlords gain insight into pain points such as store and shopper navigation, staff interactions, and loyalty programmes. By addressing these areas, shopping centres can improve satisfaction, nurture brand loyalty and ultimately boost footfall and spend.

Strengthening Community Relationships

Inviting local shoppers to participate in focus groups is not only about research—it’s about building stronger relationships with the community. This sense of shared ownership deepens loyalty and positions the shopping centre as a trusted and responsive part of the neighbourhood.

Partner with Afroteq Advisory

Afroteq Advisory works alongside shopping centre owners, managers, and retailers to design and facilitate focus groups that provide real, actionable insights. With extensive expertise in retail strategy, tenant mix optimisation, customer journey mapping, and stakeholder engagement, Afroteq equips clients with the tools and guidance they need to navigate complexity with confidence.

Concludes Uys: “Focus groups are not a luxury - they’re a necessity. The shopping centres that take time to listen to their customers, adapt proactively and innovate with purpose, are the ones that will achieve long-term relevance and growth.”