Shopping Bahaviour of the Elderly as a Factor Influencing Supply Chain Solutions: The Case of Shopping Centres in Poland

Purpose: The main objective of this article is to determine trends in the shopping behaviour of elderly people, with a particular focus on the rationale and determinants of their visits to shopping centres as a factor influencing the importance of these facilities in modern retail supply chains. Taking into account the demographic situation, living conditions and activity of elderly people in Poland, the specific objective is to identify circumstances and factors influencing the frequency and purpose of visits by senior citizens to these shopping facilities and to identify solutions that favour staying in these buildings by the elderly. Design/Methodology/Approach: To achieve the main objective of the article, mainly secondary sources of information were used. Literature on the shopping behaviour of seniors, the problems of shopping centres and the issues of older people in these centres were analysed. In addition, statistical data and ministerial information on the situation of the elderly in Poland were used in the study to achieve the specific objective. An in-depth analysis of a number of reports and studies by consulting companies and real estate agencies on the development of the shopping centre market in Poland and on e-commerce and omnichannel was also conducted, while publications and reports by the Polish Council of Shopping Centres were utilised. Findings: The results of the study indicate that in view of the current growing share of seniors in the population, which in Poland is 26.3% (and is projected to reach 38.65% in 2060), and the fact that a significant proportion of them live in cities, shopping centres are becoming an important place in the lives of older people. In Polish cities of different sizes there are around 600 such facilities, which effectively combine shopping and service functions with the function of a place for social integration. This is also confirmed by numerous international experiences. Shopping centres can play an important role in the shopping process of seniors, who value the advice of expert salespeople and also wish to complete certain stages of the purchase process in e-commerce. Research on different age groups indicates that shopping centres can successfully implement various omnichannel behaviours, effectively strengthening the role of these premises in supply chains and allowing customers to shape their own shopping experience. Older people, who often suffer from various illnesses or even disabilities, can be encouraged to visit shopping centres by special measures (infrastructure or information) to improve accessibility. As a result, shopping centres are becoming important places for older people to spend their time, enjoying the gastronomy, entertainment and even community activities on offer, preventing social exclusion. They are becoming a ‘golden mean’ for combining the business objectives of their owners, managers and tenants with the social activities that are also important in the context of ESG reporting. Practical Implications: The analysis of secondary sources made it possible to identify practical implications concerning selected aspects of shopping behaviour of older people in Poland in the context of their visits to shopping centres, as places of social importance as well. Such an approach is important, among other things, for the various stakeholders in the shopping centre market, for the search for future solutions aimed at customers - seniors, bearing in mind that the proportion of these people in society will increase significantly with time. Originality/Value: This paper attempts to identify the determinants of shopping behaviour of older people in Poland through the perspective of their visits to shopping centres, which are also places of social integration. Such an approach, which has the characteristics of a case study for Polish conditions, may contribute to enriching the literature on the subject, especially in view of the recent development of e-commerce and various omnichannel practices in retail supply chains.