More and more shopping centers in Finland have a good reputation
A record number of shopping centers have joined the ranks of those with a good reputation. For the fourth year in a row, the Mylly Shopping Center in Raisio holds the top spot. The Mall of Tripla saw the biggest rise in reputation.
T-Media’s annual Reputation&Trust of shopping centers was conducted for the fourth time. The survey examined the public’s views and behavior regarding Finland’s ten largest shopping centers. The Mylly Shopping Center has held the top spot in every year of the survey.
“Taking the top spot for the fourth time in a row is a source of great pride for Mylly Shopping Center. For us at Mylly, this result is not only a thank you for the work we’ve done, but also the start of a new to-do list each time, outlining which areas we need to focus on next from the perspective of building our reputation. In my view, the long-term development of a reputation requires not only a long-term plan but also the broad involvement of the shopping center’s various stakeholders. “Mylly is a workplace for 1,500 professionals from various fields, and everyone’s performance matters from a reputation perspective,” says Mari Hantula , CEO of Mylly Shopping Center.
An increasing number of shopping centers have succeeded in building a strong reputation among the public
Mylly now faces competition as more and more shopping centers have succeeded in building a strong reputation among the public. This year, as many as seven shopping centers have already reached a high standard.
PHOTO: Reputation&Trust of shopping centers evaluated the 10 largest domestic shopping centers in terms of retail space and sales volume (12 shopping centers in total). The ranking of shopping centers was based on evaluations provided by the public: each center’s ranking is based on the reputation scores obtained in the survey. The figures presented in the table are rounded to two decimal places. Shopping centers with tied scores are listed in alphabetical order.
“The ability to reinvent themselves is what unites the top-ranked Mylly, Jumbo-Flamingo, and Tripla. The industry has operated in a highly exceptional environment in recent years, which has required a new mindset and approach from these centers. It is clear that shopping centers that actively developed their operations during the pandemic are now enjoying growing public favor,” says Elisa Runsas, an expert in data-driven management at T-Media.
The strength of Mylly’s reputation is evident in the fact that it scores well in all eight areas of reputation examined. Jumbo-Flamingo and Tripla are both in a similar position. For both, only the perception of interaction remains at a moderate level.
“It is absolutely essential for shopping centers to be able to listen to people’s needs and opinions and to develop their operations based on that. If they fail to do this or are too slow to act, people will end up turning to other places for services—or meeting their needs through online stores, for example. Comfort and safety are also major factors that influence people’s behavior,” Runsas sums up.
Mall of Tripla Shopping Center: The Biggest Riser
Mall of Tripla in Pasila, Helsinki, saw the biggest improvement in its reputation. Previously at a moderate level, Tripla rose by 0.15 points to reach its highest-ever reputation score, simultaneously becoming the third most reputable shopping center. Tripla’s strengths are seen particularly in its product and service selection as well as its ability to innovate.
“In just its first four years of operation, Tripla has succeeded in establishing a strong foothold among consumers. A key factor in this success has been the development of an urban center that evolves in response to the needs of consumers and internal stakeholders, right from the start. “It’s wonderful to hear that Tripla’s reputation has grown so well among customers,” says Päivi Salonen, CEO of Mall of Tripla.
“Although the new center has been carefully designed, the foundation of a safe and enjoyable customer experience lies in listening to our customers and stakeholders and responding to their needs. In addition to our wide range of products and services, we are constantly developing and renewing the experiential aspects of our urban center. Our goal is to offer customers a variety of new experiences every day of the week,” Salonen concludes.
This is how we study shopping centers
The goal of the Reputation&Trust study on shopping centers was to assess the reputation of shopping centers operating in Finland among the general public. The study examined the public’s perceptions of shopping centers across eight categories: openness and transparency, financial stability, effective leadership, innovation, interaction, products & services, workplace, and responsibility.
The study focused on the 10 largest domestic shopping centers in terms of retail space and sales volume, for a total of 12 shopping centers (Source: Finnish Shopping Center Association, Shopping Centers 2023).
Data for the study was collected via an online survey between October 25 and November 10, 2023, with a total of 1,980 Finns participating. The survey’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands).
More information about the study
Elisa Runsas, Knowledge Management Specialist, T-Media
Tel. 050 468 8849
elisa.runsas@reptrust-staging.fi-p.seravo.com
Photo: Mylly Shopping Center
