Transport, Urban Development, and Footfall: Why City Infrastructure Determines the Success of Shopping Centers
The success of a shopping center begins not with marketing or advertising, but with the road leading to it. How conveniently a visitor can reach the mall — by public transport, on foot, or by car — often determines foot traffic volumes more accurately than any promotional campaign. In Europe, this has long been part of urban economics: new shopping centers are planned alongside transport hubs, pedestrian crossings, bicycle parking, and public transport stops. For city authorities, this is an investment in residents’ comfort; for businesses, it guarantees a steady flow of customers. In Ukraine, however, the situation is more complicated. Infrastructure often lags behind construction, decisions are made ad hoc, and accessibility issues are addressed only after a facility is already in operation. As a result, even well-located shopping centers often face a paradox: they are at the heart of urban life, yet increasingly difficult to reach. When Infrastructure Works for ...
