Influência de lojas âncoras de experiência na performance financeira de shopping centers : um estudo multicaso

Abstract

Experience-anchor stores, mixed-use operations such as restaurants and entertainment venues, have increasingly been consolidated as strategies to expand visitor traffic, extend dwell time, and promote differentiated experiences in shopping centers. In this context, this research aims to analyze the influence of implementing experience-anchor stores on the financial performance of shopping centers through a multiple-case study using both qualitative and quantitative approaches. The topic becomes especially relevant in a context of retail transformation, driven by the rise of e-commerce, changes in consumer habits, and the need to reinvent physical shopping spaces. The methodology adopted includes the analysis of three Brazilian shopping center cases that incorporated experience anchors between 2018 and 2023. Secondary data were used, including financial reports, sales flow, rental income, and vacancy rates, as well as primary data obtained through semi-structured interviews with shopping center managers. The analysis of the results employs triangulation between qualitative and quantitative data, with software support. Preliminary findings indicate a real increase in sales and net growth in rental income above inflation rates, in addition to a positive reconfiguration of the tenant mix surrounding the new anchors. These findings show that experience anchors not only fulfill an attractive role, but also contribute to the economic sustainability of shopping centers. [resumo fornecido pelo autor]