A major new study by Shopping Nivelles has “confirmed” the relevance of local businesses in the face of evolving consumer habits.
The centre is a major retail outlet in Belgium, with over 3.5 million visitors annually. It comprises 102 shops and restaurants across 28,600 m². The site offers 1,500 free parking spaces.
The survey comes against a backdrop where consumer habits are rapidly changing due to digital technology, e-commerce and new expectations regarding proximity and convenience.
Data from the visitor satisfaction survey, highlight a “positive dynamic: high customer satisfaction, loyal customers, a younger customer base.”
The petition gathered 2,941 responses, following 5,735 responses collected in 2024.
Satisfaction levels remains high, with an average score of 8.5/10, confirming the positive perception of the shopping center among its customers.
Some 40% of visitors say they come primarily to browse or stroll, while 30% visit the center primarily to shop.
Proximity remains the top draw, cited by 45% of visitors, ahead of free parking, accessibility, and the diversity of stores.
More than half of respondents reported visiting Shopping Nivelles at least once a week, while only 5% of those surveyed were visiting the centre for the first time.
Shopping Nivelles parcel collection point has expanded.In 2024, 83,740 parcels passed through the service. In 2025, this figure rose to 97,543 parcels, representing growth of over 16% in one year. In the first few months of 2026 alone, 31,463 parcels had already been recorded by the end of April.
While in 2023, the average age of visitors who responded to the survey was around 52, recent data shows a significantly more diverse profile, with a stronger presence of young adults.
The 18-24 age group is now the most represented, ahead of working professionals aged 35 to 44.
Beyond its retail offering, which combines major national brands and local businesses, Shopping Nivelles says it is also continuing to develop its local presence through strategic partnerships with regional initiatives such as the Ronquières Festival, the Nivelles Half Marathon, and the Infinity EAP Meet.
A spokesman for the centre said, “These results reflect Shopping Nivelles’ ability to maintain a consistent customer experience in an increasingly competitive retail environment.”
The survey “confirms that brick-and-mortar retail remains highly relevant, provided it evolves with changing consumer habits. Hybridization with e-commerce, diversification of services, enhanced customer experience, local roots, and adaptation to new generations: these are all levers that allow the center to consolidate its appeal in a rapidly changing retail environment.”
