The success of a shopping centre does not start with marketing or advertising, but with the road to it. How conveniently a visitor can get there - by public transport, on foot or by car - often determines traffic volumes more accurately than any promotions.
In Europe, this has long been a part of the urban economy: new shopping centres are planned together with transport hubs, pedestrian crossings, bicycle parking and public transport stops. For city authorities, it is an investment in the comfort of residents, and for businesses, it is a guarantee of a steady flow of customers.
In Ukraine, the situation is more complicated. Infrastructure usually does not keep pace with development, decisions are made on an ad hoc basis, and accessibility issues are considered after the fact, when the facility is already in operation. That is why even well-located shopping centres often face a paradox: they are in the centre of urban life, but it is increasingly difficult to get to them.
When infrastructure works for business
In most European cities, the issue of accessibility to shopping areas is not a business concern, but a part of city policy. Plans for the development of transport, pedestrian routes and short-term parking zones are approved at the stage when the facility is only being designed. As a result, the opening of a new shopping centre does not create a traffic collapse, but rather revitalises the area.
In Poland, for example, large shopping malls are hardly ever built in areas that are not easily accessible by public transport. In Warsaw or Wroclaw, even before the opening of such facilities, the city authorities approve the access scheme, allocate funds for street widening or the construction of new pedestrian crossings. It is also common practice to arrange additional public transport stops directly at the entrances - this is done not for the convenience of businesses, but for residents, but everyone wins: passenger traffic and attendance at the mall increase.
In the Czech Republic, cities often take on the financing of small but important solutions, such as bicycle parking, traffic lights near shopping areas, bus stop shelters or lighting for pedestrian routes. This is cheaper than dealing with congestion or illegal parking later, and at the same time creates a comfortable environment in which commercial space generates stable tax revenues.
In Scandinavia, pedestrian and bicycle access is as much a part of the retail infrastructure as parking. In Denmark, Sweden, or the Netherlands, shopping malls are planned as part of the mobility system: no more than 300-400 metres from the tram or bus stop to the entrance, and bicycle parking is a mandatory element of the project. In some Dutch cities, such as Utrecht, the municipality requires developers to provide a detailed calculation of "access time" - that is, not just the distance, but the actual time it will take a visitor to get there on foot or by bike.
Such solutions have a measurable economic impact. According to the OECD and the International Transport Forum, increasing pedestrian accessibility by 10% can increase the number of visits to commercial areas by 5-8%. British research, known as the Pedestrian Pound, has shown that after pedestrianised streets were built, store turnover increased by 40%. For European cities, this is no longer a matter of comfort, but a part of the economic strategy - infrastructure works for business when the city plans not only buildings but also the movement of people.
Ukrainian reality: when development is ahead of planning
In Ukrainian cities, commercial property development often outstrips infrastructure upgrades. Shopping centres appear faster than roads, interchanges or public transport that could serve the flow of visitors. Zoning plans exist formally, but there is little real coordination between the departments of architecture, transport and amenities.
This is especially noticeable in Lviv. For example, Mazepa Street, next to the Spartak shopping and entertainment centre, has been planned to be widened and the traffic pattern changed for over 8 years - first because of COVID-19, and now because of the war with Russia. Topolni Lane, which is located behind the mall, has not been overhauled since the 1980s. At the same time, the city requires the payment of infrastructure development contributions, which all commercial facilities pay before commissioning. However, these funds are not necessarily used to improve the infrastructure in the vicinity of the facility. Thus, the infrastructure around a particular centre may remain unchanged, even though the contributions have already been paid.
This situation illustrates a common problem in urban development: business investments do not translate into visible changes in the environment, and residents of the surrounding neighbourhoods do not feel any improvement, while traffic congestion increases.
As a result, even successful commercial facilities face a common problem: transport and pedestrian logistics do not match the number of visitors. Areas that were considered promising for business just a few years ago are now plagued by congestion, a shortage of parking spaces and a lack of safe routes.
Pedestrians, cyclists and the logic of traffic
It would seem that pedestrian traffic is not very important for a shopping mall located next to main streets. However, practice shows that in the presence of dense residential neighbourhoods nearby, such a flow can account for up to 40 % of the total traffic of a shopping mall. This factor must be taken into account in order to increase footfall - logically placed crossings, good navigation, pedestrian transit relief and the availability of lifts or travolators at each access level have an impact.
As for cyclists, their number directly depends on the city's infrastructure. In Lviv, it is only partially completed: there is no full-fledged connection between the paths, and the hilly terrain, changeable weather and lack of a mass culture of cycling make this traffic segment the least important for shopping malls.
How infrastructure determines the economics of shopping centres
For a visitor, the journey to the shopping mall begins long before the entrance - from the road, sidewalk, crosswalk or bus stop. Each inconvenience along the way reduces the likelihood that they will even reach the mall. Retail market research shows that people are more likely to visit facilities that can be reached quickly and safely in several ways - on foot, by bicycle, public transport or by car.
This "accessibility of the environment" has a direct impact on consumer behaviour. In places with easy access and clear navigation, visitors spend more time and more money. In cities with safe crossings, covered bus stops and short-term parking, the average time spent in a shopping mall can be 15-20 % longer compared to similar facilities without such infrastructure. These are small details, but they form the "sense of convenience" that determines a repeat visit.
Conclusions.
Infrastructure is not a backdrop for business, but a part of its economy. Where urban planning is aligned with the needs of residents and businesses, shopping centres become a natural extension of urban life. Where roads, sidewalks and bus stops are designed after the fact, even the best location gradually loses its appeal.
For Ukrainian cities, this is not only a matter of convenience, but also of competitiveness. Accessibility and comfort today determine where people will go - with their wallets and their time. Cities that learn to think in terms of infrastructure will benefit not only in terms of quality of life but also in terms of business development.
Lviv is an example of a city that has potential but needs to be systematic: specific cases around the Spartak Stadium show that even paid contributions to infrastructure do not guarantee its improvement near the facility. If the city learns to plan holistically, upgrading the transport network will become an investment in a stable urban economy rather than a cost.
