Extended Shopping Experiences in Hypermarket

Hypermarkets were introduced as a self-service concept for grocery retailing in which the service provided is very limited. In line with the transformation in hypermarket retailing, the service that is offered has been improvised to enhance the overall shopping experience. Nowadays, hypermarkets are not just a place to purchase basic essential groceries for the household but also as a place for shoppers to spend time together with family and friends. In general, the hypermarket retailing concept has been upgraded and is comparable to a shopping centre. This research focuses on shopper preferences towards the enhancement of hypermarket shopping experiences in five main service categories: 1) banking services, 2) children’s playgrounds or indoor play-lands, 3) covered parking area, 4) food and beverage area, as well as 5) post office.