Give shoppers a reason to visit more than one store

A visit is already multi-category. It is just not multi-tenant

The behavior a center-wide passport depends on is not something you have to create from nothing.

ICSC’s 2025 Post-Holiday Consumer Survey, fielded among 1,013 US adults in January 2026, found that 92% of American adults shopped over the holidays, spending an average of $1,081, and 75% of them visited a mall or shopping center. Once there, the visit spread across categories: 82% spent on dining, 64% on personal care services and 52% on entertainment.

So the shopper who comes for an anchor tenant is already willing to eat, to get their nails done and to be entertained in the same trip. The gap is not appetite. It is that nothing in the center gives them a reason to treat those as one visit rather than four separate errands, and nothing tells you afterwards which of your tenants they reached.

Flat footfall makes tenant-level evidence worth more

The British Retail Consortium’s BRC-Sensormatic monitor put UK shopping center footfall at exactly 0.0% year on year in the four weeks to 30 August 2025, against total retail footfall down 0.4%.

Flat is the hardest number to run a leasing conversation on, because it says nothing about which units are working. A passport reports participation tenant by tenant: every stamp is timestamped and tied to a specific store, so the outcome of a center-wide campaign is a list of stores and counts rather than a single center-level figure that has already stopped being interesting.

That is also the answer to the two objections a center management team hears from tenants. Each store displays one printed QR code — no hardware, no point-of-sale integration, no staff training — and because stallholders and short-lease units come and go, venues can be added at any time without reprinting anything or restarting the program.