Speedy walkers will now be able to overtake their slow counterparts in Lakeside as the shopping centre has introduced a fast-walking lane.
Research conducted by Mastercard found that 84 per cent of shoppers are frustrated when they get stuck behind slow-walkers in a shopping environment.
As a result of these figures, intu Lakeside have installed a fast-lane for those who want to get their Christmas shopping completed in a hurry.
The average walking speed is 2.85mph but this is set to decrease by up to 21 per cent during the Christmas period.
This is because shoppers tend to spend more time browsing, resulting in a reduction in the number of gifts people can purchase in one shopping trip by one and a half items.
intu Lakeside was the first retail destination to install the 200-metre Masterpass lane, in the week running up to Black Friday, encouraging shoppers of all paces to use the shopping centre this Christmas.
The fast lane allows the quickest of shoppers to masterfully pass through the centre, picking up shopping at speed providing extra time to spend enjoying the food and entertainment on offer.
Consumer behaviour expert, Kate Nightingale, who is also the Founder and CEO of Style Psychology, said: “We live in a ‘fast culture’ where everything that’s done fast and in a more efficient manner is better.
"People feel the need to reply instantly to emails and are asked to deliver work in a previously unimaginable speed.
"It is therefore no surprise that they might have similar demands of others, walking fast and using precious time efficiently being just some of them.
"Further sense of urgency created by limited time offers from retailers increases the need to speed along and powers up the already high levels of competition between shoppers.
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