The visitors of “Domina Shopping” are dynamic, modern urbanites who highly value a convenient, diverse, and high-quality shopping experience. They follow current fashion trends, appreciate beauty and wellness services, and seek a family-friendly environment that combines practicality with enjoyment.

 “Domina Shopping” attracts young mothers with children, active families, sports and healthy lifestyle enthusiasts, as well as professionals from various sectors who visit the mall for everyday needs or leisure — lunch, a coffee break, or spontaneous shopping.
They are digitally engaged, time-efficient, and appreciate the opportunity to access multiple services in one place, making “Domina Shopping” a convenient and accessible epicenter of urban life.

Demographics:

• Age: Core audience is 25–45 — active, working individuals with stable income;
• Gender: Balanced, with a slight female majority, especially in fashion, beauty, and household segments;
• Family status: Both individual visitors and families with children — especially on weekends;
• Residence: Riga and nearby districts (Teika, Purvciems, Mežciems, Jugla), as well as visitors from the suburbs;

Professional status & Lifestyle:

• Employment: Mostly employed — office workers, entrepreneurs, service providers;
• Lifestyle: Active, urban, convenience-oriented and time-efficient. Visitors appreciate combining shopping with dining, beauty services and entertainment;
• Mobility: Many arrive by private transport, using the spacious free parking. Public transport is popular among youth and students;

Shopping Habits:

• Popular segments: Fashion (+10.5% growth), restaurants and cafés (+10.7%), cosmetics and perfumery (+9.2%), electronics and IT goods (+25.5%) (The Baltic Times, Dienas Bizness);
• Shopping frequency: Regular visits several times a week —for daily needs and seasonal purchases;
• Digital engagement: Growing number of users of the “DO Shopping” loyalty app (+27.3%), indicating a digitally active audience (The Baltic Times)
• Gift card usage: +14.9% increase, showing popularity of gift purchases and spontaneous shopping (The Baltic Times);‍

‍Interests & Motivation:

• Motivation to visit: Convenient location, wide range of products and services, opportunity to spend time with family or friends;
• Interests: Fashion, beauty, technology, interior design, dining, health and wellness;
• Values: Quality, diversity, time efficiency, and the ability to access multiple services in one place.