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Revitalizing the Mall
This entry was posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 4: Store Location Planning, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Part 8: Putting It All Together and tagged competition, customer expectations, customer loyalty, customer service, experiential retailing, mall, multichannel, online shopping, planning, promotion, shopping center, Simon Property Group, tips, Westfield. Bookmark the permalink.
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The suggestions in the article for how malls will be improved don’t strike me as changing a majority of people’s habits to generate return visits to the mall, but time will tell. iBeacons currently require an app or Apple’s Passbook to work which limits the size of the population they can reach and ordering food on my mobile device at a mall to possibly avoid a line, while useful, isn’t the primary reason why I go to a mall nor will it keep me coming back.
Malls are being challenged like at no other time and while I am certain they will respond, the examples listed in the article aren’t compelling enough for me as a shopper to keep coming back. What about developing a loyalty program for a mall so that points, or something similar, are earned whenever I shop at any merchant there? Or what about creating a concierge service so people can buy online across merchants located in the mall and then pickup at the mall? Just trying to stimulate some thinking here.
Agreed. 🙂 The challenge will be even more enormous in coming years.