MANAGEMENT SLANT

  • Shopping malls are the primary venues for fashion goods and ideas; shopping for fashion goods draws mall traffic.
  • Experiential marketing engages shoppers in a relevant way, drives traffic, and leads to immediate sales.
  • Reinventing the food court and snack shops will encourage shoppers to linger for longer amounts of time, thus creating better media exposure.
  • Mall managers need to work with individual stores to set the service bar high, which will encourage more exploration by customers, thus increasing the opportunities for media exposure and point-of-sale persuasion.

INTRODUCTION

It has been suggested that consumers view the shopping mall as a consumer habitat (Bloch, Ridgway, and Dawson, 1994). Shoppers visit malls not only to acquire goods and services but also to take part in other activities, such as looking at exhibits, socializing with family and friends, and simply passing time by browsing or snacking. As the mall transforms from purely a commercial center into a destination for entertainment and community, it becomes a desired medium for targeted advertising (Zmuda, 2009). The appeals of mall media are attributed to the following factors:

  • Malls provide product exposure close to the point of purchase, when shoppers may be already in a buying mode (Faia, 2017).
  • Compared with traditional mass media, the cost of mall media is relatively lower given the advertising impression that is made on shoppers (Corbett, Johnson, Moult, and Spaeth, 2004).
  • Mall space allows for creativity through visual presentations and entertainment programs to engage shoppers in interactions beyond what television or the Internet can achieve (Bodamer, 2006).
  • Malls provide an effective tool to reach certain consumer segments, such as teenagers, who spend considerable time in malls (SCTWeek, 2009).