With mall foot traffic continuing still below pre-pandemic numbers and the continuing upswing in online shopping, rising gas prices, and the threat of inflation, malls are facing significant challenges when it comes to enticing shoppers. Brands are rethinking their brick-and-mortar presence. Some of these changes may be well-received by consumers looking for more of an experience when shopping. As brands consider what is possible, here are 5 ways malls can change to bring shoppers back.
The Role of the Store
People no longer come in to browse. They are educated and know what they want. Worn-out impulse buying tactics fall flat with the savvy shopper. Instead, the store of the future will rethink the role of the store and especially the role of the associate as a facilitator of the purchase. The winning strategy here will be the focus on providing an exceptional customer experience and service.
A Place in the Community
A local mall has a unique opportunity to reimagine its role in the community. With ample space available, malls can blend office space, and cultural amenities and host unique pop-ups and events. There are few other places in most towns with the capacity to accommodate larger groups of people in one venue with ample parking. By offering special events and multi-use functionality, the mall can give shoppers a reason to visit, and prompts for shopping can be included.
Ensuring Safety
While consumers are enticed with convenience, they are also growing more aware of their surroundings and the need for safety in public places. Malls need to balance these two challenges all the way from the parking lot through the point of purchase and delivery of products. Many innovative brands have reimagined the path to purchase with proper protocols for collecting payments, organizing package pick-up queues, and more.
Improving Technology
Today’s consumer is not impressed with clunky checkouts and low-tech approaches to customer service in-store. Shoppers are looking for a seamless omnichannel brand experience both online and off. Interactive wayfinding or experiential advertising are just a few ways malls can up their tech game and increase the likelihood of enticing shoppers back and extending their average visit.
Reimagining Dining
Nothing brings people together like food. As many malls are losing flagship anchor stores, these massive footprints are difficult to replace with one retailer. Instead, their departure should make room for exciting new food offerings that could be a major driving force to get people back into malls. The focus on the consumer experience and the variety of offerings is likely to bring people back for repeat visits.
Interested in a deeper understanding of shopper insights? Check out our Executive Guide to Shopper Insights below!
