In Florida, shopping is more than just a chore; it's a beloved activity for customers. With the growing middle classes in Latin America and Asia, there is an increasing demand for attractive shopping experiences. To meet this demand, shopping complexes and malls must provide more than just a place to buy items. They must create an atmosphere that is pleasant and engaging, with features that draw customers in and keep them coming back.
One way to do this is to incorporate elements that reduce street noise and create a calming environment. Fountains, light screens, and other features can help to create a tranquil atmosphere. Additionally, mobile apps can be used to assist shoppers in finding what they're looking for in large, multi-level malls. For especially large spaces, it may be useful to have one or two reflective spots where shoppers can take a break and take in the view. Malls must also move away from commercialized shopping experiences and adopt a broader value proposition for consumers.
This could include offering points for scanning purchase receipts that can be redeemed for concert tickets, books, discount vouchers for participating merchants, free parking or invitations to events. By incorporating environmental sustainability considerations, such as access by public transport and rainwater collection systems, malls can further enhance the shopping experience. Perhaps most importantly, malls should create a walkable space that is pleasant to stroll around. The Cabot Circus shopping center in Bristol (England), for example, has a unique shell-shaped glass roof the size of a football field and a half. Westfield has also established a research laboratory located in San Francisco to find technological applications and services that can further improve the shopping experience. By creating an atmosphere that is both attractive and engaging, shopping complexes and malls can provide customers with an enjoyable experience that goes beyond traditional shopping.
With the right features in place, customers will be drawn in and keep coming back.