Growing Shopping Malls And Behaviour Of Urban Shoppers

The success of a shopping mall in attracting customers is an exercise in customer behavior analysis and data application. Taking into account various studies and formulae compiled below, you can understand the emerging trends in retail and evaluate how they apply to shopping malls in Adelaide as well.

 Location and shopping behavior

Shopping malls and centres of leisure need to be developed after evaluating economic, operational, and managerial efficiency perspectives. The success of shopping malls in the retail sector relies on customer satisfaction based on a range of choices, atmosphere, convenience, sales teams, location, recreational opportunities, promotions and offers, and merchandising policy.

Small retailers around malls deviate customers by offering more ethnic experience and lower prices. Mall goers go to malls to avail sale discounts and promotions and for the leisurely experience.

The ambiance and shopping arousal

Developing the ambiance both within and around a mall is a growing trend in the retail sector. The aim is to add pleasant stimuli that make customers want to purchase a product. This is done by engaging senses other than just sight, such as smell (perfumes) and hearing (music).

Many factors contribute to shopping ‘arousal’ in customers. Their decisions are influenced by the attractiveness of the product and the overall experience before and during the purchase. For this reason, shopping malls with better facilities for recreation and leisure attract more customers.

Retail competition and shopping mall attractiveness

New brands and players in the retail sector are constantly coming up to meet new customer demand for a better buying experience. Retailers in shopping malls largely compete over price and business hours. These factors, therefore, influence customers’ interest in the product and decide whether or not they will complete their purchase. Retailers also compete for market share by offering more choices and better prices.

Product heterogeneity is critical to the retail price, which is why retailers showcase extensive product ranges and maintain differential prices. Competitive sales promotions affect the variety-seeking behaviour of customers and lead to store loyalty.

Takeaway and Conclusions:

Shopping malls are dynamic business centres that attract large sections of urban shoppers. By ensuring a planned assortment of stores in a mall, mall managers can ensure more diversity and higher shopping arousal among shoppers. This might require mall managers to develop appropriate policies with retailers regarding socio-demographic factors to satisfy different strata of customers. As competition increases among retailers, malls also need to ensure a more dynamic strategy, targeting different users according to their position in the brand’s buying journey.

Retail firm managers should understand that shopping behaviour is greatly influenced by various factors like credit availability and customer service offered within the shopping malls. The five essential qualities of aesthetic judgment – interest, subjectivity, exclusivity, thoughtfulness, and internality – need to be taken care of to influence conviction in buying.

At the point-of-purchase in retail stores, what drives loyalty is rewarding customer loyalty, value for money, and product advantages in a competitive market. Successful retail stores complete many stages like pricing, product identity, and aligning distribution networks to ultimately affect customer decisions.

Comments are closed