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...