Understanding the shopping experience and its implications for malls as marketing media: Attracting and retaining customers through fashion, service, and improved food options

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

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.

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