Shopping malls are dynamic business centers. They attract a large section of society to shop and spend their leisure time. Urban shoppers visit shopping malls to experience the pleasure of modern shopping.
The number of shopping malls is increasing with rapid urbanization. With an increase in shopping malls, retail parks, traditional markets, and online shopping, the feat to attract customers is challenging.
However, shopping malls can attract and retain loyal customers by understanding urban shoppers' behavior and attracting them to the malls.
Let us have a look at the behavior of urban shoppers and what attracts them to understand how brands and retailers in malls can build a loyal customer base.
1) Urban shoppers visit malls to relax, unwind and shop as a response to sales promotions employed by the retail stores.
It has been observed that urban shoppers visit malls to relax and unwind, spend time with family and friends. This is basically your customers walking right into your doorstep without having any real purchase need or decision. Retailers and brands can deploy promotional sales techniques to attract such customers. Customers are already in their feel-good zone – luring them and convincing them for making a purchase is plausible with effective sales techniques. This can give retailers a new customer base.
2) Urban shoppers visit malls to enjoy the ambiance, and ambiance plays a critical role in the time shoppers spend at the mall.
Ambiance plays an instrumental role in attracting customers. The size of the mall, the interior, and the ease of navigation contribute to attracting customers. Good ambiance and pleasant scents act as positive motivators for customers to shop.
3) Product attractiveness and arousal generated while shopping influences purchase decisions.
Product attractiveness and arousal generated by malls have been identified as major drivers for making a purchase decision among shoppers. Experiencing the product in positive stimuli can increase the buying decision of that product.
4) Competitive sales promotions of retail stores in shopping malls induce variety-seeking behavior and build store loyalty among shoppers.
Retailers need to facilitate the customers in developing conviction in buying. It can be achieved through 5 parameters of purchase judgment - interest, subjectivity, exclusivity, thoughtfulness, and internality.
Offering a variety of products from different brands coupled with a positive atmosphere and sales promotion can increase the customers buying intent. It can induce compulsive shopping habits because of the fear of missing out on an important deal.
5) Other activities offered at the mall that increases the footfall and makes them stay for a longer period increase compulsive buying.
Malls need to offer activities that excite and attract customers to the store to increase the mall's footfall. An activity that engages the customers and compels them to stay longer, in turn, increases their chances of making a purchase. Thus having a retail store at a mall with good activities can increase the sales of your products.
Conclusion:
Shopping malls provide more than a place to buy necessities. It is a place to unwind and explore. Visiting shopping malls is an experience in itself – and retailers and brands can take advantage of the natural footfall witnessed in the malls to their advantage. Display your products in the largest shopping mall in Adelaide and increase your sales and build a loyal customer base.
