The Shopping Mall Of The Customer Experience Future

Abstract

Shopping malls are experiencing a significant decline in both shoppers and transactions. The challenge is that there are better options now available through big box stores and on-line shopping. Some mall operators are experimenting with mall customer experience strategies to overcome these limitations. Shopping malls are adding non-retail experiences such as live concerts and even roller coasters. Newer innovations combine co-working spaces for startup companies with new ideas and complementary pop-up store space for them to try out their new products and services in an ecologically valid environment with real customers. This is most effective with experiential goods that include apps, apparel, and food products. This talk will present a variety of ideas and cases outlining the critical importance of customer experience for this model and for the future of shopping malls.

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