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“Traditional” shopping is being displaced as technology becomes a bigger part of the experience. Consumers are more aware of the choices open to them and shopping has become more convenient, as well more visual and appealing.
Retailers are operating in a highly competitive space, particularly as a result of a proliferation of shopping malls, all vying for the consumer’s attention. Centre management teams have to find innovative ways of attracting a new shopper base while retaining the existing customer base.
“Shopping centre management teams need to become totally customer-centric in order to be able to meet consumer expectations,” says East Rand Mall marketing manager Sonya Cawood. “Extensive research needs to be conducted to respond to shoppers’ needs.”
New technological advances and innovation, she says, are a necessary ingredient in this response. East Rand Mall in Johannesburg, for instance, has developed a portal that consumers can download onto their mobile phones. It offers specialised services and gifting ideas such as the ability to book a haircut for somebody special, complete with a complimentary pick-up and drop-off service.
Another factor that shopping centres need to consider is that consumers are spoilt for choice in the global market. Cawood says centres and retailers need to offer a good mix of local and international brands.
Shopping centres need to differentiate themselves to make the shopping experience stand out for consumers. “Loyalty programmes and sponsored competitions, among other things, can help make consumers feel as if they are a vital part of the centre’s operations,” she suggests. “Consumers respond positively to being made to feel involved in an experience.”
The big take-out: Rapid advances in technology and online shopping have made it necessary for shopping centre management teams to innovate and respond to consumer demands. Differentiation through digital offerings, loyalty programmes and sponsored competitions are a few of the ways shopping centres can achieve this.
Support our award-winning journalism. The Premium package (digital only) is R30 for the first month and thereafter you pay R129 p/m now ad-free for all subscribers.
Improving the shopper experience
“Traditional” shopping is being displaced as technology becomes a bigger part of the experience. Consumers are more aware of the choices open to them and shopping has become more convenient, as well more visual and appealing.
Retailers are operating in a highly competitive space, particularly as a result of a proliferation of shopping malls, all vying for the consumer’s attention. Centre management teams have to find innovative ways of attracting a new shopper base while retaining the existing customer base.
“Shopping centre management teams need to become totally customer-centric in order to be able to meet consumer expectations,” says East Rand Mall marketing manager Sonya Cawood. “Extensive research needs to be conducted to respond to shoppers’ needs.”
New technological advances and innovation, she says, are a necessary ingredient in this response. East Rand Mall in Johannesburg, for instance, has developed a portal that consumers can download onto their mobile phones. It offers specialised services and gifting ideas such as the ability to book a haircut for somebody special, complete with a complimentary pick-up and drop-off service.
Another factor that shopping centres need to consider is that consumers are spoilt for choice in the global market. Cawood says centres and retailers need to offer a good mix of local and international brands.
Shopping centres need to differentiate themselves to make the shopping experience stand out for consumers. “Loyalty programmes and sponsored competitions, among other things, can help make consumers feel as if they are a vital part of the centre’s operations,” she suggests. “Consumers respond positively to being made to feel involved in an experience.”
The big take-out: Rapid advances in technology and online shopping have made it necessary for shopping centre management teams to innovate and respond to consumer demands. Differentiation through digital offerings, loyalty programmes and sponsored competitions are a few of the ways shopping centres can achieve this.
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Published by Arena Holdings and distributed with the Financial Mail on the last Thursday of every month except December and January.