How to increase footfall in your shopping mall by 15-20%? Case study 2019

Fantastic experience from outdoor & indoor skydiving, skiing or surfing help change traditional shopping centers into exciting leisure places

New business models and strong competition lead shopping malls to be more innovative and challenging. Extensive use of newest trends redefines the commercial real estate (CRE) industry.

How to increase customers flow significantly?

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Customers flow chart

Is that possible to reach growing figures like plus 10-15-20%?

Latest trends and reports

SECTOR: RETAIL

The International Council of Shopping Centres (ICSC) reports that 20% of shopping malls in the US generate over 72% of all mall sales.

That also means there’ are several important factors that lead to its prevalence on the market.

THE CHALLENGE
Shopping centers are trying to identify ways to improve exposure for customers, increase sales and the overall satisfaction.

THE SOLUTION

Key objectives:
• Attract visitors and increase footfall.
• Increase sales and overall satisfaction of tenants and customers.
• This allowed the shopping mall and retailers to deliver real-time offers to customers in the right place and time directly in the center and capitalize on passing customers.

PLEASENT EXPERIENCE

Live performance in Shopping Mall

Actual needs

Footfall is the bread and butter for any store manager.
How to increase footfall (just some, but first ones):

1. Good Customer Experience
2. Showrooming
3. Promotions
4. Trends and Events

 

Experiences will drive footfall in shopping centers, not brands

LOOK TOWARDS “EXPERIENCES”

Nice samples of customers best experiences:

SEA LIFE   MANCHESTER    Shopping Mall

How to spend time more useful and enjoyable

Modern big size shopping malls are a great place for spectacular events.

Inviting artists to perform is a common practice often used to invite more buyers to visit stores. However, these are only individual cases that cannot happen on a daily basis over a longer period of time.

Eye of the Storm: Captain Jack’s Stunt Spectacular, show at @Shanghai Disney Resort, is celebrating its 10,000th show!
30 min long show “Eye of the Storm: Captain Jack’s Stunt Spectacular”, included flight scenes using the world’s first open-recirculation wind tunnel.

 

A permanent attraction with occasional special performances would be more important.

As a result, buyers can see special shows, and they can also try out the unprecedented feelings themselves.

Is that attractive to attend?

All customers are individuals, and that’s how they want to be perceived -unique.s

Niche offerings
Niches can be big or small, but by creating a location that is built around an interest of way of life could help shopping centers maintain relevancy in the future.
Interestingly a new mall development in Dubai is focusing on a certain niche, especially sports. The entire development, which has an area equivalent to 12 football pitches, will only house sports-related brands, events, and activities.

More reasons to visit
Make it fun – the most innovative application of the newest technologies in shopping malls has got to be for entertainment. If it entertains customers then are giving them a good reason to get out from home and going into a shop, and that’s the secret to winning the online/offline tug of war. Some of the ideas must be a little bit wild but might inspire.

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel’.

A permanent attraction with occasional special performances would be more important.

As a result, buyers can see special shows, and they can also try out the unprecedented feelings themselves.

During the flying and fighting scenes of the musical, Peter Pan,

stunts were performed for the main hero, by one of our stuntmen.

Fresh breathe

“There’s no sensation to compare with this” – Learning to Fly – Pink Floyd lyrics

Turn a casual bystander into a devoted fan by making them feel special.

One-off events create experiences that people will never forget.

FEELINGS.
Here are some ways this kind of marketing can work for different businesses.
Who can give those feelings deliver such experience which an unable to deliver by e-commerce.

1. Purpose
Consumers are spending more on leisure, and retailers and shopping center developers are seeking ways to make shopping more of leisure pursuit.

2. Customer Experience
Encouraging consumers to return to your business. Make some important changes to opening lifestyle centers and other experiential elements such as indoor skydiving facilities for flying simulation or artificial wave makers for indoor surfing, which correlated with a more than 15% increase in foot traffic.

ENGAGING MILLENNIALS

According to the findings of the Envision 2020 project, shopping centers will provide a more customized, personalized appeal to attract and engage the younger customer. There will be a heightened level of coordination between developers and retailers in creating a seamlessly attractive and entertaining environment (Report from the ICSC Board of Trustees).

SELFRIDGES    Reimagine the mall of the future before it’s too late.
Wanting to bridge the gap between skateboarders and fashion,

Selfridges decided to ditch the traditional ‘store’ concept, and instead, install an indoor skate bowl.

More options

The economy is growing and people now have more options in terms of how they spend their leisure time. That is why malls should focusing not just on shopping and dining, but also on entertainment. Millenians and not just them are looking for high-value experiences.

What is Powerfull Footfall Driver Including Shopping Quiet Periods?

Alongside traditional location-based attractions such as movies (even 5D Max), new activities based on real or virtual experiences are emerging such as surf – ski – paragliding – free fall indoor simulators (indoor skydiving).

It has been discovered that classic outdoor activities are traditionally highly sought after

for indoor use and is spreading to other outdoor activities such as skiing or even outdoor skydiving.

Most innovative options

A vertical wind tunnel provides a safe environment, that allows for the creation of a realistic flying simulation.

A vertical wind tunnel provides a safe environment, that allows for the creation of a realistic flying simulation.

Actual case study findings!

Visitors flow measurements were made during the performance

Outdoor/Indoor Skydiving increase average footfall for 15 till 20% and increase common dwell time for about 20-25 min. when is attracted with skydiving live show.

STUDY
A study by Pathintelligence showed that “there is a significant and positive relationship between dwell time and sales“. They found that a 1% increase in dwell time resulted in a 1.3% increase in sales.

FACTS
Due to the fact that skydiving is a whole procedure where a participant with at least one hour is occupied, our observations show that Increase Dwell Time also significant:
That is at close to 90 min. at a time when one of the family members or friends is in skydiving exercises.

FINDINGS
Thanks to the spread of the indemnity for events available in the immediate vicinity, people are attracted by special, unusual events that can be involved.
Everybody is looking in Google for something near …….. and in results found indoor skydiving places.
Additional Bonuses for Shopping Mall:
– Create a new indoor leisure destination.
– Build an environment that has multiple focuses.

Promotions and events increase loyal traffic and new traffic as well.

Shopping malls with cinemas, attractions, and family entertainment

centers are far more likely to increase the dwell time of their visitors

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