In the U.S. alone, research from JC Decaux reveals, that there are more than 100,000 shopping centers with 75% of Americans visiting a mall at least once per month. 81% prefer to shop with a friend, making an average of one purchase per trip, and spending nearly $4,000 annually.
Research also shows that whereas the average spend per consumer in a common or garden mall is approximately $78, in a luxury mall that figure rises to $842 dollars. Luxury or high-end retail is big, big business. According to Deloitte, net sales of the worldÛªs 75 largest luxury goods companies in the U.S. were around $171.8 billion in 2012. The only problem is how to keep customers coming back for more, Edmund Ingham wrote in Forbes' Forget The Internet Of Things, There Is A Digital Revolution Taking Place In Our ShoppingåÊMalls.
Research from Google suggests that 75% of high-end shoppers research products online before making an in store purchase, and according to Accenture, the same number regard in-store stock level information as forming a critical part of their purchase decisions.
"Shoppers have developed more sophisticated, digitally influenced, buying habits and accordingly expect more of a VIP treatment in-store. Where once they were in awe of luxury brands, they now regard themselves as the new most fashionable brands in the mall. After all, they are the ones holding the purse strings. The shopping center that can provide the most immersive, exciting and attentive services are the ones that will thrive. Mall operators are realizing that what ends with an in-store purchase, begins online, and that they can have involvement on every step of the purchaserÛªs journey," Ingham said.
Ingham contacted the Mall of America for his story. It averages 40 million visitors annually ÛÒ more than any other shopping center in the world, according to Ingham. ÛÏWith the focus on service, brick-and-mortar retailers have the benefit of delivering an omnichannel experience that not only provides flexibility and convenience but also social engagement and instant gratification,Û the MOA rep said.
The MOA have introduced an official Mall of America mobile application providing navigation and search, and a digital concierge service which delivers a personalized experience via SMS, social media and email. A multilingual mobile-friendly site is set to launch this spring for international visitors, who will also benefit alongside VIPs from the mallÛªs new Welcome Center.
ÛÏThe key for us is to use technology to engage with our guests at a human level before, during and after each visit," the MOA rep said. ÛÏBy using the right tools and technologies to provide a high-touch, frictionless experience for Mall of America shoppers ÛÒ especially those seeking luxury goods ÛÒ chances are they will become and remain loyal shoppers.Û
Aventura Mall in Miami, one of the top five highest grossing shopping centers in the U.S., told Ingham: ÛÏOur goal is to drive traffic to Aventura Mall retailers while creating an elevated experience for shoppers. Connecting with shoppers on a more personal level is an integral part of successfully building a loyal following. In 2015, weÛªll be adding high-tech installations, creating interactive in-mall activations, and expanding our commitment to art and culture, among other advancements.Û
Help your mall and shopping center clients better serve these shoppers by targeting the audience that frequents the mall the most! According to AudienceSCAN, 5% of adults go out shopping at retail stores, malls or shopping centers 3–4 times per week! Another 3% visit these retail destinations 5+ times a week! These Frequent Retail/Mall Shoppers should be your advertiser's cherry on top! They are 49% more likely than average shoppers to live in a city, urban or metropolitan setting. 61% will share a good experience on social media. Reach these mobile-loving consumers by mobile smartphone app ads or text message ads because 50% of them took action after receiving one in the past month.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.