Mall commercialisation offers retailers the opportunity to operate in the visibility of the open mall, and to take advantage of passing footfall, rather than relying on customers crossing the threshold of a shop. A mall operator is therefore able to engage with passers-by in a way that isn’t always possible within a store, and offer a more hands on approach to customer interaction. This isn’t only advantageous to the retailer, especially new start-ups looking to gain exposure to the market, but also to the shopper who is able to have a more immersive and accessible experience. Disabled shoppers or parents with pushchairs may find it easier to access products from a mid-mall position rather than negotiate display cases and shelves within stores.
There is no doubt that the nature of mall commercialisation is ever evolving, with today’s kiosks and RMUs a far cry from the old fashioned hand carts and barrows that used to be common place. New centres have the luxury of starting from scratch by creating areas on the mall specifically designed to accommodate different forms of mall commercialisation. It is in these larger destination shopping centres where we expect to see glossy kiosks from both big brands and independent operators.