Making Malls Viable Again

¶ … Mall of America: A case study

Why has the Mall of America been such a marketing success so far?

Although malls are often criticized as generic entities, the Mall of America has distinguished itself as unique from its competitors not only because of its sheer size but also because of the various entertainment and hospitality options it encompasses. It offers a host of theme parks and 'concept stores' as well as venues for commercial and personal entertainment. It has even spread out into hotels, spas, museum space, classrooms and convention halls. The Mall has the option for smaller entrepreneurs to purchase a kiosk for a limited time to sell their wares, further diversifying the available shopping experiences.

Q2. What (a) retail and (b) consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans?

When the Mall opened in 1992, shopping online was not very common. Now, particularly for traditional 'mall stores' like the Gap, people often search for sales and use the ease of Internet shopping rather than go to a physical store. The Mall's emphasis on the hands-on experience of shopping combined with non-retail event marketing has enabled it to remain financially healthy and focusing on these aspects of the experience rather than simply opening up more traditional stores seems wise.

Q3. (a) What criteria should Mall of America use in adding new facilities to its complex? (b) Evaluate (1) retail stores, (2) entertainment offerings, and (3) hotels on these criteria.

The Mall should look for facilities that will make shopping at the Mall attractive to persons desiring something more than a pure retail experience. Offering retail stores that have 'something different' that cannot be obtained through the Internet seems essential. However, ultimately, the Mall is still dedicated to 'serious' shoppers and offering entertainment that reflects this (such as themed entertainment that can connect with some of the Mall's retail offerings) seems wise. Similarly, hotels should cater to the Mall's top customers, specifically people with an interest in shopping at stores like those offered at the mall or businesspersons specifically interested in attending the Mall's corporate events.

Q4. What specific marketing actions would you propose that Mall of America managers take to ensure its continuing success in attracting visitors (a) from the local metropolitan area and (b) from outside of it?