A Controversial Review of America's Shopping Centres
Paco Underhill, author of the wonderful book "Why We Buy. The
Science of Shopping" has now followed this up with a review of
the shopping experience in America's Malls.
His new book "Call Of The Mall" examines how Americans use the
mall (shopping centre), what it means, why it works when it does
and why it often doesn't work at all well.
Paco Underhill is CEO of Envirosell whose studies of consumer
behaviour are sought after by leading retailers, manufacturers
and distributors around the globe. And now owners, managers and
marketing specialists in shopping centres will be studying
carefully the observations and conclusions of the man who has
been called "the Margaret Mead of shopping".
In this article we put the spotlight on some of Paco Underhill's
observations with excerpts from his new book.
Parking and Entering
"The entrance to the parking lot is where the mall really
begins. As you approach there is always that moment of
anticipation when you see whether the lot is full, empty or
somewhere in between. It sets the tone for the day. Enjoy a
smooth transition from the highway to the front door and you
feel blessed. Hit a snag and you start your shopping trip under
a black cloud."
"We've studied many malls where there is one door used by people
unfamiliar with the mall. We call it the 'stranger' entrance.
But it's usually not the portal of choice for those who know the
mall well."
"When choosing a mall parking spot, you've got four priorities
to juggle:
1. You want a spot that's easy and fast to reach when you arrive.
2. You want a spot close to the mall.
3. You want a spot near the entrance that will bring you closest
to your first destination inside.
4. You want a spot that's fast and easy to reach when you leave."
Parking within 50 feet of your preferred entrance is probably
the highest priority of the four, especially when it's cold, hot
or rainy.
"Often when I start a consulting assignment for a retail chain
or developer, I'll drag executives out here. They're usually
puzzled: 'Wait a sec - the stores are in there!' But I insist.
For all their knowledge and experience, few merchants or
managers understand how much of the customer experience takes
place in the parking lot. Executives who would be appalled by a
lack of regard for shopper comfort within the store don't give a
thought to what happens out here."
"If the mall devoted more thought to how shoppers experience the
place, they'd spend a little money and effort on the parking
lot. As soon as you turned in off the road you'd come upon a car
greeter - a traffic cop. He'd be the boss, and he would have two
or three minimum wage high school kids running around to inform
drivers where all the spots are, would keep traffic moving
smoothly, and would give shoppers the sense that fairness and
order prevail."
"Doesn't happen...before Christmas by 10.00am traffic is at a
standstill and tempers are flaring. Mall management remains
uninvolved. Find your own spot. Fight your own battles, it tells
us, then come inside. Mall operators think they control parking
lots by installing surveillance cameras. As any police officer
will tell you, control is about being visible."
Rest Rooms
"Your average mall bathroom's ambience would be dramatically
improved if, say, Aveda or The Body Shop furnished the sinks
with samples of various sweet smelling goods. Even cosmetics
would work here...A woman could test some new soap or
moisturiser, want more, and be directed to the store to find it."
"Has no one ever considered using this as a kind of showroom for
the things you sell out there on the floor in the store, twenty
five feet away?"
"I've suggested to the marketing people at Proctor & Gamble that
they sponsor ladies' rooms in major airports - hire an attendant
with a mop and a bucket to keep the place clean, and stock the
joint with all their newest products."
"An entrepreneurial approach to the well-appointed rest room
could turn even this place into a profit centre."
Using Mobile Phones
"In Europe and Japan, cell phones seem to work everywhere, while
in the United States (and Australia!) phone users are often
driven outside or to odd corners of the mall for good reception.
The cell phone as a shopping aid allows contact with your buying
adviser."
"We have started to track the phone conversations that happen in
stores and their apparent effect on buying decisions. It's
remarkable how predictably the conversations begin: 'Honey, I'm
here at the mall, what did you say you wanted?'"
Jurek's View
"Call Of The Mall" follows on from the most fascinating,
entertaining and useful retail research book ever written, "Why
We Buy. The Science of Shopping" which is a must read for
everyone involved with retail.
"Call Of The Mall" is also easy to read, though it has far more
of Paco Underhill's opinions and far less actual research to
back up his conclusions. I have the feeling with this book that
Paco Underhill has been reading too much of his publicity and
now believes he is a witty, entertaining writer. So, in some
ways it's a bit of a let down. However, for anyone involved in a
management role within shopping centres it's still a 'must read'.
Both books are currently available from Terrific Trading as we
have shipped in a supply to cater for demand. Go to our website
www.terrifictrading.com and click RESOURCES for details.