Consumers have more options than ever when it comes to how, where, and when they spend their time and money. Please read this article on how some retailers are enticing customers to visit their centers.
While fun, food, fitness and fashion are still category staples in shopping centers, retailers are now interested in courting the two L’s: laptops and lattes.
Shopping center owners and retailers alike are forced to acknowledge that time has become consumers’ most important commodity, even perhaps more so than money.
For BoxUnion, prioritizing a member’s time means keeping workouts to 45 minutes, putting instructions on parking on its website, and seeking out locations where consumers have already established their presence.
The company’s location in Los Angeles is near Starbucks, the Ivy, Lemonade and is surrounded by hotels, Cora’s Coffee Shoppe, and a Tesla charging station.
These sorts of amenities will be of utmost importance in the new retail environment.
Can the customer find parking quickly?” “Can they access the internet? Can they navigate the shopping center quickly and efficiently? Can they charge their electric vehicles while shopping? All of these are questions that the developer and retailer must answer to address the time crunch shoppers face.
Nordstrom Local department store decided to create an urban, merchandise-free concept specializing in services, including online pickups and returns, express alterations and stylists who can curate a wardrobe.
Today, there are busy moms, working professionals and telecommuters who like the option to buy online, but realize there will be some trial and error with their orders as
they try to determine the right size, color and style for each item.
Now, Nordstrom Local is next to your coffee shop, your yoga studio. It’s quick, it’s seamless and, because it’s not a hassle, it becomes part of their traffic pattern.
Part of attracting today’s consumers involves getting them in and out of an establishment as fast as possible. Then, there’s the exact opposite approach.
Some shopping centers and retailers don’t want tenants to close their laptops or finish their lattes before meandering over to their locations. They prefer them to sip, type and do whatever else fills their days right from their premises.
McDonald’s is trying to be a place where people want to bring their laptops. They are integrating a lot of tech and updating our stores with a sleek, modern design to deliver something they call the experience of the future.
Co-working spaces have also become an integral part of many shopping centers as landlords look to further the live-work-play connection with consumers. Co-working outposts are estimated to grow 42 percent by 2022.
Whether a retailer’s goal is to get the customer to leave or stay, retailers have very little choice in today’s tech-driven world. The consumer will evaluate their options, including their time and monetary budgets, before determining if they will frequent an establishment and for how long. Clearly, the industry is preparing for that.