Due to the dramatic increase in internet shopping over the last decade, physically leaving your home to go to a store has become a somewhat outdated means of attaining goods. It is clear that most consumers would rather have their purchases delivered to them as opposed to shopping around for deals in person. And though at times it may seem that this method of buying products is more efficient and preferred, it fails to grasp the full experience and enjoyment that comes from shopping around in stores. Customers that prefer to use the internet to shop will realize there is a blatantly obvious difference from shopping online versus the practice of shopping in person. The only questions that remain are how should department stores and brick & mortar businesses go about making those discrepancies known and how to show that their contrast from the online marketplace is superior.
Malls have always been obeyed the simple rules of the traditions of shopping centers, keep the product out and available to the public to show it’s level of importance and value to passers-by. This ideology explains why most malls have set up long alleyway like architecture with stores facing and large towering windows full of their respective merchandise to the people walking along. However, this tactic has proved it’s self utterly ineffective in terms of capturing and maintaining a buyers’ attention. The creative minds at Westfield, the shopping company that has locations in New York City, Southern California, Garden State Plaza and various other areas, have managed to thrive through the adversity and take place among the top 15 performing malls in the country.
The Westfield corporation reaches to its customers by enriching the experience of shopping inside of buildings with a more extravagant and grandiose atmosphere all while choosing to enjoy the outdoor environment. Due to this approach, the Southern California Westfield locations had done phenomenally. Integrating advanced and more varied options for food, fashion, leisure, and entertainment, Westfield is able to combat the technologically benefits of shopping from home with the real-life involvement of a genuinely good time. This is touted by its CEO, Peter Lowy as a key differentiation from its competition.
Other successful means that outdoor shopping complexes, such as the profitable and privately owned Caruso shopping centers, have utilized are the aspect of offering a more hospitable and quaint environment to the public. Through the development of the Promenade, Caruso shoppers were shown a meandering complex with a range of stores accented by its lovely scenery.