{Re} Making the Mall in the Digital Age

8/12/2019 {Re} Making the Mall in the Digital Age

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{Re}Making the Mall in the Digital AgeG. Scott Aikens, Ph.D.www.gscottaikens.com/ [email protected]
http://www.gscottaikens.com/http://www.gscottaikens.com/


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Unit 1: The Future Is Now

Unit 2: The Importance of Place

Unit 3: Re-Making the Mall 1: Design

Unit 4: Re-Making the Mall 2: The Mix

Unit 5: Re-Making the Mall 3: Communications

Unit 6: Communications & Leasing / Development


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Unit 1: The Future Is Now


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The fundamental impulse that sets and keeps the capitalist engine in

motion comes from the new consumers goods, the new methods of

production or transportation, the new markets, the new forms of

industrial organization that capitalist enterprise creates [.]

[t]he process of industrial mutation incessantly revolutionizes the

economic structure from within, incessantly destroying the old one,incessantly creating a new one. This process of Creative Destru ct ion

is the essential fact about capitalism [.]

It is what every capitalist concern has got to live in.

-- Austrian economistJoseph Schum peterCapitalism, Socialism & Democracy, 1942


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The large slowdown we saw in the month of December in

traffic was very broad based. It wasnt unique to any

particular region. It wasnt unique to any particular day-part

or product set or product line. There was just fewer peopleout there shopping, and so fewer people for us to captureand provide some great experiences in our stores [.]

The truth is that traditional brick and mortar retailing is atan in f lect ion po int. No longer are many retailers onlyrequired to compete with stores on the other side of thestreet. They are now required to compete with stores onthe other side of the country."

-- Starbucks CEO Howard Schul tzJanuary 23rd, 2014 earnings conference call


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astrategic inf lect ion poin t

is a time in the life ofbusiness when its fundamentals are about to change.That change can mean an opportunity to rise to newheights. But it may just as likely signal the beginning ofthe end

-- Intel Founder And rew GroveOnly the Paranoid Survive, 1996


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Retail is technology now. Go back to what (Starbucks

CEO) Howard Shultz said mall -based shopping is in a

secu lar decl ine you need to be in mobile basedshopping -- CNBCs Jim Cramer, February 25, 2014


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The Apple Storesaverage sales per square foot is $6,050,according to Retail Sails, a New York-based research and

consulting firm.

Apple knows how to create fervor in the hearts and minds ofApplescustomers.


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THE WALL STREET JOURNAL:Amazon to Offer Kindle Checkout System to PhysicalRetailersProject Would Give E-Commerce Firm Access to MoreCustomer Data

January 29, 2014


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Discuss:

What are some of the changes that may be causedby digital media that you are noticing in how shoppersbehave?

Are these changes really as big a deal as people likeHoward Schultz and Jim Cramer imply?


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Unit 2: The Importance of Place


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Wikipedia:

Omni-Channel Retailingis the evolution of multi-channel retailing, but is concentrated more on aseamless approach to the consumer experiencethrough all available shopping channels, i.e. mobileinternet devices, computers, bricks-and-mortar,television, radio, direct mail, catalog and so on.

The bricks-and-mortar stores become an extension ofthe supply chain in which purchases may be made in

the store, but are researched through other "channels"of communication.
http://en.wikipedia.org/wiki/Multichannel_ecommercehttp://en.wikipedia.org/wiki/Multichannel_ecommercehttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Brick_and_mortar_businesshttp://en.wikipedia.org/wiki/Multichannel_ecommercehttp://en.wikipedia.org/wiki/Multichannel_ecommercehttp://en.wikipedia.org/wiki/Multichannel_ecommerce


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Michigan


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Oakland County


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The Village of Rochester Hills


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Questions:

Place matters. So, how can we better understand thevariety of roles our shopping centers and their collectionsof stores can play in the retailers omni-channel eco-systems?

How do we enhance these roles?

If the point of purchase is increasingly dis-embedded fromphysical location, how does this impact how we

understand the real estate deal and lease?


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Unit 3: Re-Making the Mall:Design


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Cordova Mall, Pensccola, Florida, 1973 Panama City Mall, Panama City, Florida, 1976

Acadiana Mall, Lafayette, Louisiana, 1979 Tulsa Promenade, Tulsa, Oklahoma, 1986


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Meadowbrook Village Mall, Rochester Hills, MI, 1973

Th Vill f R h t Hill R h t Hill MI 2002


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The Village of Rochester Hills, Rochester Hills, MI, 2002


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High Street, Hawick, Scotland, ca. 1890-1900


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Market Square, Lake Forest, IL, 1916


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Northland Center, Southfield, MI, 1954


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Southdale Mall, Edina, MN, 1956


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Southdale Mall, Edina, MN, 1956

50th & F / G ll i / Th Sh t W t E d


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50th& France / Galleria / The Shops at West End


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Southdale Mall, Edina, MN


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Question:

What is the future of the enclosed mall? The formats not

very old


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Unit 4: Re-Making the Mall:The Mix


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Unit 5: Re-Making the Mall:Communications


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Hybridize Place & Its VirtualRepresentation

1) put the tools in place;

2) focus on back-end analytics;

3) run campaigns that serve the mallscustomers

4) leasing and development activities as

campaigns


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1) put the tools in place

Website built on an open-source content management

system

a clearly identifiable brand logo and matching style guide creative integration of social-media tools into the

behavioral flow

development of substantial interactive communities


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My fianc and I have been together for almost 5 years. I had two children before him my oldestwho just turned 15 January 29thhas a rare disease called menkes. The drs said he wouldnt

make it passed the age of 3 because it was diagnosed to late. He is severely handicapped andrequireds 24 hour care therefore I stay at home with him. He is on a feeding tube, oxygen,wheelchair, suction and more. On Jaunuary, 30, 2011 we had our youngest son the day afterhis brothers birthday. We knew when we were pregnant with him he was going to have the

same disease as his older brother. But if caught before the first month of life it usually can behelped with copper injections for the first 3 years of life. His brother saved him. So when hewas 5 days old we flew to the nih in Maryland to be put in a study, he just finished his last

copper injection yesterday on his third birthday. As Im writing this I am in the waiting room ofchildrens hospital waiting for my older son to get out of surgery for kidney stones. [My fiance]

also had a daughter before we met so we have 4 children. We love our children but rarely gettime for ourselves and this would be a great opportunity to spend alone time with my love.Thank you for listening to our story.


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Social Capital:The central premise of social capital is that social networks havevalue. Social capital refers to the collective value of all "social

networks" [who people know] and the inclinations that arise fromthese networks to do things for each other ["norms of reciprocity"].

How does social capital work?The term social capital emphasizes not just warm and cuddly feelings,

but a wide variety of quite specific benefits that flow from the trust,reciprocity, information, and cooperation associated with socialnetworks. Social capital creates value for the people who areconnected and - at least sometimes - for bystanders as well.

From BetterTogether.ORG, an initiative of the Saguaro Seminar:

Civic Engagement in America at Harvard University


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Question:

Does consideration of social capital merit inclusion inshopping center strategy? Any anecdotes supportingyour view?


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Hybridize the Place & Its

Virtual Representation 1) put the tools in place;



F B k d A l ti


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Focus on Back-end Analytics

Google Analytics: Total Web Site Traffic

Google Analytics - Referrals


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Google Analytics - Referrals


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Core business data such as vehicular and foot trafficmust be integrated at the heart of the various analytictools. This integration is critical to the social platforms

potential to help optimize the performance of the mall.

What other data can be added to facilitate betterunderstanding? Are there mobile apps that add valuehere?


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Hybridize the Place and Its

Virtual Representation 1) put the tools in place;




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Case Study 1: NaturalAdvantages


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Questions:

Sales and offers seems to be a big opportunity forshopping centers to work with mobile apps. Any tips?

What other ways can mobile apps help shopping

centers better serve retailers?


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Case Study: 12thannual Lightthe Village

Entertainment Schedule: CrittentonStage
http://www.crittenton.com/http://www.crittenton.com/


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5:15-5:30 p.m. - We welcome the St. Irenaeus Children's Choir to the stage - toremind us what the season is truly about!5:30-6 p.m.Zippidy 2 Dadsopening performance, you won't want to miss thiscrazy, fun show!6-6:45 p.m.-The Gratitude Steel Bandbrought back for an encore performancefrom 2012!

6:45-7:15 p.m.-Jay Towersfrom Fresh 100.3,Mayor Bryan KBarnett,Jennifer Kincer,and the Salvation Army Brass Band help welcome Santaand Mrs. Clause to the stage for lighting count down and caroling.

The CornerstoneParadebegins at 7 p.m. & includes:* Cornerstone Community Financial-Mascot with Children &Mayor Barnett* The Violettes

* Stoney Creek High School Marching Band

* SANTAbrought to town by theRochester Hills Fire Department7:15-7:30 p.m.- Caroling led by The Violettes as Santa makes his way to Santa's Snug7:30-8:15 p.m.- Rockin Around the Christmas Tree withThe Gratitude Steel Band
http://www.zippity2dad.com/http://www.gratitudesteelband.com/holiday-and-year-end-parties.htmlhttp://www.gratitudesteelband.com/holiday-and-year-end-parties.htmlhttp://www.gratitudesteelband.com/http://www.fresh100.com/pages/jaytowersinthemorning.htmlhttp://www.rochesterhills.org/index.aspx?NID=230http://www.rochesterhills.org/index.aspx?NID=230http://www.jenniferkincer.com/http://www.jenniferkincer.com/http://cornerstonecommunityfcu.org/https://www.ccfinancial.com/https://www.ccfinancial.com/http://www.rochesterhills.org/index.aspx?NID=230http://www.rochester.k12.mi.us/stoney-creek-high-school/pages/7288/music-boostershttp://www.rochesterhills.org/index.aspx?NID=69http://www.gratitudesteelband.com/holiday-and-year-end-parties.htmlhttp://www.gratitudesteelband.com/holiday-and-year-end-parties.htmlhttp://www.rochesterhills.org/index.aspx?NID=69http://www.rochester.k12.mi.us/stoney-creek-high-school/pages/7288/music-boostershttp://www.rochesterhills.org/index.aspx?NID=230https://www.ccfinancial.com/https://www.ccfinancial.com/http://cornerstonecommunityfcu.org/http://www.jenniferkincer.com/http://www.rochesterhills.org/index.aspx?NID=230http://www.rochesterhills.org/index.aspx?NID=230http://www.fresh100.com/pages/jaytowersinthemorning.htmlhttp://www.gratitudesteelband.com/http://www.gratitudesteelband.com/holiday-and-year-end-parties.htmlhttp://www.gratitudesteelband.com/holiday-and-year-end-parties.htmlhttp://www.zippity2dad.com/


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Case Study: Yummie Yogurt


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Yummie Yogurt Grand Opening Offer: Free yogurt

from 59 pm.

Facebook Ad: June 19thto June 21st

Cost: $125.64

26,656 impressions

1,982 unique page-views on the Web site

Gave away 1600 cups of yogurt.


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Case Study: 2013 Fall Fashion campaign


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4 key guidelines for developing mission-critical

campaigns:

1) Pick a metric that is measurable and work tomove that needle

2) Go multi-platform

3) Create eye-catching, compelling content and pushit across relevant media platforms

4) Real community participation is the Gold Standard


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1) Pick a metric that ismeasurable and work tomove that needle


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2) Go Multi-Platform


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3) Create eye-catching,compelling content and pushit across relevant mediaplatforms


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Content such as these photo-albums wasdistributed through Facebook betweenSeptember 1stand October 13thand received162,374 impressions and 21,323 clicks.


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4) Real communityparticipation is the GoldStandard


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The photo contest program garnered:

556,815 impressions21,481 clicks13,936 unique visitors to the programs Web

page

4,090 votes2,362 new fans

Nearly 300 members of the publ ic app l ied to m odel at


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the Spring 2013 show.


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Unit 6: Communications &Leasing / Development


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Leasing as a multi-platformcommunications campaign


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ICSC Las Vegas


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Development as a multi-platformcommunications campaign


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{Re} Making the Mall in the Digital Age

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