Reading Article
A Controversial Review of America’s Shopping Centres
Paco Underhill, author of the wonderful book “Why We Buy. TheScience of Shopping” has now followed this up with a review ofthe shopping experience in America’s Malls. His new book “Call Of The Mall” examines how Americans use themall (shopping centre), what it means, why it works when it doesand why it often doesn’t work at all well.Paco Underhill is CEO of Envirosell whose studies of consumerbehaviour are sought after by leading retailers, manufacturersand distributors around the globe. And now owners, managers andmarketing specialists in shopping centres will be studyingcarefully the observations and conclusions of the man who hasbeen called “the Margaret Mead of shopping”.In this article we put the spotlight on some of Paco Underhill’sobservations with excerpts from his new book.Parking and Entering”The entrance to the parking lot is where the mall reallybegins. As you approach there is always that moment ofanticipation when you see whether the lot is full, empty orsomewhere in between. It sets the tone for the day. Enjoy asmooth transition from the highway to the front door and youfeel blessed. Hit a snag and you start your shopping trip undera black cloud.”"We’ve studied many malls where there is one door used by peopleunfamiliar with the mall. We call it the ‘stranger’ entrance.But it’s usually not the portal of choice for those who know themall well.”"When choosing a mall parking spot, you’ve got four prioritiesto 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 closestto 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 probablythe highest priority of the four, especially when it’s cold, hotor rainy.”Often when I start a consulting assignment for a retail chainor developer, I’ll drag executives out here. They’re usuallypuzzled: ‘Wait a sec – the stores are in there!’ But I insist.For all their knowledge and experience, few merchants ormanagers understand how much of the customer experience takesplace in the parking lot. Executives who would be appalled by alack of regard for shopper comfort within the store don’t give athought to what happens out here.”"If the mall devoted more thought to how shoppers experience theplace, they’d spend a little money and effort on the parkinglot. As soon as you turned in off the road you’d come upon a cargreeter – a traffic cop. He’d be the boss, and he would have twoor three minimum wage high school kids running around to informdrivers where all the spots are, would keep traffic movingsmoothly, and would give shoppers the sense that fairness andorder prevail.”"Doesn’t happen…before Christmas by 10.00am traffic is at astandstill and tempers are flaring. Mall management remainsuninvolved. Find your own spot. Fight your own battles, it tellsus, then come inside. Mall operators think they control parkinglots by installing surveillance cameras. As any police officerwill tell you, control is about being visible.” Rest Rooms”Your average mall bathroom’s ambience would be dramaticallyimproved if, say, Aveda or The Body Shop furnished the sinkswith samples of various sweet smelling goods. Even cosmeticswould work here…A woman could test some new soap ormoisturiser, want more, and be directed to the store to find it.”"Has no one ever considered using this as a kind of showroom forthe things you sell out there on the floor in the store, twentyfive feet away?”"I’ve suggested to the marketing people at Proctor & Gamble thatthey sponsor ladies’ rooms in major airports – hire an attendantwith a mop and a bucket to keep the place clean, and stock thejoint with all their newest products.”"An entrepreneurial approach to the well-appointed rest roomcould turn even this place into a profit centre.” Using Mobile Phones”In Europe and Japan, cell phones seem to work everywhere, whilein the United States (and Australia!) phone users are oftendriven outside or to odd corners of the mall for good reception.The cell phone as a shopping aid allows contact with your buyingadviser.”"We have started to track the phone conversations that happen instores and their apparent effect on buying decisions. It’sremarkable how predictably the conversations begin: ‘Honey, I’mhere 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, “WhyWe Buy. The Science of Shopping” which is a must read foreveryone involved with retail. “Call Of The Mall” is also easy to read, though it has far moreof Paco Underhill’s opinions and far less actual research toback up his conclusions. I have the feeling with this book thatPaco Underhill has been reading too much of his publicity andnow believes he is a witty, entertaining writer. So, in someways it’s a bit of a let down. However, for anyone involved in amanagement role within shopping centres it’s still a ‘must read’.Both books are currently available from Terrific Trading as wehave shipped in a supply to cater for demand. Go to our websitewww.terrifictrading.com and click RESOURCES for details.
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