If we go by the dictionary destination of shopping malls – It is a building in which there are multiple shops representing merchandiser – where people retail products and crowds visit for purchase purposes.
But shopping malls are much more than that- people visit malls to spend time with family and friends. To talk, to eat, to have fun. It is an experience in itself.
People used to visit malls to discover new products and explore different brands and retailer; however, with the onslaught of digital spaces and e-commerce websites- malls are having a difficult time standing the ground and pulling in footfalls – which, in turn, is affecting retailers at malls from making a sale.
What needs to be understood is that the next generation is looking for making a connection – they want to be connected with spaces – they are looking for experiences.
In order to attract the next generation of digital-first shoppers, shopping malls have to be more than just a place for shopping – it has to turn into a destination where people come for experiences.
Offering experiences to attract customers and increasing footfalls.
Shopping malls have to change their image from a 'place where people go shopping' to a 'place where people go for having a good time'.
Many shopping malls offer dining spaces, arcade and other activities, movie theatres and multiple events across the year to attract and entertain their customers. A mall in Dubai has a snow world right inside the mall. These experiences offered by the malls increase the footfall and also lure customers into spending more time at malls. The more time spent at the mall, the likelier they are to shop.
Shop owners can take advantage of these footfalls and attract customers into their shops by offering compelling deals and using promotional techniques.
However, not every mall has the bandwidth to build an indoor ski resort – malls have to come up with a less- time-consuming and budget-friendly idea to attract customers. Experience lighting can be a successful way to implement this.
How can shopping malls incorporate experience lightning to create a memorable experience?
Be it Christmas or thanksgiving; you will see malls and shops around you light up to embrace the festive and to attract customers. Lighting can be a powerful way to capture attention – this statement holds true all year round.
Experience lighting can be installed to attract customers around the year. Malls can use holidays or culturally relevant themes to create an attractive ambience. Experience animal lights are also popular and pull the crowd in the malls.
Malls can dedicate a space for themed lighting which can act as a destination for people to click photographs and create memories.
People are more likely to share pretty pictures of themselves and pretty lights, which will, in turn, help to spread the word and pull more crowd.
Shop owners can also use lighting within their shop to attract customers and stand out in the crowd.