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Verde/Wharton Retail Study "The Shopping Mall: A Study on Customer Experience"
Verde Group, Oct 2009, Pages: 100
The Verde Group, together with the Baker Retailing Initiative at Wharton, conducted a study across the US to better understand retail shopping as it pertains to two different types of shopping malls: fully enclosed and open air lifestyle malls.
Based on responses from 917 telephone interviews conducted in the fall of 2008, this study covers problems encountered by shoppers when shopping within a mall environment with focus on the drivers of satisfaction and loyalty pertaining to the mall itself, as opposed to those drivers associated with individual stores.
Its findings include detail on shopping patterns and preferences of mall shoppers, mall characteristics that build shopper satisfaction and loyalty, aspects of the mall experience that drive shoppers away and damage market reputation, and how shopper mall experiences vary by type of mall (enclosed or open air), shopper age, gender and employment status, history of visits to a given mall and time spent shopping.
The study concludes that 'Discovery' related problems -- those that render a mall less interesting to its shoppers -- are most damaging to mall loyalty, traffic and market reputation
The study focused on:
- what keeps shoppers coming back and recommending a mall
- what drives shoppers away and causes negative word of mouth
- overall shopping patterns and preferences
- how experiences and attitudes vary by type of mall, age, time spent shopping, previous visits to the mall, gender, gender by employment status.
This is the 5th consecutive year for the retail shopping experience study but the first to focus on shopping malls.
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