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Malls Cause Malaise Without Unique Offerings

NEW YORK CITY-Since most shoppers tend to spend a lot of time at a mall, they want attractions that make them want to stay, survey says.

By Debra Hazel | Updated on January 15, 2009

NEW YORK CITY-As if struggling retailers, financially terrified consumers and a frozen credit market weren’t trouble enough, shopping centers must also contend with boring their shoppers, according to a new survey on the mall shopper experience conducted by the Verde Group and the Wharton School.

Malls today lack “discovery,” instead boasting a sameness that is driving shoppers away, says the consumer study discussed at the National Retail Federation’s 99th Annual Conference, which concluded yesterday here at the Javits Center.

“Discovery is the key,” said Paula Courtney, CEO of the Verde Group, based in Toronto and Atlanta. “The range and uniqueness of stores and restaurants are the key to keeping that shopper, and keeping them coming back.”

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