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The mall is no longer about shopping,but it is an extension of our social life. An integral part of communities, a place to hang-out, socialize (and perhaps even shop). Malls as only shopping destination has reached an inflection point. Worldwide malls are undergoing a sea-change in how they are addressing customer experience, and not just shopping.
Customer Experience Management
Customer Experience Management brings together People, Product, Process and Technology in your organization to acquire & retain customers and enhance customer relationship, to build customer loyalty and advocacy; and enable business growth.
Customer Experience Management is a 4 step process:
Defining what customer wants, needs and expects. Including the sentiments and how they impact customer decision-making.
Designing touch-points in customer journey from awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy
Delivering customer experience
Developing consistency in execution
Building blocks for Digital transformation
The key drivers and needs:
Identify customer critical parameters to value
Identify constraints (e.g. sourcing data from retailers) to creating & delivering value
Identify pain points (e.g. E-commerce sites offer functionalities that assist & accelerate buying decision) (e.g. buying online from comfort of home)
Identify trigger events (e.g. malls are slowly becoming an integral part of communities, playing an important part in people’s lives) (e.g. visitors are looking for experience that go well beyond shopping)
Adopt a 3 pronged strategy & a phase-wise implementation:
Improve. Innovate. Transform
Digital Transformation: Improve
Way-finder: use multi-touch screens for help visitors find their way around the mall. These screens can be a good touch-point to 'push'content and monetize.
Ambience of the mall: Apart from multi-touch screen, also use single-touch screens to display ads, interactive content. Place screens in creative positions- vertical, horizontal, diagonal. Place them at vantage points e.g. as you move up the escalator or down.
Use multi-frame content: use multi-frame content on the screens. Some content maybe free, some chargeable to participating shops within the mall. Some portions of the screen maybe touch, some not.
Video walls: video walls run videos that can be placed at vantage points e.g. bridge that connects two sides or sections of a mall. Entry/exit corridors. Parking lot.
Digital office: and most importantly setup a digital office within the mall to run the IT setup for maintenance
Digital Transformation: Innovate
Have interactive screens and PODS. Example: you pick up a shoe and the screen, placed just above the display and in front of you, throws content related to the shoe you just picked up. Mirror digital screens are another innovative method of displaying interactive content. These screens look like mirrors, placed even in the wash-room. Suddenly you see your own image on the mirror surrounded with advertising content.
Digital Transformation: Transform
Beacon: use beacons to push personalized content (e.g. Zara offer) to customer mobile phones, when they are near Zara showroom. Or display adverts on Zara on the single-touch screen when you are close to the Zara showroom.
Mobile App: which could keep you connected with the mall before you enter or after you have left. Apps for way-finder. Apps for adverts. Apps for booking restaurants. Apps for ordering food from Food Court, even as you are shopping.
Website: online selling, but delivery pick-up from mall could be another good mix of online and mall experience.
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