Understand, analyze. Factors affecting the comfort of visitors and guests of the shopping mall
Modern shopping centers are no longer just a shopping center, it’s a place where whole families come to interestingly spend a weekend or a holiday: have fun with the children at the attractions, watch the latest movie hit in the comfortable chairs of the cinema, have a delicious lunch without denying yourself the diversity.
In the competition for visitors the most important role is played by comfortable conditions inside the mall, and such factors as cleanliness, temperature, humidity, sound, color solutions, the appearance of employees, security are key. Consider the most important aspects of creating the right atmosphere.
So, let’s start with cleanliness. According to polls conducted, for 88% of visitors this factor is the most important when deciding on a purchase. And the purity of not only shopping facilities and entertainment zone is important. In our latitudes, where snow and rain are not uncommon, special attention should be paid to the cleanliness of the entrance group, many visitors are annoyed by puddles at the entrance, and the mood deteriorates, which directly affects the number of purchases and the time spent in the building. In addition, 30% of the interviewed visitors say that cleanliness in the restrooms significantly influences the choice of the shopping center. Besides clean floor and sanitary ware, such things as paper towels, the availability of soap, toilet paper and other consumables, significantly affect the qualitative assessment of the mall as a whole.
Climate. Modern air-conditioning and ventilation systems perfectly cope with the task of creating a comfortable environment in the shopping center. However, do not forget that without proper maintenance the equipment can not work properly or even break. Timely cleaning of filters will help to avoid extraneous odors, and the correct choice of temperature regime will not only create comfortable conditions, but also help save money. The share of air conditioning and ventilation in the building is up to 30% of the total energy consumption, so the balance is critically important for the effective operation of the facility.
Sound. Numerous psychological studies prove that music, noise and other sounds directly affect our nervous system and psychological state. According to surveys conducted in shopping centers, 50% consider music an important factor in choosing a shopping center. What kind of music creates the right mood for customers? Studies conducted in the US a few years ago, suggest that quiet, not fast and quiet music relaxes customers and leads to an increase in the time spent in the building.
Interior. Without a properly created interior, the SEC is doomed to failure, and color plays a crucial role here. Different colors and scales directly affect different parts of the brain, activating those or other feelings, emotions. Most shopping centers choose the main different shades of white. This color creates a sense of irreproachability, cleanliness and security, does not cause any specific emotions, just what is needed for the purposes of these properties. The big plus of this color is also its beautiful combination with almost all colors and shades that suits the shops, restaurants, cinemas and other brands located in it.
Employees. Point to which great attention is paid to shopping centers. At 80% of customers, the appearance of employees has a great influence in making decisions about the purchase of goods. An old, washed-out uniform, untidy look repels buyers. Lack of form also adversely affects the visitors, the employee should stand out, so that guests always know who to turn to.
Increased in recent years, the social function of the shopping and entertainment center makes the owners expand entertainment zones, increase the area of cinemas and food courts. Together with this, the role of factors creating comfort in the premises increases. The consumer is becoming more mobile and wants to gain more and more positive experience, and thanks to the newly opened facilities and the development of infrastructure, the choice becomes wider.