Shopping center seeks female advice
It seems so normal: asking women what they want from shopping centers. In the end, they will be the biggest group of customers. However, usually women were never asked to give their opinion on the development of new shopping centers. Happily, some property developers start asking women for their opinion. The New York Times has found two companies who actually consult women in the concept phase.
The article mentions several malls where women could give feedback on just about everything, ranging from walkways to art.
A couple of interesting results:
- women aged 35 to 55 complained about the lack of more up market and exclusive shops and an abundance of shops targeting the junior market
- the women wanted more restaurants and different types of restaurants, preferably with outdoor patio’s
- the women asked for more facilities for children and things like broader footpaths for strollers
- as to the design of the buildings: conventional big and impressive buildings were not favored at all. Instead, most women preferred a more village-like set up with different sizes and styles of buildings.
Most interesting conclusion: if developers want to please women, they should not concentrate on buildings and facades only, but offer new ways of inspiring and revitalizing women.
I do hope these companies will come to Holland soon! I could think of some improvements to our incredibly un-inspiring shopping streets!
Marianne van Leeuwen on July 3rd 2008 in Insights & ideas
