THE SHOPPING CENTRE CUSTOMER EXPERIENCE – DEFINING THE FUTURE

In many ways, hotel operators are the guest experience experts. Take the Four Seasons Hotel Montréal, where guests are taken care of at every step: from the doorman greeting them to the captivating fragrance and ambient lighting to the welcoming smile of the staff and the stuffed animal waiting for your little one in the room. It’s this attention to detail that makes each stay truly special.

Retail customers expect the same level of experience.

In fact, experts claim customers now prefer centres that offer a memorable experience. This is particularly true for millennials, 72% of whom care more about the experience than the product. With strategic interventions and small investments, landlords can elevate the customer experience while keeping operating costs to a minimum.

Exclusivity

Exclusivities are a deterrent to the customer experience, as they impede the development of new uses and services. For example, although valued by millennials, the sale of second-hand clothes is often prohibited in shopping centres. If you can’t eliminate restrictive clauses, we suggest negotiating temporary uses and onetime activations; and before granting exclusivity, be sure to consider its long-term impact.

Amenities

Customer experience extends to all of the centre’s amenities. Bicycle parking, payment terminals and breastfeeding rooms all affect this experience. Studies show that 30% of customers are influenced by their washroom experience and that 66% will recommend a centre based on the time required to access such amenities. Landlords should therefore meet these expectations, given that higher satisfaction in this area prolongs the duration of a customer’s visit and results in additional sales.

Technology

Customer experience goes beyond the centre’s physical location. Some statistics indicate that 61% of customers consider their phone to be a "very important" part of their in-store experience. With their phone, customers can locate a store, find a parking space or communicate with a stylist. It is therefore ideal for landlords to offer digital solutions that allow them to connect with customers every step of their journey.

TENANTS

Prioritizing a mix of tenants that value customer experience will benefit the centre itself. Many retailers are embracing experience as a business strategy. So, in addition to verifying the tenants’ solvency, landlords should also ask tenants how they plan to contribute to the client experience of the centre.

In conclusion, an exceptional customer experience begins with the landlord’s vision, requires tenant buy-in and demands that all teams contribute to the development of creative initiatives, from marketing, leasing and construction to IT and even legal.

With the cooperation of me Louise N. Pelletier, Vice-president, Legal Affairs, Carbonleo.