Open Air Shopping Centres Experience, The Fun Way to Go?

With over 14 years of experience in Property Management, Leasing, and Tenant Relations. Retail is Abdallah’s passion more than a profession. He is currently working at King Abdullah Economic City (KAEC), the Kingdom’s leading destination for Tourism & Leisure as a Senior Manager for Leasing & Tenant Relations, with the larger scope of managing the retail experience of the whole city.

ABDALLAH KUSSAD

SR. MANAGER – LEASING & TENANT RELATIONS KING ABDULLAH ECONOMIC CITY (KAEC)

Atrip to the shopping centre or mall has always been something dear to my heart. A trip I really enjoy especially with the family, not only for the holistic offering of F&B, shopping, and entertainment; which is ever-growing and improving day in, and day out; but also, for the unique experience that each centre offers. Whilst being an enjoyable experience through all seasons, the indoor shopping experience has its own limitations, we are still indoors! Even though the majority of shopping centres heavily incorporate the element of see-through glass ceilings into their design that allows more sunlight into the mall, creating a more natural outdoor-like feeling, I always get a sudden urge to go out and breathe “real air” after spending three or four hours inside!

Nonetheless, it was a completely different experience in one of the openair shopping centres I recently visited, called “Swefieh Village” in Amman, Jordan. It was surprising compared to other shopping experiences I had. It had a “cozier” feeling written all over it, something you know you would enjoy the moment you arrive. The customer journey itself was different which most malls or centres fail to enhance or even maintain throughout their life span, ultimately affecting their popularity; the location, surroundings, parking, and entrance were all different from what customers are usually expecting from a shopping mall’s customer journey. Considered typically as a neighbourhood or community centre, openair centres are usually inspired by the surrounding communities in terms of design, influenced directly by the local customer base demands and requirements, creating a customer-focused tenancy mix, and an up-todate look & feel. Therefore, providing more essential options for services, dining, and entertainment creates a more inclusive way for customers to spend their time. The unique entrances and visibility of an open-air centre will also allow retailers to be in the direct line of sight, so customers won’t have to wander indoors to enjoy its offerings. Maximizing visibility can also go a long way in boosting foot traffic and increasing revenue, consequently positively affecting the experience for retailers and customers alike. As customers, we all have our own “shopping rhythm” or behaviour in an indoor mall or shopping centre. These behaviours vary differently depending on if one is visiting with family or friends. What the open-air centres offer is a unified experience based on “enjoying your time while shopping”, rather than shopping itself. This experience provides an unforgettable moment and has its own unique aesthetic, creating a complete package (essential goods and services as well as enjoying the air and space) that no indoor centre can offer.

Data from Placer.ai reveals another geographic impact between indoor vs. outdoor malls. With indoor malls, foot traffic was down to 6.5% in September 2021 compared to outdoor malls which are down to 5.2%. Hence, even during the ongoing pandemic, open-air markets allowed retailers to continue generating revenue while creating a safer shopping experience as experts suggest people are far less likely to catch the virus in an outdoor setting. This also helped small and local businesses that are major parts of neighbourhood and community centres to survive. Ultimately, open-air centres and markets provide a safer and more fun way for shoppers to come together, making the future of these outdoor experiences a bright and promising one.