• Quinton Bent

5 Problems Malls with Poor Indoor Navigation Face


Today’s shopping malls are still money-making factories. In fact, the global retail sales are predicted to be more than $26 trillion by the end of this year. With more than $26 trillion in projected sales, shopping malls are leading the way as the key revenue earners. Even though shopping malls are the leading source of retail sales, there is still room for them to grow.


One major problem that holds malls back is that big retail centres either anger or bore 80% of shoppers. There just isn't enough excitement for shoppers in these malls , or finding stores in these centres is just too hard. Sure, amenities such as rock climbing, roller coasters, or valet parking are all great ways to occupy the mind of visitors, but these activities don't turn guests into retail buyers. 


Low-quality indoor positioning systems also cause problems for shopping malls. It’s simple, a shopper can’t buy an item, if they don’t know where it is. Shoppers tend to get frustrated quickly when they can't find what their looking for and end up not spending money in the shopping mall at all.


This is just one problem shopping centres face when they have a poor indoor navigation system. 


Shopping malls with poor indoor navigation face other problems such as:


  1. Ruining the customer experience


Customers who cannot cruise through the shopping centre with ease waste their time and energy that could be used for trying on clothes and testing products. This is a big problem because 86% of shoppers are willing to pay more for excellent customer experience.


There aren't many other things that can negatively influence a shoppers experience like being lost. 




2) Creating bottlenecks



Thousands of shoppers visit malls everyday. At peak times, it’s almost impossible to avoid crowds and high traffic. But, the real problem occurs when people rush into that narrow area of the mall where all the popular stores are. They all gather in these areas, waiting for the newest shoes to be released or the biggest sale of the year to start. There’s a point in the shoppers experience when these large crowds stop being fun and entertaining, and turn into a nightmare. Shoppers who have no interest in these high traffic areas of the mall need to know how to avoid them.  


3) Reducing customer loyalty 


Loyal customers are the customers who are satisfied. You can’t expect a customer to be satisfied if they can’t even find their way around the shopping mall. This is a huge issue because it costs five times more to acquire a new customer than it does to retain a returning one. Helping customers easily locate their favourite stores, is the only way to keep them satisfied. 


4) Jeopardizing customer safety


The jeopardization of safety can cause very serious consequences to shopping malls. If shoppers can’t get in and out of shopping malls quickly, they face the danger of panic behavior such as stampedes. Incidents such as shootings, or fires leave shoppers running around looking for exits. We understand that these are worst case scenarios, however it is far from impossible. If you don't create a simple mall layout and allow shoppers the opportunity to get acquainted with it through Mall mApp’s indoor location platform incidents such as these can become much worse. 


5) Diminishing zone-to-zone conversion rates


Shopping mall owners should use navigation platforms to give turn-by-turn directions and analyze popular routes. If they don’t analyze the routes of their mall, there is a real danger of minimizing zone-to- zone conversion rates.


Picture Zara and H&M are attracting the same type of shoppers. Using Mall mApp would help the mall owner decided to position the two stores close to each other, with one or two less attractive stores in between. This strategy would improve the profitability of each store in the neighbourhood and make it easier for this targeted shopper group to move around the mall. 


Mall mApp’s indoor navigation platform solves all these problems for free


If the issues mentioned above seem unanswerable, don’t worry because they're not. There’s a quick-fix for all those issues; Mall mApp.  


Mall mApp offers you high-quality indoor navigation for shopping centres. The platform does not require any additional investments, while the deployment of the technology takes only a few days.


You can forget about complex hardware-based systems that require weeks or months for implementation. Mall mApp gives you an advanced navigation platform, with marketing and analytics tied in to drastically improve user experience.



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