Tag Archives: marketing

Dead malls and golf balls

Leave a reply

Shopping malls are struggling. People are ordering more and more things online, and the foot traffic that walks through malls, impulse buying from places they weren’t really planning to shop at, has decreases significantly. Less shoppers, less purchases, less successful stores. There needs to be reasons to bring people to malls. Malls need to become destinations not just for shopping, but for activities.

I don’t know what the draw could be, but I can give an example of something I’ve thought should be combined for a while now: movie theatres and mini golf. Movie theatres take up a lot of room, and most of them could put an 18 hole mini golf putting range on their roof. Going to the movies? Get a discount on a round of mini golf.

Sit in a theatre for almost 2 hours… then go for a round of mini golf. Hole in one on the 18th hole? Get a half price off on your next movie. Easy added value opportunity for a theatre.

So what’s the added value that can be added to a shopping mall? What ‘experiences’ can be added to get people to actually decide that the buying experience in a mall is better than online? I’m not sure, but I think the shopping mall experience needs an update.

Buying loyalty

You are offered a free ebook, but it’s not free, it includes confirmation of your email and now you are on their email list. You are buying a coffee, groceries, or clothing and you share your loyalty card to earn points and free products..

‘Have one on us on your birthday!’ – the price is your name, email, phone number, date of birth, and maybe even address.

The discounts and rewards change, and each time they do, it’s free advertising for the company. Double points days and bonus point items give you a sense that you are saving money. You are spending a little less, but you aren’t saving anything.

Loyalty isn’t always about shopping, sometimes it’s about information. E-mail lists, Reddit and Discord communities, and Facebook groups all offer the inside scoop. Membership means access to information and insights, and you can choose to pay or not. Maybe a book will be for sale at some point. You can join the Substack for free, and only pay if you want to. Watch on Twitch for free or pay a little monthly. Watch a livestream on TikTok for free, or pay with nominal donations of digital hearts and roses.

Discounts, free items, and only pay if you want to… but know this, your loyalty is being purchased. That’s not necessarily a bad thing, but there is a price you pay, even if it’s just for your attention.