This document discusses trends in consumer behavior and placemaking for the 21st century. It notes that consumers increasingly value experiences over products and are omnichannel shoppers. Foot traffic to malls has declined 40% since 2008. The document outlines food and transportation trends and profiles different consumer types. It advocates for creating distinctive places through experience design and catering experiences to specific demographics. The focus is on vertically integrated teams and activating common areas to drive traffic and sales. Examples of different types of successful shopping centers are provided.
16. Relevance in the Marketplace
MIDLIFE SUCCESS
Navigator
DOUBLE INCOME / NO KIDS. Childless
urbanities,in 30s & 40s
HIGHLY EDUCATED.
Successful professionals
EARLY ADOPTER.
Looks for newest technology & fashion
GIVE THEM:
Inventive fashion and well-design
home goods; exclusiveservice;
opportunities to be pampered; great
spaces to people-watch. A rich,
sensory experience alongwith
moments of sanctuary to re-energize.
YOUNG ACCUMULATOR
Navigator
MARRIED SUBURBANITES.
Couples in their 30s and 40s with kids
FAMILY ORIENTED.
Kid centric
UPSCALE PROFESSIONALS.
Successful,comfortablelifestyle.
GIVE THEM:
Easy access and a directroute; unique
merchandisethat’s easy to spot; great
kids stores;amenities to engage kids
and husband so she can shop;a quick
sense of accomplishmentso she can
relax and wander.
AFFULUENT EMPTY NESTER
Social Seeker
MIDDLE AGE AND OVER.
Larger, older homes.
WHITE COLLAR COLLEGE EDUCATED.
Upscaleprofessionals
CULTURED EXPERIENCES.
Foreign travel & cultural events
GIVE THEM:
Great service; shared spaces and status.
Fresh retail that’s not intimidatingly
trendy; quiet spaces;special serviceand
parkingfor carefree ins and outs; social
places to take a break with friends;help
navigatingthe mall and findingthe
stores she’s interested in.
YOUNG ACHIEVER
Social Seeker
YOUNG & HIP SINGLES.
New to the metro area.
LIBERAL & SOCIALLY ACTIVE.
Cultural creatives.
CLASSIC OVERACHIEVERS.
Work hard & play hard.
GIVE THEM:
Prestige fashion and accessories;help
navigatingthe mall and trends with
serviceand support; exclusiveaccess to
amenities;a placeto check the sports
scores.He needs open, overt service,
activeinteraction and the chanceto be
the center of attention.