Marketing Currents - Business and Marketing Current Events

Pickleball, virtual golf, skydiving, craft beer: How malls are luring shoppers


As Covid restrictions ease, expect to see more malls morph into family entertainment destinations where shopping may not even be what draws shoppers in.

Retail analysts say it’s become necessary for mall operators to diversify the in-mall experience beyond shopping in order to stay relevant to consumers — especially as the pandemic has made online shopping more popular than ever.

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Discussion Questions:

  1. What are industry trends?
  2. Why are trends important to marketers?
  3. How has the pandemic impacted shopping malls?
  4. Why do you think shopping malls need to “stay relevant” to consumers, as described in this news story?
  5. What is market research?
  6. What is an “entertainment experience” as it relates to a shopping mall?
  7. What has market research from retail consultancy company Strategic Resource Group suggested about how the addition of entertainment experiences can impact mall retailers?
  8. Why are some malls adding entertainment experiences?
  9. What are some popular experiences being introduced at shopping malls, based on information from this news story?
  10. In your opinion, will the addition of entertainment experiences help to draw more shoppers to shopping malls? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.