CambridgeSide Galleria Mall Every shopping mall has a uniform objective which is to attract stores and customers but the strategy used by each mall to achieve this objective varies depending on a series of factors. Malls are strategically designed and built in a way that will attract consumers and also make sure that they stay longer than originally desired. Besides the actual layout and design of the mall, other factors that contribute towards the success of a mall are the way it is promoted and the range of stores offered. Malls create advertising narratives based on locality, season and personalities of likely customers. A good example of this traditional mall is the CambridgeSide Galleria in Cambridge. The CambridgeSide Galleria aims …show more content…
The escalators and staircases are placed in a way that enables the customers to view maximum number of stores. They are intentionally placed towards the center of the mall and made slightly flatter so that consumers may notice a greater number of stores thereby visiting a store they might not have actually intended on visiting. This increases the time spent by consumers at the mall and thereby the earning potential. A couple of days ago when I went to the mall with my friend, we ended up spending more time than we actually planned. The original purpose of the trip was to return a shirt at Hollister. However, this little task which should’ve lasted no longer than five to ten minutes ended up being a good hour. This was caused by our abrupt stops at stores like CVS, Express and Abercrombie. Visiting these stores was not on our original agenda but we ended up going there because we saw them. Hollister was on the third floor along with the other clothing stores while CVS was on the second. As we took the escalator, I saw a large number of stores on either side and in the midst of all these stores I noticed CVS with the corner of my eye. Although I wasn’t meant to go to CVS, I ended up going because I needed some snacks for my room. If the escalators weren’t built the way they are, I probably wouldn’t have gone to CVS. A steeper escalator would …show more content…
Its means of attracting consumers can be described as strategic since it aims to satisfy the requirements and desires of the traditional shopper as opposed to a particular type of shopper. The layout of the mall is simple in order to ensure that the shopper is comfortable but it is also clever as it makes the shopper stay longer than he or she desired. The advertising narratives are specific in the literal sense but they have a broader meaning as they symbolize a large variety of products. The mall serves every person’s needs as almost everything desired is available. Therefore, the success of the Cambridgeside galleria can be put down to simplicity and efficient business