A look at the place of malls and shopping in society
By Stephen Cook
In an age where digital technology is prevalent, the world of retail is also constantly changing. Shopping culture first saw enclosed malls become popular decades ago, then free-standing department stores and open, “lifestyle centers” such as The Legends and Town Center Plaza have begun to sprout up.
Now, with Macy’s having announced the closure of their 216,000 square foot Metcalf South Mall location, the fate of that mall is a left a question amongst the community — will it fall to the same fate as others in the area have? Or will it be revitalized into a new, re-purposed complex?
Donna Duffey, professor and department chair, entrepreneurship, worked at Macy’s stores in the area for 16 years before coming to the college. She worked in various capacities, ranging from assistant buyer to store manager.
Duffey said one area of notable change in the world of retail is related to the tenant mix within shopping center environments. Open, outdoor, lifestyle centers in the metro area have also been drawing business away from local malls. To a degree, Duffey believes this is because of a change in what people are are now looking for.
In some ways, Duffey said lifestyle centers are more convenient; you can park right outside the store you are going to, granted you will have to have your coat on. The “streetscape” or environment of the complex is another element, and food and entertainment venues are also incorporated into the experience. However, lifestyle centers are also impacted by online shopping.
“Is there a growth in online? Absolutely yes,” she said. “It is a result of significant technology changes and improvements that have been able to transition some of those people that were not interested in just shopping off of a drawing or a photograph [in a catalog], because so much of the technology can make things come alive for them today.”
If retailers also have significant online presences, then they can try and keep their market share by having different formats to reach customers, Duffey said.
“I don’t think brick and mortar retailers are going away,” Duffey said. “I think the opportunities are [in] retailers having multiple formats of communicating with their customer, reaching their customer.”
Ian Cook, student, shops both in person and online, although he usually likes going to a store to see an item in person. Also, shopping in a store allows you to discover other products.
“I think there’s just kind of something still in the search of going into a place and seeing something that you weren’t expecting or you might not have run across if you were just shopping online for that exact one thing,” Cook said.
Although variations may exist, Duffey said practices such as shopping are “very traditional in our society” and will continue to be carried out by the public.
“I know as a child, [to go shopping] was a dress-up occasion, it was an event,” Duffey said. “As a child you were told to be on proper behavior, proper manners and there were certainly lessons that were taught from a parenting perspective in looking at products and thinking about that product’s value to your needs and your ability to purchase something.”
Duffey thinks, as a society, we will continue to use different formats of purchasing that work for our lifestyle, with methods varying based on time availability or the type of product that is being searched for.
Makenzie Mullin, student, said she does most of her shopping in-person, but also uses sites online.
“I do a lot of online shopping, but it’s one place, Forever21.com,” Mullin said. “That’s just because it’s easy and quick […]; but I’d rather go shopping for some, so I can try it on because everyone has a different body type.”
Duffey believes a lot of the retailers who have online presences have done a particulary good job of working to reduce barriers commonly seen by customers when shopping online. Improvements in shipping time, ease of returns, ability to preview the product and communicating with a salesperson online, are some of the ways online shopping seeks to match the experience of face-to-face interaction. Creating customer loyalty across both online and brick and mortar platforms is a topic businesses have to address.
Ultimately, Duffey said the success and survival of a retailer is based upon whether or not they can adapt to the changing demands.
“If you’re that brick and mortar, but you don’t have an online presence, you’re essentially becoming a service provider for your competitors,” she said.
Contact Stephen Cook, editor-in-chief, at scook35@jccc.edu.