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January
31, 2007:
Interesting Facts About Shopping Malls
Interview
with Paco Underhill, author of Call
Of The Mall
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Mike
Carruthers:
Ever
wonder why teenagers love hanging out at shopping malls?
Paco Underhill:
For somebody that is under 25, the mall is absolutely
a marvelous place, because it represents one of their first opportunities
to be themselves in a secure, safe, but adult world.
Paco Underhill, author of the book,
Call Of The Mall, says there's also a good reason why you
don't see older people hanging out at the mall.
For somebody
who is over age 40 (particularly someone who is male) the mall
represents a totally bogus version of an urban experience, which
they recognize.
You may have
noticed that there are certain types of stores that used to
be at malls that have left.
One of them is
the sporting goods store - try to buy a baseball mitt in a shopping
mall, it's almost impossible. With the exception of one chain,
toys have left the mall. In many cases books have left the mall,
consumer electronics have left the mall. For many of them, they
have found that free-standing locations gets them a better quality
of visit, and they get the customer to commit to a greater amount
of time in the store.
And the music
you hear when you go into a mall is carefully chosen.
The music being piped in is a critical part of the store's
identity. The music can either tell someone they belong, or
tell somebody they don't belong in that store.
At somethingyoushouldknow.net
, I'm Mike Carruthers and that's Something You Should Know.
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