Fourways Mall introduces ‘Shoppertainment’ to change shopper’s experiences
The trend that we are noticing around shopping centres in Joburg North recently is not only the multi-faceted upgrades across the entire mall, but also the trend of thinking more about their shoppers and realising that a visit to the mall is certainly an experience, one filled with not only ease and convenience but also one filled with entertainment, and that this area certainly needs more focus from the malls side.
The idea being that malls will differentiate their offerings with a focus on experience and convenience, and they will have to explore new formats of shopping and entertainment – online shopping has certainly detracted from instore sales over the past years especially amongst items like fashion and technology.
That’s where shoppertainment comes in – an artful blend of shopping and entertainment that takes the “boring” out of shopping and livens it up with a variety of entertainment options that appeal to the entire family.
Big retail stores are, and likely always will remain the cornerstone of most large shopping malls, however the shift towards experiential shopping clearly shows the need for a far broader tenant mix, including luxury brands where shoppers want to have a sensory experience before they buy, and novel independent stores that cannot be experienced anywhere else.
Another way to enhance shoppers’ experience is to create themed zones within the mall, such as a food court or entertainment zone, a specialised fashion zone, or even a home interest zone. Carefully planning the way that these zones are linked also helps shoppers navigate their way through expansive malls and helps them plot the time they spend in each section to make the most of their experience.
Fourways have already opened a Bounce facility and that all time family favourite, Adventure Golf, is still located outdoors. KidZania, a kiddie’s edutainment offering is likely to be popular with families and school groups across Gauteng, significantly expanding the Mall’s natural catchment area.
New arrivals such as Lindt, Sorbet Man, Hamleys, Cotton On, Nike, G Star Raw, Starbucks and Superdry are spicing up the shopping mix – and there are more stores and offerings planned to come within the latter half of this year and in early 2019.
The mall also houses several versatile spaces for temporary or ‘pop-up’ installations, to keep their offering fresh and seasonally relevant.
There is loads on the go these school holidays too, so why not take the kids down to Fourways Mall from now until Sunday 1st of July to keep them occupied, and bonus, you can get on with the shopping.