Observation

One straightforward approach is to observe shoppers firsthand during their visits. Trained observers can monitor foot traffic patterns, store engagement levels, use of amenities like restrooms and nursing rooms, etc. Key types of observation data to collect include:

• Dwell time - How long do shoppers spend in the mall and various stores? Longer dwell times tend to signal greater engagement.
• Flow patterns - Which parts of the mall attract shoppers versus areas shoppers pass through quickly? This helps pinpoint popular and neglected zones.
• Behavior in amenities - Are amenities like restrooms, family rooms, and nursing rooms meeting visitor needs based on usage levels?
• Engagement levels - Are shoppers actively browsing and purchasing or disengaged? What draws their attention?

Pros: Direct insight into actual shopper behavior in real-time. Helps pinpoint problem areas.

Cons: More resource-intensive. Can miss subjective perspective from shoppers.

Intercept Surveys

Mall management teams can conduct short in-person interviews with shoppers onsite to gather feedback. Typically 5-10 minute interactive sessions focused on key aspects of their experience.

Potential Questions:

• What stores or areas did you visit today? How would you rate your experience?
• How easy or difficult was it to find what you were looking for?
• Are there any additional stores or services you would like to see?
• How likely are you to recommend our mall to friends & family?

Pros: Direct shopper quotes and subjective perspectives. Flexible based on areas of focus.

Cons: Sample size limitations. Risk of bias towards more engaged visitors willing to participate.

Comment Cards

Comment cards placed strategically throughout the property allow shoppers to quickly provide feedback in their own words. Cards typically feature 3-5 open-ended questions focused on areas of priority for mall management.

Potential Questions:

• What did you enjoy most about your visit today?
• Was there anything that disappointed you or needs improvement?
• How can we make your next visit better?

Pros: Easy for shoppers to give candid qualitative feedback. Source of continuous feedback over time.

Cons: Lower response rates. Text analysis required to analyze free form commentary.

Receipt Surveys

Surveys can be printed at the bottom of purchase receipts or sent via email/text following a shopper’s visit. This connects feedback directly to buying behavior.

Potential Questions:

• On a scale of 1 to 10, how likely are you to recommend our mall to friends and family?
• How would you rate the customer service you received today?
• Please share any suggestions you may have to improve your shopping experience.

Pros: Ties feedback directly to purchasing. Easy distribution at point of transaction.

Cons: Lower response rates over time due to survey fatigue.

MethodProsCons

ObservationDirect insights into behaviorMore resource intensive

Intercept SurveysDirect shopper perspectivesSample size limitations

Comment CardsContinuous candid feedbackLower response rates

Receipt SurveysLinks to purchase behaviorSurvey fatigue over time

Analysis Tools

To transform raw shopper data into actionable insights, malls need to invest in strong analysis tools. Potential options include:

Feedback Management Software: Robust online platforms to collect, organize and analyze multi-channel shopper feedback in one place. Provides data visualization dashboards and reporting to spot key trends.

Foot Traffic Analytics: Using camera vision or wifi signals to passively monitor and analyze shopper traffic flows over time. Helps optimize mall layouts and promotions.

Text Analytics: For techniques like comment card analysis. Uses AI and natural language processing to systematically categorize unstructured written feedback at scale.

CRM Software: For surveying and segmentation analysis. Can help create centralized shopper profiles and target outreach strategies more effectively based on behavior over time.

Gathering Ongoing Feedback

Shopper satisfaction and priorities evolve over time. Malls should gather feedback continuously across multiple channels rather than relying on periodic efforts. Potential methods:

Loyalty Programs: Surveying members over time. Can provide profile data to segment feedback by shopper attributes.

Intercept Events: Having booths at key events to gather in-person feedback.

Website or App Surveys: Easy channel for digital native shoppers. Links surveys to online behavior patterns.

Social Media: Monitoring reviews and feedback mentions across platforms. Enables more real time engagement.

In-Store Tablets: Devices placed in cafes or amenity areas for shoppers to conveniently provide feedback while visiting.

Conclusion & Next Steps

Measuring and improving the shopper experience is crucial for modern shopping centers facing rising digital competition. This requires going beyond sales data to capture subjective visitor perspectives. The methods and best practices above provide a blueprint for mall managers to start actively listening and responding to their customers.

Key Takeaways:

• Employ a mix of passive observation and active surveying to get comprehensive feedback.
• Focus on capturing candid subjective viewpoints rather than just behavior data.
• Invest in strong analytics tools to identify trends and recurring problem areas.
• Make gathering continuous feedback across channels a standard practice rather than a periodic exercise.

For malls lacking existing programs, the first step is piloting a couple preferred methods from the above to determine which yield the most constructive insights without excessive effort. For those with initial efforts underway, audit which aspects are working well versus gaps needing enhancement based on leading practices. Just be careful not over-survey customers to the point of irritation. Strike the right balance, and the payoff for mall feedback management in the form of higher sales, traffic and loyalty can prove substantial.