question

What makes stores located in Mall of America stand out from all of the other business in the mall?

Tamra Kramer

Owner, Vom Fass

answer

Ask not what your location can do for you …

When you locate your store in a "destination shopping" location like MOA, you need to capitalize on the combined customer pulling power of all of the retailers, dining and entertainment venues offered. You can argue that you are competing with every other store in the mall; but as a specialty retailer — one who is selling products not really found in the other MOA stores — look to build on the mall traffic both during the visitor's shopping trip and after.

People visit the Mall of America for two reasons: to obtain products not available closer to home and for entertainment — shopping as entertainment.

First, how can you add to the entertainment? Selling food and wine you have more selling occasions — Cinco de Mayo, St. Patrick's Day — than any other retailer. Pick the occasion, pick the item(s) and demonstrate — taste/sample — your wares. Local products should be a focus. Invite your local suppliers to offer samples and connect with your customers.

Second, who are the other retailers and restaurants that complement your offering? Will one of the restaurants use one of your supplier's products? Other retailers selling glassware and kitchen accessories should also be directing mall visitors to you and you to them.

Third, look at the mall as an introduction to your customer and future sales. You have other locations in town, "I never knew you were at …," capture my e-mail; introduce me to your blog. Today's shoppers are omnichannel, combining the immediacy and experience of in-store shopping with the convenience and information available online.

Finally, once you are located in the MOA, "you are not in Kansas anymore." Store layout, fixtures, products and customer service will be compared against the best of the best; rise to the challenge and you will be rewarded.

About the author

Jonathan Seltzer is a professor of marketing at the University of St. Thomas Opus College of Business.