Normally, we present the year’s Top 10 Retail Center Experiences, an all-star lineup of retail centers that over-achieve in adding merriment to the merchandise. But guest experiences have been few in this virus-plagued year, so Chain Store Age decided to shine a light on centers and retail real estate companies that are leading the way in creating safe, yet still-inviting experiences to draw crowds back to their properties. In this challenging time, our COMEBACK centers are re-engaging their visitors with society, not just retail. The editors of CSA's No. 4 pick is:
The Galleria at Roseville’s entry for the COMEBACK list started by saying, “The safety of our guests is our primary concern.” But what impressed the judges more is the Westfield mall’s (located in Sacramento) concern for people’s time and patience. Guests could list stores they intended to visit and get a “queue” of wait times for getting into the socially distanced stores. Might not be a bad idea to reprise that during the holidays with wait times at the registers.
Westfield’s COVID signage displayed a more serious tone than other Top 10 honorees, employing with black-and-white templates (plus the red Westfield logo) that are easily recognized and quick to read. Safety themed kiosks were also somber-toned, but filled with more information, providing information on how and when to wear masks.
Another digital innovation introduced to aid the shopper’s pandemic-plagued experience was Line Pass, a digital queue system that lets customers get on a waitlist or book an appointment at a store from their home, car, or even in the center.
Stay tuned for daily profiles of the next eight centers. Until then, catch up on what you missed: