‘BEHIND THE SCENES AT THE MALL’: HOW TO MAKE A MALL SUCCESSFUL
Jonathan Yach, Chartered Surveyor (mRICS), shopping mall development and management expert with experience with over 200 malls in South Africa, East and Southern Africa, India and Sri Lanka
Mall management is not something that consumers and shoppers want nor need to know about, but they should. The back-story about what is needed to create a successful mall is often lost and misunderstood. In this three-lecture course we aim to explain: what a mall is about, how we craft and create a mall’s success and what you should want from a successful mall.
1. A competitive and compelling reason to create the mall
a. Understanding the consumer
b. Researching the area around the mall
c. Creating the business case for the mall
2. The reporting and outcomes
a. ‘The data speaks to us’
b. What reporting-related issues are important
c. Where does this data come from?
d. Metrics and benchmarks
3. What makes for a successful mall
a. Real estate in the service of the community
b. eSSG vs ESG
c. Surveys and speaking to your customers
d. The ‘Five Star Rating’
Recommended reading (provided in PDF upon registration)
1. ‘Why we buy’, Paco Underhill
2. ‘The Goal’, Eliyahu Goldratt
3. ‘The Hidden Persuaders’, Vance Packard
Please come prepared with your own response to this question: ‘Which is YOUR favourite mall and why?’
Participants will earn 0.3 CPD points for this course.