and create a special atmosphere – the very ambience that predisposes business travelers to buying souvenirs or tasting local beverages and cuisine, even if they are not inclined towards sentiments or gourmandize. Shopping malls are a paradise for the consumer, experience being the gist of this definition. It is staking on new experiences that makes these centers frequented, profitable and popular. So if a customer can have unique experience in any particular place and feel comfortable there, she will surely come back, even if a given mall is quite far from her home or office.”
To improve their economics, shopping malls should also have a number of other advantages. Mr. Seregin lists among these the availability of shops which cannot be found closer to home or office, sought-after shops with a wider variety (or offering goods that are not on offer in nearest centers), a wide range of children’s amusements and the possibility to leave a child in a local fun center for a long time as well as truly exciting events. “Large malls still remain destination facilities by virtue of the above-mentioned reasons: leisure, shopping and services all in one place with a huge choice of brands in quality family leisure options,” knows Ms. Dovchenko.