factors affecting the success of shopping mall
(1984), shoppers tend to shop at shopping centre located beyond primary catchment area due to the lack of choices in goods and services provided by the shops near their house. Carter (1993) explained the relationship between the size of a tenancy and trade area to be served by a shopping centre by using retail gravity model. The difference with regional centre is in terms of net rentable area where it can reach to almost 1 million square feet or more. For example, by changing an old furnishing lot with cinema would be advantageous in making a visit to a shopping centre more complete for young working couples and singles who may desire some entertainment after shopping. Besides, it will lower the rental income of the shopping centre as larger tenancy space generates lower rental per square feet. Comparison goods are purchased at irregular intervals, for long term use, with suitability, quality, price and styles being important factors in their selection meanwhile convenience goods are those purchased regularly, so that convenience of location, selection and buying are important (Northern and Leonard, 1977). Next, there will be a definition on the tenant mix term followed by a review of ideal tenant mix principles. An effective tenant placement through clustering of similar types of business will provide a chance for shopper to do comparison shopping (http://www.property-investing.org/shopping-centers.html). In other words, supermarkets and drug stores become the key tenant of this type of shopping centre. According to Carter (1993), it is important to delineate a trade area of a shopping centre as it can help to predict how customers in a market trade area will spend for their needs.In line with this thought, the choice of tenant mix should satisfy any unmet demand for goods and services within a centre’s catchment area. For example, there is a great deal of research that emphasizes the importance of creating a tenant mix model for proposed shopping centre (Downie, Fisher and Williamson, 2001), but far less information about the effectiveness of tenant mix design in tailoring customer demand once it is applied.Downie et al. Finn and Louviere (1996) explained that besides its influence in determining the range of merchandise in the centre, anchor tenant also impart a dominant influence on shoppers’ image and thus on centre patronage. This new era of shopping centre experience was due to the construction of large shopping centres with ‘one-stop-centre’ theme (Rajagopal, 2008).The ‘one-stop-centre’ concept is definitely suitable to tropical country like Malaysia as the hot climate deters many from pursuing outdoor activities. (2001) suggested that the effectiveness of a shopping centre tenant mix policy can be monitored by using four methods which are turnover index, shopper surveys, bespoke research and turnover details. With a wide range of tenants, shopper will have the tendency to visit the shopping centre at a higher frequency (Stoltman et al., 1991). Among the factors that contribute to the shopping centre success are strategic location, good shopping centre design and layout, wide ranging tenant mix, sufficient parking space and efficient promotion and marketing strategy.Strategic location is one of the main success factors of shopping centre as it can lead to strong competitive advantages (Gabler, 2007). Example of good shopping centre design is wide corridor, sufficient interior lighting and spacious central atrium to host events. Meanwhile for sporting goods, department stores are not a factor for younger half of the customers. Therefore, the pre-leasing contract with anchor tenant is normally signed during the planning stage. The primary catchment area for a regional shopping centre is within 30 minutes driving distance and the market catchment are around 200,000 to 800,000 people (International Council of Shopping Centres, 2004). Besides, a good location can attract customers from its catchment area to visit the shopping centre. For instance, by clustering the fashion retail lots, shopper can do their shopping easily without having them to traverse the entire shopping centre.Another way to encourage multiple-purpose shopping is by clustering different collection but complementary tenants near each other.
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