The New Retail Experience
The Shops at Mission Viejo GM Kurt Webb tells us that experiential retail might be the thing now, but not just any experiences. The key is listening to customer feedback and tweaking the total experience at a particular property, not just holding events. That includes the details—soft seating areas, family restrooms, free Wi-Fi, updated play areas—and the big-picture features, such as EV charging stations or a mix of retailers. Simon Properties, which owns the mall, named Kurt GM this month; previously, he was GM of a Simon mall in Washington State.
Kurt adds that old-fashioned events have their place in experiential retail, too, such as the Shops at Mission Viejo Kidgits’ Club events for children or events like Indulge, meant for moms leading up to Mother's Day. And every now and then, it doesn’t hurt for a celebrity to drop by, such as when Halo's master chief stopped by the Microsoft Store at the Shops at Mission Viejo to check out the new Surface Pro 3. He's the one in the middle.