"... Today I'm giving myself the day to do whatever I want, and that is to turn off my cell phone and spend time catching up with my gal pals Kate and Sarah - talking AND shopping. This place reminds me of that quaint street with charming boutiques I discovered on my last trip to Europe ... I love it! It's been much too long since the girls got together ... And those two are always such a bad influence on me, dragging me into that great shoe store where each time I say I'm not doing to buy anything, and inevitably I walk away with another fabulous pair of shoes. Kate will have to leave to get the kids, but hopefully Sarah can grab a bite ... before you know it, the days is done and we still haven't said and seen anything we wanted to ... really, we ought to do this more often."
Clearly, shopping today is much more about how customers feel about their shopping experience than the actual function or act of buying itself. This is evident from the industry movement to define shopping centers using such terms as lifestyle center, entertainment plaza or mixed-use destination. A large part of this movement is to help align or position the retail destination as being more exclusive to a specific target market, or essentially map their target market's expectations. It's also evident that as more lifestyle centers open and more retail centers go through expansions, renovations and remodels, there becomes a greater need for retail centers to more clearly define their brand and the position they own in the marketplace.
Read the full article, as featured in "Shopping Center Business" - April, 2006
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