When evaluating a shopping mall, which is one of the biggest conglomerates of stores and restaurants you can have, there are a couple of things that you need to keep in mind. Most of the shopping centers in the world focus on specific things when considering ways to get the attention of the crowd.
For these rules and guidelines, we will be taking a look at a very successful shopping center in the country of Brazil: The Manaira Shopping, built in the city of João Pessoa, state of Paraíba.
First and foremost, your shopping center has to have a wide area to cover, so you can have the biggest amount of leisure activities and stores, without mentioning the dining area full of restaurants, of course.
If you do not have such a big area, you can cover that by having additional floors (a good number is four interactable floors without considering parking slots). However, a wider shopping center allows for a better shopping center architecture and a greater sense of wonder and modernity.
The second and almost directly related to the first rule is to have enough parking slots in your shopping center. The rule of thumb is: If you do not have parking slots in complementary numbers to the area of your shopping center, you will lose in sales and visitors. Period.
Now that the area of the shopping center is out of the way, the architecture is sort of the marketing of your shopping center: Make sure it looks unique and modern, something that shows first-world design and invites visitors to buy high-quality products in your shopping center. Curves, pillars, windows, even flags, can be very aesthetic for your shopping center, and Roberto Santiago, the owner, and creator of the Manaira Shopping, knew that very well.
Roberto Santiago also invested very heavily in the next few rules of thumb: To have a wide variety of stores that are smartly distributed along the halls of your shopping center.
Whenever a new brand owner wanted to rent a space in the shopping center, Roberto Santiago, very smart, studied very carefully what would be the best locations for that store to be placed. With that planning, a direct talk to the brand owner and an explanation of the “whys” and “hows” of that placement would be enough to convince them and drastically increase the sales in the future.
Like any other business, a shopping center owner has to be constantly evaluating how things are going and be present in the building. This is very true of Roberto Santiago, who is constantly visiting the place and looking at things from the point of view of a consumer.
The Manaira Shopping is certainly one of the most innovative shopping centers in Brazil, and Santiago is the entrepreneur who achieved that success.