MOA Retailing and Gen Z
A Brief History Overview
Since its establishment, the Mall of America (MOA) has undergone substantial transformation, emerging as a representation of the shifting retail and entertainment industries. First, the mall boosts its visibility by hosting concerts, celebrity meetings, and fashion shows (“About”). In turn, this approach makes it an appealing destination for Americans and tourists alike. Due to its popularity, MOA generates over $2 billion for its state per year (“About”).
Green Initiatives
Furthermore, a number of green initiatives have been put into place by MOA in response to the increased environmental concern. One such project is the mall’s widespread use of energy-efficient lighting, which dramatically lowers its carbon footprint and sets an example for sustainable business practices in the retail industry (“About”). Thus, MOA plays a paramount role in its area by attracting visitors and leading the industry with the example of success.
Gen Z (Zoomers)
What to Know About Gen Z Consumers
It is vital for MOA to comprehend Generation Z, which is made up of people who were born between 1997 and 2009. This generation is commonly proficient with modern technologies and inclined to interact with companies that focus on creative selling strategies and incorporate online elements (Bewicke).
Gen Z Shopping and Spending Habits
Gen Z customers have unique buying behaviors that are a reflection of their upbringing in a digital age and their ideals. Their purchasing habits are heavily affected by social media, and influencers are crucial in determining their tastes (Erwin et al. 1029). Therefore, although they prefer to purchase online, they still like the in-store experience when it allows for interaction and customization.
Retail Fall Tourism Strategy
In-Store Strategy
In the example of Auntie Anne’s store in MOA, it is possible to perceive what factors need to be taken into account in order to draw in Gen Z customers. The strategy of focusing on in-store experiences is the correct direction for the firm, as it correlates with Zoomers’ perceptions of brand interactivity. It is imperative to provide captivating and stimulating in-store experiences during the fall selling season (Grewal and Levy 537). Interactive displays, social media-enabled purchasing, or in-store events that appeal to Gen Z’s need for memorable and shared experiences might all be examples of this. Adding user-generated content options, where customers can produce and share their experiences, might further strengthen this strategy and significantly increase the brand’s reach within this particular demographic.
Omnichannel Strategy
Integrating all marketing channels for a cohesive consumer experience is crucial to an Omnichannel strategy. The selected store can capitalize on this approach by baking its goods in front of customers to present its food in an engaging manner (“Freshly Baked Soft Pretzels”). It will be able to charge more for its goods by creating a show out of the production process and revealing its use of sustainable products, such as meat and dairy from farms that have animal welfare policies (“Freshly Baked Soft Pretzels”). Its digital store presents opportunities to create personalized nuggets, which is bound to attract buyers through the engaging, interactive menu the company has.
Marketing Ethics
There may be a range of responses from Gen Z customers to the launch of Beacon Technology at MOA. They value technology that makes shopping more enjoyable, but they are also very conscious of privacy issues. Gen Z is probably going to balance the convenience and tailored notifications against the possible invasion of their privacy. In order to win over customers’ confidence and adoption of Beacon Technology, retailers and MOA will need to establish security and transparency as their primary objectives. Precise information regarding data use in conjunction with an opt-in strategy may play a pivotal role in determining their adoption of these technologies.
Works Cited
“About.” Mall of America. Web.
Bewicke, Henry. “Gen Z Consumer Behavior: What You Need to Know.” Talon.One, 2023. Web.
Erwin, Erwin, et al. “The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia.” West Science Interdisciplinary Studies, vol. 1, no. 10. 2023, pp. 1028–1038. Web.
“Freshly Baked Soft Pretzels.” Auntie Annes. Web.
Grewal, Dhruv, and Michael Levy. Marketing. 8th ed., McGraw-Hill, 2023.