a quarterly report by - Technopak

Increasing Prominence of
Community Markets
perspective
a quar terly repor t by
Today’s consumer needs a place where he can relax and meet friends apart from a just a shopping
environment. This need is met by a community center that creates an environment that forges links to their
communities by opening wellness center, libraries, city halls and children’s play areas along with some
services such as supermarket, pharmacy, bakery, sweet-shops, gift-shops, dry-cleaners etc. to cater to the
nearby residential areas apart from regular shoppers.
Exhibit 7 Community Center Activities
Karate/ dance classes on weekdays and painting competitions for children on weekends to attract wider footfalls.
Organizing kitty parties/ card rooms for housewives on weekdays.
Sponsorships or marketing events on a regular basis.
Organizing fashion shows to draw more crowd.
Quiz competitions or craft fairs.
Shoppers look for places where they can interact comfortably and spend time with their friends and
colleagues in an environment that is neither work nor home. The malls & community markets have a great
opportunity to fill this gap. It brings in more customers, helps in keeping higher footfalls even on weekdays
and it keeps them at the mall for longer periods of time.
Exhibit 8
International Examples Components
Community Center - Examples
Southdale Mall, USA A school, an auditorium, an ice-skating rink and even a zoo.
Creating a sense of place and a feeling of community is a multi-dimensional task that requires a deeper
understanding of human behavior, needs, and expectations. Shopping center developers need to respond
to consumer interest in places that differentiate themselves, feel ‘authentic’ and provide not just a shopping
experience but also one that reflects their lifestyles. They need to create a feeling wherein shoppers
recognize that they can do a lot more than merely shopping.
Volume 02 / 2009
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Mall of America , USA An aquarium, a mini-golf course, an amusement park, a wedding chapel, an assembly hall, a school,
a bank, and a medical clinic apart from regular components. Allows senior citizens to do ‘mall-walking’
between 7:00 a.m. and 10:00 a.m. before the mall opens.
Bluewater, London Facilities like Crèche, telephones, guest lockers, post boxes & postal services, concierge desks, car
cleaning, pick up and loading services, parent/child rooms, baby care rooms, bottle warming & mother’s
feeding area.
| Volume 02
Retail Real-estate Trends | 18