Mall of America: It’s Time to Rewrite the Consumer Experience Script — Retail Bum

Consumer expectations have undergone a significant transformation — not only when they are shopping online but also in physical stores.

Offering interesting content and products with a simplified checkout is no longer; today’s consumers crave experiences as unique as their fingerprints — enabling them to engage in personalized journeys that transcend the mundane transactional realm.

Brands and retailers must thus reassess their strategies and prioritize offering holistic shopping experiences to captivate consumers and cultivate enduring loyalty.

Consumers, particularly the younger generations, today prefer experiences over possessions. They crave unique and memorable interactions with brands that go beyond traditional retail transactions. As a result, retailers are faced with the unique challenge of evolving from mere product providers to experience curators. Whether it is through interactive displays, virtual try-ons, or personalized recommendations, they must deliver a shopping journey that resonates with their customers’ lifestyles and values.

In a conversation with Retail Bum, Jill Renslow, chief business development and marketing officer at Mall of America (MOA), delved into the specifics of how the mall is seeking…