Marketing Geography Exam Notes
GGR252
Entertainment & Shopping
•To revitalize malls and attract customers back, entertainment is
used as a ‘drawing-card’
•Ex. West Edmonton Mall, putting theatres into malls, restaurants,
entertainment retail chains, etc.
•Expected outcome has been higher levels of cross-shopping
•An enjoyable entertainment experience may have an overall
positive impact on cross-shopping; cross-shopping within
entertainment category might be higher than between categories
•In the study: long distances between stores in an open space
between the PN affected cross-shopping negatively. The
entertainment facilities of the PN had a larger market area than
the RM. Age differences: more teens at the mall [public transport
made it easy to access] while people in the 30’s-40’s preferred the
PN. More people with incomes under 50k were found at the RM
and higher than 70k was found at the PN. Entertainment
customers of the PN are older and less culturally diverse.
Spending on entertainment at the RM was higher for purchases
under $20 and PN $21-50
•Intensity of cross-shopping is proved to be influenced by the
employment status and number of people involved in the
entertainment experience
•Market draw of the entertainment facilities at the PN cover a more
extensive trade area than the RM; many customers choose the PN
because of its good entertainment facilities
•Different lifestyles influence a different set of entertainment
objectives and shopping behaviours
Power Centers
•Utilize a campus style of development with buildings being placed
around the perimeter of the site and leaving the interior for
parking
•All outdoor means consumers must face inclement weather, and
there is distance in walking to their next destination- driving
rather than walking
•Case study: Winnipeg- nearly all trips to the K-M node were made
by car and Wal-Mart seemed to draw a lot of people there. Anchor
tenants placed at opposite ends to generate traffic. People tended
to take advantage of the power node; 1/10 said it was visually
appealing and 1/3 believed that the big box stores offered more
variety than the conventional stores you find in the malls