Mall of America - Case Study Example

The Mall of America in Minnesota has often been credited as one of the biggest marketing successes of the century, and an analysis of its techniques reveals some pertinent facts. The first element that created instant success for the Mall of America is innovation; the mall created a new and different experience for consumers in the retail sector (Retail Merchandiser, 2013). The creation of a huge retail store that counters cheap prices, entertainment and endless selection drew consumers to the mall.

The other factors are size, location and market segmentation that the mall uses. It is big and offers virtually all products in one location, is in the heart of business in the city and offers something for everyone, which also draws consumers. The retail mix offered in the premise is also another factor, with more than 500 stores in the establishment, and having very unique stores that other malls do not offer. One of the biggest consumer trends that have occurred since the Mall of America was opened is the need by customers to experience entertainment and fun while doing their business (Retail Merchandiser, 2013).

Combined with this is the need to find all aspects of life in one place, be it baking, health or fitness. The other retail trend is the addition of sports complexes in such big malls. So, the Mall of America should consider expanding on its sports culture and adding amenities like health and financial institution branches to its mall. This would ensure that consumers find all the amenities that they need in one simple to access location. Some of the criteria that the Mall of America should consider when adding new facilities to its complex include the retail mix offered and family focus (Kotler and Keller, 2008).

Previous successes already indicate that the mall is a haven for whole focus, so new facilities must be able to add to the qualities it already has. For example, retail stores should be evaluated depending on the kind of services that it introduces into the complex. For example, if apparel has already been catered for, the complex should focus on bringing in new qualities that ensure that all aspects of the consumer are covered. On entertainment offerings, since the area of children is already covered, the Mall of America should go for gender segmentation.

Finally, hotels should be able to offer factors like lodging, which will be a factor for encouraging tourists to visit the location. The Mall of America is already a huge success with the local people, but to increase its presence both for the local metropolitan visitors and visitors from outside, the mall should utilize the importance of marketing information. With specific information from patrons, the mall will be able to figure out any new needs that the consumers have, which will then be used to increase market share.

The mall should also diversify on product coverage in order to cover as many demographics as possible, which will also help in attracting new clients and retaining old ones from the metropolis and outside. References Kotler, P. and Keller, K. (2008). Marketing Management. New York: Prentice Hall. Retail Merchandiser. (2013). Mall of America. Retrieved on February 23, 2014 from: