Next, all the available information on the center was analyzed to form a deeper understanding of the current state of shopping malls. Direct contact with clients then occured and information was collected on their differentiating characteristics, behaviors, needs and motivation.

The extracted information was analyzed and 7 client archetypes were defined, after which 3 were prioritized and their customer journeys were built. This allowed for the ability to define the most important pains for the majority of the clients and, therefore, the areas of opportunity for the center.

This new program gives our clients the ability to more accurately understand the customer experience and thus pinpoint specific opportunities along the customer journey to increase customer experience. This is essential in helping gather new customers as well as retaining them so they continue to return to the shopping centers.