With increased competition from online retailers and smaller, brick-and-mortar shops, malls have shifted focus from simply providing shoppers with a variety of stores and products, to engaging shoppers with an integrated retail experience.
As one of the largest retailers in the South Bay, South Bay Galleria is implementing strategies to make every aspect of shopping memorable and ultimately, exceptional.
We spend a great deal of time making decisions that will affect all aspects of our customers’ visits to our center, ensuring that their shopping with us is never just an ordinary errand. We know they have many options and we want them leaving the Galleria feeling happy about their experience.
One way we create this favorable shopping experience is through staff training. From the friendly representatives at the guest services desk to employees in the food court who are encouraged to clear food trays once guests are finished with their meals, our team at South Bay Galleria ensures that all staff is trained to perform the small tasks that make a huge difference.
We are working toward creating a well-oiled machine, filled with friendly staff that is committed to keeping their eyes and ears open so they can help shoppers at a moment’s notice.
For example, when a security officer stops at a directory to help a guest, the guest is pleasantly surprised that they are being offered assistance without asking for help. This simple strategy of smiling and offering assistance is the cornerstone of South Bay Galleria’s training program, and this program directly contributes to our guests’ shopping experience.
The experience begins when shoppers pull into valet parking. South Bay Galleria’s parking attendants offer each arriving guest a mall directory and answer any questions.
The next step in the experience is the appearance of the mall itself. From basic cleaning to ongoing renovations, our team is always working to ensure a pleasurable environment. For example, the center’s family restroom recently received a facelift, resulting in a more pleasant experience for small children and parents. While the renovations are not extreme, the updates are designed to provide a more comfortable, family-friendly atmosphere.
An additional element we employ to build a memorable shopping experience is to create programs that engage community members. South Bay Galleria is doing this through a host of new initiatives focused on health and overall good will. These healthy initiatives are part of a larger Beach Cities initiative called “Vitality City,” introduced by Beach Cities Health District. The Galleria has introduced Vitality City-inspired programming to assist in the effort to create a happier and healthier community. We are committed to the Beach City Health District Vitality City initiative to make healthy choices, easy choices.
One of South Bay Galleria’s newest initiatives includes the introduction of “Healthy Food Options” in the center’s food court. These guides outline caloric information, providing an opportunity for shoppers to make healthy selections when choosing from the fast food menus. We also have health-driven community programs, including a free walking club called the “Galleria Gaitors,” which meets each morning to walk laps inside the center. In addition, our South Bay Galleria Kid’s Club holds two events each month focused on fun, physical activity and education.
These programs provide us with a chance to engage shoppers in ways that will enhance not only their shopping experience, but also provide a little happiness in their lives.
Another initiative which engages our guests is providing volunteer opportunities to make non-profit giving easier. South Bay Galleria is an active supporter of community organizations and has partnered with Designing Women South Bay, a women’s guild in support of Working Wardrobes, to collect clothing for those in need. Three times a year, South Bay Galleria acts as a clothing drive collection site. We have collected prom attire for disadvantaged youth, as well as professional clothing for women and men re-entering the workforce.
Using the mall as a vehicle for giving helps get the community involved in supporting one another, and promotes good will among shoppers.
We are always looking for new ways to enhance the experience. Free wifi will be launched throughout the center this summer. An electric vehicle charging station was installed this past winter for the convenience of the EV guest. Research is continuing on the development of a text messaging program to let the Galleria Housekeeping Team know if the restrooms need attention.
From staff training, ongoing maintenance and renovations; to new uses of technology and providing community programs, South Bay Galleria continues to strive to provide an exceptional shopping experience. We also welcome new ideas from the public, and encourage our shoppers to reach out to us with any suggestions.
Mickey Marraffino is the marketing director at South Bay Galleria.
